That’s Mad Ted | An Post Responsive Overlay Takeover

To celebrate the 25th anniversary of the show and the launch of the special edition Father Ted Stamp collection, An Post partnered with RTÉ Media Sales to execute a cross-platform campaign in order to generate conversation and cut-through.  Kicking off with a special 2fm radio promotion on 'Breakfast with Doireann and Eoghan', we celebrated 25 years of speeding milk floats, overflowing teacups, lovely horses and truly terrified sheep by bringing the nation’s Father Ted superfans on air to test their knowledge with a daily chance to win a €250 One4Aall voucher with the ultimate winner bagging a €3,000 voucher in the Father Ted last-man-standing quiz on Friday’s show.

This deal was brokered by Starcom, whose insight and expertise helped identify the opportunity for An Post and RTÉ to work together on this campaign. We worked closely with Starcom to co-ordinate all of the elements of this project and deliver successfully for An Post.

RTÉ Media Sales were delighted to also collaborate with Javelin to promote the launch of this ‘a great bunch of stamps’ series across our platform. As part of the overall campaign, the client was looking for a digital solution that would provide impact and cut-through to promote this new collection of stamps whilst also driving sales through RTÉ’s nationwide reach.

The Responsive Overlay takeover offered all of the above to An Post, whilst also allowing the RTÉ Media Sales team that little bit of creative freedom to have some fun and produce a takeover that is reflective of the show itself. This format delivers in terms of providing a strong visual differentiation from standard formats and it instantly engages the audience whilst also being mindful of maintaining a good user experience with the brand and our site, something which is extremely important to us.

Our Responsive offering here at RTE Media Sales really stands out from the rest of the display options available within the Irish market currently. It allows brands to have a consistent message, look and feel across all screens due to its ability to adapt to the screen size it’s serving on, which is something that traditional ads can’t do. This results in a high impact format being seen by more people, on more platforms and in turn achieves greater delivery and reach of the campaign. This premium format has also been proven to deliver three times more user interaction versus standard takeovers… That’s mad Ted!

With such uncertain times looming over us this last while and continuing to do so into the future, we were delighted to work with a brand that's looking for impactful ways to help them to stand out and be seen and it has been great to make that happen for An Post.

If you would like to find out further information on any of our Responsive offerings please contact our Media Sales team at