8 Vodafone Who we are is how we play JWT FOLK

Our Work

Team Of Us - Who we are is how we play

A rare glimpse into the intrinsically Irish upbringings of our rugby heroes…

Client

  • Vodafone

Office

  • Dublin

Challenge

Vodafone and the IRFU's shared ambition was to grow fan interest in the game. So our challenge was to create the most interconnected team and fanbase on the planet.

Inspiration

We wanted to make the players more relatable to Irish fans by taking the players off the pedestal. We knew how important is was to show the humans behind the superheroes and really let the the Irish people learn more about their rugby team. Why? Because you shout louder for someone you know.

Idea

In order to know the team better we created online and TV films which gave viewers a rare glimpse into the intrinsically Irish upbringings of Tadhg Furlong, Conor Murray, Tiernan O’Halloran and Rory Best - showing how, like all of us, their surroundings have defined who they are as people, and as players.

We worked directly with the players to ensure our four stories were based on real events. And we invited family members to play themselves in the adverts, adding to our authentic tone.

Growth

Team Of Us has delivered record-breaking results for Vodafone against all KPIs – brand affinity, emotional proximity, positive engagement and most importantly, brand consideration - smashing four-year targets in a single year*. Meanwhile, the IRFU has seen that fan commitment to Irish rugby has soared to unprecedented new levels, increasing the value of the sponsorship itself.

*Onside, 2018

Team Of Us Vodafone Who we are is how we play
At a Glance
95%

# TeamOfUs is the most popular Irish sports sponsorship hashtag over the last 2 years, accounting for up to 95% of all sponsorship hashtag mentions during key rugby moments

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Awards

2017 The Irish Sponsorship Awards

Best Multi-Platform Sponsorship


2017 The Irish Sponsorship Awards

Best Use of Digital