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.