ENGAGE - FOR WHEN YOU'RE OOH - PML Group
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ENGAGE I S S U E 8 2 0 1 8 MAXOL TOPS UP BY TEN 7UP FREES ITS NEW IDENTITY FOR WHEN YOU’RE OOH NTA BRINGS US ON A JOURNEY 1
CAMPAIGNS FOR WHEN YOU’RE OOH As part of its ‘Help for What Matters’ proposition, Ulster Bank demonstrated how its smartphone product features can come in handy for when you are on the go in its latest OOH campaign. Following on from its First Five Mortgage, the second instalment in its proposition focused on its current account offerings. The introduction of the new campaign is another example of Ulster’s Bank focus on customer- centric innovation with the campaign showcasing facial recognition, smartphone payments and balance alerts as part of its current account product features. The bank’s Outdoor campaign featured primarily on Digital formats - Orbscreen, Connolly Station Gallery, dX Screen, Retail Digital and Digipole along with traditional 6 sheets- Bus Shelters, Adshel, and Metropanels. Media: Spark Foundry - Creative: Boys & Girls - OOH Agency: PML 2
CAMPAIGNS MAXOL TOPS UP BY TEN Maxol launched an initiative with charity partner, AWARE, to raise some much needed funds for the charity which aims to assist people affected by depression. The family owned forecourt and convenience retailer took to OOH to reach a broad audience and build awareness of the ‘Top Up by Ten’ initiative. Maxol encouraged customers to add 10c to their purchase at participating stations in August which was then donated to AWARE. In addition to this, Maxol also topped up by ten and donated €10,000 to Aware. The campaign ran on a series of 6 sheets- Bus Shelters, Adshel and Commuter Points. Media: Mediaworks - Creative: Insight Marketing - OOH Agency: Source out of home 3
As the culmination of the All Ireland GAA Championship drew near, Guinness’s summer Digital Out of Home campaign to support its long-standing sponsorship also reached its conclusion in the build up to the clash between Dublin and Tyrone. The campaign, using PML Group’s Dynamic CMS platform, featured a fixture element that listed each weekend’s football and hurling matches. The Dynamic element displayed the counties, venues, days and times of the fixtures on Digital Screens across Ireland. The campaign incorporated a phased roll out across commuter, roadside and bar environments. The platform works across multiple networks and in the case of Guinness, the media owners involved were Orbscreen, Wide Eye Outdoor (Social D’s), Exterion Media (Commuter dPods) CAMPAIGNS and JCDecaux (Digipole) – all of which display the Dynamic content. The campaign was planned and delivered by the teams in Carat and Source out of home, with creative by BBDO. Orlagh Keane, Senior Account Manager at Source out of home added: As an early adopter of the technology, we are thrilled to see Guinness engage the platform and apply the exceptional GUINNESS BOUNDS THE GAA creative power of Dynamic Out of Home once again. The technology is the perfect tool to deliver on brief for Guinness by serving contextual copy relevant to the days and matches at AND DYNAMIC TOGETHER the right time and in the right place, building excitement prior to throw in. Media: Carat - Creative: BBDO Dublin - OOH Agency: Source out of home 4
7UP FREES ITS NEW IDENTITY PepsiCo launched a refreshing new take on the 7UP Free brand with the introduction of its new look packaging. To detail its new visual identity, 7UP Free harnessed OOH’s scale and visual nature to drive broad awareness and provide assurance of its same great taste. 7Up’s multi-format approach placed the campaign in front of audiences across Ireland. The campaign featured a range of coverage building formats in the form of 96/48 Sheets, various 6 Sheets and the 100ft wide Parkgate Street special. Digital and transport formats also formed part of the OOH media plan. Our Posterwatch half yearly results show Soft Drinks were the fourth most active category on CAMPAIGNS OOH in H1. Media: OMD - Creative: Havas - OOH Agency: Source out of home 5
