Guinness Bounds the GAA and Dynamic Together
As the culmination of the All Ireland GAA Championship drew near, Guinness’s summer Digital Out of Home campaign to support its long-standing sponsorship also reached its conclusion in the build up to the clash between Dublin and Tyrone.
The campaign, using PML Group’s Dynamic CMS platform, featured a fixture element that listed each weekend’s football and hurling matches. The Dynamic element displayed the counties, venues, days and times of the fixtures on Digital Screens across Ireland.
The campaign incorporated a phased roll out across commuter, roadside and bar environments.
The platform works across multiple networks and in the case of Guinness, the media owners involved were Orbscreen, Wide Eye Outdoor (Social D’s), Exterion Media (Commuter dPods) and JCDecaux (Digipole) – all of which display the Dynamic content. The campaign was planned and delivered by the teams in Carat and Source out of home, with creative by BBDO.
Orlagh Keane, Senior Account Manager at Source out of home added: As an early adopter of the technology, we are thrilled to see Guinness engage the platform and apply the exceptional creative power of Dynamic Out of Home once again. The technology is the perfect tool to deliver on brief for Guinness by serving contextual copy relevant to the days and matches at the right time and in the right place, building excitement prior to throw in.
Media: Carat – Creative: BBDO Dublin – OOH Agency: Source out of home
To celebrate the Pope’s recent visit to Ireland, An Post issued two new stamps to commemorate the occasion. Designed by Vermillion Design, €1 stamps carried an image of Pope Francis with a dove taking flight and the €1.50 international stamps featured a family walking along a beach. The stamps were available in selected post offices nationwide.
Specially designed First Day Covers, stamp miniature sheets and souvenir sheets were also available at Dublin’s GPO and online.
To drive awareness of the new commemorative stamps, An Post executed an OOH campaign which featured on Luas Portrait panels, Metropanels, Metropoles, Bus Shelters and Commuter Squares.
Media: Starcom – Creative: Custodian – OOH Agency: Source out of home
McDonald’s get Dynamic in new OOH campaign
With summer upon us and the weather finally heating up, McDonald’s has activated a temperature sensitive Digital Out of Home campaign for its McCafé Iced range, using PML Group’s Dynamic platform to manage and deliver optimised content.
The campaign sees the digital ads switch creative seamlessly once the temperature outside reaches a minimum level of 15 degrees Celsius. Dynamic automatically initiates the copy change, delivering content that is relevant and engaging. The platform also works across multiple media owner networks and, in the case of McDonald’s, is incorporating digital OOH screens from JCDecaux, Exterion Media and Wide Eye Outdoor. Supplementing the Dynamic Digital is a national 6 Sheet campaign comprising Bus Shelters, Adshel, Adbox, Metropanels and PurchasePoints.
The campaign was planned and delivered by the teams in Mediaworks and Source out of home, with creative by Leo Burnett. It is set to run across various cycles in June and July.
Commenting on the campaign, a spokesperson for McDonald’s said:
“As temperatures start to rise across Ireland our new Dynamic Digital Out of Home advertising will highlight to our customers the latest thirst quenching drinks available from our McCafé Iced range. Like everyone we’re hoping for a hot summer but coffee lovers need not despair whatever the weather we will still be serving our popular hot drinks selection including our new flat white!”
Orlagh Keane, Senior Account Manager, Source out of home, added:
“We’re delighted that McDonald’s are the latest advertiser to engage Dynamic, and the weather trigger was ideal in delivering on the objectives for McCafé Iced. At PML Group, we are looking forward to unveiling more exciting, Dynamically driven campaigns across the summer so watch this space!”
Pictured (L-R): Louise Enright (Source out of home), Caroline Shesgreen (Mediaworks), Lisa Buckley (McDonald’s), Orlagh Keane (Source out of home)
Heinz has unveiled the newest addition to its ketchup range which contains no added sugar or salt, but still has the irresistible Heinz taste we all know and love.
The No Added Sugar & Salt Tomato Ketchup is made with 80 per cent less sugar than the original flavour and 97 per cent less salt.
