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.
Office Closure: Monday 16th October
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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.
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
Three Gets Colourful With Their New Rewards Program
Three has launched a campaign for their rewards program, 3Plus. The 3Plus app has been updated with a fresh look making it easier to use than ever. Three customers can avail of exclusive offers, competitions, match tickets, exclusive access to 3arena and pre-sale tickets via the app.
The campaign created is the concept of the ball pit, where you can dive into a world filled with rewards. The multi-channel campaign sees the colourful balls bouncing up on Print, Radio, Social, Digital and OOH.
Planned by agency Mediavest, creative by Boys and Girls and PML, the brand’s OOH campaign details just some of the amazing offers three customers can redeem. The campaign is displaying on a multiple of formats such as 48 Sheet, Bus Shelter and Metropanel. A special OOH has also been created to bring the campaign to life. The special located on Upper Baggot Street will extend the concept of the ball pit into a bus shelter ball pit. A bright and novel way of generating awareness of their offerings via the rewards program. Located on a busy prominent street in Dublin city centre, it is sure to make an impact and a special to remember.
Download the app now for a world full of rewards.
Pictured L-R: Mike O’Connor (Mediavest), Aoife Dempsey (PML), Lisa Young (JCDecaux), Mikey Fleming (Boys and Girls), Andrea Dalton-Doran (Boys and Girls), Eilis Fitzgerald (Three) and Lisa Callaghan (Mediavest)
Dr Oetker Appears on new Citybox Format
Pizza brand Dr. Oetker is the first advertiser to appear on Citybox’s new Totem format. The 25 Totem locations complemented a national Citybox campaign of 300 panels. The impactful attachment to the regular Citybox panel adds an extra dimension to the point of sale offering and opens an array of creative opportunities for clients.
The Totems are specifically designed around client requirements and are flexible in terms location.
Almost 3,000 Citybox units are currently located in major shopping malls nationwide in venues that account for 14 million shopping visits per 2-week cycle.
Commenting on the campaign, Caroline Burton, marketing manager with Dr. Oetker said “For the launch of Ristorante Gluten Free, we wanted to drive brand awareness and trial through a TV and multi-format OOH campaign. As part of the campaign we were able to avail of the first to market Citybox Totems to add impact to our ‘Try Me I’m New’ messaging in an attention-grabbing way. In addition, as well as placing panels in proximity to the grocery stores, we also targeted our female 25-34 audience outside where they were likely to shop within the centres to gain additional targeted reach”
The campaign was planned by PHD and PML with creative by Insight Marketing. It also appeared on 6 Sheet and A3 Fashion Sites.
Pictured (L-R) at one of the Totem locations are: Kevin Corr (PHD), Caroline Burton (Dr. Oetker), John O’Leary (Citybox), Keith Brennan (PML)
Win Some Pawsome Prizes for your Pet
Pedigree has launched a campaign surrounding our pet’s wellbeing or as they have cleverly put it ‘Pawsitive Living’.
At Pedigree, feed, care and play are the most important factors to pawsitive living. Mars Petcare extensively research the nutrition and care needs of dogs and cats and continuously invest this information into their product range to ensure products taste delicious and tailored to pets needs at every life stage.
This is a competition led campaign and Pedigree wants you to upload a photo or video with your pet acting Pawsitively to either Facebook, Twitter or Instagram using the #Pawsitiveliving to be in with a chance to win some amazing prizes for your pet.
As if you ever need an excuse to take a picture of your pet…?!
The Pawsitively in the city event – a free, fun filled family dog event, took place last weekend in Merrion square and will be held in Cork on 20th May.
The OOH Formats being used throughout the city are Adbox, Adshel Plus, Bus Shelters, Phone Kiosks and Purchase Points.
Planned by Mediacom, media agency Mediavest and PML with creative by Ball & Socket, we think it will be a pawsitively great campaign.