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THE ENTREPRENEUR
‘In our early days we contacted every advertising
agency in Ireland, but many of them felt digital
wasn’t on their radar yet. Six months later, our
phone hasn’t stopped ringing’
Dublin’s Digital Hub, the company has grown from two employ- “Ireland is quite behind the game in terms of delivering
ees to eight; according to Jenkinson, it was revenue-generating in highend interactivity. But we are seeing companies waking up
its second month and is due to turn a profit in its second year. to the notion that delivering their content through video online
Jenkinson found the business advice and support from is an absolutely massive boost to their ability to communicate
Enterprise Ireland invaluable in helping to shape vStream’s with their customers and to the clarity of their message. Video
direction. “John McLoughlin is our mentor from Enterprise is unparalleled as a communications mechanism.”
Ireland and has been instrumental in helping us clarify our One such example of vStream’s “pioneering achievements”,
thoughts and getting us through difficult first-time situations.” according to Jenkinson, is its creation of the world’s first
Currently looking at expansion into the UK, vStream’s interactive HD video website for Swedish cider brand
impressive client list includes Jameson, Irish Life, KPMG, Kopparberg. “Our brief was to tell the Kopparberg story
Meteor and Kerry. Key to the company’s success, Jenkinson bel- through the shooting of a series of videos, and then build a
ieves, was its early entry into an emerging market. “If you have website that allowed us to stream HD video over a broadband
a ‘first-mover’ advantage and become the understood expert in connection. Viewers get an immersive feel of the town of
the area, you have a great chance of succeeding,” he says. Kopparberg and an insight into the lives of the people who
Upon setting up vStream, the greatest challenge for make the cider,” Jenkinson explains.
Jenkinson was the matter of gaining recognition in a medium He also claims the company broke new ground with its
that was unfamiliar to Irish advertising agencies. “The hardest Jameson360 international campaign for St Patrick’s Day, where
part was the knocking-on-doors bit — going from nothing to a “mini-YouTube” was built to allow all of the international reps
being understood for what we do. In our early days we contac- take videos of people at St Patrick’s Day parties around the
ted every advertising agency in Ireland, but many of them felt world and upload them to a central website, Jameson360.com.
digital wasn’t on their radar yet. Six months later, our phone Not one to rest on his laurels, Jenkinson adds: “We are looking
hasn’t stopped ringing.” at a truly innovative campaign for Jameson360 St Patrick’s Day
He accepts that most people’s understanding of the online for next year, which we hope will completely blow people away.”
advertising industry is limited to search-engine optimisation, The innovations offered by the digital platform are wide.
microsites and banner ads. Certainly these elements combine to Recently, vStream was involved in creating the Lisbon Treaty
form vStream’s staple business, but he adds: “We specialise in digital campaign, which included the shooting of a unique on-
research and development (R&D) in online video, ie how to street performance by Keith Barry for a viral video campaign
deliver a message to your customer base through video. We create aimed at attracting the youth vote. “We uploaded it to YouTube
innovative campaigns to connect the brand to the consumer and it got over 4,000 views within the first three days of going
using evolving digital platforms and cutting-edge technologies.” live,” Jenkinson recounts.
To have complete control over costs and quality, they built He is hopeful that vStream’s recent work for Kopparberg and
their own green and blue-screen studio facilities. Everything is the English Tourist Board will secure a route into international
filmed in high definition (HD) and they have invested heavily territories. “Our services are definitely applicable to the UK
in high-end lighting and audio equipment. client base. We will be looking at Europe and the US in the next
He explains that an in-house R&D project is always under- three years, and hope to have a global presence and a very high-
taken to ascertain if a radically new idea can actually be value company in five years’ time,” he says.
supported technically, an especially important factor when Jenkinson has set for vStream the ambitious task of becoming
considering the limitations of Ireland’s broadband. In the US, the world leader in the digital arena and being recognised as a
internet users enjoy broadband connection speeds of up to thought leader. He believes this can be done through “const-
40Mbps. Jenkinson hopes the growing awareness of and antly innovating, writing software and discovering new ways of
appetite for digital video will encourage the provision of doing things”. So this energetic entrepreneur and his team don't
similar speeds here. look like slowing down any time soon.
30 UCD BUSINESS CONNECTIONS
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