Sean Drummond was a fantastic young Gaelic Footballer with Cuala GAA in Dublin with his whole life ahead of him until he was involved in a traffic accident while in London that changed his life forever. Sean suffered a traumatic brain injury which left him on life-support for a number of months. His strength and will allowed him to survive and come off life-support but it then became apparent that he would have a long road ahead of him to get back to any sort of quality of life.
As Dublin GAA sponsors, when we heard this story, we felt compelled to help in whatever way we could.
AIG unite and align our sponsorships with the core values of the brand, mirroring the sporting values of leadership, teamwork, integrity, work rate and humility.
It was with these values in mind that we decided to link our sponsorship of Dublin GAA with the Support4Drummo campaign by swapping out our logo on the jersey with their logo and creating an extensive marketing campaign around it to drive donations.
We decided to go big to make a real impact, so we brought all of our agencies/partners together to create a 360 campaign which included Public Relations, Content Production, OOH/TV/Radio/Digital Advertising, Use of Talent/Ambassadors, In-Game Donation Opportunities, Ambient Marketing, and Showcasing the logo on our teams jerseys for the biggest games of the season.
Overall, the campaign raised over €600,000 for Sean and his family while helping raise awareness for years to come.