The ultimate goal for the client was to increase the awareness of eir Sport as a brand in the marketplace, especially to hard core sport fans within the 6 key sports, with a view to increasing their credentials to the target audience. We needed to create awareness and affinity for eir Sport, and showcase the quality of their product offering.
We looked to focus on content and activations which would tap into the emotional aspect to sport. We aimed to drive broad awareness of the quality of eir Sport’s offering via product showcases and to drive subscriptions with targeted display campaigns using first-party data at scale.
The campaign included:
- “Close Calls” - a weekly FaceBook live sporting action preview show to build anticipation in a live setting for the must-see sporting fixture that weekend.
- A media-first tenancy on The42’s popular Score Centre landing page with logo highlights for fixtures broadcast on Eir.
- Native content giving eir Sport ownership of all key sporting calendar dates through native content on The42.
- Dedicated product showcases for eir Sport broadcasts.
- Targeted display capturing key sporting audiences for an always-on presence at impressive scale.
Other showcase elements across the campaign included sharing eir Sport social content in ‘weekend highlights’ articles, including eir Sport talent in Close Calls weekly show, and eir Sport sponsored competitions on Social.