PUTTING IRN-BRU BACK IN THE HEART OF SCOTTISH FOOTBALL

CLIENT : AG BARR

THE BRIEF

In support of IRN-BRU’s three-year headline sponsorship of the revamped Scottish Challenge Cup competition, known as the IRN-BRU Cup, our goal was to create a campaign activation that would position IRN-BRU back at the heart of the Scottish football conversation.

Our focus was on delivering an authentic campaign activation that would drive awareness and fan engagement to strengthen brand saliency.

THE CAMPAIGN

We developed an activation strategy that would creatively tell the story of the new-look competition bringing to life key messaging around IRN-BRU as the ‘Football Sponsor with Balls’, and utilising contracted rights available to give campaign touch points extra fizz.

The activity we delivered included taking the IRN-BRU Cup on tour and organising round-by-round draws at iconic Scottish locations featuring influential cult Scottish football heroes; pre-match media relations activity in partnership with clubs; as well as man of the match and player of the round awards known as the IRN-BRU Cup Golden Balls Award. All of this was underpinned with a commitment to stakeholder relations and supporting the brand’s owned digital channels to ensure the IRN-BRU Cup was truly integrated.

THE RESULTS

Our activation for 2016/17 season resulted in 167 pieces of earned media coverage across print, broadcast and online channels generating a combined reach of 860 million opportunities to see and hear. This included six front page leads in key sport supplements in The Scottish Sun and Daily Record.

The IRN-BRU Cup Man of the Match Award – a personalised glass bottle of IRN-BRU – also captured the imagination of a football fans everywhere, after we secured content on Sport Bible’s Facebook channel.

A video clip posted by Sport Bible encouraging fans to join the debate on if the IRN-BRU Cup Man of the Match Award was ‘The Best or Worst Man of the Match’ ever was viewed more than half a million times, sparking mass hype and conversation around the brand.