One Size Fits All
Mars latest Out of Home campaign promoted the launch of stick size versions of some of its most popular bars, with Snickers, Mars and Twix all getting the stick treatment.
Store Points, Adbox, Adshel Live and iVision all featured within the Point of Sale led campaign, driving consideration in Dunnes Stores which exclusively stock the range.
As a new product on the market, OOH has an important part to play in the media mix. 64% of all adults agree OOH is a good way to find out about new products, while 41% have seen advertising at convenience stores or supermarkets in the past week.
Source: OCS & TGI 2017
Media: Spark Foundry – Planning: MediaCom – Creative: BBDO – OOH Agency: PML
AXA Home Insurance Goes 24/7
As part of a brand refresh, AXA launched a new cross channel campaign to promote its home insurance services.
The campaign, designed to highlight its 24/7 emergency home assistance and claims helpline, featured two birds perched on a nest caring for their hatchlings with its associated copy line ‘Care for What Matters’ demonstrating AXA’s commitment to caring for its customers.
Planned by Havas and PML, with creative by Publicis, AXA’s OOH campaign ran on traditional formats – 48 Sheets, Golden Squares and Bus Shelters – in key Counties.
To help make an even bigger impression and bring the creative to life, a 3D nest was placed onto the Golden Square located in Rathmines for a flying special. The 3D nest extended out from the billboard and was filled with bird seed with stock being replenished every two days.
Our iQ research intelligence informs us that 80% agree that special builds make the advertisement much more memorable.
Media: Havas – Creative: Publicis – OOH Agency: PML
(L-R): Pat Cassidy (PML Group), Ed Collins (Havas Media) and Jen Byrne (PML)
Wherever You Go
Bank of Ireland has rolled out its new advertising campaign which tells the heart-warming story of a young boy and his toy rabbit, Snuggley.
Snuggley is a constant in the boy’s life as he grows up and experiences the comings and goings of life. Through the sentiment, Bank of Ireland says it’ll stay by their customers’ side whether that’s moving in or moving on.
The campaign, developed to promote a range of benefits for customers looking to buy a new home, will run across TV, OOH, radio, cinema, VOD, digital, native content, social, owned media and one on one.
The OOH element uses minimal copy and strong visuals, as Snuggly takes the spotlight within the creative, simply accompanied by the tagline ‘Wherever you Go’ and the Bank’s logo. Other formats include copy on its payment break and low fixed rate offers.
The campaign uses a large selection of formats nationwide to maximise reach and build coverage, aspects which are imperative for a new campaign. 96/48 Sheets, Golden Squares, Roadside 6 Sheets, T-Sides, Digipole and the newest addition to the OOH ecosystem, the dX screen located in Dundrum Town Centre all feature the Bank of Ireland ad.
Media: Carat – Creative: TBWA\Dublin – OOH Agency: PML
GLT Hits the Road
Gum Litter Taskforce has kicked off its annual summer campaign with the colourful ‘Bin Your Gum When You’re Done’ theme, which has been a regular feature on the streets of the nation in recent years.
Out of Home and experiential activity play a major role in the campaign with GLT partnering with PML Group’s Innovation team to devise the GLT roadshow. This year, a wind machine, t-shirt giveaways, along with many other surprises will be making their way across the country as the taskforce aims to educate and bring about behavioural change in the public’s disposal of chewing gum.
Some ambient formats such as Mobile 6 Sheets and branded Eco-Cabs will also be joining the roadshow, while a d ance troupe entertains the crowds at locations in Roscommon and Dublin.
Supporting the experiential activity is a large nationwide OOH campaign comprising Green Screen, 48 Sheets, various 6 Sheets, and a range of transport formats such as T-Sides, Super Rears and City Impacts, Luas Tram Side and Commuter and Retail Digital ensure a wide scope of locations and environments.
