Sport Sponsorship in Ireland is growing by the day. Having the right partnerships with the right Sports Ambassadors is key, and can enhance a brand’s image, credibility and status. The challenge was to highlight these key partnerships in an interesting and engaging way.
Ambassador videos from different brands can all look the same. The idea was to take a different approach to give viewers the inside track on personal insights they may not get to see in a standard Ambassador feature.
The Ambassadors that were showcased: Johnny Sexton, Leinster and Ireland Rugby International, Stephanie Meadow, Irish International Golfer, and Monaghan GAA.
From Johnny’s reveal about his missed drop-kick against the All-Blacks (he heard a baby cry in the crowd, thought of his own son and became distracted); to Stephanie’s show of resilience in the face of huge personal trauma; the stories connected with viewers who enjoyed seeing something a little different in a sports film.
With no campaign spend, Monaghan’s March reached 30K Online views in the first week whilst Johnny’s video was showcased on various TV Sports Shows, and also quoted in The Irish Times. Investec became synonymous with Johnny through the video, even when he came back to Leinster and was no longer an Investec Ambassador. Through the conduit of the 20×20 campaign, Stephanie Meadow has significantly increased Investec’s brand awareness among a young female audience which is something the brand wished to achieve going forward.