Senior teams often dominate the focus in GAA, dedicating themselves for the opportunity to wear the jersey of their local club or county. In their shadow stood the GAA Minors. Although equally committed, no one was paying them the attention they deserved as they navigated a pivotal stage of their lives. In 2014, this changed with our TV ad for Electric Ireland, official sponsor of the GAA All-Ireland Minor Championships.
What we found is that for the GAA Minors, major moments are happening in all aspects of their life. We wanted to showcase this, not only heroing the players commitment to playing, but using life moments associated with this specific time to give a connection with people who had already lived through it. Seeing something from their own gallery of memories, this would help them understand the pull of the championships and rally behind these players.
Moving away from the cluttered GAA space of simply showing players on the pitch with a hurley or football, we told the story of what it means to be a GAA Minor player. We showed how exams, debs and driving all play a major role in this time, with our composed soundtrack heightening the sense of emotion. Lambeg drums provided the backdrop and represent unity in the community, something the GAA whole-heartedly stands for.
When captains and managers from clubs across the country were surveyed, 100% said TV advertising positively contributed to people’s views of the Minor Championships. To find out more on how we delivered for Electric Ireland and how we can deliver major results for your brand, reach out today to firstname.lastname@example.org