Strategic Project Leadership: Ireland
In renaming Ireland’s most successful insurance company from Hibernian Insurance to Aviva, the company wanted to rapidly establish brand awareness and reaffirm its brand equity under its new name. They secured the naming rights to a new national rugby and soccer stadium being built in Dublin, and needed to ensure that when the stadium was completed that the brand’s presence would be fully maximised.
We put together a project team consisting of client marketing and sales personnel and their agencies - design, media, advertising, PR, activation/events - along with representatives from the stadium company and their architects, designers, construction project management and sports bodies. We designed and managed a process that dovetailed with the stadium build process to ensure we had strong branding throughout the stadium, consistent with the stadium’s overall design. In parallel, we developed an activation strategy to leverage the sponsorship, and worked with the relevant agencies to create a 360 degree campaign across multiple touchpoints - national advertising and media editorial, grassroots sponsorship activity, sales promotion and stadium activation, including a virtual reality brand experience featuring famous sports personalities.