Electric Ireland faced a trust crisis. With frequent price increases in a tumultuous energy sector, trust in the brand dropped.
Recognising the importance of sponsorship in rebuilding trust, Electric Ireland conducted a review of our current portfolio. It found that while existing GAA (Gaelic Athletic Association) sponsorships were resonating well, there was a gender disparity: we sponsored underage male Gaelic games, but not comparable female competitions.
We wanted to address this imbalance, but planning a strategy to do so would prove challenging:
• Female Gaelic games are run by two organisations (both separate from male GAA): one for Camogie (Hurling) and one for Ladies Football.
• Both sports are incredibly niche, thus resources and investment required to activate either would need to be planned carefully.
We selected Camogie, the sport with the smallest following. This Gaelic game has also been recognised as protected cultural activity by UNESCO and among the oldest and fastest field sports in the world. This property offered brand distinctiveness and the opportunity to introduce a magical sport to a wider audience.
Smart objectives were set to drive trust, demonstrate good partnership and develop interest in Camogie. A comprehensive plan, involving leveraging of existing GAA sponsorship campaigns, was developed. We provided a wide range of communication tools to bring Camogie to a new audience.
The sponsorship exceeded all targets within the first three months and played a pivotal role in rebuilding brand trust and extending the reach of Camogie in Ireland.
