eircom – Busted

Don’t get busted at work. Get eircom broadband at home.

Brief:

To sell 25 to 35 year olds voice and broadband bundles.

Audience:

25 to 35 year olds in full-time work, who didn’t see the need for broadband at home.

Strategy:

We decided we needed to do something surprising. We asked ourselves the question; if our target audience don’t see the need to have broadband at home, where will they view our online ads? The answer: at work.  Who’s really free to surf whatever they want at work?

Results:

• CTR (click through rate) higher than normal banner adverts for this product
• Increase in weekly sales as a result
• Recorded eircom’s lowest online cost per order
• Double the normal response rate to the Direct Mail
• ‘Busted’ digital advertising campaign won a bell at ICAD and Best Digital Advertising Campaign at Digital Media Awards 2009
• ‘Busted’ viral campaign received a National Diploma at  Cannes Lions 2008