YOUR HEADLINE ACT - AUSSIE SHAMPOO! As part of its sponsorship of this year’s Electric Picnic, Aussie Shampoo was on Out of Home to promote its presence at the festival. Aussie Shampoo was on site with its own tent – the music box- complete with DJ sets, poetry and juices for a more chilled out vibe and while there festival goers could pick up some 3-minute miracle sachets and put the music back into your hair… exactly what’s needed after 3 days of revelry! The cosmetic brand was on Large and Transport formats for the campaign alongside a fully wrapped Dublin Bus for a mobile brand presence across the city. Media: Spark Foundry - Creative: MXB Agency - OOH Agency: PML CAMPAIGNS 6
CAMPAIGNS NTA BRING US ON A JOURNEY The National Transport Authority (NTA), in a joint initiative with the Immigrant Council of Ireland, ran a powerful OOH campaign in cycles 17 and 18. The campaign used images of hundreds of commuters to form the image of the woman and man in the mosaic artwork. Over one thousand selfies were donated to the cause by commuters standing in solidarity against racism. Planned by Spark Foundry and PML, the OOH element of the initiative ran on a Backlit 96 Sheet, Upright 48 Sheet, Metropanels, City Impact and Super Rears. John O’Flynn, Communications Manager, Transport for Ireland, said, “We are delighted to again be coordinating this crucially important campaign. Ireland’s increasing diversity is reflected among transport staff and our commuters and this year it is fantastic to unite in our message to stand up against racism.” Media: Spark Foundry - Creative: Focus Advertising - OOH Agency: PML 7
CAMPAIGNS BROWN THOMAS REWARDS SHOPPERS Brown Thomas fans rejoiced as the department store launched its new and improved loyalty card programme and took to OOH to encourage passers- by to download the new shoppable app. Brown Thomas shoppers can now enjoy rewards based on a point system which equates to 1 point for every euro spent. Classified into three tiers, your loyalty is rewarded with special treats such as complimentary personal shopping, cardholder shopping days and beauty samples. The vibrant and chic OOH campaign detailed some of the perks the loyalty card provides. Running in strongholds for the retailer, Adshel played host to its OOH campaign in Dublin, Cork, Galway and Limerick. Dublin exclusive formats –Interior Luas domination including ceiling graphics, Luas Columns, Commuter Digital, Digipole and Metropoles were also included in the OOH plan. The campaign will run on Connolly Station’s Digital gallery until the middle of September. Did you KnOOH? 12% of adults living in main cities have downloaded an app as a direct result of seeing an OOH ad. (Source: TGI 2017) Media: Carat - Creative: In-House - OOH Agency: PML 8
CAMPAIGNS IRISH WATER TAPS INTO CONSERVATION Irish Water launched a public advisory campaign in a bid to encourage the public to conserve water due to the recent heatwave and on-going water shortages. New research published by Irish Water shows that over 50% of those surveyed under-estimate their water consumption by half. Therefore, in the campaign, Irish Water detailed that the average person actually consumes 129 litres of water a day, information that is essential for people to be aware of if they are to reduce their consumption. The campaign also encouraged the audience to visit its website for tips and advice on how to converse water. OOH plays an important role in such public information campaign as it reaches a broad spectrum of audiences. The campaign ran on Bus Shelters, Transvision, Digital Retail and Mallbox in cycle 17. The campaign featured on Mallbox for an additional cycle. Media: Carat - Creative: Rothco - OOH Agency: PML 9
