AIG in Ireland has several sporting sponsorships across several mainstream sports and national governing bodies. As part of our sponsorship portfolio and activation strategy in 2022 AIG Ireland developed a campaign that brought together and united the talent from that sponsorship portfolio. 10 ambassadors with selected to front the AIG Ireland ‘EffortisEqual campaign that was designed to promote equality in sport, increased participation, increase media coverage, increase attendance, drive PR, along with AIG internal business and sponsorship objectives of brand performance improvement and growth, affinity loyalty, business performance, DEI progression, business segment attractiveness and B2B engagement.
There were 2 key pillars to the campaigns.
1) Gender and Diversity Equity – Supporting female sport
2) Focused community & CSR activation.
Several campaigns and initiatives were planned and coordinated under the #EffortisEqual campaign and platform using our 10 ambassadors. These initiatives combined into an integrated campaign across TV, digital, OOH, press, social and PR/media engagement. In addition, several matchday activations, DEI, CSR, and ambassador content videos were executed as part of the campaign all the key message and theme of promoting women’s sport and athletes in Ireland.
The AIG marketing team was tasked with challenges and objectives to make the sponsorships work for the business and brand and we did that using the talent available to us through our strong partnerships. This resulted in looking more deeply and creatively at sponsorship assets to help activate, support our partners, and maintain visibility and value to achieve set objectives.