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2018 Awards Finalists

Gradam Margaíochta le Gaeilge

Energia
Geoff Codd
Acmhainní Teoranta
Conchubhair Mac Lochlainn
Eyre Square Shopping Centre
Avril Smith
Largo Foods
Carol McCaghy
RTÉ
Joseph Hoban

Sponsored by

Energia

Geoff Codd

Despite Energia’s history and investment in the Irish energy market, it has faced challenges in building brand awareness and affinity in its category. To help address this challenge and strike a chord with Irish consumers, the company partnered with Conradh na Gaeilge to launch ‘Seachtain na Gaeilge le Energia’. A new brand identity was developed for the festival with Energia at the core. The marketing plan included ATL media, a joint social plan and community engagement at events nationwide. Energia developed customer material as Gaeilge and engaged staff through an internal comms plan. The result was a significant uplift in awareness, trust and Irishness metrics.
Winner
Acmhainní Teoranta

Conchubhair Mac Lochlainn

Acmhainní Teoranta is an end-to-end bilingual digital consultancy, whose use of Irish has not only allowed them stand out from the crowd and secure further business, but has also allowed their clients reach Irish language audiences with high-quality digital marketing materials. To this business, the Irish language is more than a USP, but it is rather a fundamental part of who it is. This allows the Acmhainní to tease out subtleties and nuances, adapt quickly, remain cost-effective and deliver in Irish or English, from the very outset of every piece of work it takes on. Its standard methodologies in both languages allow it to achieve the same high quality outcomes consistently.
Finalist
Eyre Square Shopping Centre

Avril Smith

Eyre Square Centre incorporates the Irish language into its image as part of its ‘unique experience’ and the ‘céad míle fáilte’ offered to visitors to the facility and to Galway. Integration of Irish into its operation enables it not just to support Irish speakers visiting the centre, but to underline its distinctiveness. The centre’s tourist traffic is a key audience also. With over 250,000 visitors through the door on a weekly basis, the centre’s bilingual collateral for promotional campaigns and internal signage gains high visibility. Through 2017, the centre ensured a central role for the language as an integral feature of its communications through external bilingual signage and materials.
Finalist
Largo Foods

Carol McCaghy

Tayto is an iconic Irish brand and one for which its Irishness is a key purchase driver. Encouraged by the success of promotional marketing campaigns featuring the Irish language, Tayto wanted to make the Irish language a more permanent communication tool for the Tayto brand. The company rebranded its Tayto impulse bags to include the flavour description in Irish, involving 32 million bags each year. The on-pack communication reinforces the link between Tayto and being Irish, it also offers differentiation in the crisp segment. The upgrade to the packaging was met with resounding positivity with the news trending in Ireland and attracting significant attention on social media.
Finalist
RTÉ

Joseph Hoban

Seachtain na Gaeilge saw RTÉ programme a slate of new content across television, radio, online and mobile, aimed at reaching and engaging new audiences with Irish. In an innovative approach, personalities not usually associated with Irish were asked to record pieces to camera detailing their personal reflections on the language. The campaign strategically used social to reach its target audience with short-form content, driving them to linear for longer-form content viewing. Qualitative and quantitative research showed that the campaign successfully extended its reach to a large, new audience, particularly the 18-34s, and perceptions of RTÉ’s promotion of the Irish language also increased.
Finalist