In recent years An Post faced a growing problem: becoming irrelevant to a younger, connected Irish consumer. We believed that our title sponsorship of the “Irish Book Awards” would help tackle this while amplifying our new brand purpose, “to improve quality of life now and for generations to come”. However in a year like no other we had to quickly adapt our plans by being agile, creative and innovative. We doubled down on our commitment to our sponsorship and partners – by being a force for good in the community and supporting the Irish book industry when it needed it most.
Bank of Ireland
In our collective desire to thrive, everyone’s competing with something – in 2020 more than ever before. Bank of Ireland are proud to support Connacht, Leinster, Munster and Ulster Rugby, and their shared ambitions to help their communities thrive, on and off the pitch. Working with Ringers Creative we developed a unifying sponsorship platform and compelling creative executions to celebrate the human truth that once you begin, you must Never Stop Competing. Competition proved to be a good friend as we drove sponsorship awareness, brand consideration, and the key belief that Bank of Ireland helps make our community stronger.
Despite its significant rugby credentials, Guinness needed to broaden the appeal of the sport to meet its commercial objectives. By evolving the Guinness Rugby strategy, through the Guinness Six Nations the partnership enabled Guinness to reframe the occasion, attracting more people into the game, and the brand. Capturing the magic of the Championship’s sociability, its capacity to unite us through culture, entertainment and food, enabled Guinness to win the commercial battle, whilst retaining its position as the number one brand in rugby, and supporting its rugby partners as they seek to grow the game and its audience into the future.
“There are times you think of walking away...it was about resetting, rediscovering the motivation and committing...”(Chloe Watkins).FBD embarked on a new strategy –connect with consumers emotionally through the promise of ‘support’. To demonstrate this, we launched a nationwide sponsorship of Team Ireland, vociferously promoted TTL. Our eyes on the prize– Olympics 2020. But, you don’t always get the rub of the green...cue Covid!In the spirit of the ‘never-say-die’ attitude of our athletes we adapted our campaign and launched additional initiatives. Our support was absolute;our results were absolutely outstanding– greater connection with urbanites, awareness, quotes and a place on the winner'spodium!
SSE Airtricity is Ireland’s largest generator and provider of green energy, and proud sustainability partner to Dublin Zoo. Through the Eco Explorers Club programme, SSE Airtricity sought to bolster our sponsorship portfolio while supporting families and communities as they bore the unprecedented burden of lockdowns, restrictions, remote working and home schooling.Growing from a real community need, the Eco Explorers Club began as a 10-week programme and continues to support families and communities today. It has established itself as an important education and sustainability programme for children, while delivering some of SSE Airtricity’s best brand and sponsorship scores to date.