Cadbury’s Eggperiential Hunt hits Dundrum
With the hunt for the white crème eggs really heating up and everyone scrambling to find one, Cadbury surprised the unsuspecting shoppers of Dundrum with the opportunity to find the elusive eggs.
On Saturday 3rd February, there were four hunts over the course of the day with each hunt resulting in one lucky hunter winning €1,000.
A total domination of the dPod located outside the Schuh store in Dundrum Town Centre was used to build awareness of the hunt, indicate the start times and more importantly provide a map of the centre with the location of the white creme egg being revealed. Promo staff were on hand at the dPod and the 4 hidden locations where the much sought after white Crème eggs were located.
The activation married the Mall Digital OOH format and experiential activity as the dPod acted as the facilitator and focus of the hunt. The activation was a great success with hunters gathering around the dPod for the eggs’ locations and taking off as soon as they were revealed.
PML Group’s innovation team were hugely excited to be involved in creating the egg hunt in partnership with Carat and Mondeléz while our in-house creative team, Design +, animated the digital creative for the hunt.
Our iQ research intelligence shows that 68% of respondents agree that experiential activations allow a brand to create a real-life connection with its consumers.
PML Group win big at OMA Awards
Ireland’s Outdoor Awards took place in Dublin’s Shelbourne Hotel on October 12th and it proved to be a night of great success for PML Group.
The awards are held every two years and recognise the outstanding work on OOH in that period from both a media planning and creative perspective.
Campaigns by PML Group picked up the Grand Prix in both media and creative categories, for Cadbury Dairy Milk and mytaxi respectively.
A unique and impressive aspect of the wins was the fact that PML Group’s in-house design department, Design+, created the artwork for the winning Cadbury campaign. The work included augmented reality digital dPods, Ireland’s largest ever spangley billboards and a wide range of classic OOH and digital OOH formats. The campaign was also awarded Best Outdoor Innovation winner.
Other award winning campaigns by PML Group recognised on the night included Jacob’s Biscuits (Best Branding Campaign), mytaxi (Keep It Simple Award), Lidl (Best Integrated Outdoor and Other Media), and Hop House 13 (Best Integrated Campaign Outdoor and Online).
A full list of winners can be viewed at www.outdoorawards.ie
Pictured: Pat Cassidy, Aoife Dempsey, Keith Brennan (PML’s Cadbury Client Service team)
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)
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.
Thinking Outside the BoxyMo
Boxymo, a car insurance company for young drivers, has launched in the Republic of Ireland. Linked with MCL Insurance, it is Ireland’s first telematics dedicated insurer. The telematics device tells BoxyMo how you drive and how far you drive. BoxyMo also shows drivers each month how to improve their driving and reduce their insurance.
With the cost of insurance sky rocketing, BoxyMo wants to bring cheaper insurance to younger Irish drivers, which offers discounts for good driving behaviour and could potentially cut 20% off the premium.
With creative produced by Ardmore and media planned by B Connected, in association with PML, BoxyMo is running an OOH campaign to drive awareness of the brand in Ireland. 48 Sheets, Bus Shelters and I-Sites all combined to promote the newest entrant to the car insurance market.
The campaign is targeting 17-25 year olds and OOH is extremely effective for this demographic with 35% of urban 17-25 year olds stating they have researched a product online after seeing an OOH advert (index: 150) and 28% stating they often talk about things they have seen advertised on posters (Index: 151). TGI Survey 2016
Elverys Unites the Passion for Sport
Sports apparel chain Elverys has launched a new advertising campaign to coincide with a number of sporting events scheduled for the summer months, which they are associated with.
The sporting chain launched a multi – sport OOH campaign called Where Passions Unite, featuring some of Ireland’s best known sport stars, such as Irish rugby players Gary Ringrose, Tadgh Furlong and Niamh Briggs, as well as your everyday sports fanatic, whether they are found on the sidelines cheering on the team, having a kick about with friends, or limbering up for a run. We are all united by the love of sport.
Created by Watson Creative and media buying by The Media Farm in conjunction with PML, the OOH campaign is running on 48 Sheets, Bus Shelters, City Impacts and Luas Straplines, which provides effective targeting, strong coverage and frequency.
