Electric Ireland is a challenger energy brand in Northern Ireland and operates in a low interest utilities market where switching levels are notoriously low and one brand dominates the market.
Sponsorship has been critical in driving brand differentiation, building an emotional connection and brand affinity and integrating this challenger brand into the fabric of local communities. It is crucial to brand growth and
customer retention.
The sponsorship of women’s football, which was lagging in Northern Ireland despite a surge globally, has proved a perfect fit for a brand seeking growth. The Game Changers sponsorship with the Irish Football Association is a vertically integrated sponsorship campaign from grassroots to the elite game and is simultaneously enabling growth of the women’s game and brand growth.
Game Changers works hard for the brand and therefore did not pause during Covid-19 Lockdown, adapting instead to life without sporting events, pivoting activity to remain relevant and engaging.
It created dynamic content for the core football audience but extended beyond football to open the conversation to all sports and new audiences. Launching a podcast with a major media partner and hosting a virtual event, both celebrating all sporting women, the brand has cemented its place in the hearts and minds of the target market, women.
The activity has contributed to brand awareness of 62% (target 60%) and supported a successful sales retention strategy despite sales staff being unable to work for four months.
