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eir is the first and only Irish broadband provider to launch WiFI 7, the latest and most advanced WiFi technology in the Irish market.

‘Narrow Signal’ and WiFi ‘dead zones’ can leave families living on top of each other in a corridor of connectivity - forced into the only area of the home with strong signal. But this is no longer a problem with eir Wide-Fi powered by WiFi 7.

In eir’s latest campaign, created by the Disruption agency TBWA\Ireland, a family’s world is widened thanks to eir Wide-Fi and their longest reaching signal for all those hard to reach spaces.

Ronán Jennings, strategy director at TBWA explained; “The challenge we faced was that WiFi 7 has too many great features to mention. So instead of trying to shove them all into our campaign we conducted research with Graham Booth into the key consumer pain-points. Signal ‘dead zones’ kept coming up - we heard so many stories about home offices and converted attics with signal challenges, forcing families to all pile into the same part of the house. This entire campaign has a laser focus on bringing that pain-point to life in a disruptive way.”

Creative directors TBWA\Ireland - Robert Boyle and Eoin Conlon, “ ‘Narrow signal’ isn’t something we’re used to hearing, but it is something we’re used to experiencing - and it’s really annoying. But it was a pain point we could build from, which naturally led us to Wide-Fi. Everything in this campaign leans into that tension of narrow to wide.”

Sinéad Lee, client growth director at TBWA expanded further, “Being part of eir’s journey to bring eir Wide-Fi powered by WiFi 7 to the market has been an exciting experience over the past few months. From the initial brief to the launch of eir Wide-Fi, it’s been incredible to see how eir continues to push the boundaries of innovation in home connectivity.”

Susan Brady, managing director of consumer and small business at eir, said, “At eir, our purpose is to connect for a better Ireland. As the first, and only, provider to bring WIFI 7 to the country, we’re not just leading the way, we’re setting a new standard for home broadband - we’re widening your WIFI and raising the broadband bar. We’re so excited to be first to market with this revolutionary product and to see the great work from TBWA bring the benefits of WIFI 7 to life in a really unique way.”