Working with the Irish FA (IFA), Electric Ireland set about changing the game, not only for itself as a new challenger brand in a new market, but for women’s football in Northern Ireland through its Game Changer campaign. By creating and implementing an ambitious, grassroots campaign, the brand succeeded in integrating itself into the fabric of what was a challenging community and created an emotional connection with its target audience. The results show an increase in brand awareness, affinity and advocacy scores and ultimately the sponsorship helped to open up the energy market to drive sales.
