Say Hello to More Northern Ireland
Tourism Northern Ireland ran an OOH campaign promoting some of the best that the North has to offer such as world class views, amazing adventures and compelling stories. With 4% of the Irish population visiting Northern Ireland on a short break/holiday last year, the campaign hoped to capitalise on a huge pool of potential consumers and influence those contemplating a staycation/short break this year. Multiple ad designs capture the gems of the North and ad copy including journey times and hotel prices added further to the campaign.
Planned by Genesis and PML, the tourism board’s campaign ran on Connolly Station’s Digital Gallery as well as the entrance to the station, which allowed for a large brand presence within the station targeting commuters seeking out some travel inspiration.
According to OCS, 27% of the population’s thoughts turn to holidays when travelling to or from work. The campaign included its website and social media information for the audience to visit its digital presence in hopes of discovering more about Northern Ireland. Source: TGI 2017 & OCS 2017
Media & Creative: Genesis – OOH Agency: PML
Be Front Row with Arnotts
A change in season is an important time for retailers and apparel brands as new styles and themes come into play. Bringing some of the latest trends in fashion to Outdoor, Arnotts promoted its Spring/ Summer lines filled with bright colours and bold patterns, showing what’s on offer in store and online.
Planned by Carat and PML, the campaign displayed on Metropoles, Orbscreens, Bus Shelters and Commuter Digital for a broad city centre presence. An important medium for apparel, OOH allows customers to discover the latest looks for the upcoming season and provide some inspiration.
With 25% stating they tend to look out for fashion/clothing adverts, the audience is primed for OOH communication that triggers activity. Retail Outlets was also the largest spending category on OOH in 2017.
*Source: Out of Home Consumer Survey & PML Group Posterwatch
Media: Carat – Creative: In-House – OOH Agency: PML
Get Jiggy with Ms Green
M&M’s popular character, Ms Green, returned to Out of Home just in time for St. Patrick’s Day and encouraged passers-by to get jiggy and win cash by entering M&M’s competition. The promotion ran on Bus Shelters, Supersides, Adshels, Metropanels as well as a total domination of the east link.
The competition offered cash prizes for those who could guess correctly what song influencers James Patrice and Holly Carpenter were getting jiggy to. The competition element of the campaign ran across Facebook and Twitter. Using its social media icons within the creative, Out of Home acted as a support to the social media led campaign and prompted the audience to visit M&M’s social media channels for further details.
Media: Spark Foundry – Creative: BBDO – Planning: MediaCom – OOH Agency: PML
New Year, New Career
Irish Jobs is currently running an OOH campaign, with January being a time where people begin to change or reflect on certain aspects of their life with their career being one of the them. The campaign is running on multiple formats with a heavy reliance on T-Sides and Bus Shelters to create a mobile campaign with vast city centre presence. 48 Sheets, Metropanels, Metropoles and Digipole are included for building coverage and targeting high density areas with a high concentrate of workers and commuters for impactful and extended reach.
The white background and black text creative is simple yet effective. The text shows negative sentences turned into positive ones by striking through some of the text, with the tagline ‘Change Your Story’ highlighted. The campaign is sure to resonate with people who are feeling a little dissatisfied in their current job or career and possibly motivate them to change their story.
According to OCS figures, 28% of the Irish population intend to change or start a job within the next 12 months, while 49% of those intending to change jobs said Posters/screens often create a reason to search online.
Media: PHD – Creative: BBDO Dublin – OOH Agency: PML
Cadbury Cadvent Hits The Road
Cadbury launched its countdown to Christmas with a Cadvent activation in association with PML Group’s Innovation team and Carat.
The activation, which will be running until the 22nd of December, sees Europanels dotted around the country taken over by the Cadvent. There for one day only, the Cadvent window opens at 1pm every day. Behind the door’s festive creative, a chocolate Christmas tree mould is held inside and promo staff will be on hand to dish out some of our favourite Cadbury goodies.Once the activation is complete the Cadvent door swings open in another location the very next day.
With the annual Cadvent extravaganza launched on the 1st of December, PML Group’s Innovation team was delighted to bring the Cadvent calendar to life, spread some Christmas joy and be a part of Cadbury’s Christmas countdown.
As part of its wider OOH campaign, Cadbury promoted its Cadvent campaign as a whole, which is displaying on the Green Screen at Stephen’s Green shopping centre, 96 sheets, 48 sheets and various 6 Sheets.
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Mondelez wins best Outdoor at Checkout Awards for Cadbury Dairy Milk with a campaign and a half
Cadbury Dairy Milk’s ‘Taste’ campaign won best Outdoor at the recent Checkout National FMCG Awards The awards recognise excellence in sales and marketing in the Irish grocery retail sector.
Mondelez went all out with their spectacular campaign in June this year, 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 in-house creative department Design+ combined the 96 Sheet and 48 Sheet in Talbot Street, Dublin 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.
The 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 brought 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.
Pictured L-R: Pat Cassidy PML Group, Lisa Temple JCDecaux, Mary Moran Mondelēz, Aoife Dempsey PML, Keelin Vickers Carat
Uncle Ben’s Solid Finish on OOH
While we might not always get the weather, the Irish love a good BBQ and Uncle Ben’s has the perfect side dishes to accompany your BBQ feast as its Ready to Heat range offers simple, easy and tasty side dishes.
The campaign is running on 48 Sheets, Supersides and dPods. To add to its OOH campaign, Uncles Ben’s wanted to create something out of the ordinary and in association with media agency Spark Foundry, planning agency Mediacom and creative from Juice, PML was tasked with creating a 3D special for the campaign.
The special located in Terenure, displaying on a 48 sheet, features an Uncle Ben’s rice pouch bulked out, while the sign carrying its marketing message ‘Perfect for BBQ’ is made from distressed wood and is hanging from the top of the billboard.
This special gives dominance to the rice pouch and tagline which allows the audience to absorb the message easily while gaining brand recognition from the instantly recognisable branding.
Adding different textures, displaying 3D creatives and targeting heavy traffic areas can increase the total campaign effectiveness and make the advertisement more memorable for the audience.
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.
Dublin City Council Use OOH to Drive Traffic Online (And Off Footpaths).
A disability awareness campaign aimed at getting people to think about their everyday actions and the impact they may have for the disabled has been launched by Dublin City Council in conjunction with various disability groups, including the Disability Federation of Ireland and the National Council for the Blind. The Make Way Dublin campaign is hoping to encourage people to be mindful and conscious of blocking pathways and placing obstacles in the way of the disabled.
Using #makewaydublin the public is encouraged to post examples of hazards they have encountered. This is an effective method of driving online engagement as Nielsen’s Online Activation study showed OOH is the most efficient ad medium in driving online activity. The campaign planned by Carat and PML with creative by DDFH&B is running on various formats as the campaign aims to raise awareness throughout Dublin. Transport Formats, T-Side, Bus Shelter and Commuter Cards, were all chosen to achieve this objective.