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.
Revenue encourages new job starters to register with myAccount
Revenue are running an Outdoor campaign, encouraging those who are starting a new job to register online at revenue.ie/myaccount before their first pay day, for no hassle and no emergency tax.
Revenue’s myAccount is a single access point for secure online services, excluding Revenue Online Service (ROS). Once registering, myAccount users have a single password for secure tax services, same day access using text or email and it is secure and verified, keeping your identity safe online.
We have worked with Mediavest to plan a strong Outdoor promotion for Revenue on a mix of commuter and digital, including Commuter Cards, Supersides, Orbscreens, College Screens, Adshel and Commuter 6 Sheets. The creative from Publicis includes several people portrayed as new jobs starters and encourages the audience to register with Revenue’s myAccount to ensure that if they are starting a new job they will not be subjected to emergency tax.
Tesco celebrates The Hosts this Christmas
Tesco Ireland has launched its new Christmas campaign and it focuses on the recognition of hosts, the unsung heroes of Christmas.
Hosts are the ones who make Christmas happen, they wake up at 6am to baste the turkey and make sure the roast potatoes are perfectly crispy. Given the intimate nature of Christmas, instead of the thank you coming from Tesco, it will come directly from the guests themselves. In a heartfelt and brave move, Tesco will turn all of its advertising space into a platform for members of the Irish public to personally thank their Christmas hosts.
Across November and December the campaign will be rolled out across TV, Cinema, Radio, Outdoor, Press, Digital and In-store. The youngest letter writer is six years old and the eldest is 93 years of age. The story will continue to evolve across the Christmas period with a call out to the nation to get involved to hero the host in their lives. The Outdoor element of Tesco’s campaign was planned by Initiative and PML, with creative by Rothco.
Watch out for lots of other surprise and delight moments across the season, including Outdoor projections, an interactive digital billboard and in-store activations.
Click here to view on Tesco’s #ToTheHosts Christmas adverts.
Say hello to more with Tourism NI
Tourism NI promoted some of Northern Ireland’s top tourist destinations in September and October, encouraging the audience to ‘say hello to more’. Strong imagery in the campaign included the Titantic Quarter, Dunluce Castl, Mussenden Temple and Finn Lough. Along with the tagline ‘Say hello to more’, each design also included what ‘more’ Northern Ireland had to offer, such as more first class views, Titanic stories and tides of history.
Planned by Genesis and PML, the Tourism NI’s OOH campaign ran Admobile and Adbike activity at the end of September, with the main OOH campaign launching in October on large formats – 48, 96 and 240 Sheets.
Turkish Airlines kicks off Euros 2016 campaign
Official partner of Uefa Euro 2016, Turkish Airlines are running an OOH campaign to coincide with its sponsorship of the sporting event of the year.
Planned by Initiative and PML, Turkish Airlines’ promotion is running on 48 Sheets and Metropoles. The campaign creative features strong imagery that firmly positions Turkish Airlines as a partner of the Euros. Imagery used includes Turkish Airline staff assisting footballers on the football pitch by offering a footballer a hot towel or a Turkish delight sweet; a plane flying over the football stadium as the winning team raises the Euros trophy, and an image of the airline’s crew on the football pitch at Stade de France with a Turkish Airline plane behind them. The copy line used across the various creative encourages the audience to ‘Meet Europe’s Best’, which eludes to both the nations taking part in the Euros and Turkish Airlines as the best airline to fly with for trips around Europe.