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Rothco’s Minor Detail Scores for Electric Ireland

With the Electric Ireland GAA Minor Championships underway, Rothco, part of Accenture Interactive, has rolled out a new campaign to support the tournament.

Called “Minor Moments”, the campaign aims to highlight those small but hugely impactful moments that matter most to players and it builds on the success of the previous award-winning ‘This Is Major’ creative platform.

Using the ‘This is Major’ platform, which highlights widely relatable moments from a Minor player’s coming of age life stage, the new campaign suggests that the defining moments of “the minors” aren’t necessarily the ones you might expect. Whilst everyone focuses on the matches, having a post-match laugh with your teammates or finally making the panel – the moments before and after the big game – can result in memories that last a lifetime.

Keen to pivot from showcasing the dramatic ‘blood, sweat, and tears’ side of the GAA, the campaign looked less at the dizzying highs and almost inconceivable lows of the games, and more at its unique and joyous moments. Informed by stories from current and ex-Minors, Rothco found that most players remember the seemingly innocuous moments much more clearly than the memories you’d expect them to retain. Ultimately, the campaign lets audiences know that for past, present, and future GAA players, it’s these minor moments that really mean the most.

In addition to the 10” films, Rothco, part of Accenture Interactive, created a 30” film which was broadcast on TVC and VOD on Friday 15 April. The films were also promoted on social media (Facebook, Linked In, Twitter and Instagram), with the campaign also running in cinemas (live 22nd April) and on radio (9th of May).

According to Shay Madden, creative director, Rothco: “Minor moments’ is such a lovely simple idea. It rings true that these smaller moments are the ones that often stay with these younger GAA players for years to come. We also loved the idea of fully embracing these minor moments by creating a series of ‘minor’ 10-second-long films.”

Sarah Sharkey, Brand, sponsorship and PR Manager, Electric Ireland, adds: “Electric Ireland is thrilled to be spotlighting the Minor Moments which make the Electric Ireland GAA Minor Championships so special. These competitions provide so many memorable moments over the course of a season, but the focus is usually on the moments which are played out on the pitch. In fact, there are many ‘minor’ moments that are so special to the players, their families and their friends yet they remain unseen throughout the year. These are the moments that last a lifetime and make the Electric Ireland GAA Minor Championships such a great competition to be involved in”.


Client: Electric Ireland

Head of Marketing & Consumer Insights : Lisa Browne

Brand, PR & Sponsorship Manager: Sarah Sharkey

Brand & Sponsorship Manager: Aiste Petraityte

Sponsorship Team Graduate: Cian Walsh

Agency: Rothco, part of Accenture Interactive

Agency Producer: Aisling O’Dwyer

Executive Producer: Al Byrnes

Executive Creative Director: Jen Speirs

Creative Director: Shay Madden

Creative Team: Steve Clifford & Emmet Heneghan

Agency Director: Rosie Rogers

Account Director: Aoife O’Shea

Senior Account Manager: Annie McBride

Account Executive: Hilary O’Sullivan

Strategy Director: Julie Murray

Connections Strategist: Joseph Ronan

Production Company: BUTTER

Director: Thomas Beug

Exec Producer: Michael Duffy

Producer: Michael Donnelly

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