Digital Strategy / Sponsorship Activation

AIG IRELAND - DUBLIN GAA & NZ ALL BLACKS

AIG Ireland is the primary sponsor of Dublin GAA, and the New Zealand All Blacks.

To cement its place in the GAA community AIG Ireland became the first cross sponsor of all codes for Dublin Senior GAA, men’s and women’s football, hurling, and camogie. To amplify the sponsorship property I lead a team that created digital-first content that was rooted in the GAA community from grass roots to senior inter-county level. The campaigns #DublinOurTeam and ‘Dublin Club Chronicles’ were nominated for various sponsorship and marketing awards. With critical acclaim for the insight, strategy, and premium quality content used throughout.

Also, As the primary sponsor of the world-renowned All Blacks, AIG was given the opportunity to create amazing crossover projects between Dublin GAA and New Zealand’s national rugby teams when they visited Ireland. (see below)

Here is a sample of some of the videos I created as part of Dublin Our Team and Dublin Club Chronicles series. I am particularly proud of the content and support we gave the ladies’ sports as part of the sponsorship activations, which most brands were slow to catch on to at the time.

MY ROLE:

  • Digital activation strategy, creative and execution

  • Content creation - video content shoot, curation, and delivery.

  • Copywriting for social media, sponsor content, media partners, and owned channels.

  • Videography - storyboarding, editing, platform-specific edits

  • Social media channel management, content creation, and creative direction

  • Athlete briefing and content activation

  • Social media paid advertising, marketing budget management

  • Experiential - creative direction, strategy, event production, content capture, management

We created a number of cross-code events and experiences for AIG Ireland including an All Blacks vs Dublin GAA skills test (shown below).

RESULTS

  • +24 series docs (and counting)

  • +5million video views across owned social media

  • +3 sponsorship/marketing awards

  • 1 giant AIG GAA community engaged with the brand

OTHER PROJECTS WITH AIG Ireland

  • Launching the latest AIG policies and coverage using various modes of media, paid advertising, partnerships, and employee engagement.