We are committed to pushing the boundaries of innovative ooh to its limit. We conceive develop and deliver creative and innovative solutions for our clients. Our approach is not confined to traditional formats but also digital ooh, ambient and experiential marketing executions.
Pick up a Goodness Gang Food Hero
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)
King, one of the nation’s favourite crisp brands, has launched an Outdoor campaign through Vizeum and Source out of home.
Largo Foods has once again teamed up with Dublin GAA superstar Bernard Brogan for its ‘King of the Hill’ campaign. The OOH element of the campaign has been running for several weeks on a number of formats, including Retail AdTowers and Adboxes in multiple strategic locations for maximum impact.
As part of the campaign, the snack producer is also featuring 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 has been loaded with the product. The instantly recognisable King Crisps packet pours the crisps from above. And yes… they are real crisps! Approximately 250 packets of crisps were used to fill the 6 Sheet panel.
It’s great location and tempting visual make it hard resist popping into the local store for a packet or two!
Commenting on the filled bus shelter, Brand Activation Manager at Largo Foods 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.’
Pictured: Leah Jordan (Vizeum), Chloe Guildea (Source ooh), Sarah Foley (Vizeum), Ian O’Rourke (Largo)
The Vikings have made their maiden voyage to Ashbourne. The Viking Voyage is the newest ride experience to open in Tayto Park, as it continues to add new attractions. With over 10,000 tonnes of concrete, 500 tonnes of steel, 1.7million litres of water and 5,000 bundles of straw, the flume track is 700m, takes about 5 mins and reaches speeds of 60kph.
Tayto wanted to create a huge splash to celebrate the opening of Ireland’s largest flume ride and we planned something extra special to promote the opening of the water ride. Currently, a Viking long boat is teetering on the edge of a building on Camden Street. The idea around the 3D banner was that we wanted to re-create the (terrifying) moment when you are about to drop on the ride and bring it to life in a fun and innovative way.
The campaign was planned by Vizeum and Source ooh, creative adapted by PML Group’s in-house team of designers, Design+, and the special built by Big Picture Media.
With the kids finishing up in school and the summer well underway, it is the perfect timing for the opening of the new attraction… all just 30 minutes away from Dublin.
In addition, Tayto is running copy on 48 Sheets, Bus Shelters and Super Rears for maximum roar in Dublin.
Pictured (L-R): Kim Irwin (Vizeum), Pat Cassidy (PML Group), Niamh Reynolds (Tayto Park), Fiona Kelly (Source ooh), Peter Forde (Vizeum)
Pictured L-R: Roisin O’Brien (mytaxi), Barry Sweeney (Guns or Knives), Chloe Guildea (Source ooh), Pat Cassidy (PML Group), Caroline Shesgreen (Vizeum and Gary Bramall (mytaxi)
Taxi-hailing app Hailo has been renamed mytaxi following a merger between the two groups, which creates Europe’s biggest e-hailing app. A wide-ranging nationwide OOH campaign planned by Vizeum and PML announced the name-change.
“The first thing you’ll recognise is that the mytaxi app looks really familiar, the colour scheme is still the same – and the ‘Irishness’ that leant to the success of Hailo here is still visible, ” mytaxi’s General Manager in Ireland, Tim Arnold said.
This Irish feel was maintained with some very witty taglines by Guns or Knives.
Formats of note in Dublin included East Link Toll Domination, Bridges on Ballybough & North Strand Roads and a 240 Sheet in Ranelagh. A moving mechanical arm was added to a Golden Square on Cuffe Street to give the old app a proper send off.
Commenting on the merger, mytaxi CEO Andrew Pinnington said: “The mytaxi focus is on combining knowledge of what our customers need with real-time data to help our passengers move freely within the cities we service.
“We look to work in harmony with our drivers, and the cities and countries in which we operate to facilitate better movement in challenging and congested urban environments.”
Carlsberg are plugging into Christmas with a stand-out OOH campaign that includes a variety of illumination specials.
Source out of home worked with Carat on the Outdoor planning. It’s running on Golden Squares, 48 Sheets, Metopoles, Adshel, T-Sides, Pub A1s and the Green Screen. Several innovative elements are included in Carlsberg’s festive promotion, which literally lights up on Out of Home! These include special builds on Golden Squares and 48 Sheets, where the Carlsberg logo lights up around the logo. We love the clever creative from Irish International, which has been designed so that the lit-up logos looks as if they are Christmas tree lights plugged into actual the posters.
