The Dublin agency Chemistry has once again generated substantial international interest with its latest campaign for Lidl and the retailer’s new sponsorship of Ladies Gaelic Football.
As part of the build-up to the campaign launch, Chemistry created a clever and funny video called Ladyball, which supposedly advertised a new pink football created especially for ladies The campaign was led by digital channels and supported by PR, print, radio, editorial on TV, press and online along with a press conference for the official sponsorship announcement. The campaign immediately trended and went global including receiving a mention in the Washington Post. According to Chemistry, “Ladyball” content reached in excess of 8.5 million users on social media alone.
Ladyball, of course, was the precursor to Lidl’s new sponsorship of Ladies Gaelic Football, to focus attention on the fact that attitudes to women in sport, particularly team sports, needed to be challenged and ultimately changed in order to be more supportive, says Ray Sheerin, managing director of Chemistry.
The “main event”- the TV ad promoting Lidl’s sponsorship of Ladies Gaelic Football – made its debut with a 60 second ad on Friday night during the ad-break on the Late Late Show. The campaign is being backed up by a substantial social media, print and outdoor campaign to support the activity.