AIG have a fantastic history of supporting participation & professional sports to empower the benefits that this brings to communities in Ireland and across the world. AIG unite and align these great sponsorships with the core values of the brand, mirroring the fundamental sporting team values of leadership, teamwork, integrity, work rate and humility.
The COVID-19 pandemic fundamentally impacted the consumer behaviour and the way in which sponsorships were accessing the public. Which drove a new focus internally within AIG, on qualifying and quantifying the most effective means to activate their and communication channels.
In response to these challenges, AIG commissioned a comprehensive evaluation of the effectiveness of the sponsorship activation landscape occurring both in Ireland and internationally, to understand how do AIG communicate our sponsorship activity to our audience in the most impactful way?
Through the combination of Neuroscience & Consumer Research, AIG were able provide genuinely quantifiable measures for questions like “What communications approaches connect with people on an emotional level?”, “What content achieves the most attention?”, “What style of messaging is the most fluent & understandable?”. Questions that simply cannot be quantified using traditional methods that rely on the conscious response of consumers.
The insights produced allowed AIG to shape & tailor our sponsorship activations and communications to align with what was identified and quantified as ‘best practice’ from a Neuroscientific Effectiveness perspective.