In this series running throughout the Euro 2016 tournament we catch up with the main partners of the FAI to discover what they have been doing to activate their relationship with Irish soccer fans and how that might continue through the coming weeks.
Today we caught up with Jackie Kelliher, Brand and Advertising Manager at SSE Airtricity on how they have put the power of the jersey centre stage in their campaigns around the tournament.
Sport for Business: SSE Airtricity has done some great content around your partnership, including with the Late Late Show. Has it worked well for you in reaching your customers?
Jackie Kelleher: There is no way to measure direct impact of our Late Late Show partnership but we do know that the show would have reached half a million (500,000) homes in Ireland and built strong awareness in the early days of our offer.
SfB: The jersey has featured prominently in your campaigns? was it important to capture one theme that you could run across various media?
JK: Yes absolutely, in May and June we knew that there would be only one topic on the lips of every Irish person and we wanted to show that our support runs deep.
We wanted to turn Ireland green this summer, hence the hashtag we chose #PowerOfGreen and giving everyone that switched to SSE Aitricity a new official jersey facilitated this objective.
The central campaign idea is that every jersey through the years has a memory and now it’s time to make new memories in 2016.
The free jersey is front and central to our summer football campaign “A free jersey for a summer to remember” and it was vital that this idea was integrated across all channels from door sales and our TV ad (below) through Press, Outdoor, radio, Digital, social activation and our charity partnership with Make a Wish Foundation.
SfB: Are you going to be prominent in social and mainstream media through the tournament or was your main focus in the build up?
JK: The main focus of our campaign was in the build up to the European Championships, the logic being that people would want their jerseys in advance of or in the early weeks of the tournament.
We will continue to be prominent in social media throughout the campaign to build on our partnership with the FAI as official Energy Partner to the Irish Football Team with continued competitions and video seeding.
SfB: Are you managing the campaign live in order to react as events happen?
JK: Yes. We’re monitoring social media and ensuring that we are present with our #PowerOfGreen campaign in all relevant conversations.
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