Embed Size (px)
Citation preview
Volume 2, Issue 9September 2011Welcome to Engage, your monthly update on the out of home Market
Engage Bringing out of hometo your Desktop
The future of out of home advertising is at your fingertips!
To cater for this growing sector PML Group has opened a dedicated division which will provide expertise and accountability for agencies and advertisers when planning Digital ooh advertising.
To find out how Digital ooh can make a positive impact on your advertising click here or alternatively please contact Michael or Conor on 01 668 2900 or email [email protected] or [email protected]
Above: (l-r) Michael O’Mahony and Conor Quinn from PML Group’s Digital ooh centre. Below: (l-r) Transvision and dPod digital formats.
If you are a visitor to Dundrum or Tallaght Shopping Centres, shop in the local convenience store or commute on the DART you are more than likely to be familiar with large digital advertising screens that grab your attention when you are out and about. In fact, you might be surprised to learn that there are currently over 600 digital ooh screens targeting consumers across a range of different environments throughout Ireland. With advancing technologies and continued investment, the digital ooh landscape is steadily evolving - and with accelerated growth expected from this sector over the coming years - it is now more important than ever to keep abreast of these new and exciting opportunities.
Digital screen advertising brings new dynamics to the outdoor medium, delivering more impactful moving visuals over standard static posters. What better way to target a captive audience but with innovative creative using digital screen advertising that provides greater engagement opportunities when consumers are shopping, commuting and socialising.
Cadbury’s tasteful campaign Cadbury Dairy Milk’s high profile campaign on ooh.
Page 3
App’y on ooh Northern Bank launch banking App on out of home.
Page 5
Competition Holy Smoke Batman! Win tickets for Batman Live at The O2.
Page 10
Poster Impact hits 10,000 Researched campaigns hit 10,000 after 15 years.
Page 7
Curr
ent C
ampa
igns
RO
I
Engage Volume 2, Issue 9September 2011
Outdoor formed a key component of PHD’s media mix for Cadbury’s high profile Dairy Milk campaign. Running from September for two months, it has already generated a lot of appetite appeal. Chocolate lovers are sure to be seduced by the sumptuous designs created by Publicis QMP.
Commenting on the new campaign, Dairy Milk’s brand manager Aideen Murphy said: "The integrated programme is designed to create a temptation trail reminding consumers about the distinctive irresistible taste of Dairy Milk."
The campaign can be seen in a range of environments comprising 48 Sheets and Golden Square, roadside and retail 6 Sheets, Store Points, Convenience store digital screens and shopping trolley POPAds. Stand out was secured with a Luas Tram domination and supersized 144 Sheet in Ranelagh.
A tasteful campaign for Cadbury Dairy Milk
Aircoaches around Dublin have recently been displaying Pepsi Max’s new bottle. The splash design by Irish International used die cut to bring the creative to life. Pictured are (l-r): Niamh Daly, PML Group; Yvonne Reilly, ZenithOptimedia; Sandra Doyle, CBS Outdoor
Pepsi Max cuts a Swathe/ / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / /
IKEA is promoting the launch of its new catalogue on roadside billboards and buses. The campaign, planned by Vizeum, is running 48 Sheets and Metropoles on various routes to the superstore on St. Margaret’s Road, Ballymun. The campaign has ensured wider coverage with T-Sides and Aircoach Super Rears.
IKEA takes some space/ / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / /
Engage Volume 2, Issue 9September 2011
Am
bien
t Cur
rent
Cam
paig
ns
/ / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / /
Wi-Fi Hotspot advertising now available Advertisers can now target commuters accessing free Wi-Fi Hotspots at Busáras, Connolly, Pearse and Heuston Stations. Commuters can take advantage of cost-free Wi-Fi which can be accessed via a range of advertising and branding opportunities:
- Wi-Fi Hotspot Splash ScreensA Click-Through Splash Screen / Start Page. Notification of free Wi-Fi can be via Bluetooth.
