Projects
- Orchard Thieves CiderUntil recently, one big player, with a whopping 80% share, has dominated the Irish Cider Category. Orchard Thieves was a brand new cider that wanted to change this. Orchard Thieves Cider was Heineken Ireland’s biggest new product launch. Orchard Thieves is a brand new cider that wanted to bring something very different to the category. Crafted to appeal to a vibrant, urban audience, who seek out new experiences and adventures, the brand idea that fuelled our campaign was to reward those who b
- Hailo 3 year old taxi driverHailo Ireland was soon to be 3 years old. They were facing strong competition in Dublin from Uber and Lynk, so we needed to defend their position as market leader by creating nationwide talk-ability around Hailo’s 3rd birthday (which had an ulterior motive of “we were here first”). We thought the most impactful way we can dramatise Hailo’s 3rd birthday was to act like a 3 year old, and do whatever we wanted! A series of 3 year old party activities (not part of this entry) followed. But first we needed to promote the overall initiative. We came up with the 3 year old taxi driver. We put a professional driver in costume, which looked like a driver’s seat so that our cab looked empty. We then placed a child safely and harnessed in the driver’s seat of the cab in a series of controlled environments and started playing tricks on Dubliners who thought that a 3 year old was driving the cab. The stunt was filmed with a series of in-car and on-street hidden cameras and shared on Facebook, Twitter and Youtube with a total view count of over 900,000 views across the board and featured on Mashable UK, AdWeek, Creativity Online Editor’s Pick, Lu?rzer’s Archive, Bestadsontv.com and many other media sites.
- Hailo Heterophobnic Taxi DriverHailo had a new pre-book service they wanted to promote coinciding with the May 22nd Referendum on gay marriage. We approached them with an idea to combine the two. We were going to offer free trips to the polls on May 22nd, when people used Hailo’s new Prebook service. And so began…our drive for equality. Recognising that the national debate had become quite heated in the final days before the vote, we knew that both sides would respond well to a bit of typical Irish humour. Our idea was simple…show how ridiculous all discrimination is by flipping the debate on its head. So we created the Heterophobic Taxi driver. People could be on the no side or the yes side, but either way, The Heterophobic Taxi Driver would showcase how redundant discrimination really is. Due to licensing restrictions, we had to use a real registered Hailo taxi driver and we wrote a script that the driver would be able to easily drop into conversation with his passengers. We supplemented this with lines fed, from our copywriter, to his earpiece and kicked off the conversation by having a fellow heterophobe (actor) call him on speaker phone. From there, our hero (a non-actor, real cabbie) was guided loosely through the script to really push his ridiculous notions on unsuspecting passengers. The public’s reaction to the character was a huge success, shattering previous Hailo campaign numbers, as well as receiving a sensational positive reaction. Despite a low budget and media spend, the videos has been viewed just shy of a million views (995,000), with all of the 730,000 Facebook views being organic. #DriveForEquality trended in Ireland the week of the vote and high profile celebrities with huge followings posted the campaign (Graham Norton 1.1 million followers, Dara O’Briain 2.2 million followers, and George Takei 9.6 million followers on Facebook). The campaign was also covered all around the world with 45 pieces of local press coverage, 11 pieces of International and it even made it on to RudeTube on Channel 4. New registered users increased by 30%, daily active users grew by 26%, and pre-book cabs on the day increased by 800%. The Yes vote passed with just under 2 million voters turning out on the day, the highest voter turnout since the foundation of the state.
Work history
Account Manager
agency based in Manchester. Part of small client services station based
in Dublin, which facilitates closer client relationships and ensures
creative output is carefully and strategically targeted to Irish market.
Individual day to day responsibilities include managing client relationships and
sole management of key channels including
national POS, weekly national radio and OOH.
Account Manager
-
Responsible for accounts and campaigns from beginning to end, from
attending initial client briefing, briefing creative teams, daily management
leading up to campaign launch. Leading campaigns for AIB, Samsung,
HAILO, and Ladbrokes. Over the last two years, was integral member of
a new business pitch for an international Jameson account and worked on
two new product development launch campaigns for Heineken Ireland.
Skills
- Advertising
- Marketing PR
- Account Manager
- Presenting
- Brand Management
- Client Services
- Management
- Marketing
- Pitching
- Problem Solving
- Project Management
- Relationship Management
- Excel
- Powerpoint
Education
History of Art
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Awards
APMC Awards 2016
Best Government or Cause Related GOLD & CATEGORY WIN
Best Digital Execution SILVER
Best Creative Execution HAILO
ICAD
Gold Bell: Activation & Experiential
Silver Bell: Web Film over 60+ Show more