EL (electroluminescence) 6 Sheets on bus shelters and metroglo on Metropoles have also been incorporated into the campaign, further enhancing the campaigns visibility out on street.
Pictured are representatives from AIB, Source out of home, Exterion Media and Starcom.
In the week of the All Ireland football final, AIB appeared on a full domination of Connolly train station in central Dublin. The GAA themed creative features on all formats within the station for cycle 19, including Commuter Points, dPods, Transvision and various specials such as hanging banners and wrapping of the walls of staircases and tunnels and of the ticket barriers. It’s literally wall to wall AIB throughout the station! In a further twist to the campaign, GAA quiz questions appeared on the digital formats on the week of the match, which allowed commuters to test their GAA knowledge while waiting for their train.
In terms of boarding and alighting, Connolly is the busiest station in the country. According to the heavy rail census carried out in November 2015, the station accounted for in excess of 14,000 boardings and alightings on that day.
The Connolly domination was planned and placed by Starcom and Source out of home with creative by Rothco.
SuperValu’s latest OOH campaign to promote its Good Food Karma project is running exclusively on commuter formats rail stations, including digital specials in the galleries at Connolly and Pearse Street station.
Planned by Starcom and Source out of home, SuperValu’s Outdoor advertising is running on Transvision and Commuter Points on the Pearse and Connolly galleries. A media first, 65” digital screens were installed on several commuter points, two in Pearse St Station and one in Connolly, with branded vinyl surrounding the screens.
Eclipse Media installed the digital screens and programmed the copy to play at certain times of the day to target people at certain meal times – breakfast, lunch and dinner.
The static creative in the campaign, designed by DDFH&B, features SuperValu’s Good Food Karma Ambassadors such as chefs Martin Shanahan and Kevin Dundon, Dublin county footballer Bernard Brogan and The Happy Pear’s Stephen and David Flynn; as well as images of delicious recipes they have cooked.
Carlsberg – probably the best lager this Christmas
Carlsberg are running an inventive OOH campaign in the build up to Christmas. Planned by Carat and Source out of home, a variety of Outdoor specials have been incorporated into the campaign, with illumination being a key element of several innovative formats.
Illuminated 48 Sheet special builds are running across Dublin, Cork and Belfast. The Carlsberg pint is a 2D build on the posters, hailo lit from the behind, and its logo is in cold cathode. The Carlsberg hop leaf is also lit up on the creative, which is decorated around the poster so as to look like Christmas tree lights.
Carlsberg are also running 6 Sheet animated transparent screens on Adshel in two key Dublin locations. The 6 Sheet specials use dynamic content and are the first of its kind on Outdoor, as the installation has been reworked from an in-bar format and tailored to suit the Out of Home environment.
MetroGlo was also incorporated into the Metropoles that Carlsberg has included in its campaign. A combination of special poster materials used with backlit technology, MetroGlo gives certain sections of the poster added impact by appearing to glow more intensely than the remainder of the poster.
As well as innovative formats, Carlsberg are also running on traditional sites that include 48 Sheets, Adshel, Golden Squares, T-Sides and A1 units in-bar.
Eclipse Media worked on the 48 Sheet special builds, while Focal Media worked on the transparent specials on Adshel. A video of the 6 Sheet special is below:
Alex and Ani, known for creating jewellery with inspiring and positive meanings, are running an OOH campaign in cycle 25 using motivational messages in the creative to share some positivity this festive season.
Planned by Mediaworks and Source out of home, Alexi and Ani are running on 48 Sheets, Golden Squares and Adshel. The creative, which was looked after by Publicis Engage, includes a single shot of a variety of people, who are all quoted with an inspiring or positive message, such as “It’s important to stay present, that is real courage” and “What’s for you won’t pass you”.
Continuing with a positive theme on Outdoor, Alex and Ani are also running a bus shelter dispenser special on Leeson Street, which dispenses Christmas cards. There are four different designs and each one contains a positive message similar to what appears on OOH.
Construction works for the LUAS cross city are well underway and in the build up to Christmas, a time when Dublin City is filled with festivities and shopping, RPA are running an OOH campaign to highlight that its business as usual while the LUAS cross city works continue over the festive season.
The LUAS OOH advertising includes a very festive message, with the creative showing the merging of the Green and Red LUAS Lines in the shape of Christmas trees. An illuminated special on Macken Street was included in the campaign, with the LUAS Christmas trees lighting up the street and strengthen the message of this campaign: that Dublin City Centre is magical at Christmas.
Starcom and Source out of home worked on the media planning for the LUAS Outdoor promotion and Focus Advertising were behind the creative.