As Irish Rugby fans eagerly await Ireland’s 6 Nations matches, Guinness is counting down on digital screens across Ireland.
PML Group’s Dynamic platform enables digital campaigns to run seamlessly across multiple networks. The countdown can be seen on screens including Clear Channel’s new Tesco Live units, JCDecaux’s Digipole in Ballsbridge and in-bar. Research has shown that OOH using dynamic digital content boosts overall effectiveness by an average 19%.
The dynamic element of the campaign will be running for all five matches.
Supplementing the dynamic digital is a heavyweight OOH campaign planned by Carat comprising 48 Sheets, Golden Squares, Metropoles and Commuter Squares and the Green Screen located at Stephens Green shopping centre.
Commenting on the campaign, Senior Brand Manager at Diageo Alexa Wolff said:
After an excellent start to the six nations season, anticipation and excitement is growing among the Irish fans. This Dynamic application to our Digital Out of Home campaign is the perfect way to engage with this audience and build excitement even further towards the season finale. The contextualised copy changes add further relevance to our wider OOH campaign around this year’s tournament and we are delighted to take advantage of PML Group’s Dynamic platform to bring an added dimension to our campaign.
Also speaking on the campaign, Source out of home Director Louise Enright said:
“PML Group’s proprietary dynamic platform offers Guinness Rugby the opportunity to capitalize on anticipation for Six Nations Rugby matches across multiple digital networks in a variety of environments. The technology allows us to serve contextual copy relevant to the day and the match, building excitement in the 24 hours prior to kick off. The Dynamic platform ensures that the right message displays at the right time in the right environment, all controlled from one central source. The use of Dynamic Digital Out of Home amplifies activity running across Classic Out of Home formats, as well as across Digital Media, ensuring that the audience experiences game-day anticipation across multiple touchpoints”.
As part of Lidl’s marketing strategy, Lidl transformed several Bus Shelters around Dublin into arcade style claw machines containing the retailer’s ‘Goodness Gang’ teddies, a range of colourful and cuddly food heroes designed to help parents teach, motivate and reward children for healthy eating. A great way to pass the time while waiting for the bus, the hugely popular claw machines were installed on George’s Street, Baggot Street and Drumcondra Road. They were free to use and each location was topped up with new toys every day until the 11th of February.
The toys are exclusively available in Lidl stores around the country until April 1st. To collect the whole Goodness Gang, customers spending €20 will get a collector card along with two stickers. For every €10 after that, customers will receive one additional sticker and once all 10 stickers have been collected, customers can buy a food hero teddy for only €3.99. With every 20 stickers collected customers will get a food hero teddy for free.
The activation was developed by Lidl, planned by Mediaworks and Source Out of Home and built by Eclipse Media. PML Group’s iQ research intelligence found that 80% of respondents agreed that specials make an advertisement much more memorable.
Pictured: Orlagh Keane (Source out of home), Louise Slattery (Mediaworks), Robert Sheehan (Lidl), Pat Cassidy (PML Group) and Chris Collins (JCDecaux)