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The FirstCape Lions

Task

Raise awareness of FirstCape’s sponsorship of the British & Irish Lions and its availability in Tesco Ireland.


Approach

Tesco Ireland was offered the exclusive opportunity for one of their customers to win a rugby masterclass competition. The initiative was launched to the media with a photo call featuring FirstCape ambassador and Ireland captain Jamie Heaslip and British & Irish Lions Team Manager Andy Irine. One on one interviews and a press conference featuring a surprise appearance from British & Irish Lions Head Coach Warren Gatland ensured blanket media coverage both in and outside Ireland.


Impact

Over 45m people reached via 30 quality pieces of national media coverage including both of Ireland’s main TV stations. ROI of 85:1 and four opportunities to see per target consumer.