Facing a highly competitive Irish energy market and high customer churn, Electric Ireland leveraged its long-standing GAA Minor Championships sponsorship, expanded in 2023 to include Camogie, to deepen community connections, champion inclusivity, and solidify its purpose-driven brand identity. The “Minor Moments” campaign transcended traditional sponsorship by focusing on authentic human stories, aiming to enhance customer engagement and boost brand health metrics, specifically the likelihood of choosing the brand due to the sponsorship.
This strategic choice was driven by the GAA’s powerful sense of belonging and community, offering a platform to promote gender equality, connect with youth and families, and engage a passionate audience.
Execution involved a multi-channel approach: leveraging earned media, high-profile “Legend” ambassadors, and interactive social campaigns like the highly successful “Parent POV” social content series, which garnered over 9.75 million views. A critical paid media partnership with Balls.ie and the “Minor Moments” podcast further amplified reach across platforms, along with a sophisticated out-of-home campaign which featured in Ireland’s largest stadium, Croke Park, for all Senior finals in 2025.
The campaign significantly exceeded expectations. Electric Ireland’s association with GAA increased to 29%, surpassing its 28% target, and consumer likelihood to consider the brand due to the sponsorship reached 23%, well above the 20% target. Social engagement soared and earned media coverage for Camogie increased by over 50%. Despite a crowded market, Electric Ireland’s GAA brand association is now among the highest of all sponsors, demonstrating the profound impact of purpose-driven, authentic storytelling in driving brand affinity and consideration.
