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
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)
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.
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.
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.