Eircom was upgrading their broadband capacity to 7Mb and wanted to target a younger audience to either upgrade their existing broadband package or to switch to eircom 7Mb broadband.
In-game advertising was thought to be the perfect way to target this younger audience, who felt they were not getting the best from their online gaming experience and were considering an upgrade.
The ads were uploaded on to the games in X-Box Live and PlayStation 3 Network and embedded in to the game environment. We used contextual gaming language that demonstrated the benefits of 7Mb broadband.
Because the ads were embedded into the physics of the game, so gamers could even shoot, blow up and crash in to them.
Art Director Nerd 