SHOWCASE

ISSUE 4 2017

WELCOME TO SHOWCASEOur quarterly review of the OOH

campaigns that have dared to be different.

In this issue we cover Q3 2017 which

includes cycles 14 – 20.

Felix’s up to mischief on Connolly platformPet food brand Purina launched an OOH campaign to promote its cat food product, Felix. Planned by Mindshare, with creative by McCann/Craft, Source out of home was responsible for the Out of Home campaign. It displayed on dPod (Retail) and on rail commuter formats.

The famous cat was also let loose on the Digital Gallery in Connolly station. Up to his usual mischievous self, Felix was seen jumping from screen to screen creating chaos along the way.

Digital Out of Home allows such campaigns to take place. Movement and using the screens in a sequential way offers a more holistic, fun and creative approach to utilising the large wall of digital screens in the heavy footfall area of Connolly station.

Media: MindshareCreative: McCann/Craft

OOH Specialist: Source out of homePictured (L-R): Vicki Fraser (Exterion), Lucy Squires (Nestlé), Fiona McDonnell (Source out of home), Derek Owens (Mindshare)

DIGITAL 3

Permanent tsb runs innovative geofencing campaign

Permanent tsb recently ran a geofence integrated OOH campaign to promote its new mortgage offer.

The campaign ran on predominantly large formats such as 96 Sheets, 48 Sheets and Metropoles which allowed the brand to build coverage and frequency quickly. The geofencing was paired with the larger formats of the campaign and locations included Pearse Street Station.

Geofencing is a location targeting tool that enables an advertiser to serve mobile ads to passers-by if they are within a specific vicinity to the OOH campaign.

Geofencing allows for the integration of offline and online channels for a holistic and synergised approach to advertising. It provides a cross over from a physical to a digital medium and can increase the efficiency of the OOH campaign. It further increases reach and awareness and extends the consumers OOH experience.

A huge benefit to incorporating geofencing into an OOH campaign is it allows for the measurement and procurement of highly valuable data, so advertisers can measure campaign effectiveness and the powerful link between OOH and mobile as well as the opportunities it presents to advertisers to use the OOH space more creatively.

OOH and Mobile are the perfect advertising duo. Studies undertaken by Nielsen shows that 70% of a consumer’s day is spent outside of the home and 68% of mobile activity is done on the go. OOH can act as a primer for mobile as 48%* of consumers are more likely to engage with a mobile ad after seeing the same ad on OOH.

The advertising campaign coincided with the bank’s new mortgage initiative in which it is rewarding customers with 2% cashback on monthly repayments in addition to its existing offer of a once-off cashback payment of 2% on drawdown of the amount borrowed, allowing customers to get more from their mortgage.

* SOURCE: Ocean, Neuro Insight

Media: PHDCreative: PublicisOOH Specialist: PML

Pictured (L-R): Vicki Fraser (Exterion Media), Stephen Young (PHD), Suzanne Lloyd (PTSB) (and below), Stephen Wade (PHD), Dearbhail Feehan (PTSB), Aoife Dempsey (PML)

DIGITAL 4

King of the Bus ShelterKing, one of the nation’s favourite crisp brands, launched an Outdoor campaign through Vizeum and Source out of home.

Largo Foods once again teamed up with Dublin GAA superstar Bernard Brogan for its ‘King of the Hill’ campaign. The OOH element of the campaign ran for several weeks on a number of formats, including Retail Adtowers and Adboxes in strategic locations for maximum impact.

As part of the campaign, the snack producer also featured a fun OOH special build. Developed by PML Group’s in-house Innovation team and built by Eclipse Media, a bus shelter located on Upper Baggot Street was loaded with the product. The instantly recognisable King Crisps packet poured the crisps from above. And yes… they are real crisps! Approximately 250 packets of crisps were used to fill the 6 Sheet panel.

The great location and tempting visual made it hard to resist popping into the local store for a packet or two!

Commenting on the filled bus shelter, Brand Activation Manager at Largo Foods, Ian O’Rourke said: ‘As we enter into the final stage of our #KingOfTheHill campaign we wanted to do something innovative with Outdoor to further enhance the talkability around the brand. The pouring effect displays our Simply Superior crisps in all their glory and will certainly make people stop and stare.’

Media: VizeumOOH Specialist: Source out of home

Special build: Eclipse MediaPictured (L-R) are: Leah Jordan (Vizeum), Chloe Guildea (Source ooh), Sarah Foley (Vizeum), Ian O’Rourke (Largo)

SPECIAL BUILD 5

Uncle Ben’s Solid Finish

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 ran 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, displayed on a 48 sheet, featured an Uncle Ben’s rice pouch bulked out, while the sign carrying its marketing message ‘Perfect for BBQ’ was made from distressed wood and was hung from the top of the billboard.

