AIB established themselves as the no.1 sponsor of GAA in Ireland. Inspired by the best teams never resting on their laurels and conscious that AIB’s GAA sponsorship remains its key brand-building tool, our challenge was to leverage the sponsorship in a digital realm by creating innovative content to entertain current audiences, engage new ones and ultimately grow affinity. Our social activity sought to grow AIB’s online banking community. In doing so we had to manage the twin challenge of increasing competition and internal budget reductions due to AIB’s efforts to seek additional private investment placing all costs into sharper focus.
