How Lidl Ireland changed the nation's attitude to ladies gaelic football by calling for serious support

IPA Effectiveness Awards Case Study 2018


Chemistry’s Ladies Gaelic Football campaign for Lidl transformed a sponsorship of a minority sport into an issue of national and international importance: that women’s sports are not taken seriously. Our campaign resulted in awareness of Lidl’s sponsorship smashing any other sports sponsorship within just 9 months, ahead of long-established and large spending sports sponsorships like AIB Bank with GAA and Heineken with rugby. It was awarded European Sports Sponsorship of the Year in 2016. But best of all, it gave the players the platform and respect that they deserve as the committed, competitive athletes they are.

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Lidl Ireland

Shortlist 2018

Title

How Lidl Ireland changed the nation's attitude to ladies gaelic football by calling for serious support

Brand

Lidl Ireland

Client

Lidl Ireland

Agency

Chemistry

Principal Authors

  • Sinead Cosgrove - Chemistry Strategic Communications DAC

Contributing Authors

  • Dee Gunning - Chemistry Strategic Communications DAC

Credited Companies

  • -

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Shortlist 2018

Title

How Lidl Ireland changed the nation's attitude to ladies gaelic football by calling for serious support

Brand

Lidl Ireland

Client

Lidl Ireland

Agency

Chemistry

Principal Authors

  • Sinead Cosgrove - Chemistry Strategic Communications DAC

Contributing Authors

  • Dee Gunning - Chemistry Strategic Communications DAC

Credited Companies

  • -

How Lidl Ireland changed the nation's attitude to ladies gaelic football by calling for serious support

IPA Effectiveness Awards Case Study 2018


Chemistry’s Ladies Gaelic Football campaign for Lidl transformed a sponsorship of a minority sport into an issue of national and international importance: that women’s sports are not taken seriously. Our campaign resulted in awareness of Lidl’s sponsorship smashing any other sports sponsorship within just 9 months, ahead of long-established and large spending sports sponsorships like AIB Bank with GAA and Heineken with rugby. It was awarded European Sports Sponsorship of the Year in 2016. But best of all, it gave the players the platform and respect that they deserve as the committed, competitive athletes they are.

Register interest to download case study >