- Wi-Fi Hotspot VouchersExclusive access to free Wi-Fi via distributed vouchers.
- Wi-Fi Hotspot SMSExclusive access to free Wi-Fi via promotional text message.
- Wi-Fi Hotspot Advertising Free Wi-Fi via promotional station advertising (Transvision, 6 Sheet etc).
The initiative is being introduced by Bravo Outdoor. For more details and costs please contact your PML Group representative.
Be Part of The Cure with Vanish2,500 branded ‘Pink’ high-vis jackets for Reckitt Benckiser brand Vanish were distributed to coincide with Sky Ride on Sept 11th at locations including Pearse DART Station and Fitzwilliam Square. Vanish are involved with the Breast Cancer Campaign - with the tagline "Be part of the cure - Supported by Vanish" appearing on packaging. It was quite a success with over 8,000 people attending the event.
AmbientPlus worked alongside ZenithOptimedia and Image Zoo on the project.
For more information on these and other Ambient and Digital opportunities contact [email protected] or [email protected] www.ambientplus.ie
Bank’s mobile banking App is a step forward in meeting needs of the new mobile consumer."
For launch, OOH components were selected for reach, frequency and impact. A multi-format strategy was planned to deliver NI-wide coverage and frequency. 6 Sheets are highly accessible to smartphone audiences and from a proximity perspective are close to the consumer. Using high street 6’s (targeting mobile / electrical retailers) which deliver mass reach, supplemented with Mall panels that offer a natural ‘dwell time’ in which our audience have time to engage / act upon our call to action we delivered an optimum ‘broadcast proximity’ campaign. Bus T-Sides allow for quick build of our high street presence needed during the launch period.
App-y days as smart way to bank is launched
superior to those already available in the marketplace, is every bit as secure as Northern Bank’s popular eBanking facility.
Planned by Carat Manchester, the media buying launch strategy was ‘Broadcast proximity’ with three objectives: Inform as many people about the App as possible; Engage with potential critics and rejectors and make it straightforward for our Smartphone audience to download and experience.
The launch was kicked off by an exclusive media preview event, featuring a keynote speech from Mick Hodgins, Google’s Online Manager for Sales in the UK and Ireland, who reinforced the growing role that smartphones play in daily life.
Commenting on the consumer trends that are driving digital and mobile solutions he explained, "Consumer needs and behaviours are changing and Northern Bank has been very innovative in recognising and responding to this change. With so many people now connecting to the internet with a phone anytime, anywhere, Northern
Northern Bank’s Marketing Manager Michael McLaughlin, discusses the changing face of banking in NI and ooh’s crucial role in speaking to customers.
The way in which people in Northern Ireland manage their day-to-day banking has been revolutionised by a new, innovative mobile banking app, launched by Northern Bank.
The launch of the app was in response to increasing demand for banking services to fit in with customers’ lifestyles.
Northern Bank has undertaken a massive brand campaign across the past twelve months, utilising TV, online and a heavy weight of out of home. The campaign is built around one central ethos; that Northern Bank is committed to making banking straightforward for its customers. Northern Bank’s Mobile Banking couldn’t be more straightforward. It is a technological solution to consumer expectations of what a progressive and innovative bank should offer. The introduction of the App demonstrates the Bank’s commitment to helping customers manage their finances by continually updating and enhancing the options available to them, including the integration of new, ground-breaking technologies.
Northern Bank has seen a dramatic rise of 100 per cent in the use of its eBanking services since 2008 and this trend suggests that customers were looking for additional methods of banking that will fit into their lives, not the other way round. The Northern Bank App meets those needs and, as well as being far
Delivering the message: Northern Bank App on 6 Sheet and, below, T-Side Bus Panel
Engage Volume 2, Issue 9September 2011
LED Buses & Reflective Vinyl
Be at the heart of Belfast City with your campaign with Euro pay phones.
Seven excellent kiosks in central locations are now available in Belfast City, targeting key retail high street and shopping hubs such as Victoria Square & Westfield Castlecourt.
/ / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / /
Northern Ireland Update
Euro Payphone advertisng now available
Curr
ent C
ampa
igns
NI
CBS have launched exciting and innovative new bus formats in Northern Ireland. LED lights are now available on T-Side & Superside formats (above) while reflective vinyl is available on Mega Rears & Super Rear formats (right).
Both innovative formats ensure your campaign stands out on-street and are perfectly suited for the autumn & winter months.
Please contact the NI on +44(0)28 90 333 714 team for further details.
Engage Volume 2, Issue 9September 2011
For more information on these and other NI opportunities please contact [email protected] // www.pml-ni.com
74%The Smurfs (Sony Pictures) // Format: 6 SheetCreative: Irish International // Media: OMD
67%McDonald’s Eurosaver // Format: 6 Sheet Creative: Cawley Nea\TBWA // Media: Mediaworks
Poster Impact - We’re 10,000!
8.23/10Guinness Hurling // Format: 48 Sheet Creative: Irish International // Media: Initiative
7.91/10RTÉ TV - GAA // Format: 48 Sheet Creative: Cawley Nea\TBWA // Media: Vizeum
Top 3 Recalled Campaigns Top 3 Rated Designs
67%Cowboys & Aliens (Paramount) // Format: 6 SheetCreative: Created Internationally // Media: The Media Bureau
7.76/10National Puma // Format: 48 Sheet Creative: Jump (UK) // Media: ZenithOptimedia
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/ /
/
After 15 years, PML Group has now researched in excess of 10,000 individual out of home campaigns. In that time over 73,000 different individuals have taken part in our surveys. Below are the latest top recalled and rated campaigns.
For further information on Poster Impact please contact Colum Harmon on 01 668 2900.
Engage Volume 2, Issue 9September 2011
ROI Top 10 ProductsCarlsberg LagerMeteor - Top Up OfferHeineken LagerUlster BankSky SportsSmurfs - Sony PicturesMiller Genuine Drafteircom eMobile - Post PayBulmers Light7UP Free
123456789
10
Value379,054352,875339,928307,352281,844239,250238,053227,893209,196199,877
In September 2003, TV3 launched the Dunphy Show, using 48 Sheets to encourage people to "Watch It". Unfortunately, not enough did. The outdoor was not to blame of course because as we all know, Outdoor is a great medium, not a good one!
Flashback
ROI Top 10 CategoriesBeers & CidersTelecomsFilmsFinanceFoodSoft DrinksTourism & TravelMediaEntertainmentConfectionery
123456789
10
Value2,218,6571,696,7791,484,2151,089,1981,015,175
774,502764,115652,047560,193499,054
September 2003 TV3
NI Top 10 ProductsKFCUlster BankHarp Ice ColdSparMcDonald’sCarlsberg LagerAxa InsuranceNI Fire & Rescue ServiceBoots No 7Coca Cola
123456789
10
Value179,990132,853112,955102,188
91,34585,81885,47570,69566,90565,893
August 2011 (Cycles 16 - 17)
€€€€€€€€€€
€€€€€€€€€€
££££££££££
Engage Volume 2, Issue 9September 2011
€0 €500,000 €1,000,000 €1,500,000 €2,000,000
Beers & Ciders
Telecoms
Films
Finance
Food
Soft Drinks
Tourism & Travel
Media
Entertainment
Confectionery
Small Format Large Format Transport Ambient
€0 €100,000 €200,000 €300,000 €400,000
Carlsberg Lager
Meteor - Top Up Offer
Heineken Lager
Ulster Bank
Sky Sports
Smurfs - Sony Pictures
Miller Genuine Draft
eircom eMobile - Post…
Bulmers Light
7UP Free
Large Format Small Format Transport Ambient
Methodology: The figures contained in this report are based on published Media Owner rate cards and refer to display values only. The figures are drawn from PML Group’s exclusive Posterwatch service, which monitors 100% of roadside and transport panels (interior and exterior) every two weeks. The figures also include Ambient & Digital media. For further details on 15 years of Posterwatch data please contact either: Colum Harmon [email protected] or James Byrne [email protected]
New Zealand - Visa
Wellington commuters took a very different trip to work when a regular bus was transformed into a giant lobster by New Zealand agency WHYBIN\TBWA. The innovative wrap was to promote the Visa ‘On a Plate’ Culinary Festival.
