We launched Network Noel with three TV spots, this being my favourite. The premise was simple: being a bus route "enthusiast" Noel uses any excuse he can to impart his knowledge about the new Dublin Bus network. Queue Noel dropping into
One day Noel stumbled across Tinder...
Unfortunately, Noel's time on social media wasn't all positive. You could say the country was divided when it came to Network Noel and for some, he was too much to swallow...
But Noel responded to the haters in his own special way...
and luckily, kept a thick skin...
A few weeks into the campaign, things started getting weird. People were falling in love with Noel so much that homemade versions of him started appearing online, and some people even started dressing up as him.
Noel became such a talking point that he was the subject of discussion on various Irish morning TV shows and radio stations. 
One comedy panel show a presenter even made his own version of Noel to bring him on the show as a special guest.
Bizzarely, he even started getting requests for interviews by the Irish media. This is a radio interview we did with one of Dublin's most popular stations, Spin 1038...
To sum it all up, through Network Noel we found a way to turn the Irish public's sentiment towards a serious semi-state brand on its head by creating something they never would have expected a serious semi-state brand to create. Better still, the
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