AN POST MAIL MOMENTS To celebrate the Pope’s recent visit to Ireland, An Post issued two new stamps to commemorate the occasion. Designed by Vermillion Design, €1 stamps carried an image of Pope Francis with a dove taking flight and the €1.50 international stamps featured a family walking along a beach. The stamps were available in selected post offices nationwide. Specially designed First Day Covers, stamp miniature sheets and souvenir sheets were also available at Dublin’s GPO and online. To drive awareness of the new commemorative stamps, An Post executed an OOH campaign which featured on Luas Portrait panels, Metropanels, Metropoles, Bus Shelters and Commuter Squares. CAMPAIGNS Media: Starcom - Creative: Custodian - OOH Agency: Source out of home 10
O O H I L I K E . . . Bank of Ireland Mortgages Steven Roberts Head of Marketing, Griffith College WHAT DO YOU THINK OF THE CREATIVE? I like this campaign firstly because it goes against traditional expectations of what you expect from a bank. Over the past few years, we’ve seen financial institutions try to differentiate themselves from competitors by providing a stronger emotional resonance to their branding. AIB has been omnipresent in the market this year, so it’s interesting to see Bank of Ireland’s response to its main rival. The creative links well with the TV campaign and helps reinforce the messaging. It draws viewers back to the core benefit of a mortgage – securing a home for your family, and all the memories and experiences that go with that. There is nothing a parent wouldn’t do for their child. As a father of two young children, I can understand the importance of continuity that the teddy represents. It’s clever and delivers emotional impact, getting across the campaign’s message that the bank will stay at its customers’ side. IN YOUR VIEW, WHY DOES THE CAMPAIGN WORK ON OOH? The creative works because it is simple, translates well to OOH, and stands out from other campaigns. We are predisposed to notice faces. That draws our initial attention. You then do a double-take, realising that the brand is a bank. It plays to Outdoor’s strengths – going for impact and avoiding text heavy copy. It scales particularly well in 48 and golden square formats. The OOH supports the campaign’s TV ads with frequency and impact. The tagline ‘Wherever You Go’ is well suited to Outdoor locations and provides opportunities to use this to develop more adventurous OOH layouts in future iterations of the campaign. Media: Carat - Creative: TBWA\Dublin - OOH Agency: PML 11
Data led planning Matching audiences and locations. For more information, contact your PML Group representative 12
G U E S T A R T I C L E Gino Sesto Top 5 Out Of Home Advertising Trends Founder of DASH TWO, California Out of Home is the only traditional media seeing ad spending growth right now, and for good reason. It remains relevant despite continued development and deployment of new media that have drawn eyeballs away from newspapers, magazines and linear television. That has led a lot of advertisers to want to explore this promising format. But what trends in OOH should they be following to ensure their ads get noticed and gain traction? Here are five things to watch for in 2018 and beyond. 1. Digitisation of all Outdoor inventory Digital billboards have exploded on the scene — some 1,400 were erected in just the past two years. But that’s only part of the picture. Digitalization has hit all forms of OOH media. Digital networks are increasingly common in malls, airports, subways, bus shelters and more, notes Stephen Freitas, chief marketing officer at the Outdoor Advertising Association of America. “There is certainly a continued trend toward building out more of that footprint. It’s that broader trend of seeing more movement to Digital inventory in all silos, across all segments,” he says. 2. Integration of mobile into Outdoor ads Mobile phones allow OOH ads to communicate directly with you and deliver more pertinent messages. For instance, a billboard might allow you to opt-in with a text to receive a Digital coupon or send offers to customers with a certain type of phone. Great advances have been made in targeting, too, which means more agencies and vendors will deploy those techniques. 3. Increasing interest from Digital brands Netflix recently purchased nearly three dozen billboards on Sunset Strip that it will use exclusively to advertise its own programming. Netflix is on the cutting edge of technology, and it has chosen to invest heavily in OOH, reflecting the vitality of the medium. 13
