In Ireland there are two main GAA championships. The big, glamourous Inter-County championships played by 32 counties on the island of Ireland. It gets lots of TV and media attention and over 80,000 people attend the final.

And the less glamourous GAA Club championships, played by around 500 small village clubs, dotted all over Ireland. It is fiercely competitive and every game is a knockout and you can only choose from people in your village. Making it the toughest tournament of them all to play in and win.

In our TV ad, Ireland's most famous footballer delivers "the toughest" message. He has won the inter-county 4 times and never won the club championship, so he was very credible.

But people think advertising campaigns featuring celebrity sportspeople are bullshit. So to prove he believed the message, we hid cameras in his taxi home and hired a taxi driver/actor to interrogate him.

The PR element was key to this campaign. The sporting landscape in Ireland is cluttered, with Inter-county GAA, Rugby Heineken Cup, Rugby 6 Nations, Local Soccer leagues plus the English Premiership filling the sports pages, as well as the hearts and minds of people.

The Club championship barely gets any attention. So the TV campaign made the point that Ireland's most talented and famous footballer had never won the Club Championships, even though he's won everything else.

And we used the online taxi video to prove that this wasn't just another celebrity endorsement.

The campaign launched in November 8th 2013 with TV, outdoor and online ads.

We then followed with the online films on November 13th which launched the PR and media engagement which ran right through to March 17th (The date of the final).

The campaign ran according to its plan.

The campaign has only recently concluded and awareness/attitude research has not been completed

The AIB Club championships is now referred to as #thetoughest on all social channels, with the hashtag in widespread use.

- Film received widespread online media attention and was reference on radio and in news print.

- Film received 3.2 million facebook impressions.

- Earned media valued at €7.5 million.

- 292 pieces of coverage generated.

Business impact:

- Final attendance increased by 14% to 32,700 (the highest ever)

- Over 15,000 people visited tickets.ie from our social channels.

- Film was viewed 220,000 times on Youtube.

- Facebook post was viewed 637,000 times

- Over 9,000 secondary Engagement (Like, Comment, Share)

- Facebook Likes grew 137% to Over 29,190 users

- Twitter Followers grew by 224% to over 6,290 followers

- Over 15,000 Users sent to the Tickets.ie Landing Page