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BELOW THE LINE
>>> FAI Local Legends, Lifetime Supporters —
McConnells Fusion
In the years prior to this campaign, attendance levels at Eircom
League of Ireland fixtures had been decreasing. The reasons
given by fans included poor football, lack of stars, inadequate
facilities and interest in other sports. League of Ireland football
had an ailing reputation and fans didn’t expect to have a good
experience attending local club matches. In 2006, the average
weekly attendance was between 12,000 and 14,000 people.
McConnells Fusion’s brief was to devise a three-year cam-
paign that would lead directly to an increase in attendance
figures to 20,000 per week by the end of year one, 25,000 by
year two and 30,000 by year three.
“We constructed a multi-faceted, club-specific plan with pri-
mary focus on the 12 clubs in the Premier Division,” says Aileen
Coonan, account director at the agency. “A creative solution
was developed to incorporate an emotional call for people to
rally and support their local team. This was incorporated into the
new strapline of ‘Local legends. Lifetime Supporters’.
“There was specific use of ‘real’ people/supporters in all the
creative. Our specially designed media plan included local and
national press, radio and online club and fixture-specific informa-
tion, driving attendances and support for all matches.” In addi-
tion, a bespoke loyalty scheme was devised to reward fans for
their attendance, and clubs were provided with promotional tool
kits to maximise their supporters’ experiences.
Coonan says attendances at home matches have increased by
just over 29pc.
>>> Triggers: Promotion of Adult Literacy —
Javelin Direct
According to the International Adult Literacy Survey, 50pc of Irish
people are below defined targets for literacy and numeracy and will
therefore probably be held back in certain social and career situa-
tions. An Post identified the promotion of literacy as an area it
could contribute and connect to that also fitted well with its brand.
The Triggers campaign, which was developed by Javelin Direct,
was designed to raise awareness and understanding of adult liter-
acy and numeracy, to destigmatise literacy issues and to drive traf-
fic to the National Adult Literacy Association (NALA) call centre and
website.
According to Javelin director Kyla O’Kelly, the creative strategy
was all about ‘triggering’ situations where individuals realise they
are being held back — for example, in work dealings or not being
able to help their child with reading. By emphasising the fact that
advice and courses are free and confidential, the key message
focused on the ease of taking the first step towards dealing with lit-
eracy or numeracy issues.
The results of the campaign have been exceptional. While calls
to the NALA line normally average 60 per week, the agency
received 1,000 calls in the first week of the campaign. It also had a
very positive knock-on effect, with many VECs reporting significant
increases in course enrolments.
48 Marketing Age May/June ‘08
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