FBD Sponsorship Activation
BRIEF
FBD Insurance appointed Grooveyard to deliver a high-impact outdoor brand activation for the National Ploughing Championships. The objective was to design a bespoke pavilion that seamlessly blended education, family engagement, and commercial lead generation while positioning FBD as the leading brand in farm and rural safety.
WHERE
National Ploughing Championships, Co. Laois
WHY
To drive meaningful engagement with rural, family, and SME audiences through a premium brand activation footprint, boost spontaneous brand awareness, and deliver measurable post-event sales and enquiries.
WHO
Attendees of National Ploughing Championships.
what we did
To make this brand activation work for thousands of daily visitors, Grooveyard delivered an end-to-end 20×15 metre structure specifically engineered for heavy footfall and fluid crowd movement.
We kicked things off with our Farm Safety Path, an interactive edutainment route that taught families about farm machinery and hazard safety using hands-on props and engaging tasks. Alongside it sat our vibrant Kids’ Hub—a dedicated soft-play and craft zone fully managed by staff, giving parents a bit of breathing room and time to have meaningful, uninterrupted catch-ups with financial advisors in the adjacent spaces.
For those key business chats, we built a private Advisory Lounge and Mobile Office, complete with sound-blocking acoustic design to keep conversations clear away from the bustling showgrounds.
Naturally, no Irish event is complete without a cupán taé! Our complimentary FBD Café provided a welcoming spot for attendees to take 5, boosting dwell time and driving deeper brand interaction.
Self-service iPad kiosks backed up by dedicated 5G connectivity ensured fast, GDPR-compliant lead generation. We even took the activation beyond our primary footprint by distributing over 20,000 child safety wristbands right across the showgrounds, keeping family safety front and center for the entire festival.
services
delivered
// BRAND ACTIVATION & EXPERIENTIAL STRATEGY
// 3D SPATIAL DESIGN & OUTDOOR STRUCTURE PRODUCTION
// BESPOKE SUSTAINABLE MARQUEE FIT-OUT & FABRICATION
// ON-SITE EVENT OPERATIONS & LOGISTICS MANAGEMENT
// EVENT STAFFING, STEWARD CO-ORDINATION & OPERATIONS
// ON-SITE EVENT TECH INTEGRATION & 5G SYSTEMS
// HEALTH & SAFETY COMPLIANCE & ACCESSIBILITY PLANNING
results
The FBD Insurance brand activation was a resounding success across every key metric, driving massive national media reach, delivering measurable commercial growth post-event, and generating a significant lift in overall brand health.
By converting massive footfall into qualified leads and meaningful engagement, the pavilion set a new benchmark for ROI on the national showground.
41,724 Visitors: Welcomed 17.1% of total National Ploughing Championship attendees
Enquiries surged +22% in October and +24% in November
sales increasing +22% (Oct) and +30% (Nov)
Date:
June 12, 2025
