Ireland’s largest telecoms and ICT provider, eir evo, wanted to launch their new no-frills ultrafast gigabit business to business broadband service in Northern Ireland. But entering a highly competitive category as a challenger brand, eir needed a campaign that would stand out and cut through the noise, whilst retaining their trusted brand image.
CHANGE
REQUIRED
FULLY
INTEGRATED
Leaning on the eir values of innovation, simplicity, efficiency and agility, the creative was designed to increase the brands’ competitive positioning in the market whilst retaining their trusted brand image. A striking, typography led campaign leaned on word-play to cut through the noise and speak directly to the key business audience who were encouraged to take it up a giga-notch and giga-punch above their weight with a competitively priced, reliable, super-fast broadband offering.
Considered planning ensured a complementary marketing mix that would hit the audience at multiple touchpoints, from video, radio and OOH to digital initiatives and PR.
