That One Day
In 2019 we produced a mini-documentary content series, That One Day, for eir to activate their sponsorship of the GAA Mens’ Senior Championship.
Background
Research conducted with a selection of inter-county sides in 2018 showed that, although teams had varying degrees of ambition in terms of actual All-Ireland success, the Championship still meant the world to everyone involved. Everyone had their version of winning an All-Ireland.
Everyone has their reason - whether it be getting a first win in the Championship or a day out in Croke Park, all teams and players had their dreams of That One Day, whatever form that may take.
Strategy & Execution
Eir tasked creative agency, The Tenth Man, and Fifty-Three Six to bring this insight to life and produce a mini-documentary content series and TV advertisement, called That One Day.
We knew immediately it was crucial to identify a spread of counties, to be truly representative of the concept. Each county has a different motivation; a unique view of what that one day means to them.
While the productions proved to be cinematic and visually arresting, Fifty-Three wanted each story within the films to stand up as a powerful mini-documentary in its own right. To achieve this, Tommy Bowe was cast as the presenter of the content series. The players saw Tommy as a peer and another elite sportsperson, encouraging the players to open up and speak from the heart.
The core goal of the campaign was to engage audiences across eir’s owned digital media channels, step out of the shadows of the classic GAA community-driven style, and bring a modern edge to an incredible competition.
Fifty-Three Six & The Tenth Man unearthed eight unique stories across Ireland, and indeed the globe, that would bring this insight to life.
Each county has their own history and narrative.
Results
The campaign results and wider metrics exceeded all expectations, with the series gaining traction from the outset. While there was a small level of paid media support, it was the organic traction and virality which drove a significant amount of the scale online.
Eight videos were released over the summer across eir’s social channels, along with a 40’ TVC spot.
Key results are as follows -
YOUTUBE
% Reach: 37.5% of the Irish 18+ population on average 6 times.
Total Views: 9.6 million
Overall Watch Time: 22 million minutes
SOCIAL:
Total Episode Views: 4.83 Million
Total Episode Reach: 6.45 Million
Total Episode Impressions: 19 Million
TVC:
Reach: 7 million
To watch all eight videos and the two TVC spots, visit our showcase here.
Testimonial
“We charged Fifty-Three Six with producing a video series to activate our sponsorship of the GAA Championship. We had total trust in the team to bring their magic to the project. It's fair to say Fifty-Three Six delivered beyond all expectations and delivered a mini-documentary series and TV ad that we are extremely proud of in eir, and ranks right up there with our best digital output.”
Oisín Masterson, Director of Brand & Marketing, eir & eir Sport
