Brand activation for Aer Lingus as the official airline of Irish Rugby.
Aviva Stadium, Dublin
To capitalize on the newly formed partnership with the Irish Rugby team and amplify the Aer Lingus message of “Home Advantage”. Execution of a brand activation that would demand a strong brand presence at the Aviva stadium – specifically to stand out amongst the number of sponsorship activations taking place on match day
52,000 Rugby Fans, Aer Lingus Staff Members and Grooveyard Event Staff.
WHAT WE DID
Grooveyard constructed an Aer Lingus hub inside the stadium. This featured AV, flat screen TVs, and a customised photo backdrop. We also designed external branding for around the stadium in unique locations. An outdoor HD screen was situated on the approach to the Stadium – this content communicated the activation mechanic as well as reinforcing the #HomeAdvantage concept.
To really establish a strong brand presence at the stadium we also used vinyl branding to own both the stairwell and escalator at the stadium’s podium level. This premium, bold and vibrant application grabbed the attention of all fans as they made their way into the stadium. A team of Grooveyard brand ambassadors worked alongside Aer Lingus Cabin Crew with a digital engagement app to interact with fans. They communicated the activation mechanic and even popped up in a competition photo or two!
Over 600 photographs were taken during the 90 minute period which resulted in over 20,000 social impressions. Despite the number of activations that took place on match day, the level of branding and brand team interaction at the stadium ensured that no fan could make their way into the stadium without connecting with Aer Lingus – official airline to the Irish Rugby team.