AIB Ireland: #TheToughest of Them All

This case study describes how AIB Ireland, one of Ireland's largest financial services providers, launched and used its #TheToughest of Them All campaign to reaffirm its commitment to club GAA, elevate its sponsorship position to the Number One, increase awareness and drive engagement with fans.

AIB Ireland: #TheToughest of Them All

Matthew Mooney

Campaign details

Brand: AIB IrelandBrand owner: AIB Group plcLead agency: Radical, WHPRContributing agencies: Rothco, StarcomCountry: IrelandIndustry: Banks, credit cards, loansChannels used: Content marketing, Events & experiential, Games & competitions, Internet - display, Internet - search, Newspapers, Online video, Outdoor, out-of-home, Product placement, Public relations, Social media, Sponsorship - event, property, Sponsorship - media, Television, Word of mouth, advocacyMedia budget: 1 - 3 million

Executive Summary

Just as baseball is America's pastime, the Gaelic Athletic Association (GAA) is...

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