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Challenge

In March 2015, RTÉ Digital unveiled their latest ‘freemium’ product offering, the RTÉ Player International. The first dedicated global iOS app for Irish television content. Our task was to get Irish people living in the USA and UK, to consider RTÉ Player International as the place to catch up on the TV shows they love.

RTÉ iplayer International

Concept

We believed this audience would look back on their time in Ireland with a sense of nostalgia. To make them miss Ireland we used Irish expressions which may have a different meaning in their new homelands and reminded them that by watching RTÉ again, they could “Get Their Irish On”. We did this by creating videos featuring Ryan Tubridy and running a highly targeted display campaign.

RTÉ iplayer International

The Experience

Ryan Tubridy Uk Video

Ryan Tubridy US Video

US & Uk Display

Contextual Video

Results

Over 50,000 video views on YouTube.

Exceeded download expectations.

Traffic up year on year.