Agency: WHYBIN\TBWA, Auckland
Around the World Taking a look at out of home innovations from abroad
Canada - Warner Bros Pictures
Warner Bros. Pictures created a one-of-a-kind billboard made of growing bacteria to promote
new movie Contagion. Scientists inoculated two large panels with live bacteria which grew to
spell out the name of the movie on the board.
Watch video here
Agency: Lowe Roche
The Netherlands - Dutch Stutter Foundation
Be patient with people who stutter
Often non-stuttering people interrupt people who stutter, by finishing their sentences. This billboard highlights that most of the time just having a little patience is enough.
Agency: Y&R, Amsterdam
USA - First Bank
A hand lettered ‘For Sale’ sign deceptively offers a ‘Quaint open air studio, downtown, convenient
to public transportation’ on this bus shelter panel for First Bank USA. The panel then goes on to clarify ‘Buying a home can be deceiving.
Applying for a mortgage shouldn’t be’ with this quirky advertisement.
Agency: TDA, Boulder
Contact James Byrne [email protected] for the best innovations of 2011 or visit www.pml.ie to view our innovation database.
Engage Volume 2, Issue 9September 2011
Event Guide
Guess the name - and win!
Arthur’s DaySolheim Cup Golf, Killeen Castle, County MeathGalway International Oyster Festival Rugby World Cup: Ireland v Russia
Rugby World Cup: Ireland v Italy, New ZealandEuro Qualifiers: Andorra v Rep of Ireland, AndorraSimon Community Fun Run, Phoenix Park, DublinEuro Qualifiers: Rep of Ireland v Armenia, Aviva Rugby World Cup Final, New ZealandGuinness Cork Jazz Festival, CorkNational Lottery Dublin City Marathon
George Michael, The O2RaboDirect PRO12: Leinster v Munster, Aviva Stadium
RaboDirect PRO12: Ulster v Connacht, RavenhillFAI Cup Final, Aviva StadiumKaty Perry, The O2National Recycling Week Childline Concert, The O2Heineken Cup: Ulster v Clermont, RavenhillHeineken Cup: Munster v Northampton, ThomondPunchestown Winter Festival, PunchestownHeineken Cup: Connacht v Toulouse SportsgroundHeineken Cup: Leinster v Glasgow, RDSContinental Christmas Market, Belfast City HallRihanna, The O2
7UP Free Winter Wonderland, KilmainhamFairyhouse Winter Festival, FairyhouseHeineken Cup: Ulster v Aironi, RavenhillHeineken Cup: Connacht v Gloucester, Sportsground
September22nd23rd-25th23rd-25th25th
October2nd7th8th11th23rd28th-31st31st
November1st-3rd4th
5th6th7th-8th7th-13th12th12th12th19th-20th19th20th20th-18th25th
December1st-8th Jan3rd-4th9th10th
PML Group // 01 668 2900 // [email protected] // www.pmlgroup.iePML NI // +44(0)28 90 333 714 // [email protected] // www.pml-ni.com
www.sourceooh.ie // www.ambientplus.ie // www.pab.ie
Engage Volume 2, Issue 9September 2011
BATMAN LIVE is a visually stunning production, complete with a brand new original storyline. The live show will feature Batman, his trusty counterpart Robin, and a host of other favourite Batman characters. The story will take place in several settings from the famed DC Comics stories, including Gotham City, Wayne Manor, the Batcave and Arkham Asylum.
This month we are offering two tickets to the opening night of the show on Wednesday 28th September.
Who is Batman known as when not in costume?
A) Bruce WayneB) John WayneC) Wayne Rooney
Email answers to: [email protected]
