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, Energia were delighted with the depth of talent willing to give their time and stories for the content series. Current and former international and provincial players participated free of charge along with an abundance of volunteers, coaches & pundits.
We developed a multi-layered national and regional PR approach combined with a social media strategy to ensure consistent key messaging to our club rugby audience throughout the weeklong build-up to the release on TG4, a national broadcaster. Pitching an exclusive preview of the documentary to a rugby writer in the Irish Independent was an important strategic decision that guaranteed national coverage in print and online, during a very busy period in the rugby calendar.
The authentic voices in ‘Energia AIL : A 30 Year Rugby Legacy’ content had significant impact on the brand imagery scores, in particular brand trust. Trust is an area of particular importance along with brand visibility in the community. The talent who volunteered were crucial in bolstering authenticity in the space.