Key takeaway
By applying Universal Design principles and a persona-driven multi-channel strategy, a national infrastructure project can achieve 100% brand awareness and near-total utility, transforming a government mandate into a seamless part of daily consumer life.
Strategists’ Insight – Kieran Killeen
“Managing a national rollout like Eircode required a lot of work!
Working with the DECC and Capita, our strategy was to move Eircode from a ‘government project’ to a ‘household utility.’
By layering high-frequency TV and radio with precision digital targeting, we ensured that the unique value of a postcode was understood by every demographic, from rural townlands to urban apartment blocks. When the journey started in 2015, who knew we would be where we are today with brand awareness at am all-time high! This project is one Marketing Network Group is extremely proud to be apart of.”
The Brief
Since the 2015 launch, the group has been the trusted strategic partner for Eircode (Capita/DECC). The objective was to design and execute a decade-long roadmap for the adoption of Ireland’s first national postcode system. This required navigating complex stakeholder requirements while delivering inclusive, high-impact messaging that met the rigorous standards of the Department of Environment, Climate and Communications.
The Strategy
Our long-term strategy focused on National Education & Retention, ensuring Eircode became the “Gold Standard” for location identification.
Universal Design Integration:Crafting all brand communications to be accessible, clear, and inclusive, ensuring the system’s benefits were understood by the entire electorate.
Annual Persona Mapping:Developing a dynamic communications strategy each year that targeted specific user groups—from e-commerce power-users to emergency service stakeholders.
Integrated Agency Synergy:Leveraging the full MNG ecosystem (Tilt, Rage, and VBPR) to ensure a unified voice across TV, Radio, OOH, and Digital PR.
The Implementation
Nationwide Awareness Campaigns:Executing large-scale TV and Radio buy-ins to establish 100% top-of-mind awareness.
Hyper-Local OOH & Digital:Using targeted outdoor advertising and social media to reinforce the “unique to every house” message, specifically in areas with complex rural addresses.
Continuous Optimisation:Working closely with senior DECC officers to ensure all messaging remained compliant with state standards while driving measurable year-on-year growth in system usage.
The Results
(Based on 2022 Independent Research)
100% Brand Awareness: Total saturation of the Irish market.
99% Active Utility: Almost every consumer in Ireland has used an Eircode within the last 12 months.
