Target McConnells Gets Behind the Scenes of Irish Rugby in New Vodafone Campaign

Target McConnells has launched a new behind the scenes programme for Vodafone. The programme tells the story of Irish Rugby's journey from the beginning on the Autumn Series and beating New Zealand in Chicago, through three more games where many young players were introduced, before finally ending in the high of beating Australia.

“We knew that we had something that really connected with the public when we were constantly asked 'When’s the next one due?'.  That feedback was enough to tell us that Vodafone customers and rugby fans really got behind our first #TeamOfUs programme which aired on RTE One last year.  It sets up strong anticipation for 'Four Days in November', the new programme we have produced on behalf of Vodafone,” says Abi Moran, Managing Director of Target McConnells. With a 52-minute running time, it aired at 7.30pm on RTE 2 on Saturday, February 25th after the Ireland v France match.

Anne Mulcahy, Head of Brand & Communications, Vodafone Ireland said: “From the outset, one of the aims of the #TeamOfUs platform was to build the most interconnected team and fanbase on the planet. Through a truly collaborative approach with the IRFU, the agency has produced a must see film that really captures some of the most memorable moments in recent Irish international rugby.”  

When planning the 6 Nations campaign, Target McConnells applied its philosophy of creating Culturally Contagious ideas that are talked about in pubs and homes across the country. This meant delivering something of real value, with work that was relevant outside of the advertising world.  

As a result, one of the first steps the agency took was to listen to what rugby fans were talking about and what they wanted. Top of the list was to see more behind the scenes from the Autumn Series, and the now famous victories against New Zealand and Australia. 

That’s reflected in the programme which tells the story of Irish rugby’s journey from the beginning of the Autumn Series and beating New Zealand in Chicago, through three more games where many young players were introduced, before finally ending in the high of beating Australia. 

The making of the programme involved the agency travelling throughout Ireland, meeting the players, coaches and management behind the scenes and interviewing them to hear their stories. With no storyboards, no scripts, just a culturally contagious idea that Target McConnells and Vodafone wanted to see come to life, the outcome is an alchemy between fans, supporters and players that makes for compelling viewing.