Ireland has some pretty remote towns and villages, so areas of poor cell phone coverage are

a constant problem. That’s why eir, introduced WiFi Calling. WiFi Calling is an innovative and

exclusive new product that eliminates mobile phone coverage problems in your home or

office by using WiFi connections to boost your signal.

eir are Ireland’s largest communications company but No 3 in the mobile market. They had

a clear business focus on strengthening their mobile brand and Wifi Calling was a benefit

that none of the competitors could offer. 

To explain the technology behind this seamless transfer of calls from mobile to

wifi networks takes time. The campaign objective was to create mass awareness of eir as

innovators in the mobile market. The creative brief was to reduce the technological

complexity into something consumers could easily grasp so they would grant us their full

attention to find out more.

The execution took over the entire Irish Daily Mail Magazine and removed every single black

spot to promote the new service for Ireland’s largest communications company, eir. Every

full stop, every semi colon, every tittle on every ‘i’ and every ‘j’ was replaced with a

colourful eir dot. Readers then found out the reason in a full-page advert for eir at the back

of the magazine.

This was an incredibly complex challenge for the Daily Mail. The nature of print journalism is

such that copy is still being added right up until it goes to print. And with this idea, every

single piece of copy in the paper was affected – headlines, bylines, captions, etc. So in order

to implement the idea, the Daily Mail actually had to move their copy deadlines in order to

give their designers enough time to work overnight to remove every black dot.