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)
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.
Goodness! Naked Juice bares all
PepsiCo is promoting its juice drink, Naked Juice, on OOH in cycle 13.
Planned by OMD and PML the Naked Juice campaign is running on retail formats C-Store Screens and Purchase Points, as well as Banners and a Luas Tram Domination.
Integer worked on the creative in the campaign which emphasises the goodness of Naked Juice, with the lead copy line being ‘Worth its weight in good’, a play on the popular phrase ‘worth its weight in gold’. A mix of copy lines are used in the poster designs to target specific locations. For example a banner on Camden Street, a popular Dublin nightlife spot, reads ‘So much goodness it’s like Saturday night around here’, and designs on Luas Portrait Panels include the copy ‘Has so much goodness it’ll give up its seat for you’.
Summer is an ideal time to promote a refreshing juice drink, and the vibrant creative in the campaign enables Naked Juice to strongly stand out on Outdoor.
Tesco grows on OOH… Literally!
In order to highlight the natural and Irish origin of Tesco beef products, PML worked with Initiative Media and Rothco to produce a very different type of OOH campaign. In a media first, Tesco’s OOH special features naturally grown grass placed on 48 Sheets, 96 Sheets and bus shelter 6 Sheets. Various seeds of grass that are used by Irish farmers were also used for the billboards and when the grass was grown it was attached to the panels using a mesh. The grass continues to grow as normal while on display and so requires daily watering. The grass will be replanted after the campaign.
A big name deserves a big banner!
Brown Thomas have placed a giant banner on their own store on O’Connell Street, Limerick. The banner is promoting the exclusive Charlotte Tilbury make up range which is only available at Brown Thomas stores.
The large banner is approximately thirty five meters long and an ideal way to communicate a big message in a city centre location.
98FM’s The BIG Breakfast goes Live
98FM launched its brand new breakfast show, The BIG Breakfast in January 2016, presented by PPI award winning Best Newcomer of the Year 2015, Luke O’Faolain and popular club DJ and renowned music presenter Steven Cooper. The BIG Breakfast runs from 6am – 10am Monday to Friday and focuses on Dublin news, sport and events while maintaining a fun and energetic vibe.
To mark the launch of 98FM’s new breakfast show, The BIG Breakfast broadcasted a live show at the Odeon on Harcourt Street on April 1st and ran an OOH campaign during cycle 7 to coincide with the live show.
Planned by Maxus and PML, the 98FM BIG Breakfast campaign ran on Commuter Squares Luas Columns, T-Sides, iHubbs, Luas Staplines and Portrait Panels, as well as a wrap of the Luas stop on Harcourt Street. This Luas stop is located directly outside the Odeon, so was an excellent location to further promote the live BIG Breakfast broadcast on April 1st.
Land Rover on OOH
Land Rover on one of JCDecaux’s new Première sites
Land Rover, an official sponsor of the Rugby World Cup, was very active on OOH recently to promote its sponsorship of the tournament. Now that the World Cup is over, Land Rover has continued to promote its motor range on a variety of strong Outdoor formats.
Planned by KDNINE Advertising and PML, Land Rover’s OOH campaign is running on sites targeted toward Land Rover dealerships as well as a variety of sites that allow for a heightened impact on potential consumers, such as Airport Backlits at Cork and Dublin airports, the East Link Domination and an Upright 48 Sheet in Rathmines.
Land Rover is also advertising on JCDecaux’s new Première 48 Sheet on the Naas Road. The new Première large format sites were launched in cycle 22 and these high quality back lit units have replaced a number of 48 Sheet and 96 Sheet prismatic sites at various locations around Dublin.
Permanent tsb asks do you Need More Space?
Permanent tsb ran heavyweight OOH across October promoting its home improvement loans and mortgages which coincided with its headline sponsorship of the Ideal Home Show in the RDS.
The centrepiece of the campaign was a special activation in Connolly Station which saw a “Guy in a House” appear on one Tuesday in October on the concourse. This tease campaign comprised of a tiny unbranded dwelling, just over one metered squared, with the only clue to the activity being the accompanying #NeedMoreSpace hashtag. This helped generate both curiosity and debate in the station and online over two days, encouraged also by ‘Guy’s’ own humorous Twitter feed. The “big” reveal on the Thursday came in the shape of a larger, better furnished home. Permanent tsb had come to the Guy’s rescue and helped him get the space he needed.
Another innovative element was the 100ft wide branded mega billboard at Parkgate Street which incorporated all three sides of the illuminated 50ft Prismatic 96 Sheet. The design featured a 3D effect to give added depth to the room interior.
Other formats used included billboards (48 Sheets, 96 Sheet, Metropoles and Golden Squares), 6 Sheets (Adbox, Adshel and Commuter Points), Mall Screens and Bus Rears. The campaign was planned by PHD and PML. Creative agency was Publicis while ICAN looked after the digital activation. Eclipse Media produced the two homes in Connolly Station.
Bulmers Christmas lights are back
Pictured above (L-R) is Bulmers’ Christmas Lights campaign from 1998 and the 2014 Bulmers campaign
Bulmers sent Season’s Greetings this Christmas with the return of its festive lights special on out of home.
The illuminated special on 48 Sheets centred on a Bulmers apple tree decorated with festive lights. The Bulmers tree is a popular creative piece that has been used in outdoor campaigns since the late 1990s and this Christmas special looked great on the streets due to the strong creative, which was made all the more eye-catching through the illumination on the poster.
Vizeum and PML planned this outdoor campaign for Bulmers and the illuminated 48 Sheet specials ran in Terenure and on Clanbrassil Street.
O2 brighten up the streets
O2 is promoting their mobile offers this Christmas with an ooh campaign on 6 Sheet formats, which include diecut specials on Adshel.
Planned by MediaVest and PML, O2 is advertising its deals on smartphones and Pay As You Go plans and running on Adshel and Metropanels. A key part of the poster design is diecut, where star shapes have been cut into Adshel posters so that they light up on the streets in the evening.
The diecut element helps to strengthen the impact of the O2 campaign on the streets as it further draws the attention of passers-by, thus highlighting their Christmas offers to potential consumers.
RR Donnelly worked on the creative for this campaign.