THE ASK

As an official sponsor of the GAA, Unilever’s Sure deodorant wanted to deepen its connection with one of Ireland’s most passionate communities.

The challenge? Bring the sponsorship to life in a way that felt authentic, energising and would resonate nationwide - on and off the pitch.

THE RESPONSE

We created the Sure Shot Challenge — a nationwide competition that invited GAA teams to show off their skills by hitting a target on the goalpost from the thirteen-yard line. Teams captured their shots on video and shared them across social channels using #SureShotChallenge.

To build momentum and drive engagement, we rolled out live events across the country and activated at grassroots level - connecting directly with local GAA clubs to spread the word and inspire participation.

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THE RESULT

The Sure Shot Challenge gained extensive organic social media exposure, engaging over 300,000 GAA fans nationwide.

More than 100 teams took part, and the clever campaign mechanic helped to drive incremental footfall into SuperValu stores nationwide - delivering tangible value for retail partners too.

The campaign turned a brand sponsorship into something genuinely engaging and shareable, all while delivering real-world impact.