To celebrate the new product hitting the shelves, Heinz created a 3D special as part of its OOH campaign. The 48 Sheet located in Terenure featured a 3D ketchup bottle and tomatoes, highlighting Heinz’s Ketchup main ingredient and the bottle’s branding. The special really stood out in the busy high traffic area and communicated the message quickly.
To create an even stronger presence on OOH, Bus Shelters and Adboxes were included within the OOH mix.
Media: Starcom – Creative: BBH London – OOH Agency: Source out of home – Special Build: Eclipse Media
Into the West with Rockshore
Diageo has unveiled Ireland’s newest lager, Rockshore, a beer inspired by the rugged and refreshing experience of the west coast.
Speaking at the launch, Head of Beer Innovation at Diageo Europe, Niki Maccorquodale explained the need for the newest entrant to the beer market, ‘People are increasingly looking for choice, particularly among beers and lagers offering a refreshing and light taste. “Brewed using only four quality ingredients, Rockshore is the best light-tasting lager our brewers have ever created.”
A through the line campaign was launched which encompassed a heavyweight OOH campaign. Bridges in central, high traffic locations, 96 Sheets, 48 Sheets (HD), Golden Squares, Bus Shelters and in-bar panels were all used for maximum impact and coverage building.
Planned by Carat with Outdoor placement by Source out of home, the campaign captured the refreshment of Rockshore across every format. Designed by BBDO, the fresh, colourful and picturesque creative portrays a fun brand that represents modern Irish consumers.
66% of regular beer consumers agree posters/screens are a good way of finding out about new products. Source: OCS
OOH Agency: Source out of home
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)
eir‘s latest campaign is in celebration of everyday life being empowered as Eir mobile delivers powerful coverage to every town, city and county in Ireland. The network allows customers to do anything anywhere, whether that’s watching a match from a boat in the middle of the sea, herding sheep or showcasing your talents online.
The campaign creative features a number of different settings and backdrops while the cast featured enjoy the freedom, opportunity and coverage eir provide.
In collaboration with media agency Vizeum and creative by Rothco, Source out of home conducted the Outdoor planning. The campaign is running on 96 sheets, 48 Sheets, 6 Sheets, Europanels, T-Sides and City Impacts for maximum reach and coverage throughout the country.
McDonald’s Are Ice Cold For Summer
McDonald’s have step into summer with the announcement that their iced drinks are back. The delicious refreshing drinks are on sale now and you can get a range of flavours to cool you down this summer; Belgian chocolate honeycomb, Strawberry lemonade and Raspberry Ripple.
A simple but impactful design, the OOH campaign is perfectly executed with little content and the drink range taking prominence in the advert.
Planned by Mediaworks and Source OOH with creative by TBWA, the campaign is running on Metropanel, Bus Shelter, City Box and Phone Kiosks. With close proximity to point of sales and targeting of shoppers and commuters, this will be a very tempting advert to pass by on a hot day.
All on sale until October… the gift that keeps on giving.
Probably the best lager this Christmas
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.
Meteor runs digital disruption on OOH
Meteor ran a ‘live’ disruption on OOH on November 24th. The disruption was a pre-recorded mock news bulletin report, that was aired across multiple platforms, including digital OOH.
A primary location for the disruption was Stephen’s Green Shopping Centre. At exactly 6.30pm Meteor ran a 2-minute takeover on the Green Screen at the entrance to the centre, airing a ‘breaking news’ report from Waterford Whispers covering missing chocolate, hints for extravagant gifts and more. Other locations where the disruption took place were The Square Tallaght, the Ilac Shopping Centre, a DigiVan in Dublin city centre as well as 30 city centre Orbscreens.
Vizeum and Source out of home planned this disruption on OOH, which was part of its overall Christmas campaign on Outdoor. The OOH creative from DDFH&B focuses on the ‘hintmas season’ and is running on 48 Sheets, Golden Squares, T-Sides, Digital Portrait Panels, Adshel, City Impacts, Citybox and the Green Screen. OOH also features in Meteor’s Merry Hintmas TV advert; a 48 Sheet is included which a man uses to hint to his partner that we would like a present from Meteor this Christmas.
You can view a video of Meteor’s ‘live’ news report at Stephens Green here.