Media: Spark Foundry – Planning: MediaCom
Creative: AMV BBDO and adapted by Design+ – OOH Agency: PML
Experiential Suppliers: Eclipse Media, Promogroup and Headcase
Stay Safe This Summer
To coincide with National Water Safety Awareness Week, Irish Water Safety has launched a timely OOH campaign as a reminder of how vital it is to be vigilant around water, especially at this time of year.
The stark tagline ‘In Seconds, Water Can Steal a Life’ and a photo of a child walking towards the shoreline as water damage fades her from view was designed to resonate with parents.
Running nationwide, the campaign is displaying on 48 Sheets, Adshel and PurchasePoints to appeal to the public to keep themselves informed of the dangers of water and reduce the chance of drowning tragedies this summer.
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.
Media: The Media Farm – Creative: Watson Creative – OOH Agency: PML
Be in the Movies with Cineworld
Cineworld has opened Ireland’s first 4DX screen on Parnell Street. An immersive cinematic experience complete with motion seats and special effects to stimulate all five senses. Wind, fog, lightning, bubbles, water, snow and scents work with the film to bring the action on screen to life.
Cineworld launched an OOH campaign in cycle 9 using iVision, T-Sides and an internal Luas domination with ceiling graphics and straplines to announce the arrival of the new experience. The copy’s creative showed the mind-blowing experience with the each of the features highlighted in the campaign.
The first film to get the 4DX treatment was the Marvel Superhero adventure: ‘Avengers Infinity War’.
Media: PSI Advertising – Creative: Twelve Agency – OOH Agency: PML
New Name, Same People
Topaz is no more as the forecourt retailer has rebranded to Circle K. And while the name may be different, the people certainly are not as Circle K employees star in the OOH campaign.
The group launched an extensive 6 Sheet campaign to communicate and raise awareness of the rebrand across the 420-strong network of forecourts.
Customers can still avail of the usual services such as ‘miles’ and simply great coffee and will be delivered additional perks via a new mobile app.
The campaign is running nationally on Bus Shelters and Adshels, an East Link Domination, MegaRears and fully wrapped Aircoaches.
Media: Zenith – Creative: In-House – OOH Agency: PML
Starvin? Get Marvin
Time should be spent on things that matter, and Marvin.ie were saying just that in its latest OOH campaign.
Playing on the concept of time, Marvin.ie launched a puntastic campaign targeting commuters across road, rail and tram environments. With taglines such as ‘More Time to Ketchup’, ‘Supermarkets can pizza off’ and ‘Curry Up’, Marvin.ie conveyed the convenience of its online delivery service, cause we’ve all been there…. time poor, tired and hangry!
Media: Havas – Creative: In-House – OOH Agency: PML
Zero Left To Prove
With the government’s target for 10% of all vehicles on the road to be electric by 2020 and Ireland setting itself the target of ending the sale of cars powered just by fossil fuels by 2030, the tide for fuel-based cars is turning. One of the first electric cars to market and named 2018’s World Green Car of the year, Nissan have launched a heavyweight, multi-format OOH campaign to mark the launch of the new and improved Nissan Leaf and convince the skeptics of its credentials.
Communicated through its ‘Zero to….’ taglines, the OOH campaign proves speed and distance aren’t a problem for the new Leaf. The use of 96/48 Sheets, Metropoles, Golden Squares, Europanels and Adshels help to communicate the electric car’s power. According to the Japanese car manufacturer demand for electric vehicles is now at a new high in Ireland as awareness builds among Irish householders that switching to electric can save them money.
Media: Spark Foundry – Creative: In Company of Huskies – OOH Agency: PML
The Always On Trend
The National Dairy Council returned to OOH for its latest advertising wave in the Complete Natural campaign. With the emergence and rise of alternative milks, the campaign highlighted the importance of dairy in exercise, recovery and overall health, communicated by the creative and taglines ‘Goodness is always on trend’ and ‘Today, I build my future body’.
The heavyweight campaign used a variety of formats to help bring the message to the Irish population and encourage a change in consumer habits.
Media: Initiative – Creative: Kick – OOH Agency: PML