Monday 26 September 2016

Lidl makes a big commitment to ladies' GAA

John McGee

Published 06/03/2016 | 02:30

The Ladies’ Gaelic Football campaign created by Chemistry
The Ladies’ Gaelic Football campaign created by Chemistry

Despite over 153,000 women of all ages playing for over 1,068 clubs and their counties around the country, the success story that is Ladies' Gaelic Football is has always been overshadowed by their male equivalent in terms of media coverage, financial supports and indeed the perception of the game.

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In an attempt to address these imbalances, Lidl, a challenger brand in its own right, has taken up a three-year sponsorship of the Ladies' Gaelic Football Association, the largest female sporting organisation in the country.

As part of this sponsorship, the retailer has embarked on a heavyweight advertising campaign across TV, press, social media and outdoor as it seeks to change people's perceptions about the game and that challenger brands, like Ladies' Gaelic Football, are indeed worthy of support.

The campaign, by ad agency Chemistry, with media planning and buying by Mediaworks, is a gutsy take on the blood, sweat, tears and joy that every gaelic footballer has to contend with at all levels of the game. And the female experience of all of this is actually no different to their male counterparts.

As part of the build-up to the campaign launch, Chemistry created a viral video called "Ladyball", which purported to promote a new pink football created especially for ladies. Not only did it raise a few eyebrows and heckles along the way, but it trended on a variety of social media platforms and even received a mention in the Washington Post.

Ladybal was the precursor to the main ad campaign and was created to draw attention to the main campaign, which is now in full flow across a number of platforms.

The TV ad, in particular, is hard-hitting and dramatic and, with the backing of a punchy track from the Dublin singer/songwriter Rocstrong, the narrator introduces viewers to the mental toughness, resilience and skill of the female players who make up the largest female sporting organisation in the country.

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