Electric Ireland, a key player in the highly competitive energy market, faced a challenging landscape. Due to global energy cost increases and resulting negative news stories, the brand experienced substantial declines in positive consumer sentiment.
A comprehensive analysis identified Electric Ireland’s long-standing sponsorship of the GAA (Gaelic Athletic Association) Minor Championships as a key driver of brand affinity. However, the list of GAA sponsors was ever increasing, resulting in Electric Ireland’s perceived fit with the GAA rapidly deteriorating. Notwithstanding that, their closest competitor had launched a sponsorship for a more prestigious competition in the GAA calendar making differentiation even more difficult.
A plan was put in place to increase positive brand sentiment, restore a close link with the GAA and boost the profile of the GAA Minor Football and Hurling Championships.
This multifaceted campaign effectively grew the profile of the Championships with increased engagement, social mentions and match attendance.
Electric Ireland’s strategic partnership with the GAA has not only restored their brand reputation, but also created a lasting competitive advantage in a challenging energy market. Their #ThisIsMajor campaign effectively fostered brand affinity, generated positive brand differentiation and improved the property sponsored.
