2011 Awards Finalists

Sponsorship Management Award

O2 Ireland
Jill Keene
Aviva
Paul Gurhy
Cadbury Ireland
Shane Guest
Centra
Moya Verling
Meteor Mobile Communications
Philip McGauran

Sponsored by

O2 Ireland

Jill Keene

The O2 opened in late 2008 and it was the first naming rights deal in Ireland. In 2010, the marketing challenge matured from being a branding exercise into how The O2 could be brought to life and centred in the hearts and minds of consumers. Strategic insights indicated that priority tickets and live streamed events would be key to creating a strong emotional link with The O2. These were developed into compelling propositions. This sponsorship was a major differentiating platform for O2 in 2010, and the activation strategy has linked not just to affinity, but also to profitability, sustainability and retention.
Winner
Aviva

Paul Gurhy

As part of the strategy to migrate from the Hibernian to Aviva brand, the sponsorship of Ireland's new national stadium was to play a key role in embedding the Aviva name with Irish consumers and communicating the brand values. The property was used as a beacon and symbol of Aviva's scale, strength, security and ambition. A cross functional team was created to develop a range of initiatives to support the sponsorship, including TV, outdoor, experiential, and digital. Research showed excellent results in name recognition, and increases in "likeliness to purchase" scores, demonstrating the successful brand migration from a consumer viewpoint.
Finalist
Cadbury Ireland

Shane Guest

The Cadbury GAA U21 Football sponsorship is primarily aimed at the 18-24 male consumer, and the 2010 sponsorship campaign took place in difficult market conditions. Cadury's market share was waning and the sponsorship had to be leveraged to give this a boost. The Shout for your County consumer promotion saw the installation of customised promotional units in retail outlets The Cadbury Hero of the Future Awards and the Cadbury University Scholarship Programme were rolled out. Branded buses were provided to ferry supporters to matches. Cadbury's market share in the target market segments saw an increase during 2010 and all other metrics showed improvement.
Finalist
Centra

Moya Verling

Centra has 475 retailers across the country, in the heart of local communities. The GAA Hurling Championship sponsorship was put in place to provide a platform to highlight and develop Centra's local credentials and to catapult the brand into big brand marketing. Centra brought a fun, quirky and engaging element to the Championship, reflecting the brand tone of voice. The sponsorship was supported by a range of media as well as extensive activation at local level. Brand affinity and awareness measures showed major improvement, and year on year market share saw an uplift.
Finalist
Meteor Mobile Communications

Philip McGauran

The Meteor Ireland Music Awards is one of Ireland's premier music awards events and a very successful sponsorship for the Meteor brand. In 2010, coming to its 10th anniversary, the challenge was to keep the Meteors fresh and relevant, particularly to the key 15-24 target audience. A new category was created, the Most Promising New Artist. Social media played a large part in promoting the competition and driving engagement, with almost 80,000 votes cast. The result was continued growth in brand bonding, fit and advertising recall. TV viewership in 2010 increased by 28%.
Finalist