Following a hugely successful research-based partnership in 2019, the team at Carat approached us on behalf of their client Insolvency Service of Ireland (ISI) to recreate the previous campaign and update for 2020. For the initial campaign in 2019, we ended up carrying out a research project on behalf of ISI, utilising the Irish Mirror audiences across print + online, to measure the level of knowledge and understanding of ISI services from beginning to end.

The output would be two-fold: through the campaign, we would educate consumers on what the ISI does and at the same time, gather quality content that ISI could use to help inform its brand messages.

It was actually the first campaign we did under our ‘Mindsets’ framework, which is our ever-evolving directory of data-driven audience insight across our media brands which helps us create content solutions that our audiences can relate to. 

By regularly exploring the attitudes and behaviours of our audiences, we create tailor-made campaigns connecting brands with our audiences. This is what our Mindsets campaigns are all about.


Our Solution

As in 2019, before the actual brand campaign kicked off, we needed to gather the data - only this year, we would have comparative data to work with. To do this we ran the same debt survey we ran in 2019, asking the exact same questions.

We got in the region of 1,000 survey responses which then informed the components of the entire campaign.

Campaign elements:

  • Debt survey promoted to Irish Mirror readers via content + display.
  • 4 x 30-second animations custom made by Reach designers using the stats gathered.
  • Expert native content series in the paper + online.
  • High-reach targeted display ad formats.
  • Rich media page splitter within the mobile environment.
  • Immersive content piece - click to view.

An example of the 30-second videos communicating the results of the survey:


> Social reach of the videos was over 260k.

> x4 pieces of content amassed near 80,000 page views in total.

> Written content online had an average dwell time of 2 mins per article.

> A Media Award nomination for 'Best Research Initiative'!