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 (Spark Foundry), Una Boylan (Spark Foundry ), 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.
Ireland’s Transport Unites for Anti-Racism Campaign
Ireland’s Transport companies are uniting to fight against racism on public transport.
The campaign, which will run on Dublin Bus, Iarnród Éireann, Bus Éireann, Transdev, Local Link bus services and the taxi industry, is the biggest anti-racism campaign of its kind in Europe.
Planned by Spark Foundry and creative by Focus advertising with Outdoor planning by PML, the campaign will be displaying on more than 1,000 posters on public transport and a selection of large formats; 96 Sheet backlit on Pearse Street and Commuter Square at Balally Luas Station.
The campaign entitled ‘We’re All Made Of The Same Stuff’ illustrates the message by the clever use of Jelly Babies. With simple messaging, playful creative and long dwell times on public transport, commuters are bound to get the message.
The campaign is being coordinated by the Immigrant Council of Ireland, in partnership with Transport for Ireland and Dublin City Council.
Its4women’s Perfect partner
The same qualities we look for in a partner, could be the same qualities we look for in car insurance.
Its4Woman.ie explores what it means to look for and find the perfect partner in their new campaign. The campaign features real life women from across the country with the cast sharing their experiences and insights into what they look for in a partner. The campaign’s use of real life experiences of Irish women brings authenticity and relatability to the campaign.
Planned by Bconnected and PML with creative by Ardmore, the campaign is running on Metropoles, I-Vision, Adshels and Commuter dPods which allows for the effective targeting of commuters in high footfall areas, assisting the campaign’s ultimate reach and frequency to build coverage quickly.
The campaign will be rolled out across TV, Cinema, Online and Outdoor. The Outdoor element of this campaign is an example of a complementary channel which reinforces and reiterates the message and acts as a reminder for the TV advert.
Prime Choices for Amazon in new OOH campaign
Amazon Prime are advertising on OOH in Ireland for the first time. The TV and movies streaming service are active in cycle 16, putting hit shows such as Vikings, American Gods and Preacher to the fore on Outdoor panels including 48 Sheets, T-Sides, Digital Screens and Bus Shelter 6 Sheets.
To date in 2017 (Cycles 1-15), TV stations have accounted for almost €3m in display value on OOH, with Sky the biggest OOH advertiser in the sector this year. (Source: PML Group Posterwatch)
Amazon’s campaign combines the big impact of billboards with the delivery of a young, mobile audience for T-Sides and Bus Shelter 6 Sheets, along with the dynamic effect of Digital OOH bringing the show’s characters to life. This strategy was devised and implemented by Initiative and PML.