Three Taps Into Irish Football Heritage To Launch Its Euro 2016 #MakeHistory Campaign

Three Ireland History 1Three Ireland History 2Three Ireland History 3Three Ireland History 4Three Ireland History 5

Mobile operator and main sponsor of The Football Association of Ireland leans on the Irish Republic’s footie history for the launch of its integrated Euro 2016 national team campaign.

 

The initiative is spearheaded by a TV commercial, developed with agency Boys and Girls (with planning by MediaVest and PM), which also introduces the #MakeHistory hashtag which ties the campaign’s assets together and which aim to showcase the team’s effort to make history at France 2016.

 

The ad features an appearance from former Irish football manager Jack Charlton, alongside current boss Martin O’Neill and stalwart stars Robbie Keane and John O’Shea, but really focuses on the fans and their journeys to the Euros.

 

The aim of the campaign was to capture the massive enthusiasm and energy that’s being generated across the country in anticipation of the Euros.

 

Working on the principle that it is impossible to manufacture authentic supporter excitement, the brand and agency created the spot using real fans – sourced through various supporters clubs.

 

The spot was first posted in late April – more than a month before the tournament kicks-off

 

 

The TVC is supported by additional content and extra footage offered through digital and social channels,

 

 

 

plus a kit competition and a digital/social ‘get to know the Irish team’ Q&A opportunity,

 

 

 

as, well as a squad member countdown coinciding with the final selection.

 

 

 

‘The team has worked tirelessly to qualify including an incredible performance to beat the world champions and the entire squad has given 100%,’ explains Three Ireland chief commercial officer Elaine Carey.

 

‘The fans have also played their part including helping to create electric atmospheres at the matches. With the Irish fans having already been voted best in the world, we hope to see this support continue throughout the Summer.’

 

This was supported with further, follow-up phases of the campaign across other platforms.

 

Two weeks before the competition began, Three Ireland launched the OOH phase of its #MakeHistory activation

 

Running through cycles 11 and 12, the outdoor executions feature footballers Robbie Keane, Shane Long and John O’Sea and all carry the #MakeHistory hashtag and ran on large format sites, including Golden Squares and Première sites.

 

Comment

 

By using supporters who travel to every game and support the team through thick and thin, Three have attempted to carve out a campaign to uplifts the fans and encourages everyone in Ireland to get behind the team on Ireland’s summer journey.

 

With 147,504 YouTube views to date, the spot is getting some solid traction.

 

This Euros work builds on previous football-focused work from Three which has included 2013’s ‘Armchair Manager’ (which offered fans a chance to show they can do a better job than the real manager and be in with a chance of winning a place in The Dugout as Three’s next Armchair Manager),

 

 

and ‘The Football Mind’ (which saw eight and nine-year-old fans put tough Master Mind style questions to players Richard Dunne, David Forde and Conor Sammon).

 

 

This multi-channel campaign sets the tone for the planned and responsive activity that followed through the tournament.

 

Created by Dublin agency Boys and Girls, the rally call #MakeHistory TV ad is set to ‘Brewing Up A Storm’ – a 1990s song by Galway band The Stunning.

 

It has all the usual, classic ingredients of driving support through a mixture of anticipation, nostalgia, famous faces and pride.

 

Three is the biggest brand sponsor of Irish football and its Euros marketingcampaign was thee biggest tournament activation in Ireland

 

It’s investment in Irish football is reported to be worth as much as €8.9m up until its current deal ends in 2020.

 

Three is one of 16 sponsors to have partnerships with the FAI: including Umbro, Ford, Carlsberg, Lucozade Sport, Bank of Ireland, Nivea, CityJet, Spar, Aviva, the Irish Independent, DHL, Celtic Pure and Aviva.

 

Links

 

Three Ireland Football Web:

http://www.three.ie/football/

 

Three Ireland Facebook:
https://www.facebook.com/3Ireland
Three Ireland Twitter:

https://twitter.com/ThreeIreland

@ThreeIreland

 

Three Ireland Web:

http://www.three.ie/

 

Boys and Girls:

http://boysandgirls.ie/

 

Football Association Of Ireland:

http://www.fai.ie/

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