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The Irish are considered one of the world’s best football fans. During every major tournament, the whole world is in awe of them. They can sing a serenade for a Polish policewoman, like it happened during Euro 2012, or fix a car belonging to the supporter of their opponents. No one can generate as much joyful and positive energy as them. Poles were supposed to meet Irish fans at the game in Dublin, but due to the restrictions enforced in Ireland, it was moved to Saint Petersburg.
Tyskie decided to ask the Irish for their support. The Irish Daily Star published a call, in which with the use of the “Grab a Tyskie beer and help us cheer!” slogan Tyskie encourages the Irish do switch to TY and cheer on the Polish national team. The same ad was also published in the Irish Daily Mirror.
In line with the campaign slogan <<We Are the European Champions in Switching to TY>>, we want to unite football fans from across Europe. Polish and Irish fans have a very special bond, dating back to Euro 2012. When their incredible team was eliminated by Slovakia, and the amazing supporters were left with no team to cheer on, we knew we had to reach out. Our ad in the Irish Daily Star encourages them to switch to TY because of the mutual passion and favourable conditions, but at the same time it was our way of showing appreciation for the great energy of Irish football fans – sums up Paweł Drubkowski, Tyskie Brand Manager at Kompania Piwowarska.
The concept and execution of the campaign were delivered by the GONG agency. PR activities in Poland and Europe are taken care of by Huta 19 im. Joachima Fersengelda, media buying by the Zenith media house.
