The title sponsorship of the Energia AIL was an opportunity to address the three key drivers underpinning Energia’s brand challenges. The 2021 season marked 30 years of the league and presented an opportunity to build affinity within the community and thus, production of Energia AIL: A 30-year Rugby Legacy began.
Energia identified a number of objectives which their grassroots sponsorship could deliver results against. Over 10 months, conversations with over 100 club members and 60 hours of footage, Energia were confident in the content and the digital strategy to support it that followed.
We developed a multi-layered national and regional digital PR approach combined with a social media strategy to ensure consistent key messaging to our club rugby audience throughout the build-up to the release on TG4, a national broadcaster, and subsequent social content releases. We ensured we maximised exposure on our owned channels (Energia App, customer rugby club newsletter, sponsored podcast) and were supported by our various partners digital channels. We strategically targeted depending on episodic contributors and upweighted in regions most relevant to each episode.
Through maximising all of our digital channels we were able to achieve strong ROO. Our tactical leveraging of our partners channels allowed us to gain reach with very relevant audiences while also ensuring our ROI was maintained. The brand imagery scores which resulted from this activity re-enforced Energia’s commitment to engaging grassroots communities and engaging with a digitally enabled regionalised focus.