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 (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.
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.
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.
Watch out for Burger Fever
Safefood have launched a new public awareness campaign to highlight the growing trend of burgers being undercooked or cooked to customers’ preference and the risk of contracting E.coli or food poisoning from such cooking methods.
Food business operators have been advised by the regulatory bodies of the risks to public health posed by the serving of undercooked burgers and have been reminded of their legal obligations to ensure food served is safe to eat.
Media was planned by PHD and PML with creative by Target McConnells. The campaign is running on orbscreens, located in the window of various premises, and washroom panels. Both formats allow for strategic and effective targeting when people are out and about socialising.
A Special and a Half!
Cadbury have gone all out with their spectacular new OOH campaign for Dairy Milk, with the central theme of the ‘glass and a half’ at the core of the communication. Digital screens incorporating Augmented Reality, a media first on a newly tailored format and huge Spangley billboards are all part of one of the more fun and ambitious campaigns on OOH in recent times.
In a media first, our designers combined the 96 Sheet and 48 Sheet on Talbot Street into one combined display with the new ‘L144 Sheet’ being very much part of the creative message. It cleverly illustrates a glass and a half of milk been poured, the amount of milk that goes into every bar of Dairy Milk. With their distinctive branding incorporated, Cadbury can enjoy instant familiarity and absorption of the ad.
Our Design+ team also created bespoke AR Digital content for dPods in Dublin’s major retail locations. Pre-recorded footage is incorporated into the live action screens, giving the impression that the glass and a half is making a big splash in the malls!
Cadbury are also bringing a little sparkle to Wexford Street with the biggest Spangley special ever displayed in Ireland. With over 32,000 discs used, the special located on Wexford Street is a show stopper.
These special elements of the campaign complement more classic formats in the campaign such as Bus Shelter 6 Sheets, Golden Squares and standard OOH digital screens. PML and Design+ collaborated with Carat on the campaign, along with Eclipse.
Design + offer a full range of creative services for static and digital OOH. Contact your PML representative for further information.
Vit-Hit Takes Over
Vit-Hit has taken over Connolly Station and the Luas with their product promotion campaign, with the range of Vit-hit drinks being showcased. Each vitamin packed drink all have different functions and benefits to get you through the day.
Their delicious combination of Vits, Juice, Aqua and Teas deliver a range of varying benefits; from cleansing and energising, revive, immunitea, boost, detox and vitalitea, Vit-Hit has every need/mood covered.
Planned by Zenith and PML, the advert is displaying on Commuter dPods, Luas Tram Domination and Luas Columns. Transport formats deliver excellent visibility and effective targeting of younger audiences. dPods enable the targeting of shoppers and commuters as well as providing a high-quality visual of the campaign.
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