[JUDGING] Competition and Consumer Protection Commission
Section: Video: Public Body
Organisation Name: Competition and Consumer Protection Commission
Video Questions
Name Of Brandclient
Competition and Consumer Protection Commission
Personpeople Who Runs This Campaign
Sam McNamara, Emma Gallagher, Nicola Casey
What Is The Name Of The Videovideo Campaign
Customs charges campaign
Do You Use Alt Text In Your Images And Caption Your Videos
Yes, our images have Alt text and all of our videos are captioned with clear subtitles.
Objectives Of Campaign And Metrics
From 1st July 2026, new customs charges were introduced and applied to packages coming into the EU. This would directly impact consumers in Ireland and the CCPC wanted to raise awareness about these charges. We set out to inform the public through a series of clear, succinct videos explaining what the new customs charges would mean for them and how exactly it would affect their online purchases. We collaborated closely with Revenue on this campaign as the customs charges falls under its remit and it was taking care of delivering messaging to businesses. Meanwhile, we took on the task of informing consumers about what the charges meant for them. We stayed in close contact with Revenue ahead of the campaign to ensure our messaging was informative but also accurate. We took a three-step approach to this campaign. Firstly, we wanted to flag the incoming changes ahead of 1st July with the basic ‘need-to-know’ information. Then we wanted to capture a more detailed explainer, while still keeping the information short and clear for social media. Finally, we used a third video to raise awareness about the potential for scams as a result of the new customs charges.
Video 1: Link To The Video Give Stats What Is The Videos Purpose
Link: https://www.instagram.com/reel/DZ4de2blVLg/
Stats: Delivered a reach of 320,191 through paid awareness activity.
The purpose of this video was to communicate the most important information clearly and prominently ahead of the introduction of the new customs charges. To create a visually impactful asset, we engaged our creative agency Havas to develop an eye-catching graphic featuring a package covered in stickers. The video slowly zoomed in and tracked across each sticker, highlighting key information including the introduction of the new customs charges, the date they would come into effect, the cost of the charge, and the types of packages that would be affected.
This content formed part of a combined organic and paid social media campaign. The video was published on CCPC Facebook, Instagram and LinkedIn channels 10 days before the customs charges came into effect. To maximise reach and ensure as many people as possible were informed of the upcoming changes, we supported the organic activity with paid advertising spend across our Meta channels. This enabled us to extend the visibility of the content beyond our existing audiences and drive greater awareness of the new charges before their implementation.
Video 2: Link To The Video Give Stats What Is The Videos Purpose
Link: https://www.instagram.com/reel/DaQKBpaiuLJ/
Organic reach: 2,626
The aim of this video was to give consumers a more detailed explanation of the customs charges. While the customs charges themselves were under Revenue’s remit, the CCPC has a role in ensuring consumers are properly informed. We used two people in the video to keep it dynamic and changed the location for each shot to hold viewers’ attention. We kept the information clear and succinct to ensure it was easy to follow and included subtitles for viewers watching on mute.
We ensured that everything consumers needed to know was included, such as what the charge is, when it comes into effect, in what way it would be payable and what packages it would apply to – including products from EU-based companies that ship their merchandise from outside the EU. We also included a visual example of a sum showing how the charge would be added on. Our final shot voiceover highlighted the two most important pieces of advice consumers should remember when they come away from the video with an accompanying notepad visual. Our closing shot showed our logo for brand recognition and included a call to action to go to ccpc.ie/customs for more information.
Video 3: Link To The Video Give Stats What Is The Videos Purpose
Link: https://www.instagram.com/reel/DaU6l0EAuti/
Organic reach: 2,660
The introduction of the customs charges also raised the likelihood of scams. While An Garda Síochána have an enforcement role in relation to scams, the CCPC have a role in raising awareness about them and ensuring consumers have as much information as possible to protect themselves. Having previously observed a spike in scams when Brexit customs charges came in, we wanted to alert consumers to the dangers of possible scam texts they may receive in relation to these new EU customs charges.
Once again, we used two people in the video to keep it dynamic and changed the location for each shot to hold viewers’ attention. We kept the information clear and succinct to ensure it was easy to follow and included subtitles for viewers watching them on mute.
A critical component to this video was including an example of what a scam text might look like, advising consumers not to click on any links or submit any payment details. This information was critical to get across in the video as it helped ensure consumers could be effectively on guard for potential scams linked to customs charges. We kept our information link (ccpc.ie/customs) on the screen so consumers could seek more information.
Additional Information For The Judges
This campaign fits with the CCPC’s role to inform the public about their rights as well as provide financial education on the danger of scams.