G U E S T A R T I C L E Gino Sesto Top 5 Out Of Home Advertising Trends Founder of DASH TWO, California 4. Employing real-time data and information for targeting It’s 90 degrees outside, and you’re in your car on the way to the pool — but you forgot to bring sunscreen. At that moment, you see a billboard advertising sunscreen. It’s almost as if the billboard read your mind … and that’s not far from the truth. More and more, billboards sync to weather conditions, time of day and other real-world variables that make ads resonate with the people who see them. “When it’s raining, they advertise umbrellas and raincoats. When the pollen count is high, you see pharmacy and hay fever meds,” Freitas says. “They have a chance to change the messaging because they have that nimbleness with Digital.” 5. Raising the bar on creative Over the past few years, OOH advertising has really come into its own creatively. We have seen campaigns so clever that they gain instant buzz and long-term traction — think Spotify’s holiday ads that mined user data for clever insights into human behavior. Technology will drive many of the new trends in OOH over the coming years, but don’t underestimate the importance of good old-fashioned ingenuity. Grabbing attention remains the name of the game, no matter how you manage it. 14
SOCIABLE MEDIA 15
Planet OOH Shopping at 2100 m high in the new North Face pop-up store ITALY: The North Face, the American outdoor brand, has always boasted about providing products for the most active. Not surprisingly then, they are still hoping to get some customers visiting their new pop- up store located in the Italian Dolomites at 2100 meters high. The store in Val San Nicolò is reachable only on foot and the hike takes approximately 2 hours. Every item sold will be accompanied with a personal message for the new owner encouraging them to “never stop exploring”. Aphex Twin Takes Mysterious Marketing Underground UK: Cryptic 3D logos brought the tunnels of Elephant & Castle tube station to life. The mysterious marketing sent Aphex Twins fans into a vortex of speculation that the cryptic use of the iconic DJ’s logo teased at the artist’s seventh album. The Billboard That Always Says Yes SPAIN: Spain has one of the highest rates of Internet access in Europe, however, 61% of people at risk of poverty do not have access to the opportunities that technology can offer. Cruz Roja (Spanish Red Cross) wanted to find a way to help those who don’t have The Meg: Mega Shark Attack at Southern Cross Station the digital tools necessary to fight poverty, because of lack of resources. The idea was to transform Outdoor AUSTRALIA: Village Roadshow transformed a panel in Melbourne’s Southern Cross Station using touch-ac- advertising billboards in Madrid into digital devices, that tivated LCD screens to promote the launch of biggest shark flick of the year, ‘The Meg’. The custom are free to use. Cruz Roja created a billboard which panel featured a touch-activated LCD screen that displayed a mysterious, murky deep-sea scene when always says “yes”, which people with scarce resources not in use. Passers-by were encouraged to ‘knock at their own risk’ to activate the action. When the can use to find information to access help, such as touchscreen was activated, a giant shark emerged from the murky waters and ‘attacked’ the LCD workshops, places to stay, and healthcare facilities. screen – creating a dramatic faux shattered glass effect giving passers-by an equally dramatic shock! 16
