As title sponsors of the Irish rugby team since 2016 we had created a strong activation platform in ‘Team Of Us’ and we had the data to prove that the sponsorship drove brand relevance, affinity and most importantly brand consideration. Through #TeamOfUs we have an ambition to ‘create the most interconnected team and fan base on the planet’.
Reliable network connection is the No 1 driver of consideration in the category and a heritage strength for Vodafone. However, competitors were all actively trying to gain ground in this area. We recognised the potential of using rugby (a sport for which reliability on one another is critical) as a vehicle to talk about network reliability and the possibilities that 5G brings.
With the 2023 Rugby World Cup on the horizon, we saw this as a unique opportunity to use a culturally significant moment to leverage our sponsorship of Irish Rugby to drive awareness of 5G technology and re-affirm Vodafone’s network as the best and most innovative in the market.
Firstly, we launched the Vodafone 5G Stadium App, an immersive augmented reality experience which delivers real time stats at the fingertips of rugby fans in the stadium, enhancing their match day experience. Secondly, we worked with Andy Farrell and his coaching team to develop a 5G Mobile Private Network which helps coaches to enhance their standards of analysis and ability to drive elite performance. In a world first, the Irish Rugby team were the only team to access this cutting-edge technology.