The special gave dominance to the rice pouch and tagline which allowed 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.

Media: Spark FoundryPlanning: MediaCom

Creative: JuiceOOH Specialist: PML

Special Build: Eclipse Media

SPECIAL BUILD 6

Dublin Bus LegendsDublin Bus recently marked 30 years of operating in the capital and to celebrate it launched its ‘Dublin Legends’ campaign featuring stories and anecdotes from down through the years which were collated into the Dublin Legends StoryBook. As part of the campaign, a dispensing 6 Sheet located at a Bus Shelter on Pembroke Road was used. The copy asked the public to tweet using the hashtag #DBStorybook. Once the tweet was sent, the Bus Shelter dispensed a Dublin Bus Legends StoryBook for them to keep.

Planned by media agency Carat and PML, activations like this allows OOH to be a driver of Social Media content and demonstrates the complementary nature of OOH and online.

Media: CaratCreative: RothcoOOH Specialist: PMLSpecial Build: Eclipse Media

Pictured (L-R) are: Keith Farrell (PML), John Urch (Carat), Pat Cassidy (PML Group), Ruth Moody (Dublin Bus), Orla Daly, and Aoife O’Shea (Both Rothco)

SPECIAL BUILD 7

A Special Pedigree

To highlight the importance of keeping our beloved pets’ teeth and gums healthy, Pedigree promoted their specially formulated dental products on OOH.

Recommended by vets, Pedigree’s dental care range provides a deep clean and reduces tartar which will help you evade the doggy dentist for longer and have your dog #dogsofinstagram ready.

To showcase its products to dog lovers across Dublin, Pedigree’s campaign on OOH sure stood out from the crowd, as we created something special for our canine friends. Planned by MediaCom and PML with creative by Ball and Socket and the special build by Eclipse Media, we designed a 2D build for pedigree to add dimension and extra impact to their Out of Home campaign.

The 48 Sheet located on Pearse Street showed our canine friend popping off the billboard with his ears and paws built over the normal frame of a standard 48 Sheet which created the illusion that the dog is jumping out of the poster.

The advert also ran copy on 48 Sheets, 6 Sheets, Phone Kiosks and Retail dPods.

Media: Spark FoundryPlanning: MediaCom

Creative: Ball and SocketOOH Specialist: PML

Special Build: Eclipse Media

SPECIAL BUILD 8

Dazzling Carpet Deals

Northern Ireland’s largest independent carpet retailer, Martin Phillips Carpets, employed a high-impact OOH solution to promote its special offers.

The retailer has seven stores across Northern Ireland and remains at the forefront of flooring solutions, offering first rate customer service and ever changing deals since the opening of its first store in 1981.

To showcase its monthly deals, Martin Phillips Carpets launched an impactful special build on the M1 Cluster. The OOH display comprised of three 96 Sheets and was located at one of the busiest stretches of road in NI, delivering exposure to over one million cars every 2-week cycle.

The sheer scale of the triptych offered an impressive canvas for the creative – which was further exploited by Martin Phillips Carpets through to the integration of a special lighting build. The centre panel of the cluster displayed the ‘Deals of the month’ message, framed off with bespoke lighting.

The integration of the special build within the M1 Cluster was a market-first for the location.

Kathy Jordan, Walker Communications said: “For our 2017/2018 campaign for Martin Phillips Carpets, we wanted to create further impact with their already successful ‘Deal of the Month’ theme. With seven stores across Northern Ireland, the M1 was the ideal location for the illuminated build. The big format enables us to raise brand awareness as well as promoting their monthly offers. We’re delighted with the feedback so far.”

Media/Creative: Walker CommunicationsOOH Specialist: PML NI

Special Build: Alexander Boyd Displays

SPECIAL BUILD 9

AIB Gets PersonalAIB is backing doing, as they are offering personal loans from €1,000 all approved within 3 hours. The bank’s central theme of the campaign played on the concept of the waiting game and putting off that something you would love to do. A clever tie-in with the time led marketing message of AIB’s loans.

Source out of home worked with Starcom on the Outdoor planning with creative by Rothco. The campaign took over Pearse street station with a total station domination incorporating branded station ticket barriers and commuter dPods.

So why wait…whatever you’re planning for – a new car, home improvements, that away match you promised- you can turn your plans into a reality… pretty quickly too!

