Overview
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.
Approach
Energia had a number of objectives which it was identified that the grassroots league could achieve results against. Over 10 months and conversations with over 100 club members, Energia were confident they could create content which would resonate with not only fans of the league, but fans of grassroots sports
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. Tailoring the content and social strategy to target regionally had a strong impact on affinity.
Results
The campaign amplifying and the ‘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 content itself was crucial in bolstering authenticity in the space.
