Travel on Sunshine with Avonmore Super Milk
We all recently witnessed just how unpredictable our weather can be and while the sun may not always shine, we need to get our Vitamin D from somewhere. Thankfully, Avonmore Super Milk contains all the daily sunshine we need, in just one glass.
The Glanbia brand has launched an above the line campaign to highlight the importance of Super Milk as a source of Vitamin D. For its OOH campaign, Avonmore Super Milk commissioned Super Rears and a super Luas Tram Wrap to bring some sunshine to our commute.
Luas is of course a hugely popular mode of transport for Dubliners with over 37 million trips taken last year. Displaying on the green line, the Luas wrap allows the advertiser to reach the ever growing and desirable Luas commuter audience and enhance visibility of the campaign as the unmissable tram makes its way through Dublin. The Luas wrap will be visible up until May.
As part of its wider OOH campaign, Avonmore included POP Ads detailing its free flight giveaway. With every 30 tokens collected, customers could choose to fly out to one of the eight pre-selected destinations.
Pictured: Vivienne Lawlor (Account Director, BBDO), Keith Farrell (Account Manager, PML), Susan Pratt (Account Executive, Carat), Lisa Temple (JCDecaux) and Linda Sheehan (Senior Brand Manager, Glanbia)
OOH Specialist: PML
Red Bull Gives You Wings…But Not Sugar
To target an audience who wants the energy but not the rush, Red Bull promoted its sugar free version of its energy drink. The strategic planning of the OOH campaign incorporated many transport formats that enabled the campaign to be seen by a large-scale audience of a younger demographic.
Bus Shelters, Luas Columns, T-Sides and Retail Adtowers all featured within the OOH plan as well as a striking matte finish wrapped Luas column.
Pictured: Chris Murphy (PML Group), Mary Anne Byrne (Richmond Marketing), Graham Clarke (Zenith), and Chris Collins (JCDecaux)
Electric Ireland Gets Smart
In recent months, the emergence of the connected home has grown exponentially as many energy providers introduce their smart home services.
According to a recent survey conducted by iReach insights, one in ten adults in Ireland now own a smart home and the majority of them think it makes their lives much easier.As part of its Smarter Living marketing campaign, Electric Ireland has launched its Smarter Home service. The bundles allow customers to control their heating, lights and appliances through their smart phone when they are out of home. So, it was only fitting OOH advertising was a vital aspect of the new campaign.
The campaign reflects how smarter living means you’re guaranteed the comfort of a bright and warm home before you even get there. The campaign ran on 48 Sheets, Metropoles, T-Sides, Luas Columns on both the red and green line to ensure cross city presence and several Digital formats including Digital Mall, and Digital Commuter in key commuter hubs – Connolly Digital Gallery, Tara and Pearse Street as well as Adshel Live. Out of Home is a great mechanism to promote and build awareness of new products/services.
According to OCS, 64% of all adults agree posters/screens are a good way of finding out about new products/services.
Media: Spark Foundry – Creative: TBWA\Dublin
The Stone Age Comes to 21st Century Dublin
Pictured: Pat Cassidy (PML Group), Aisling O’Brian (Element Pictures), Jen Byrne (PML), Leigh Cunningham (Havas), Chris Collins (JCDecaux) and Orlaith McIvor (Havas)
The award-winning creators of Wallace and Gromit are making their way to the silver screen with new claymation movie, Early Man. As a new age dawns, caveman hero Dug unites his tribe to save their home against Lord Nooth and his bronze age city.
With a host of A-list actors such as Eddie Redmayne and Maisie Williams lending their voices to the cast, the hotly anticipated caveman inspired movie is out in cinemas on the 26th of January.
To celebrate the release, PML and Havas Media stonewalled the 240 Sheet located in Terenure for a rock solid special. The OOH special’s creative shows the two historic eras collide with the title of the movie at the centre of the billboard carved out in stone and in 3D. The OOH campaign also ran on Mall Digital, T-Sides and Citybox along with MegaRears on 3 aircoaches to extend the reach of the campaign.
PML Group’s iQ research intelligence found that 80% of respondents agree that specials/3D billboards make advertisement more memorable.
Credits: Media: Havas – Special Creative: Design+ OOH Agency: PML – Pop up Build: Eclipse Media
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.
Say hello to your local pharmacist
Life Pharmacy is prepping for winter as its begins its awareness campaign for the flu vaccine services they offer, so we can all have a happy and healthy winter.
The extensive OOH campaign is displaying on 48 Sheets and various 6 Sheets such as Bus Shelters and Adbox. The campaign is customised to the locality in which it is situated, with the name and picture of the local pharmacist on each copy. This give a personalised approach to the campaign and enhances the audiences’ familiarity of the local pharmacy and pharmacist. The clear and concise advertising campaign also promotes the additional services catered for in each local Life Pharmacy.
OOH is a powerful method of disseminating information that needs to be seen by a large and diverse group of people, an objective of awareness/informational campaigns.
The campaign was planned and created by Focus Advertising with PML responsible for the Out Of Home activity and planning ads in the different localities.
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)
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)