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September 16, 2016


The final countdown is here with all eyes firmly fixed on Croke Park this Sunday. Our client AIB thought it was only befitting to celebrate the biggest occasion in the sporting calendar by upping the ante and finishing the season in style through an exciting media domination. As excitement builds to fever pitch level this week in advance of the clash of the titans on Sunday (when Mayo take on reigning champions Dublin) we worked closely with our client AIB and partner agencies (Rothco, Radical and WHPR) to deliver a campaign which proudly showcases AIBs continued commitment to the All Ireland GAA County Football and Club Championships.


This is AIB’s second year of sponsoring the All Ireland GAA County championship, so we wanted to drive awareness of their continued support to GAA by transforming one of Dublin’s busiest train stations into an all-out GAA Hall of Fame for County and Club stars alike.


We wanted to show support to those traveling to the game (regardless of what route they were coming, or what team they were backing) so we set about owning the journey to Croke Park across roads and train/Luas tracks in and out of the city. For many a Mayo fan that journey will begin on the anxious train journey to Dublin, arriving at Houston station. We wanted to greet them upon arrival with an array of formats from Tranvision screens to Luas columns heralding their arrival with imagery of local hero, Aidan O’Shea. Working closely with Source OOH we have looked to ensure that AIB are visible every stop of the way along the red line Luas track with all roads leading to Connolly Station, and onwards to Croke Park.  With almost 180,000 people passing through the station every week (and many a Mayo fan to add to that figure come Sunday) it creates the perfect environment to showcase the bright and vibrant ‘Club Fuels County’ creative.


To add to the excitement and drive engagement with the campaign we worked closely with AIB and our agency partners in Radical to host a media first as part of our Connolly Station takeover – an interactive quiz, which also acted as a sentiment tracker for fan support of the two clashing teams. The crux of the game was to allow fans to back a team (Mayo or Dublin) and work to answer quick-fire Club and County related questions to add to the overall cumulative score of their team… because we all know there’s nothing better than a bit of friendly rivalry. However, in a special twist we also gave participants the opportunity to win coveted tickets to this weekend’s final. The game is geo-locked within close proximity to the Transvision screen so fans had to make their way to Connolly station to be in with a chance to win the golden tickets! Many may feel Dublin will have the edge on Sunday, but Mayo fans have been the frontrunners in the quiz throughout the week. Let’s hope the Mayo players are ready to step up to the mark as well as the fans have this week come Sunday! The campaign was also supported by tactically targeted outdoor banners and ambient/large formats surrounding the Croke Park area. Best of luck to both sides on Sunday, although if the pop-up Mayo bunting in the office is anything to go by we may have a slight bias in the result. #Mayo4Sam



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