AIG had been sponsoring Dublin GAA for 9 years previously and while we have made massive progress in brand awareness and affinity metrics we were set the challenge of using the 10th year of the sponsorship to specifically drive sales actions by Dublin GAA Fans.
Awareness (94%) and trust (88%) in the AIG brand amongst Dublin GAA fans had never been higher however overall product sales did not reflect this. We first set out to discover why this was and how we could solve it using content.
We conducted extensive research on the impact of AIG’s current Dublin GAA sponsorship assets and messaging using consumer neuroscience to test peoples subconscious reaction to the creative and whether it made them more or less likely to buy from AIG. We used EEG to test brain function, memory encoding, and purchase propensity and the findings were extremely interesting.
The results showed that content featuring fans out performed content featuring players by almost 50% in terms of overall impact. Based on this we developed the Celebrating Support campaign to highlight the fans that make the game so special.
In conjunction with the “Celebrating Support” campaign we also developed a 10 for 10 offer that gave fans 10% car insurance to celebrate the 10 years of sponsorship. This offer also allowed us to track sales that came directly through this campaign as opposed to just general sales uplift figures which can be deceiving.
