AIB’s ‘Meet The Toughest’ Content series for the AIB All-Ireland Camogie Club Championships 2023/24 aimed to ensure that the 2023 Club Championship was the most talked about one yet. Despite the advancements in women’s sport when it comes to participation, media coverage remains a real challenge stalled at approximately 6%. This was reflected in the coverage of the 2022 AIB Club Championships.
By deploying innovative technology for the first time in competitive women’s sport and Gaelic Games, we created a content series engaging fans and media with a unique perspective of the world’s fastest female field sport.
We set out to create a three-part content series detailing the AIB Camogie Club Championship as never seen before. We deployed on-field player camera technology for the first time ever in competitive women’s sport and Gaelic Games to enable fans and media Meet #TheToughest from a unique perspective – from the heart of the action from the perspective of some of camogie’s greatest protagonists.
The results of the campaign exceeded all expectations. The first time ever this technology was deployed in Gaelic Games and globally in competitive women’s sport grew the conversation significantly, driving visibility, engaging a wide and varied audience and increasing the share of voice by generating more media coverage than ever before of the AIB Camogie All Ireland Club Championship with a YOY increase of 355% whilst delivering stand-out impressions through our paid & organic social activity across YouTube, Meta and Tik Tok.
