Overview
PTSB, proud title sponsor of Team Ireland for both the Olympic and Paralympic Games, released an insight-led, social first content series supporting its new brand promise, ‘Altogether More Human’, amid a major rebrand for the Irish banking institution.
Using athlete-led insight from the overall sponsorship platform, ‘The Human Behind the Athlete’, PTSB developed the storytelling content series that dove deeper into the lives the bank’s athlete ambassadors, to give greater meaning and substance to the campaign.
Approach
Derived from in-depth discovery interviews with each of our athlete ambassadors (Fintan McCarthy, Sarah Lavin, Daniel Wiffen, and Jordan Lee), this athlete storytelling series represented the diversity of modern Ireland across gender, ethnicity, geography and physical capability, mirroring PTSB’s own commitment to community as well as diversity, equity and inclusion.
By delving deeper into the human side of athletes’ journeys, emphasising their personal struggles and perseverance over their entire lives making them ‘Altogether More Human’, rather than just the mere seconds they competed for during the Games, PTSB strengthened its unique positioning against competitors.
Distributed via an integrated multi-platform strategy to engage its target audience, the mini-series had a phased approach to go-live to ensure that the bank was bringing the athlete journey to life.
Results
With a phased, cross-platform strategy targeting Meta, TikTok, LinkedIn, and YouTube, the series achieved over 43.8 million impressions and garnered just over 1 million engagements, educating the wider Irish public on what it takes to be an Olympian or Paralympian.
