The theme of the campaign 'Pure Rugby' is based on the concept that club rugby represents the true essence of the game, the heart of rugby. AIB Sponsorship Manager Jim Kelly, points out that 'Pure Rugby' has been created to reflect the "grit, passion and sheer determination of the game and in particular club rugby."
The TV campaign consists of three ten second advertisements designed with fast paced graphics and intermittent live action. The 30 second radio ads feature seven players expressing different emotional responses to club rugby in a 30 second piece. The outdoor campaign includes five executions featuring close ups of the players set against the lines "Some grit doesn't wash out " and "Some things I keep close to my heart."
This above the line campaign will run in targeted bursts of activity between January and the AIB League Finals on May 4th in Lansdowne Road.
According to Laurence Keogh, Creative Director of Dimension Advertising, "There's so much noise out there in the world of sports sponsorship, we
Commenting on the campaign, Jim Kelly, Sponsorship Manager AIB, said, "AIB recently agreed with the IRFU to extend our sponsorship of the AIB League for a further three seasons which will see our investment in club rugby top 2.5 million. We are delighted with this exciting campaign. 'Pure Rugby' highlights the grassroots heritage of club rugby, which we are proud to be associated with".
Padraig Power, IRFU Marketing Manager added, "Club Rugby and the AIB League is an important tier in Irish Rugby and will always continue to be. We fully endorse the 'Pure Rugby' campaign. The use of actual AIB League players gives the campaign an authenticity and uniqueness which, for all who have experienced it, is at the very core of Irish Club Rugby."