Readers of the Irish Daily Mail found that telecom company Eir had quite literally made black spots vanish.

Ireland’s a lovely country, so it is, but some of its more remote regions suffer from mobile coverage black spots. The country’s largest telecom, Eir, has solved the problem by using Wi-Fi to boost mobile signals. In order to promote its new “Wi-Fi Calling” service, Eir and its agency Rothko turned to traditional print media. The Irish Daily Mail to be exact. Readers found that every single “black spot” in the newspaper – full stops (or periods), colons and the dots over the i and the j – had been replaced by the colourful dots Eir uses in its marketing. An ad in the newspaper explained the change, to great acclaim by readers and plenty of social media sharing. A simple yet great idea – full stop.