Given the competitive nature of today’s recruitment market, it is vital for firms such as PwC to maintain a strong pipeline of graduate and experienced talent. Likewise, it is important to maintain a strong business pipeline by reinforcing the brand’s positive perception among existing and potential clients. In doing so, we become more than a brand and build a strong association between our values and those of our target audiences.
To achieve a high level of positive brand recognition, PwC has sponsored the PwC All-Star Awards since 2017 to recognise and celebrate exceptional talent in Gaelic games. In 2021, the Awards were due to celebrate their 50th year in existence when just three weeks before the gala in-person event, COVID-19 forced a change in approach and the activation had to pivot to a fully digital format.
From strategic audience segmentation to our multi-platform and media partner approach, we successfully incorporated traditional and digital media to generate huge interest in the 50th Anniversary PwC All-Star Awards campaign across TV, digital and social.
An increased activation budget aimed at elevating the 50th Anniversary celebration, coupled with the innovation and collaboration of our sponsorship team and partners ensured an excellent activation campaign—one that generated significant reach, relevance and reaction. The campaign ultimately contributed to the best sponsorship season for PwC Ireland since 2017 and secured the Best Entertainment and Event Sponsorship Award at the Irish Sponsorship Awards 2022.