The creative features athletes from a range of sports to highlight the chains diverse sponsorship role and how passion unites across all sports. The campaign demonstrates a clever use of OOH formats for a visually impactful advert. A series of pictures were used to show the players are all connected by hands or feet.
The campaign is also highly localised with a national campaign to showcase the more grass roots approach to the brand’s sponsorship which features many GAA county players as well as your regular sports fanatics.
Win Some Pawsome Prizes for your Pet
Pedigree has launched a campaign surrounding our pet’s wellbeing or as they have cleverly put it ‘Pawsitive Living’.
At Pedigree, feed, care and play are the most important factors to pawsitive living. Mars Petcare extensively research the nutrition and care needs of dogs and cats and continuously invest this information into their product range to ensure products taste delicious and tailored to pets needs at every life stage.
This is a competition led campaign and Pedigree wants you to upload a photo or video with your pet acting Pawsitively to either Facebook, Twitter or Instagram using the #Pawsitiveliving to be in with a chance to win some amazing prizes for your pet.
As if you ever need an excuse to take a picture of your pet…?!
The Pawsitively in the city event – a free, fun filled family dog event, took place last weekend in Merrion square and will be held in Cork on 20th May.
The OOH Formats being used throughout the city are Adbox, Adshel Plus, Bus Shelters, Phone Kiosks and Purchase Points.
Planned by Mediacom, media agency Mediavest and PML with creative by Ball & Socket, we think it will be a pawsitively great campaign.
Avonmore Protein Milk Gets a New Flavour
Glanbia has launched their newest product to hit the market, Avonmore Protein Chocolate Milk, and are currently running an OOH campaign to coincide with the newest flavour launch.
This is the 3rd product launch in the Avonmore protein milk range; with Avonmore Protein Milk & Vanilla Protein Milk already on the market. Avonmore Protein Milk is unique in that it was developed in association with the GAA to help aid muscle development, so you are ready to outperform at any time.
Planned by Carat, PML and creative by Goosebump, the campaign is running on T-Side and Retail Adtowers and within leisure centers nationally, such as Westpark Fitness in Greenhills, SV Fitness at the National College of Ireland and Energie in Parkwest to mention a few, for strategic positioning and maximum impact.
Minister Launches the 2017 Gum Litter Taskforce Campaign
Minister Denis Naughten, Department of Communications, Climate action and Environment and supporters.
The Gum Litter Task Force has rolled out its 2017 public awareness campaign, reminding us to ‘Bin Your Gum When You’re Done.’
The initiative has been run as an annual OOH campaign in recent years to encourage the public to dispose of their gum responsibly.
As a public awareness campaign, the choice of displaying on OOH formats is an effective method of getting the message noticed by a large and diverse audience.
PML worked in association with media agency Mediavest, planning agency Mediacom and creative by AMV BBDO, to create a heavyweight multi-format OOH campaign which commenced in cycle 10. The Connolly Gallery will be alight with their animated design, as well as utilising other OOH formats such as 48 Sheets, Bus Shelters, dPods and Metropoles for maximum exposure in the Greater Dublin Area.
The previous campaigns have positively demonstrated the effectiveness of the campaign, according to research carried out by Millward Brown on behalf of GLT in 2016, 93% agreed that dropping gum is littering and 83% claim they always dispose of their gum correctly.
These are encouraging results for the campaign, as proven when GLT was the awarded the 2016 PML Poster Impact Award for Top Call to Action poster.
Speaking at launch, Minister for Communications, Climate Action & Environment, Denis Naughten said: “The Gum Litter Taskforce or GLT is an excellent example of an industry working with the State demonstrating real corporate social responsibility. It’s fitting that we’re having this launch today in Roscommon as we recently ranked in second place nationwide in the Irish Business Against Litter Survey. We’re hoping to move up one in the next result and the GLT campaign I’m sure will go some way towards helping us to achieve that here in Roscommon. Initiatives like this campaign are about continuing to take pride in our communities and continuing to take personal responsibility for their upkeep.”