2018 Awards Finalists

Digital Marketing Campaign Award

Liberty Insurance
Sinead Marshall
Bord Gáis Energy
Conor Barron
Three Ireland
Cian Mc Donagh
GAA
Lisa Hayden
AIB
Roisin Glynn

Sponsored by

Liberty Insurance

Sinead Marshall

In 2017 Liberty Insurance’s ambition to become the insurance brand of choice for young drivers was becoming increasingly difficult. Consumer research highlighted a gap in the skills required for the driving test and those required for the “real road”, giving Liberty Insurance an opportunity to demonstrate their understanding of consumer issues and provide a solution. A full customer journey was developed starting with an entertaining online video content series and media partnerships, then remarketing with more educational messages. In addition to the campaign driving commercial results, it also lifted brand metrics, social reach and sentiment, and drove new visitors to the website.
Winner
Bord Gáis Energy

Conor Barron

Bord Gáis Energy supplies gas and electricity to 680,000 customers, and is part of the global Centrica plc Group. In 2017, the business defined a need to create positive interactions with customers in a bid to grow affinity and increase brand loyalty, and it turned to digital as an essential element in the plan to make that happen. The BGE sponsorship portfolio backed by specific digital marketing campaigns created real fan engagement with the target audience. The ‘summer of hurling’ campaign was a project of passion but also performance, reducing churn and driving profitability beyond target, and digital played a key role in facilitating this success.
Finalist
Three Ireland

Cian Mc Donagh

Three sponsors the Republic of Ireland soccer team, and The Call Up refers to the biggest call a player will receive in their career. Primarily a Three-created digital content platform using social channels and online PR to give Irish fans exclusive insights into the soccer team through emotive and compelling social storytelling, #TheCallUp proved that organic reach on social is possible and that insightful creativity can compete with bigger budgets in an economy with a shrinking attention span. Delivering a PR and media value return on investment over twelve times the campaign spend, #TheCallUp has been a very successful initiative for Three.
Finalist
GAA

Lisa Hayden

GAA NOW is an online video platform, available on GAA.ie, that houses in-game clips, weekend round-ups, archive footage and match highlights. Launched at the start of the 2017 All-Ireland Championship season, the facility delivered near-live in-game clips from all televised games to online audiences before later distribution across social platforms. In another new step for the GAA, a move was made into social programming delivering live shows. The ‘Where History Happens’ campaign tied the entire offering together, strengthening brand awareness and promoting the positioning as content creators. Less than a year in, GAA NOW has performed beyond expectation, with over 20 million video views in 2017.
Finalist
AIB

Roisin Glynn

AIB faced a challenge in 2017 to generate cut through using its GAA Sponsorship on its key digital channel. This required a transition from digital advertiser to digital broadcaster. For this to happen, an integrated digital campaign was required to deliver a broad mix of activity which catered to a national audience. It was achieved through a multifaceted digital content strategy including a GAA content hub, everyday content delivered by expert contributors, live streamed games, accessible GAA content with international personalities, and storytelling that broke new ground for any sponsor in this space. The results for the campaign were extremely strong, comprising website traffic and real engagement with consumers.
Finalist