Research identified a business need for Aviva Ireland to directly connect with the target audience outside of product marketing; hence sponsorship playing a pivotal role in the marketing communications for the business. Post Covid, we noticed a business challenge in proving engagement with the sponsorship portfolio and our activation over the last 12 months has helped us cut through in the market and ensure our target audience is engaging with Aviva Ireland’s key sponsorship in Aviva Stadium during a cost-of-living crisis.
Aviva Ireland challenged Legacy Communications to respond to a brief which would gain cut-through with fans both of national sporting organisations’ but also raise the profile of the stadium.
Hence, Legacy strategized the ‘Best Seat in the House’ campaign; fronted by brand ambassador and Irish Rugby international, Peter O’Mahony the campaign was an invitation to all sporting fans around Ireland to tell Aviva Ireland what their Best Seat in the House was and why they should win a money can’t buy experience.
Fans were given the chance to win two matchday tickets to every rugby and football game in the Aviva Stadium, including Six Nations fixtures and Euro 2024 qualifiers, as well as a once-off €1,000 prepaid credit card, a signed Irish rugby and football jersey, matchday earpieces and match programmes.
The success of this campaign exceeded all KPIs, generating 671,169 paid and organic social impressions, PR coverage reaching an astonishing 5,527,361 individuals and amassing 13,222 entries in just two weeks.
