Milk Makes A Splash On South William St.
As part of a new campaign, the National Dairy Council set up shop on South William Street for a few days. The Complete Natural pop up café launched on the 8th of November and was opened for five days in total. The pop up was offering the perfect range of dairy based products, from gourmet coffees, fruit smoothies, milkshakes to frozen yogurt- and the good news – it was all for free!
With some funky dairy themed interiors, the café included a chill out zone, milk carton inspired booths, a farm inspired art gallery dedicated to cows no less and a special selfie area so you too could mark the occasion.
A few famous faces dropped by the café to lend their support, with Made In Chelsea Stars Binky Felsted and Josh Patterson, Louis Walsh and of course brand ambassadors, the Kearney Brothers all in attendance.
Our Innovation team was delighted to be involved with this experiential activity in association with Initiative. The café was a huge success and saw over 5,500 visitors pass through the doors over the five days.
The café was part of a major new marketing campaign which saw NDC run a heavyweight OOH campaign. With the emergence and rise of alternative milks, the campaign encouraged a younger demographic to eat and drink more dairy.
Pictured above: Cathy Curran (NDC), Rachel Hynes (Initiative), Zoë Kavanagh (NDC) and Pat Cassidy (PML Group)
It’s Good to Live on OOH
Health insurance provider, Laya Healthcare has launched a new brand positioning campaign and has incorporated an OOH burst into its media plan. The ‘Its Good to Live’ campaign is all about embracing life, living in the moment and enjoying it, safe in the knowledge that Laya Healthcare is looking after you, always.
Laya strives to be more than just a health insurer but rather a health partner who encourages and empowers their customers to live healthy and happy lives. The campaign launched on Wednesday 25th October.
The Outdoor element is an extensive part of the integrated campaign displayed on predominately large formats as well as Bus Shelter 6 Sheets, dPods (Commuter) and Metropanels to aid reach and build coverage quickly.
The bold, fresh, fun and colourful creative really lends itself to OOH advertising and portrays the brand to maximum effect. The striking design is sure to stand out.
In addition to the OOH campaign, a brand experiential campaign was activated to coincide with the launch of the campaign. A series of hopscotches hopped up on the streets of Dublin on the 27th and 28th October that encouraged people to jump in and experience how it’s good to live.
The activation formulated a piece of video content for Laya Healthcare, which has been promoted on its digital channels. Experiential activations are a natural extension to the OOH medium and adds an additional dimension to its role and brings the creative into the real-world.
Outdoor Specialist: PML
Activation Supplier: Mix Tape Marketing
Kelkin Explores The Great Outdoors
Kelkin has launched a new advertising campaign to promote its nutritious (and delicious) range of products. The campaign launch coincides with the brand’s 40th birthday and the launch of its new vibrant packaging.
The ‘Made For Exploring’ campaign celebrates the fact that people crave adventure and new experiences and how Kelkin’s range of products fuel people’s curiosities and adventures, Kelkin feeds the inner explorer.
The OOH aspect of the campaign is running on 48 Sheets, Commuter Squares, Commuter Points and Metropoles – used for building coverage in urban areas and targeting commuter audiences.
The creative depicts different scenarios where people are seen fun exploring and how the food products and adventures can draw similarities – from the popping of popcorn to the popping of bubbles.
The multilateral copy allows the product and logo to take center stage in the middle of the poster and allows for instant familiarity. Planned by initiative with creative by Havas, PML was responsible for the Outdoor preparation of the campaign.
FIFA 18 Man Créche at Dundrum Town Centre
To celebrate of the launch of FIFA 18, EA Sports recently activated an experiential marketing event to surprise the unsuspecting shoppers of Dundrum Town Centre. Over one weekend, shoppers could avail of EA Sports impressive FIFA 18 man crèche, an area to kick back and relax and get stuck in to sampling the legendary game. The crèche featured two TV’s back to back so there could be 4 gamers playing at any one time, leather couches, branded beanbags and fridges stocked with plenty of refreshments. Staff were also on hand to answer any of the gamers’ questions.
The pop up offered a great opportunity to engage an in-market audience and provide a taster of the hotly anticipated game which may aid purchase consideration. Directions to Gamestop, the nearest FIFA seller was also displayed on dPods throughout the centre to point eager fans in the right direction if they wished to purchase the game. Offering innovative and exciting OOH activations can deliver a novel and nuance way to market to consumers and create standout from the crowd. It allows a brand to drive social media interaction, gain positive brand perception, create excitement around a product launch and generate some PR.
The campaign was planned by Spark Foundry with our in-house team of designers, Design + responsible for the design work and Eclipse Media constructed the créche. Pictured: Colin Russell (Publicis), Una Boylan (Publicis ), Aoife Dempsey (PML), Vicki Fraser (Exterion Media), Eoin Fitzgerald (Promogroup)
You don’t need to bring your contents OOH with AXA
If you have ever been a renter, we’re sure you’ve been left wondering what happens to your contents if disaster strikes. To put your mind at ease, one of Ireland’s most established insurance companies, AXA now protects your most valuable possessions with its renters insurance policy.
