owns it on Outdoor

its4women 2 is running on OOH in cycle 11, using digital and classic formats in its Outdoor advertising. Planned by MXB and Source out of home, its4women are running on dPods, Metropoles and an Upright 48 Sheet special on Pearse Street; a high footfall area in Dublin’s city centre.

The hashtag #TimeToOwnIt is a key aspect of the campaign creative, as well as the use of women in the advert to highlight how is tailored to Irish women’s insurance needs. One of the adverts highlights how women can own great value car insurance 24/7 and that the opening hours were ‘inspired by Sarah’. Another advert states you can ‘Own it and treat yourself, with savings inspired by Jill’. This creative makes its4women’s campaign more personal to Irish women, who may be looking for their ideal insurance company that offers great saving and are available 24 hours a day, 7 days a week.

May 30, 2016
Posted in: Recent Campaigns
Moy Parks inspires greatness ahead of the Irish Open


Moy Park continued as an official sponsor of the Dubai Duty Free Irish Open, which took place at the world renowned K Club in Kildare from May 19-22. This was the fifth year that Moy Park had been an Official Sponsor and at this year’s tournament it showcased its products in the Moy Park food court at the Championship village food pavilion.

To promote Moy Park’s partnership with the Irish Open, an OOH campaign planned by AV Browne and Source out of home ran in cycle 10 that used the copyline ‘Goodness fuels greatness’. Live on Metropoles and Super Rears, the Outdoor promotion also included tactical advertising such as Mobile 48 Sheets, 48 Sheet Premiere on the Naas road and Airport Backlits, ideal formats for reaching potential attendees to the Irish Open.

The creative in the posters featured Moy Park products with the K Club grounds in the background. The Irish Open trophy is also included in the creative and placed next to the Moy Park products, further strengthening the brands association with goodness – the hashtag for the campaign itself was #sharethegoodness.

Alan Gibson, Moy Park’s UK and Ireland Director, said: “As one of Ireland’s largest companies and the country’s number one poultry brand, we are delighted to continue to grow and develop our partnership with the Dubai Duty Free Irish Open – one of the world’s most iconic sporting events.”

James Finnigan, Commercial Director of the Irish Open, said: “The European Tour is delighted to secure the continued commitment of Moy Park for this year’s Dubai Duty Free Irish Open at the K Club. We are excited to be working with one of Ireland’s biggest companies who will actively promote their involvement in the championship via a number of consumer promotions. We thank Moy Park for their continued support of the Dubai Duty Free Irish Open and the European Tour.”

May 16, 2016
Posted in: Recent Campaigns
Nestlé Cereals Mark Coeliac Awareness Week


Coeliac Awareness Week takes place between May 9th – 15th. To coincide with this, Nestlé Cereals are promoting their range of gluten-free cereals on Dunnes Stores Store Points. Coeliac disease is a lifelong autoimmune disease caused by a reaction to gluten in a person’s diet. Approximately 1 in 100 people have the condition and are required to tailor their diet accordingly.  The Source out of home and Mindshare planned campaign appeared on Store Points in Dunnes Stores outlets around the country including in Dublin, Cork, Limerick, Galway and Waterford.

Store Points are located at the entrance to the supermarket and are ideal for influencing last minute decision making among shoppers. They are therefore highly popular among grocery and FMCG brands sold in supermarkets. Advertisers often complement this format with other point of purchase options such as POPAds, Trolley Bays and Purchase Points. Our 2016 Planning Guide features all POP advertising opportunities. Please contact us for a copy.

May 11, 2016
Posted in: Recent Campaigns
Deliciously Dairygold, Simply Lighter

Dairygold Lighter

Kerry Group are promoting Dairygold Lighter’s new packaging in Cycle 9 on OOH, including key retail formats.

Planned by Vizeum and Source out of home, the campaign is live on Adshel, Retail dPods and Purchase Points. The creative by Rothco positions the new Dairygold Lighter packaging as the centrepiece of the poster design, with an appetising bagel placed underneath that Dairygold Lighter has been spread across. Another important element of the poster design is its emphasis that this Dairygold product is the ‘Lighter’ offering.

May 3, 2016
Posted in: Recent Campaigns
IKEA’s employees share their wonderful everyday

IKEA 2016

IKEA’s latest advertising campaign continues with the theme of ‘the wonderful everyday’ and as part of its Digital OOH promotion, IKEA is giving the public an insight into what the wonderful everyday means for its employees.

Running on Transvision, dPods and CineDs, the IKEA campaign includes some of its staff’s ideal everyday moments. For example, Carla who works in the Living Room Department in IKEA Dublin, says that her wonderful everyday moment is “Singing to the radio every morning”, while Rosa from IKEA Food says that “Watching a film with my daughter and eating sweets in our Pjs” is her wonderful everyday.

The simple creative from Mother London strongly stands out on OOH and these small insights into the lives of IKEA’s employees creates an emotional element in the brand’s advertising and also ties in with the theme of its new TV advert. Created by Mother London and shot by Glue Society’s Gary Freedman, the 90-second spot takes viewers on a journey through a couple’s life together, highlighting how events that might be ordinary – painting your first home, playing tennis in the back garden – can become epic when life is good.

IKEA’s OOH campaign was planned by Vizeum and Source out of home and Reverse Graffiti was also included in the Outdoor promotion.

May 3, 2016
Posted in: Recent Campaigns
Cooking up some Karma

SV Good Food Karma 2016

SuperValu is investing €3m in one of its biggest advertising campaigns to date as it tries to convince the nation to ditch ready-meals, processed and convenience foods and cook much healthier food from scratch.

The campaign is part of its Good Food Karma initiative, which kicked off last year, and was created by DDFH&B with the media-buying managed by Starcom and Source out of home.

With a strong emphasis on digital, the campaign also includes TV, radio and press advertising as well as a strong Outdoor billboard presence.

SuperValu has recruited an army of foodies, with chefs Kevin Dundon and Sharon Hearne Smith, as well as Martin Shanahan, athletes David Gillick, Bernard Brogan and Anna Geary, and The Happy Pear twins David & Stephen Flynn.

This team of brand ambassadors has created a series of recipes, videos and blog posts, all available at, with the aim of inspiring Irish people to eat less processed food.

To support the campaign further, the team will be hitting the road this summer to visit communities across Ireland and give demonstrations to help people improve their culinary skills.

The Good Food Karma Project will focus on four key food moments; healthy breakfast, healthy mid-week meal, Friday night in and the backbone of every Irish family, the Sunday roast.

Speaking at the launch of Good Food Karma Project, Ray Kelly, Marketing Director at SuperValu commented, “At SuperValu we are passionate about supporting further growth in home cooking which will help ensure the next generation is healthier than the last. We want to change people’s relationship with food by demonstrating the real benefits of good wholesome food and the fun and satisfaction that is gained from cooking.”

May 3, 2016
Posted in: Recent Campaigns
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