Sport

Electric Ireland & Team Ireland #ThePowerWithin

25 April 2016; Boxer Michael Conlan visits the ESB head office. Electric Ireland Internal Engagement with Michael Conlan. ESB Head Office, 27 Lower Fitzwilliam Street, Dublin. Picture credit: Ramsey Cardy / SPORTSFILE *** NO REPRODUCTION FEE ***

Ireland’s leading energy supplier, Electric Ireland is a young brand in a challenging and fiercely competitive market. Confusing “switch and save” messages flood the marketplace. Sponsorships are critical to delivering cut-through and affinity when engaging a large, complex customer base with a functional, seemingly invisible product.

INSIGHT

Electric Ireland wanted to build on the legacy of its 2012 sponsorship of Team Ireland delivering an inspirational, integrated, cross-channel activation programme that emotionally connects Irish Olympians with its customers, staff and the nation.

11 July 2016; Shane O’Donoghue will represent Ireland in Hockey at the Rio Olympic Games, the first Irish Team in any sport to qualify since 1948. The team revealed, as part of Electric Ireland’s #ThePowerWithin campaign, that after narrowly missing out on qualification for the London Games, they developed an ethos of ‘No Excuses’ to achieve their Olympic dream of qualification. They squad are now calling on the Irish people to get behind them and support them in their matches, the first of which is on August 6th against India. Photo by Ramsey Cardy/Sportsfile

IDEA

2016 was a challenging year to achieve share of voice. Recognising the challenge of cutting through national and international campaigns around the Olympics and UEFA European Championships, Electric Ireland adopted a three phase campaign from launch through to the Olympics.
The Power Within ME introduced the athletes and #ThePowerWithin to the public. The Power Within YOU encouraged the public to look within themselves to find the Power Within and share their stories. As the Olympics approached we sought to galvanise support and stoke Irish Pride in our Olympians through The Power Within US phase. Finally, whilst the Games were underway we ensured we remained part of the conversation and sought to hero our athletes.

15 October 2015; Triathlete Aileen Reid. South Studios, Dublin. Picture credit: Stephen McCarthy / SPORTSFILE *** NO REPRODUCTION FEE ***

RESULTS

  • Total sponsorship awareness is 70%
  • Brand most associated with Team Ireland (70%)
  • 62 million PR Reach & €6.1 million PR Value
  • 150,000 people engaged on social media
  • 77% awareness of The Power Within with 47% associating the campaign with Electric Ireland
  • 74% surveyed agree that they would recommend Electric Ireland to a friend because of this sponsorship
  • 93% feel more positively towards Electric Ireland because of the sponsorship

15 October 2015; Modern pentathlete Natalya Coyle. South Studios, Dublin. Picture credit: Stephen McCarthy / SPORTSFILE *** NO REPRODUCTION FEE ***

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