At Energia, we are the power behind your power. We are the power behind Ireland’s maternity hospitals and all of Ireland’s streetlights. We power thousands of Irish homes and businesses and we are working towards creating a sustainable future providing 100% green energy. We are also the power behind some of Ireland’s best sponsorships including Irish Rugby, rugby’s All-Ireland League (Energia AIL), Leinster Rugby, Get Ireland Growing and Seachtain na Gaeilge.
In 2018 research and insights determined the drivers of trust for the Energia brand and our 3 strategic pillars – “Scale”, “Affinity” and “Proximity”.
For sponsorship, we had a significant challenge. 2019 and 2020 were going to be pivotal years for the brand and as a team we were given ambitious brand targets.
Energia’s current sponsorships have been very effective however it was clear from our insights that the brand needed far greater “presence & proximity“. Our board demanded a strategic and insightful response to this challenge.
As a sponsorship team we set about the process of demonstrating how sponsorship was best placed to deliver on the objectives for this challenge. We built a rounded and compelling case using customer insights, fan data, primary and secondary research and market intelligence to secure a significant increase in sponsorship investment.
The process and the use of insights gave us a clear, focused and measurable response to the challenge and sponsorship was chosen as the lead discipline for the brief. We hope to get the opportunity to share this process, the outcomes and outputs with the ESA where we will explain why we believe this is the best use of insights in sponsorship.