Media: StarcomCreative: RothcoOOH Specialist: Source out of homeDOMINATION 10

Red Bull Gives You... Summer WiiingsWe already know Red Bull gives you wings but in its recent OOH campaign they gave us summer wings. To add to their limited-edition range of flavours Red Bull introduced the Summer Edition, Kiwi and Apple. The Red Bull Green Edition combined the wings of Red Bull Energy Drink with the taste of Kiwi Apple.

Planned by Zenith and PML, the campaign ran on 48 Sheets, 6 Sheets,and Adboxes. A total Luas domination, on the green line of course, incorporated a fully wrapped Luas and branded Luas Columns.

Campaigns incorporating such transport formats expose the campaign to a large mobile audience with a younger demographic.

Media: Zenith OOH Specialist: PMLCreative: Kastner and Partners

DOMINATION 11

FIFA 18 Man Créche at Dundrum Town CentreTo celebrate the launch of FIFA 18, EA Sports recently activated an experiential marketing event to surprise the unsuspecting shoppers of Dundrum Town Centre. Over one weekend, shoppers could avail of EA Sports impressive FIFA 18 man crèche, an area to kick back and relax and get stuck in to sampling the legendary game. The crèche featured two TV’s back to back so there could be 4 gamers playing at any one time, leather couches, branded beanbags and fridges stocked with plenty of refreshments. Staff were also on hand to answer any of the gamers’ questions.

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.

Media: PublicisCreative: Design+OOH Specialist: PMLSpecial build: Eclipse Media

Pictured (L-R): Colin Russell (Publicis), Una Boylan (Publicis ), Aoife Dempsey (PML), Vicki Fraser (Exterion Media), Eoin Fitzgerald (Promogroup)

EXPERIENTIAL 12

Have a #HappyWinterAs winter closes in, we all need something to look forward to. As part of this year’s Aer Lingus September Sale, we partnered with Carat and Isobar to give unsuspecting shoppers a surprise winter break in Dublin’s Stephens Green shopping centre! A talking 6 Sheet called out to shoppers as they passed, offering them a chance to fly out to their favourite destination… two days later!

Click image to view a video of the experiential activation.

Media: Carat Creative: Isobar OOH Specialist: PML

EXPERIENTIAL 13

Help for the dancing feet

Ulster Bank was active on OOH in cycle 16 to show support for Belfast Pride. Employing Eco-Cabs allowed Ulster Bank to engage with some of the thousands of people who attended the Pride parade, as well as tying into its ‘Help for what matters’ branding campaign.

On theme with the ‘Help for the dancing feet’ message, Ulster Bank offered parade-goers complimentary rides in the pedal powered cabs. Passengers were further engaged by a unique selfie opportunity using an Instagram style frame to capture a memento of the day.

Belfast Pride is a week-long festival culminating in a parade through the city centre. The parade is the biggest cross-community march in Northern Ireland, with people travelling from across the country to participate.

Ambient formats are perfectly positioned to target one-off events such as Pride, delivering increased engagement and visibility in areas where traditional OOH may be unavailable.

Media: Spark FoundryOOH Specialist: Source out of home

Media: Spark FoundryCreative: AV BrowneOOH Specialist: Source out of home

EXPERIENTIAL 14

Crisp sandwich on the beach…anyone?

Mr Tayto was feeling the heat and decided to head off to the beach with the guns on show and crisps in tow.

To celebrate the hazy summer days, Tayto created an Out of Home special for the season based campaign. Planned by Vizeum and Source ooh with creative from Insight Marketing and the special build by Eclipse Media. The special, encapsulating the ‘Share the Summer with Tayto’ tagline, was a 2D model of Mr Tayto, his sun lounger and tropical palm trees, which were raised off the billboard to create the dimensional effect. The illuminated Golden Square on Cuffe Street created a stunning night-time Out of Home advert as it casts a shadow on the 2D model.

The campaign also ran on dPods, 48 Sheets, 6 Sheets and Super Rears.

Media: VizeumCreative: Insight Marketing

OOH Specialist: Source out of homeSpecial Build: Eclipse Media

Pictured (L-R): Pat Cassidy (PML Group), Leah Jordan (Vizeum), Fiona McDonnell (Source ooh), Mr Tayto, Carol McCaghy (Largo), Katie Dockrell

(Insight Marketing) Rachael McKenna (Largo), Stephen Nother (Vizeum)

ILLUMINATION 15

CREATIVE. STAND OUT. INGENIOUS. UNIQUE. INNOVATIVE. IMPACT. COOL. DIFFERENT. INSPIRED. PLAY. WITTY. BRILLIANT. CLEVER. ORIGINAL. GET NOTICED. BE FUN. BE SPECIAL.