Aldi are the official sponsors of Aldi Play Rugby – the IRFU’s kid’s rugby programme. It’s a small sponsorship, but they wanted to stand out in and amongst the sea of sponsors that the IRFU currently has. We did this by hijacking the biggest sporting event of the year, the RBS 6 Nations, by creating an all-kid panel show that appeared live during all of Ireland’s games. Our kids appeared LIVE a grand total of 20 times, supported by a series of online videos featuring Irish stars like Paul O’Connell and Jamie Heaslip. Over the course of the campaign, our panelist show was viewed 3.5million times on TV, and a further 2.5 million times on facebook. Most importantly, creating a 200% increase in signs for Aldi Play Rugby the following year.
