The Brief:

In July 2015, Ireland introduced a national postcode system known as Eircode, designed to improve the accuracy and efficiency of location identification across the country.

Every residential and business address in Ireland has been assigned a unique Eircode. This includes all homes, flats, units in apartment blocks, duplexes, and properties in rural townlands, ensuring that each location receives a distinct Eircode, enabling better navigation, delivery services, and communication.

Our agency has been a trusted partner of the Eircode team at Capita, who report directly into the Department of Environment, Climate and Communications (DECC). With extensive experience collaborating with senior officers in the DECC, we understand the pressure on government initiatives to deliver significant value to the electorate, while ensuring that all messaging around state projects, such as Eircode, is inclusive, clear, and meets the standards set by the principles of Universal Design

As Ireland’s national postcode system, Eircode has been at the forefront of our branding and marketing efforts since its pre-launch phase. The core strategy has centred on building awareness and educating the public on the benefits of the Eircode system. Over the years, we have used targeted brand communications to continuously engage with consumers, ensuring year-on-year impact through a set of targeted personas.

Our multi-channel approach integrates TV, radio, digital marketing, social media, outdoor advertising, and PR to ensure Eircode becomes a widely recognised and used system across Ireland. This integrated marketing strategy has enabled Eircode to achieve widespread adoption by both consumers and businesses.

For the past decade, we have worked closely with Eircode, leveraging the full suite of services provided by Marketing Network Groups (MNG). Our team has developed a detailed communications strategy each year, collaborating with our expert execution teams, Tilt, Rage, and VBPR to consistently deliver exceptional results for the Eircode brand since it’s launch.