Enhancing the Audience Experience | Sure and the GAA

Posted on June 22, 2018

Client: Unilever

Agency: Mindshare

Project: Official Statistics Partner of the GAA

 

What was the aim of this campaign? 

Sure joined forces with the GAA to become their Official Statistics Partner in 2016. The objective of the sponsorship was to connect with the audience at a more localised level by providing engaging information that supports their experience of watching the game. The aim of this sponsorship was to bring the ‘Make Movement Matter’ campaign to life, showcasing Sure deodorants that won’t let you down in the moments that matter most. In 2018, they wanted to enhance the sponsorship through clever use of TV spot advertising on RTÉ.

 

What was the chosen solution and why?  

Mindshare unearthed the insight that GAA fans are hungry for conversation starters during and immediately after each game. We have seen from other sports the incredible detail and data that’s available to fans in real time, and this is increasingly expected within GAA games too.

Sure wanted to bring their campaign to life by highlighting GAA pressure moments on the biggest possible stage to the most engaged audience - live TV. Along with Mindshare, we developed a concept that would bring game knowledge to millions of GAA fans. We provided insights that GAA fans didn't previously have access to, even from RTÉ’s own analysts.

In an Irish media first, we delivered live statistics from the GAA All-Ireland Senior Championship matches during the RTÉ TV half-time commercial breaks for both Hurling and Football, wrapped in Sure branding.

The concept added to existing coverage that viewers already came to RTÉ to see, but by utilising new technology we made the brand adverts more audience-centric with a concept that actually added to the viewer experience. We gave fans what they wanted; real-time, easy to understand statistics and contextual information that they could debate over with a half-time cuppa.

Why did you choose to work with RTÉ?

RTÉ is known as the home of GAA, with unrivalled coverage and audiences across the Football and Hurling Championships. The RTÉ team provided a lean and agile environment capable of broadcasting Sure-exclusive statistics live during the ad breaks of these major sporting events, in an audience-centric way. 

 

 

This media first collaboration delivered meaningful, relatable, right-now content to GAA fans nationwide.

– David Alstrom, Head of Innovation, Mindshare

 

 

Bringing real-time statistics & contextual information enhances the fans experience of our unique games, adding value to the enjoyment of the games.

– Peter Hatton, Head of Marketing - Personal Care, Unilever Ireland

 

What was the result?

The campaign results showed high levels of live viewing from our very first transmission of Dublin v Kildare, with over 468,000 viewers (54% share of viewing), right through to the Galway v Waterford Hurling Final with a live audience of 836,000 viewers (74% share). This culminated with the Dublin v Mayo Football Final which had over one million viewers and an 81% share (Adults 15+). With prime advert placements in the centre break, these live viewing figures impacted directly on the Sure brand. 

The campaign was so successful that Sure have renewed for another season. This is testament to how strong this partnership is and its ability to evolve in the future with the possibility of our live production process feeding other channels in real time such as VOD, Radio, OOH, Social etc. This demonstrates how this concept can be amplified going forward to further grow the Sure brand in Ireland.

The campaign won Gold at the Media Awards 2018 for Best Agency/Media Owner Collaboration - TV

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