Ahead of the 2023 Guinness Six Nations, Irish energy giant Energia launched a player- fronted ‘Think Of The Possibilities’ campaign highlighting their partnership with Irish Rugby and championing all of the people who make ‘the game we love possible’.
The campaign, developed in collaboration with agency Core, runs under the brand’s umbrella ‘Think Of The Possibilities’ platform aimed at reinforcing the company’s focus on renewable energy and innovation and its commitment ‘to creating more possibilities for our energy future’.
Energia, which is the official energy partner of the IRFU and the title sponsor of the country’s domestic Energia All Ireland League, rolled out the campaign from 3 February led by a pair of spots starring Hugo Keenan (a fullback/wing who plays for the national team and for Leinster Rugby) and Stacey Flood (a star of both the Ireland women’s national team and its rugby sevens squad) and heroing those behind-the-scenes who make the game tick.
The creative is built around the idea that Energia understands that the rugby season is a treasure trove of ever-changing possibilities, but also that every possibility starts with those people who make the game run: from the star professional players to the grassroots volunteers who dedicate their time and energy to make the game possible.
“For every player who pulls on an Irish jersey, there’s an army of unsung heroes who make it all possible,” said Energia Head Of Brand Amy O’Shaughnessy. “This campaign is a celebration of all those community volunteers and everyone behind the scenes in rugby clubs across Ireland.”
Core Business Director Al Barnewell added: “Like so many people, we are looking forward to the Guinness Six Nations kicking off. We have enjoyed collaborating with Energia to develop this work which focuses on the people and energy behind the scenes which contribute to every great Irish rugby performance. When we sit down to watch the match, or leap up in celebration, we hope to remind everyone of those heroes in every rugby club who make the game we love possible.”
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This marketing burst leverages spiking national rugby awareness and interest as the world’s leading annual international tournament gets under way and showcases the company’s commitment to supporting Irish rugby at all levels: from the grassroots game to international level.
As well as its national team tie-up, the company is the title sponsor of the Energia AIL and it is also the Official Energy Partner of Leinster Rugby, while Energia Park regularly plays host to a full range of rugby activities from school cups and local club championships, to Ireland Women’s Internationals.
The marketing team’s wider objective behind being ‘The Power Behind Irish Rugby’ is a sponsorship programme that brings to life its dynamic and community-focused brand values by assisting in the development of game in communities a;; across the country with our club energy initiatives, as well as reward its customers with exclusive access to rugby content and events.
Previous work includes 2020 creative featuring Jacob Stockdale, Dave Kilcoyne and Caelan Doris and a 2019 fronted by legendary Irish fly half Ronan O’Gara.
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