Vodafone Sponsorship: Live Instagram

  • Challenge

    To promote Vodafone’s sponsorship of the Irish rugby team and bring the fans closer to the team than they had ever been before. 

  • Solution

    For Ireland’s test match against the All Blacks, which took place in Chicago, we installed a huge digital screen measuring 4m x 4m and weighing 580kgs on a Golden Square billboard in the heart of Dublin. Linking back to Vodafone’s promise of connecting people, we broadcast live images from Chicago, using 4G technology, of the team on their journey to beating the All Blacks.  The images came straight from the photographer and players within the camp which meant fans felt more connected to the action.  Multiple images from the team sightseeing to training to lining out were broadcast daily.  When the game was finished and Ireland secured their first win ever over the All Blacks, we used the flexibility of digital and updated the copy on dPod formats in malls and train stations to congratulate the team and showcase some of the images from the field and the changing room.

  • Results

    Well firstly, Ireland beat the All-Blacks making history with their first even win in 111 years. All down to the OOH campaign? Absolutely! Vodafone capped a stellar inaugural year as primary Irish Rugby sponsors with 30% of their industry professionals choosing ‘Team of Us’ as Ireland’s best sponsorship in 2016 (PSG Sponsorship,). Spontaneous awareness of Vodafone as the sponsor of the Irish rugby team rose by 58% following the November Series campaign (RedC).