Planned by Havas Media, with creative by Publicis, PML took on the Outdoor planning of the campaign. The campaign displayed on Bus Shelters, Bus, Arrow and Dart Cards. With surging rental demands the campaign was aptly timed to ensure renters are aware of such policies.
Three Makes It Count on OOH
Mobile network provider, Three, has launched a new branding campaign ‘Make It Count’, featuring on Out of Home.
Planned by media agency Spark Foundry, creative by Boys and Girls, PML oversaw the Outdoor planning of the nationwide campaign.
The OOH creative conveys the multiple ways we use our phone and as a visual metaphor for the possibilities it creates for people to make it count. Three is also running on a 96 Sheet located on Parkgate Street which encompasses the surrounding area of the Billboard and is branded in Three’s new brand colour and logo.
As part of its brand identity refresh, the campaign hones in on the telecoms company ‘all you can eat data offerings’, its about how Three provides the resource and consumers transform it into something that matters to them, whether that’s booking the holiday of a lifetime or watching the match.
MyMilkMan.ie’s Early Delivery on Digipole
Milk delivery service, MyMilkMan.ie has launched an Out Of Home campaign through PML. Planned by Carat with creative by Irish international, the campaign demonstrates how it’s easier than ever to get milk delivered as it’s just a click away via MyMilkMan.ie.
The OOH element of the campaign will be active for a two-week period and is running on a selection of formats. As part of the campaign, the milk provider is running on JCDecaux’s recent addition to its portfolio, the Digipole in Ballsbridge. As an early adopter of the new format, MyMilkMan.ie is among the first wave of brands to advertise on the new screen in its launch cycle.
The Digipole is Ireland’s first digital roadside large format, located at heavy traffic area and due to its placement in the centre of the traffic island at the American Embassy, visibility, impact and engagement are high.
Commenting on the campaign, Sandra Downey, Brand Manager at Glanbia said
“We were delighted to secure the first ever Digipole cycle for our MyMilkMan September campaign. Our service is aimed at busy commuters who can make their daily lives a bit easier by getting fresh Avonmore Milk delivered to their door. The Digipole enables us to target the outbound traffic from the city centre with a really visible format in a fantastic location so it’s a perfect media placement for us.”
Pictured: Chris Murphy (PML), Louise Slattery (Carat), Avril McArdle, Sandra Downey (Both Glanbia), James Shearer (Irish International) and Severine McCarthy (JCDecaux)
Denny Fire and Smoke is heating up the streets
Denny Fire and Smoke is heating up the streets in anticipation of the World BBQ championships taking place next month and are giving people a chance to win some tickets to the event hosted in Limerick.
Planned by Vizeum, with creative by Goosebumps, the campaign delivers a strong social call to action with customers directed to the company’s Facebook page to enter the competition.
OOH can be a key strategy for advertisers to complement and accelerate their digital marketing efforts. Such Out of Home campaigns can be a driver of social media interactions and engagements.
Based on PML Group research, 24% of people surveyed said they posted a message to social media as a direct result of seeing an Outdoor advertising poster in the past six months.
Avonmore puts back what life takes out
Glanbia has introduced the latest in its fortified milk range, Avonmore Balance Milk. Avonmore Balance is a low-fat milk fortified with extra protein, iron and vitamins to help put back what life takes out. To help you discover the power of balance, the campaign shows examples of the Love/Hate relationship we can have with the little/same things in life and how this strikes a balance.
Planned by Carat with Outdoor planning by PML and creative by Irish International, the OOH promotion is running on a multiple of formats with a particular focus on transport formats; featuring on Pearse Street and Tara Street Station Digital Galleries as well as activating a Luas Domination incorporating ceiling graphics, straplines and commuter cards.
Strategic placement in such environments can increase recall and provides high frequency for campaigns. Research* shows of that 20% of females aged 24-44 living in Dublin travel by Dart or Luas a few times a week or a few times a month. With colourful branding and humorous messaging, its sure to brighten up the morning commute.
** Research: TGI ROI 2016 (POP) **
Pictured: Tim Ryan (Glanbia), Grainne Murray (Glanbia), Niamh Daly (PML), Louise Slattery (Carat), Claire McElligott (Carat) & Lisa Temple (JCDecaux)
RSA’s Motorcycle Safety Awareness
The Road Safety Authority is asking bikers to ease off the throttle and keep within the speed limit in its new motorbike safety campaign, as speeding is a contributing factor in half of motorcyclists’ death. Planned by Spark Foundry, creative by Irish international with Outdoor planning by PML, the RSA is using specific sites for its campaign targeting motorcyclists. The campaign is displaying on Adboxes in garages and forecourts as well as motorcycle related stores such as Halfords and D15 Motorcycles.The sobering and hard hitting creative shows the perspective of the motorcyclist after a crash and is sure to strike a cord with bikers and loved ones.
The RSA is also running a HGV specific campaign in this cycle providing advice against driver fatigue. Again, the campaign will be displaying in strategically placed locations with heavy HGV traffic such as Digitowers in HGV accessible forecourts and 48 Sheets near the main Irish ports.