SSE Airtricity


#PowerOfGreen


Insight

The #PowerOfGreen campaign was developed to promote SSE Airtricity’s new commercial offer to consumers and centered on leveraging SSE Airtricity’s Football Association of Ireland (FAI) sponsorship. With the European Championships in full swing in the summer of 2016, football coverage would dominate the media landscape and it was important for SSE Airtricity to be part of those conversations.

Irish football supporters cherish historical moments; be it Jason McAteer scoring that infamous 68th minute strike against Holland in 2001 helping qualification for the Korea Japan World Cup, or Ray Houghton’s famous winning goal against England at Euro '88.

Idea

The campaign linked SSE Airtricity’s commercial proposition and its FAI sponsorship by creating a unifying idea around the #PowerOfGreen jersey, its history, the people behind it and the optimism of supporters going into Euro 2016. The message focused on SSE Airtricity’s commercial offer: Switch and receive 15% off your electricity, plus an Ireland jersey.

The campaign focused on reliving great moments in Irish soccer, told through the eyes of the players and backroom staff who were there. We recruited Jason McAteer, Ray Houghton, former Ireland team physiotherapist Mick Byrne and kit man Charlie O’Leary to share their #PowerOfGreen moments.

We also captured the heartwarming moments when Make-A-Wish child, Bobby Simpson, had the opportunity to meet his footballing heroes as they trained in Abbotstown for their European Championship games. This, along with key influencers sharing the #PowerOfGreen message, inspired people to donate via text to the Make-A-Wish foundation.

Impact

The campaign delivered exceptional results, generating huge reach and exceeding all KPIs. Our storytellers, the charity partnership and a partnership with the Late Late Show all centered around the Irish jersey and allowed us to explicitly talk about the SSE Airtricity commercial offer in every piece of earned media coverage. The level of coverage and conversation achieved around the commercial offer was unprecedented for SSE Airtricity and gave the brand a brilliant springboard for the #PowerOfGreen platform into 2017.

Trended on Twitter

Total Reach

“We challenged Edelman with the task of promoting our latest commercial offer and driving #PowerOfGreen conversations in the lead up to the European Championships. Edelman took our commercial offer and added a unifying idea that resonated emotionally with our target audience, generating unprecedented positive results. Our year on year sales performance was up for the campaign period and brand consideration increased too.”

Jackie Kelliher - Marketing Manager

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