Overview
In 2022, PTSB became the first sponsor to partner of both the Irish Olympic and Paralympic teams. The announcement marked the first time that Paralympics Ireland had a title sponsor. Simultaneously, the bank was undertaking a brand and positioning overhaul, introducing a new brand promise; ‘Altogether More Human’. The partnership was seen as the perfect conduit to bring the Brand Promise to life by helping to differentiate from competitors, while building connection and trust among colleagues, customers and communities throughout Ireland.
Execution
The primary role of the bank’s activation strategy was to bring the new brand promise, ‘Altogether More Human’ to life. The aim of the activation strategy was to reinforce PTSB’s new brand positioning in the market and drive awareness, advocacy and saliency through compelling Team Ireland storytelling. An overarching sponsorship platform was created, through which a comprehensive, strategic through-the-line campaign would be activated across the lead up to and during the Paris 2024 Games.
The platform, ‘The Human Behind the Athlete’, linked directly back to the bank’s Brand Promise and was derived from insight garnered from in-depth discovery interviews with the brand’s athlete ambassadors.
Utilising this insight to develop their platform, PTSB executed an athlete-led campaign, aimed at deepening the public’s knowledge of Team Ireland’s athletes and the people behind them.
Results
KPIs were exceeded across the defined areas of marketing activity, exceeding national awareness targets by over 8%, delivering a 14-point increase in brand affinity, as well as a 2.4 point increase in brand equity scoring.
