There are no restrictions or regulations around Branded entertainment in Sports sponsorship in Ireland.

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, over 80,000 people attend the final.

And the less glamourous GAA Club championships, played by around 500 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.

Film was released through the AIB Club Championship face-book page, twitter account and YouTube channel.

The film was designed to be shared on by the Club Championship's social followers.

The title "Colm Cooper versus Dublin taxi driver" was important.

Colm Cooper is the most famous footballer in Ireland.

His county team is Kerry, their arch rivals are Dublin.

Dublin Taxi-drivers are well known for being rude, talkative and opinionated.

So the headline and situation had mass appeal.

(Colm Cooper's nickname is "The Gooch", try not to laugh, it doesn't mean the same thing in Ireland)

Campaign is only recently concluded and awareness/attitude research has not been completed

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.

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)

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