Oisín Masterson, Head of Brand & Marketing at eir spoke at The Marketing Institute breakfast on 25th May at Fire Restaurant. Oisín discussed the process and the advertising strategy behind eir that has led to the success of the brand launch.
It’s a case study for ‘marketing leading an organisation out of the dark and into the light’, covering both the why and how of eir’s brand launch.
Eircom was recognised as fixed telecoms, or in other words “the provider your parents had”. As a brand, it was becoming stagnant and had lost relevance. Eir’s weakest link was their lack of credibility. Eircom needed to reassess its brand and to educate the market on the breadth of its offer.
Eir is an organisation that transformed from the inside out. It had a fixed network and a mobile network that were operating in everyday lives. It was the first to launch 4G into the Irish market, the largest network of superfast fibre broadband and it had exciting TV offering that was already out there.
However, as a brand, the confidence that eircom could deliver these offerings just wasn’t there. In order to build that trust in delivery, a different approach was needed.
Eircom needed to reposition itself to all stakeholders that this business was serious about change. In a moment of “feel the fear and do it anyway”, it was clear it was the right thing to do.
1. Introducing the brand - successfully relaunch eircom under a new brand and become part of the conversation.
2. Brand response – communicating successfully what eir would do differently. Reposition the company as a credible, multi-service provider.
3. Direct response - Finding which element delivers best growth.
As a company that had attempted to relaunch in the past, eircom as a brand was given no forgiveness. Eir not only needed to win the crowd, but it needed to win the crowd back. Previous sales activated campaigns caused sales levels to fluctuate, but failed to achieve steady growth. By building a brand and achieving brand fame long term results can be delivered.
They took a full 360 approach with staff, bringing 5,500 employees on this journey and immersing them in the brand. This worked in reminding them where they came from as a brand and why it was important to make this step. Other initiatives included a media launch event, featured on the RTÉ news on the day of launch.
The communication strategy had changed, and this was their last hurdle. Its aim was to be meaningful and salient of what eir was about and transform perceptions of the business. Eir already had a large existing customer base, which it had to bring along with the company as they grew.
By any standard, this was an ambitious project, but efforts have been rewarded and delivered outstanding results. Eir achieved:
- 83% awareness of the rebrand.
- 88% prompted awareness of the brand.
- 75% awareness of the advertising.
- 70% want to know more – high talk-ability.
- Increase from 4% to 20% on the quad-play bundle.
Eir’s sales performance is better than ever, which is credited to this hugely successful brand launch.
Check out eir’s viral TV advert here.