Archive for May, 2016

Tesco grows on OOH… Literally!

Posted on: May 30th, 2016 by admin No Comments

Tesco 96 Sheet Grass

In order to highlight the natural and Irish origin of Tesco beef products, PML worked with Initiative Media and Rothco to produce a very different type of OOH campaign. In a media first, Tesco’s OOH special features naturally grown grass placed on 48 Sheets, 96 Sheets and bus shelter 6 Sheets. Various seeds of grass that are used by Irish farmers were also used for the billboards and when the grass was grown it was attached to the panels using a mesh. The grass continues to grow as normal while on display and so requires daily watering. The grass will be replanted after the campaign.

Gum Litter Taskforce launches 2016 campaign on OOH

Posted on: May 18th, 2016 by admin No Comments

GLT 2016Pictured L-R: Nicola Gillen (Mediavest), Mike O’Connor (Mediavest), Avril Donlon (Ibec), Gemma Gilmore (Mediavest) and Niamh Daly (PML)

Gum Litter Taskforce kicked off its summer campaign in cycle 10, with the launch of the campaign taking place on the streets of Dublin on 10th May.

The GLT campaign has seen huge success to date with the National Litter Pollution Monitoring System results showing an overall decrease in people dropping gum from 26% when the campaign started in 2007, to 11% in the latest results. The results of the attitudinal research carried out by Millward Brown on behalf of the GLT during the 2015 campaign saw the highest numbers to date reporting they never drop gum.

The theme of GLT’s 2015-2017 campaign is ‘Bin your gum when you’re done’ and the creative by AMV BBDO that was launched last year is being used again in this year’s advertising, which runs across Outdoor, TV, print and online.

Planning agency Mediacom and Buying agency Mediavest worked with PML to run a heavyweight multi-format OOH campaign, which includes 2D special builds on 48 Sheets and Adshel Lenticulars.

The GLT campaign roadshow is taking place across the country over the coming weeks and this year a GLT Basketball game is going around with the roadshow.

Speaking about the launch of the 2016 campaign, Chairman of the GLT Paul Kelly said:

The main goal of this campaign has always been to reduce the amount of gum litter and change people’s behaviour towards littering. The results of the National Litter Pollution Monitoring System are demonstrable proof of the success of the campaign to date. We’re hoping to build on this success again this year and see even better results. The national launch today will set off an extensive advertising campaign which is being rolled out nationwide and includes the various strands of the campaign such as the hugely popular Bin It!.”

Industry representative Alex West; Senior Manager, Corporate Affairs – UK & Ireland for the Wrigley Company added: “The Wrigley Company is delighted to be the industry representative on the GLT. The Gum Litter Taskforce is a unique industry funded initiative that runs in partnership with local and national government and civic society to tackle a common goal through awareness and education. The campaign results to date have demonstrated the success our approach has had in changing behaviour and attitudes to gum littering.”

Say Hello to Mojito…..of the 7UP kind

Posted on: May 11th, 2016 by admin No Comments

7UP Mojito

PepsiCo have launched a new take on the 7UP brand with the introduction of 7UP Free Mojito to the Irish market. Already a big success in France over recent years, the product is now available in shops nationwide – just in time for summer. The (non-alcoholic) cocktail-themed soft drink was launched on OOH in cycle 10. The beverage combines the mint flavour of the classic mojito cocktail with the lemon and lime taste of 7UP while also targeting trends for lower-sugar drinks.

Summer is an important battleground among soft drinks brands and this campaign is the first with an overtly summer theme to hit the streets this year. As with any product launch, coverage-building formats are front and centre of the campaign in the form of Adshel, 48 Sheets and 96 Sheets . More targeted formats such as Uniboards, located on university campuses, and Pub A1s are also part of the roll out. CAPITAL T’s and a 240 Sheet complete the OOH plan that was compiled by OMD and PML, with creative by Irish International.

Dublin is Live on OOH

Posted on: May 3rd, 2016 by admin No Comments

DublinLive_launch

Mirror Media Ireland expanded its digital portfolio with the launch of DublinLive.ie.

The new website, launched independently of its print title, follows in the footsteps of the successful roll-out of BelfastLive.co.uk which reached more than one million unique users for the first time in July 2015, less than five months after launch.

DublinLive.ie aims to be a one-stop shop for all things Dublin, featuring news, local sport, entertainment, events, local interest and What’s On listings. The site is published from Mirror Media Ireland’s offices in Dublin.

To coincide with the launch of the new site, an OOH campaign promoted DublinLive in cycle 9 and was planned by ZenithOptimedia and PML. Running on 48 Sheets, Adshel, Transvision, dPods and DART Commuter Cards, the creative by Publics Engage included a variety of amusing lines that were tailored to specific locations. Examples of some of the quirky copylines include ‘From the Sugar Club to the Hairy Lemon’, ‘From D1 to D24’ and ‘More hurling than you can shake a stick at’ – all of which accompanied DublinLive’s tagline ‘If it’s out there, it’s on here’.

Cadbury Dairy Milk pops on OOH

Posted on: May 3rd, 2016 by admin No Comments

Cadbury Dairy Milk Medley

Cadbury has added two medley bars to its Dairy Milk range; one contains dark chocolate, caramelised hazelnuts and raspberry pieces, while the other has dark chocolate chips, biscuit and fudge pieces.

As part of its Dairy Milk Medley campaign, Cadbury have included 6 Sheet specials in its latest OOH promotion.

Planned by Carat Ireland and PML, with creative by TAG, several 6 Sheets located on bus shelters have been covered in bubble wrap, encouraging passers-by to burst the bubbles on the 6 Sheet. The idea around the special is ‘look as good as it feels’ and the copy line used on the OOH specials is ‘tastes like this feels’. The bubble wrap on the 6 Sheets is changed every 1-2 days, so that the special continues to draw people’s attention on street.

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