Jeff and Kammy’s Journey to Croker


We invited two hugely popular Sky Sports pundits – Jeff Stelling & Chris ‘Kammy’ Kamara from the English Premier League – to learn Ireland’s national game from the grassroots up, on an epic nationwide journey leading to them commentating on the All-Ireland Final.

Client: AIB

The Challenge

AIB’s sponsorship of the Club Championships had recently seen huge success via our platform #TheToughest. We had a huge GAA-fan audience, but now the brand wanted to push the appeal out to a broader base. We had to get other sports fans interested in the GAA Club Championships.

The Idea

To show how club-level GAA fuels the more glamorous All-Ireland Senior Championship, we invited two hugely popular Sky Sports pundits – Jeff Stelling & Chris ‘Kammy’ Kamara from the English Premier League – to learn Ireland’s national game from the grassroots up, on an epic nationwide journey leading to them commentating on the All-Ireland Final.

The Outcome

We created an eight-part documentary series featuring Jeff and Kammy visiting different clubs, meeting fans, learning the game and generally being hilarious sports fishes-out-of-water, and released it through AIB’s owned channels. The result wasn’t just entertainment, but a look at the club game through fresh eyes, helping non-GAA fans build a whole new appreciation for the game.

The Impact

The campaign achieved over 10 million views with every episode trending #1 on YouTube. The engagement rate was 4.5 times the industry standard, with fans revealing a genuine pride in the GAA as their national sport. Even better, all of this happened on AIB’s own social channels.

Awards

2 x Clio Sports Awards

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