I N T E L L I G E N C E CYCLES 14-15 2018 TOP RECALL TOP RATED 1. 1. Gum Litter Taskforce - Format: 48 Sheet - Media: Spark Foundry Gum Litter Taskforce - Format: 48 Sheet - Media: Spark Foundry Planning: MediaCom - Creative: AMV BBDO - OOH Agency: PML Planning: MediaCom - Creative: AMV BBDO - OOH Agency: PML 2. 3. 2. 3. Dunnes Stores Diageo - Carlsberg Mars Irish Water Safety Format: 48 Sheet Format: 48 Sheet Format: 6 Sheet Format: 48 Sheet Media: Carat Media: Carat Media: Spark Foundry // Planning: MediaCom Media: The Media Farm Creative: In-House Creative: Fold7 Creative: BBDO Dublin Creative: Watson Creative OOH Agency: Source out of home OOH Agency: Source out of home OOH Agency: PML OOH Agency: PML 17
I N T E L L I G E N C E TOP CAMPAIGNS JULY 2018 CYCLES 14 – 15 €k €100k €200k €300k €400k €500k Gum Litter Taskforce Vodafone 4G Naked Juice Coca Cola Range Archway Lager Ulster Bank - Mortgages Lidl Carlsberg Failte Ireland Maltesers Bites Guinness GAA ESB Energy Awareness 1 Gum Litter Taskforce €579k 9 Failte Ireland €266k HB Range 2 Vodafone 4G €448k 10 Maltesers Bites €265k Budweiser 3 Naked Juice €431k 11 Guinness GAA €264k McDonald's McCafe Iced 4 Coca Cola Range €359k 12 ESB Energy Awareness €255k 5 Archway Lager €352k 13 HB Range €243k Small Large Transport Digital Ambient 6 Ulster Bank - Mortgages €273k 14 Budweiser €236k Small Large Transport Digital Ambient 7 Lidl €269k 15 McDonald’s McCafe Iced €223k 8 Carlsberg €269k All figures based on display value at rate card. 18
I N T E L L I G E N C E TOP CATEGORIES JULY 2018 CYCLES 14 – 15 €k €500k €1,000k €1,500k Beers & Ciders Soft Drinks Retail Outlets Confectionery & Snacking Finance QSRs Political & Advisory Tourism & Travel Films Telecoms 1 Beers & Ciders €1,789k 9 Films €734k Food 2 Soft Drinks €1,736k 10 Telecoms €660k Entertainment 3 Retail Outlets €1,384k 11 Food €658k Energy 4 Confectionery & Snacking €1,355k 12 Entertainment €529k Motor Trade 5 Finance €1,270k 13 Energy €460k Media 6 QSRs €1,159k 14 Motor Trade €437k Small Large Transport Digital Digital Ambient 7 Political & Advisory €958k 15 Media €388k Small Large Transport Ambient 8 Tourism & Travel €816k All figures based on display value at rate card. 19
I N T E L L I G E N C E ALCOHOL JULY 2018 CYCLES 14 – 15 €k €50k €100k €150k €200k €250k €300k €350k Archway Lager Carlsberg Guinness GAA Budweiser Corona Extra Gordons Gin Jack Daniels Appleman's Cider Hop House 13 Rockshore 1 Archway Lager €352k 6 Gordon’s Gin €144k Small Large Transport Digital Ambient 2 Carlsberg €269k 7 Jack Daniels €90k Small Large Transport Digital Ambient 3 Guinness GAA €264k 8 Appleman’s Cider €83k 4 Budweiser €236k 9 Hop House 13 €74k 5 Corona Extra €187k 10 Rockshore €73k All figures based on display value at rate card. 20
I N T E L L I G E N C E FILM & ENTERTAINMENT JULY 2018 CYCLES 14 – 15 €k €50k €100k €150k €200k Hotel Transylvania 3 - Sony Pictures Mamma Mia! Here we go again - Universal Incredibles 2 - Disney Skyscraper - Universal Mission: Impossible - Fallout - Paramount Show - Riverdance Galway Arts Festival Olympia Theatre Musical - Wicked Teen Titans Go! - Warner Bros. Small Large Transport Digital Ambient 1 Hotel Transylvania 3 - Sony Pictures €199k 6 Show - Riverdance €64k Mamma Mia! Here we go again - 2 €107k 7 Galway Arts Festival €63k Small Large Transport Digital Ambient Universal 3 Incredibles 2 - Disney €101k 8 Olympia Theatre €55k 4 Skyscraper - Universal €92k 9 Musical - Wicked €50k Mission Impossible - Fallout - 5 €81k 10 Teen Titans Go! - Warner Bros. €44k Paramount All figures based on display value at rate card. 21
I N T E L L I G E N C E FMCG JULY 2018 CYCLES 14 – 15 €k €100k €200k €300k €400k Naked Juice Coca Cola Range Maltesers Bites HB Range Uncle Ben's - Rice Bowls Pepsi Max Pedigree Dentastix Lucozade Energy RiverRock Water TreSemme 1 Naked Juice €431k 9 RiverRock Water €147k Kelkin 2 Coca Cola Range €359k 10 TreSemme €140k Lipton Ice Tea 3 Maltesers Bites €263k 11 Kelkin €137k Cadbury Dairy Milk Freddo 4 HB Range €243k 12 Lipton Ice Tea €136k Magnum 5 Uncle Ben’s - Rice Bowls €190k 13 Cadbury Dairy Milk Freddo €134k Jacob's 6 Pepsi Max €158k 14 Magnum €129k Small Large Transport Digital 7 Pedigree Dentastix €155k 15 Jacob’s €124k Small Large Transport Digital Ambient 8 Lucozade Energy €151k All figures based on display value at rate card. 22
