Pictured left to right: Eimear Duggan (Starcom), Orlagh O’Mahony (Source out of home), Rhoda McDonagh (EBS), Alex Simpson (Irish International) and Lisa Naughton (JCDecaux)
EBS embarked on an extensive outdoor advertising campaign to promote EBS Mortgages and their mortgage appointments for customers.
An exciting element of the campaign, and a media first, were the new Luas advertising formats. EBS are the first campaign to display on the new external formats on the Luas, running on Luas Tram Tops, Centres and Sides.
The key message behind the campaign was EBS’ availability to discuss mortgage opportunities with potential customers. The creative by Irish International emphasised that mortgage appointments can be arranged at any time, whether it’s early in the morning or late in the evening after work, during the weekdays or at weekends – whenever suits you.
The key target audience for this promotion were commuters, who may not have the time to discuss their mortgage options during regular working hours. Therefore ooh advertising on transit formats was ideal for targeting this audience.
Rhoda McDonagh, Marketing Manager at EBS, commented “Due to the fact that our new creative is short and snappy, we wanted to find an exciting way to showcase this message. We felt that the outdoor medium was a perfect fit for our new campaign and the Luas in particular was a great way to reach our target market of adults aged 25-44. We are also delighted to be the first advertisers to use the new Luas formats, which increased the impact of our campaign on the Luas.”
Planned by Starcom and Source out of home, the EBS Mortgages campaign ran on Adshel, CommuterPoints, T-Sides, Luas Columns and an internal tram domination, 48 Sheets, 96 Sheets, Golden Squares and Phone Kiosks. Additional high impact ooh was included in this campaign, as EBS also ran on the Parkgate St special and an advertising domination at Pearse Station, which featured Transvison and vinyl wraps on ticket barriers and escalators.