3Arena makes sweet music in Dublin city


Three announced this month that The O2’s new name is 3Arena. The Live Nation-owned 13,500 capacity venue – which has also been refurbished – plays an enormous role in the Irish entertainment industry, with over 100 gigs per year being hosted.

To mark the arrival of 3Arena, Three ran an innovative out of home advertising campaign on a variety of formats. Luas Columns, Adshel, standard and HD 48 Sheets and 96 Sheets were all included in this campaign.

Unique creative was used on these posters, with the new 3Arena logo appearing on a black background and highlighted using luminous yellow, blue and pink colours. Illuminated Adshel panels made this creative particularly effective, with the 3Arena logo lighting up the streets at night.

A key aspect of this outdoor campaign was a musical string special in Dublin city centre. For just one day on Friday 12th September musical strings were installed on a 6 Sheet panel on a bus shelter at College Green, where passers-by were encouraged to play on the strings as if it were a guitar. This outdoor special received a strong interaction from its audience and livened up the city by making (mostly) sweet music!

MediaVest and PML planned the 3Arena campaign, the creative was by Boys and Girls and Eclipse Media made the interactive musical string special.