Brand: Meteor and eir Mobile
Agency: Rothco and Vizeum
Introduction and Background
Dearly beloved, we are gathered here today to talk about the successful bringing together of Meteor and eir Mobile – two mobile brands that couldn't have been more unalike.
There was Meteor - the irreverent joker and original value challenger, No. 3 player with 18% market share.
Then there was eir Mobile - quiet, vanilla, 4% market share.
Both brands were owned by eir, Ireland's largest telecommunications provider but kept separate because they spoke to such different audiences. However in 2017, it was decided to retire the much larger Meteor brand for two key reasons:
- Meteor had been losing share with its youth heartland. Prepay were moving to Three for their All You Can Eat Data proposition, and bill pay were turning to Vodafone as the most trusted mobile network. (Figure 1).
- Consumers were slowly shifting towards combined service providers. (Figure 2). Vodafone had expanded from mobile into TV/ broadband and conversely Virgin had entered into mobile. Eir was market leader in broadband, but its weak mobile brand was holding back consideration of it as a combined service provider.