The Brief

Raise awareness of Electric Ireland’s sponsorship of Team Ireland and inspire the Irish public to back them at Rio 2016.

Our Approach

As a primary sponsor of Team Ireland for Rio 2016, Electric Ireland wanted to create a campaign that inspired the nation to get behind our Olympians and join them in their bid for glory in Brazil. To achieve this, we wanted to create a dynamic and action-filled social campaign that reflected the mental and physical strength of Irish Olympians and encouraged the public to be inspired by their inner belief.

Our game plan was to create reactive content for every moment of drama involving Team Ireland at the 2016 Olympics using the hashtag #ThePowerWithin. To make this possible, our designers created an image template which provided maximum visual impact and the versatility to allow for last-minute changes

And our copywriters crafted multiple copy lines to cover a variety of outcomes for each event, allowing us to react to an unparalleled amount of athletes over the course of the games. This meant our Facebook posts and tweets were posted within seconds of each event finishing, allowing Electric Ireland to lead the support for Team Ireland on social media.

The Results

6,600,000

social impressions

55,789

social reactions

The Conclusion

Our #ThePowerWithin content struck gold, drawing huge engagement across Twitter and Facebook and owning the Olympics conversation on social. Our audience responded to the inspiring, motivational and funny images, and even the athletes started sharing our work to reach thousands more.

The results were an unprecedented social success for Electric Ireland – with the campaign being named “Most Effective” sponsorship for Rio 2016 by Onside with a 64% recall rate. Thanks to some perspiration, dedication, and a lot of teamwork – we helped people all over the country tap into the #ThePowerWithin.

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