The Brief

Help AIB to amaze GAA fans in an entirely new way.

Our Approach

AIB have sponsored the GAA Club Championships for over a quarter of a century, and in that time have helped to nurture our national game at grassroots level across the country. In 2015, they extended that sponsorship to the Gaelic Games’ premier competition – the All-Ireland Football Championship. But fundamentally nothing had changed –  they were still supporting the clubs who supply their talent to the counties. To reaffirm that message, AIB wanted to create an innovative campaign that embodied the idea that “Club Fuels County”.

We decided that it wasn’t enough just to engage GAA fans – we wanted to immerse them. Using VR technology, immersive video and Ambisonic sound, we allowed our audience to experience a game through Ballymun Kickhams’ star Alan Hubbard’s eyes – in 360 degrees – as he took in an All-Ireland quarter-final from the legendary Hill 16.

Through a series of interconnected scenes and an interview-style voiceover, we let Alan tell the story of what it means to be a club man and a county fan as he discussed his pride at seeing his Ballymun teammates wearing the Dublin blue. Then it was into the stadium, where the electric atmosphere of Croke Park – the points, the goals, and the spine-tingling sights and sounds of the Hill in full voice – could be experienced in 360 degrees.

The Results

990,000

people reached through press coverage on launch day

556,285

video views in 80 countries

81.5%

of GAA fans in Ireland were reached

Our Conclusion

For the first time ever a brand told the story of the All-Ireland Championship through the eyes of the fans, bringing to life AIB’s GAA sponsorship in an entirely novel and engaging way.

This was a genuinely experimental campaign that never lost sight of the insight at its heart – in the GAA, club really does fuel county.

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