53Six collaborated with partner agency WH to create
an innovative content activation for AIB’s sponsorship
of the AIB All-Ireland Club Championships

GOAL

Communicate AIB’s commitment to the club game and express AIB’s platform of ‘The Toughest’ 

  • Showcase the skill and athleticism seen in camogie while connecting with players and fans at a community level

  • Provide fans with an innovative, unparalleled viewing experience

STRATEGY

Introduce FPV PlayerCam, a revolutionary technology that players wear, offering viewers a first-person perspective from players during the games

  • Launch campaign with a focus on Camogie, a sport known for remarkable skill, speed, and athleticism

  • Follow a player's journey, both at home and during training sessions

  • Combine fresh perspective with exceptional production quality

+ 1.2 M

VIEWS

EXECUTION

Launch Video: Created a captivating video introducing the First Person View (FPV) concept to fans

  • Safety Tests: Conducted rigorous safety tests with players, teams, and managers, pre-approving players as teams advanced.

  • WH to announce the initiative through player media engagements.

  • Filming: Captured players at home and in training sessions with 53Six, and then followed up with the recording of a full match day

  • Episode Creation: Produced three episodes featuring different game scenarios

  • Quick Edits: Ensured timely editing to maintain relevance and excitement.

RESULTS

The campaign achieved significant success:

  • Created the first FPV in an official competitive match in any field sport globally

  • On Youtube, of the 2,756,113 impressions delivered against long form, 1,450,147 watched the videos for at least 30" and a further 694,923 watched the videos to completion. In total, we delivered 3,916,745 impressions, 2,595 clicks and 1,122,202 completes.

  • Media Impact: Generated extensive media coverage and positive fan feedback.

  • Promotion of Women's Sports: Elevated the profile of women's sports in Ireland, showcasing skill and athleticism in Gaelic Games.

  • Enhanced Viewing Experience: Provided fans with immersive, on-field perspectives, enhancing engagement.

+ 4M

IMPRESSIONS

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