Eir: WiFi Calling - No more black spots

Credits & Description:

Media: Print
Brand: eir
Agency: Rothco
Geo: Ireland
Advertising Agency: ROTHCO, Dublin, Ireland
Executive Creative Director: Alan Kelly
Creative Directors: Shane O'Brien, Stephen Rogers
Copywriter: Lucas Guratti
Art Director: André Maia
Head of Studio: David Gallagher
Finished Artist: Mickey Hughes
Agency Producer: Al Byrnes
Managing Director: Richard Carr
Head of Account Management: Miriam McGann
Account Director: Aibhe Beirne
Project Director: Tara Finnegan
Strategy: Matt Lee
Published: October 2017
Synopsis:
WiFi Calling gets rid of coverage black spots.
So eir removed every black spot in an entire magazine
Sitting on the edge of Europe, Ireland has some pretty remote towns and villages. So, cell phone coverage black spots can be a constant problem.
That’s why Ireland’s largest communications company, eir, introduced WiFi calling – which eliminates coverage black spots by using WiFi to boost your cell signal.
We wanted to launch this in a way that was as innovative as the product is, and create a world first for newspaper advertising.
So we took over the entire Daily Mail Magazine and removed every single black spot. Every full stop, every semi colon, every tittle on every ‘I’ and every ‘j’ was replaced with a colourful eir dot. All of them.
No one likes black spots. So eir got rid of them.