Team Of Us Vodafone
As the third telco in a row to sponsor the Irish rugby team, Vodafone needed to do something to stand out. Fans had grown tired of how big brands simply badging their team’s jerseys, and yearned for something that added real value to their support.
We put people at the heart of this project. Interviewing over a thousand fans, coaches and players over an 18-month period we uncovered a longing for a close connection between both fans and players.
Our aim, at every touch-point, was to give fans something of real value. We embedded ourselves with the team during their historic South African tour, showing the players not just as super humans on the pitch, but as sons, brothers and fathers off it.
Our TV and outdoor ads became windows into the players’ personalities.
We listened and watched what fans were saying on social media, and reacted by giving them exactly what they wanted. And they wanted more - so we treated them to a second documentary about the team’s monumental win against the All Blacks in Chicago in 2016.
When we did do TV ads, we gave a rare glimpse into the players lives. ‘Who we are is how we play’, launched in late 2017, gives fans an insight into the childhoods and upbringings of Rory Best, Tadhg Furlong, Conor Murray and Tiernan O’Halloran, showing how, like all of us, their surroundings have defined who they are as people.
1 in 4 Irish people have seen one of the two Team Of Us documentaries, and even more than this have been engaged with the various elements including online content, TV ads, out of home, social and radio ads.
Two years into the partnership, Vodafone has won numerous sponsorship awards and has already seen a record-breaking improvement in brand awareness, brand affinity, differentiation and brand engagement.