The use of talent by Electric Ireland’s unlocked the potential of the Minor platform ensuring it contributed to the business objective of retention by speaking to an audience beyond the Championship following. The lack of notoriety of the players involved in the Minors due to their young age was a challenge. The strategic use of a wide-range of talent based on credibility, sport (hurling & football), geographic spread, background, and media interest created on and offline media opportunities, content of differing appeal, blogs and social assets were key to overcoming this challenge and a major contributor to the campaign success.