I N T E L L I G E N C E TELECOMS & MEDIA JULY 2018 CYCLES 14 – 15 €k €100k €200k €300k €400k Vodafone 4G Sunshine 106.8 Vodafone Comedy Festival Sky Cinema Virgin Media Irish Examiner Alcatel OneTouch Idol 3 1 Vodafone 4G €448k 6 Irish Examiner €32k Small Large Transport Digital Ambient 2 Sunshine 106.8 €173k 7 Alcatel OneTouch Idol 3 €32k 3 Vodafone Comedy Festival €85k Small Large Transport Digital Ambient 4 Sky Cinema €51k 5 Virgin Media €34k All figures based on display value at rate card. 23
I N T E L L I G E N C E FINANCE JULY 2018 CYCLES 14 – 15 €k €50k €100k €150k €200k €250k €300k Ulster Bank - Mortgages AXA Insurance KBC Mortgages Bank of Ireland - Mortgages AIB - Mortgages eToro Its4Women.ie Standard Life AIB - GAA N26 Bank 1 Ulster Bank - Mortgages €273k 6 eToro €74k 2 AXA Insurance €176k 7 Its4Women.ie €70k Small Large Transport Digital Ambient 3 KBC Mortgages €162k 8 Standard Life €53k Small Large Transport Digital Ambient 4 Bank of Ireland - Mortgages €119k 9 AIB - GAA €48k 5 AIB Mortgages €109k 10 N26 Bank €47k All figures based on display value at rate card. 24
COMPETITION Jason Manford September 29th - Vicar Street He’s back! It’s been a busy few years for Jason since his last smash-hit stand up show but fans of his For a chance to win a pair of tickets tell us: Absolute Radio show will know this nationally acclaimed comedian hasn’t changed a bit. ‘Muddle Class’ promises to feature a wealth of new material about Jason growing up ‘working class’ then finding, over the years, that part of him has become ‘middle class’ - causing much confusion! On what radio station does Jason Manford present a show? Delivered with Jason’s amiable charm and captivating wit, this is a show not to be missed. BBC Absolute ‘8 out of 10 Cats’ (Channel 4), ‘The Nightly Show’ (ITV1), ‘Sunday Night at the Palladium’ (ITV1), ‘Live at the Apollo’ (BBC One), ‘Have I Got News For You’, (BBC One), QI (BBC Two) and ‘The Royal Variety a Radio One b Heart FM c Radio Performance’ (ITV1) have all helped establish Jason as a nationally known comic. Send your answers to competitions@pmlgroup.ie “Effortlessly entertaining” **** Evening Standard “He’s blessed with the sort of laid-back charm and sharp turn of phrase you can’t manufacture” **** Daily Telegraph Last Month’s Winner: Congratulations to Karl Tyndall from PepsiCo who won a pair to tickets to see Jimmy Carr. 25
EVENT GUIDE SEPTEMBER 7th -9th Irish Craft Beer Festival RDS, Ballsbridge 8th - 23rd Dublin Fringe Festival Dublin 9th Liberty Insurance All- Ireland Camogie Final Dublin 12th Clifden Arts Festival Clifden, Galway 15th Longines Irish Champions Leopardstown Racecourse 16th Ladies Football All- Ireland Senior Championship Croke Park 18th - 20th National Ploughing Championship Screggan, Tullamore, Co. Offaly 19th Jason Derulo 3Arena 22nd Rob Brydon Olympia Theatre 22nd 50 Cent; Get Rich Or Die Tryin’ – EU Tour 3Arena GUINNESS CORK JAZZ FESTIVAL 23rd Great Dublin Bike Ride Merrion Square 24th -25th Arctic Monkeys 3Arena 7th Joanna Lumley It’s All About Me Bord Gáis Energy Theatre 25th Trailer Park Boys Olympia Theatre 7th Kylie Minogue 3Arena 26th - 27th Shania Twain 3Arena 10th - 14th Cirque du Soleil Ovo 3Arena 27th ADFX Awards The Concert Hall, RDS. Ballsbridge 12th - 26th Wexford Spiegeltent Festival Wexford Quay 28th- 30th Ryder Cup Paris, France 13th Sister Act Live Choir The Helix, DCU 28th - 29th Jason Manford Vicar Street 25th -29th Guinness Cork Jazz Festival Cork City 29th Cliff Richard 3Arena 28th Dublin City Marathon Dublin 29th - 30th Pregnancy & Baby Fair RDS, Ballsbridge 29th Chemicals Brothers 3Arena OCTOBER NOVEMBER 5th - 7th Dingle Food Festival Dingle, Co. Kerry 2nd - 3rd Kevin Bridges 3Arena 6th Noel Fitzpatrick The Supervet Welcome To My World 3Arena 5th - 6th Web Summit Lisbon, Portugal 6th J Con Croke Park 5th U2 3Arena
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