Audi Ireland Among Top Winners at The Irish Sponsorship Awards 2024
A huge congratulations to Audi Ireland as their sponsorship of Stella Cinema has won the hotly contested “Innovation in Sponsorship” award at the annual Irish Sponsorship Awards held on Thursday 26th September. The Irish Sponsorship Awards recognise and reward brands, rightsholders, agencies, and media owners, who play a critical role in the delivery of world-class sponsorship programmes executed in Ireland. The objective of the Awards is to raise the bar and promote the sponsorship medium as a key strategic marketing channel through which to deliver business and organisational success.
In June 2023, Audi Ireland was delighted to announce it’s pioneering media-first partnership with Stella Cinemas. The partnership was brokered by Pearl & Dean Ireland and PHD Media as the media agency for Audi Ireland. The partnership marked the first time Stella Cinemas showed advertising on its screens with Audi Ireland having exclusivity in the advertising reel, meaning its advert was the only one shown to audiences across Stella Cinemas at its sites in Rathmines and Ranelagh.
Over the term of the sponsorship guests to the Stella Cinema were entertained onscreen with advertising featuring the fully electric Audi Q8 e-tron. The Audi Q8 e-tron is the standard for Audi electromobility where boundless creativity in design meets innovation and efficiency for a powerful, dynamic and luxurious driving experience. Audi also created a memorable journey for Stella cinemagoers from foyer to screen; with on-premise nostalgic Audi prints showcased in the cinema theatres, an Audi Mocktail served at the art deco inspired Stella Bar, as well as secret screenings and customer competitions throughout the year. Audi car owners were also treated to free popcorn on Monday and Tuesdays throughout the year-long period.This sponsorship embodied all the elements necessary to come away on the evening with the “Innovation in Sponsorship” award; demonstrating a unique approach to a sponsorship activation, innovative thinking beyond traditional sponsorship agreements, as well as a new method of sponsorship activation.
Commenting on the Sponsorship Awards, Audi Ireland’s Head of Marketing & Customer Experience, Deirdre Schwer: “At Audi we are driven to be innovative whether developing mobility solutions that inspire and excite, or creating experiences that truly resonate with our customers and this partnership allowed us to do exactly that. It’s a pioneering media first sponsorship which looks to reward our loyal Audi customers at every turn. We’re very grateful to be part of a team to receive an award in recognition of innovation within our industry. We’d like to congratulate and thank our agency partners Pearl & Dean, PHD and Stella Cinema for their support , hard work and collaboration!”