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)

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

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) 

If you have ever been a renter, we’re sure you’ve been left wondering what happens to your contents if disaster strikes. To put your mind at ease, one of Ireland’s most established insurance companies, AXA now protects your most valuable possessions with its renters insurance policy.

Planned by Havas Media, with creative by Publicis, PML took on the Outdoor planning of the campaign. The campaign displayed on Bus Shelters, Bus, Arrow and Dart Cards. With surging rental demands the campaign was aptly timed to ensure renters are aware of such policies.

Planned by media agency Spark Foundry, creative by Boys and Girls,  PML oversaw the Outdoor planning of the nationwide campaign.

The OOH creative conveys the multiple ways we use our phone and as a visual metaphor for the possibilities it creates for people to make it count.  Three is also running on a 96 Sheet located on Parkgate Street which encompasses the surrounding area of the Billboard and is branded in Three’s new brand colour and logo.

As part of its brand identity refresh, the campaign hones in on the telecoms company ‘all you can eat data offerings’, its about how Three provides the resource and consumers transform it into something that matters to them, whether that’s booking the holiday of a lifetime or watching the match.

Milk delivery service, MyMilkMan.ie has launched an Out Of Home campaign through PML.  Planned by Carat with creative by Irish international, the campaign demonstrates how it’s easier than ever to get milk delivered as it’s just a click away via MyMilkMan.ie.

The OOH element of the campaign will be active for a two-week period and is running on a selection of formats. As part of the campaign, the milk provider is running on JCDecaux’s recent addition to its portfolio, the Digipole in Ballsbridge. As an early adopter of the new format, MyMilkMan.ie is among the first wave of brands to advertise on the new screen in its launch cycle.

The Digipole is Ireland’s first digital roadside large format, located at heavy traffic area and due to its placement in the centre of the traffic island at the American Embassy, visibility, impact and engagement are high.

Commenting on the campaign, Sandra Downey, Brand Manager at Glanbia said

“We were delighted to secure the first ever Digipole cycle for our MyMilkMan September campaign. Our service is aimed at busy commuters who can make their daily lives a bit easier by getting fresh Avonmore Milk delivered to their door. The Digipole enables us to target the outbound traffic from the city centre with a really visible format in a fantastic location so it’s a perfect media placement for us.”

Pictured: Chris Murphy (PML), Louise Slattery (Carat), Avril McArdle, Sandra Downey (Both Glanbia), James Shearer (Irish International) and Severine McCarthy (JCDecaux)

Denny Fire and Smoke is heating up the streets in anticipation of the World BBQ championships taking place next month and are giving people a chance to win some tickets to the event hosted in Limerick.

Planned by Vizeum, with creative by Goosebumps, the campaign delivers a strong social call to action with customers directed to the company’s Facebook page to enter the competition.

OOH can be a key strategy for advertisers to complement and accelerate their digital marketing efforts. Such Out of Home campaigns can be a driver of social media interactions and engagements.

Based on PML Group research, 24% of people surveyed said they posted a message to social media as a direct result of seeing an Outdoor advertising poster in the past six months.

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)

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.