Thursday 29 September 2016

Meteor scored with a very merry misanthrope and now seeks to follow up with a jolly Geoff

John McGee

Published 28/02/2016 | 02:30

Geoff, the 'head of customer experience', in the new Meteor campaign. Meteor currently commands 11.5pc of the Irish mobile data market
Geoff, the 'head of customer experience', in the new Meteor campaign. Meteor currently commands 11.5pc of the Irish mobile data market

With mobile phone operators around the world continuing to experience pressure on the revenues they receive from traditional voice and SMS services, data continues to be the big play for most operators.

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It is no different in the cut-throat Irish market, with the three main players - Three Mobile, Vodafone and Meteor - all slogging it out for the hearts and handsets of Irish consumers.

With a share of around 11.5pc of the mobile data market in Ireland (that's according to the most recent Comreg figures for Q3 of 2015), Meteor is the smallest player jostling for room in this space. On the back of a number of high-profile advertising campaigns over the last 18 months, the Eir-owned company has seen an increase in this market share.

Following the all-important Christmas period - when sales of new phones reach a yearly high - Meteor has hit the ground running with the latest instalment of its campaign to woo new customers seeking bigger data plans.

Created by the Dublin-based Rothco, the Cannes Lions-winning agency behind campaigns like AIB's 'Backing Brave' and the banjo-playing and carbon monoxide-fixated Tommy McAnairey, the media account is handled by the Dentsu Aegis-owned Vizeum.

This time out the obnoxious misanthrope Nicholas St Wenceslas (the guy who 'steals' Christmas every year) has made way for Geoff, the fictional 'head of customer experience' who introduces us to Meteor's Secret HQ, a Bond-like establishment that appears to be tunnelled into a cliff.

Geoff is the man who knows all about every single customer's data needs, particularly when it comes to those like Laura, who posts holiday selfies online at a rate of knots or the ones who upload videos of cute hamsters eating crisp sandwiches or of horses playing the recorder with their noses.

The promise from jolly Geoff is that Meteor will continue to be customer-focused by learning, listening and delivering on what its customers really need.

Which of course is more competitive data packages and videos of hamsters on horseback.

Sunday Indo Business

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