eir - That One Day 2021

Fifty-three Six took the #ThatOneDay campaign from concept to creation, for eir, to activate the brands sponsorship of the GAA All-Ireland Football Championship in 2021. We produced a three part docu-series, weekly match content and interactive experiences to bring fans closer to the action.

THE BRIEF

Our partners at eir challenged the Fifty-Three Six team to build on the success of our 2019 #ThatOneDay campaign by expanding the scale and scope of our work for the 2021 All-Ireland Football Championship.

Strategy & Execution

We designed an omni-channel digital first campaign strategy based on the insight that fans wanted to learn more about the triumphs and tribulations of some of the GAA's biggest characters. The core goal was be active and present during the course of the Championship and increase brand love for eir through their association with the GAA. To elevate the success of the sponsorship activation. The campaign was built on two foundational pillars:

1: Produce a high quality docu-series taking fans behind the scenes, providing access to key figures in the football championship.

2. Celebrate the championship by providing GAA fans with weekly content, utilising best practice techniques and digital formats to improve fan engagement.

This enabled eir to be a core part of the Championship conversation.

Results

We delivered a digital campaign that aligned with high quality production, which was designed to drive brand awareness, traffic and to create and engage new audiences . All elements of creative and campaign strategy were built to work together to drive optimal performance at specific times throughout the 2021 championship.

To see more from the #ThatOneDay campaign visit our showcase here