Ulster Bank is a proud sponsor of the GAA All Ireland Football Championships. In 2008 Ogilvy & Mather developed a series of campaigns to leverage this sponsorship.
We developed a 40-second TV advert entitled ‘The Beginnings’, a hymn to the origins of the game that continue to resonate so profoundly with today’s supporters.
We also developed a series of 5 stings which flank the advert breaks of 40 of the football games throughout the Championship’s season including the Semi-Final and Final. The stings are also shown to audiences sometimes as large as
83,000 people when they featured on the large screens at Croke Park during
the games played at the stadium.
An outdoor campaign was also developed which followed the theme of the TV and demonstrated the dreams which GAA fans from every corner of Ireland have for their counties. This also was demonstrated in flag poles, Luas Advertising and direct marketing throughout the campaign period.
In 2009, in order to complement and build on the TV execution and stings, a new outdoor campaign was developed, again focusing on the passion of the GAA fan with a particular focus on the rivalry among fans. Love, family, friendship, all are transcended, by the belief in your own county. It is a unique and enduring Irish phenomenon.
This outdoor campaign depicts such rivalry in beautiful scenes among supporters from married couples to neighbours to families.
Read our Lucozade 'Long Term Effectiveness' study here.
