As Irish Rugby fans eagerly awaited Ireland’s Grand Slam clash with England, Guinness counted down on digital screens across Ireland. Our propriety Dynamic platform enables digital campaigns to run seamlessly across multiple networks. The countdown could be seen on screens including Clear Channel’s new Tesco Live units, JCDecaux’s Digipole in Ballsbridge and Orbscreens and Social Ds in-bar. Research has shown that OOH using Dynamic digital content boosts overall effectiveness by on average 19%.
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 capitalise 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”.
Media: Carat // Creative: AMV BBDO // OOH Specialist: Source out of home
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)
Ryanair has relaunched its Ryanair Rooms website and is offering travellers who book accommodation through ‘Ryanair Rooms’ the opportunity to claim 10pc back in credit to spend on their next flights.
Using the air carriers branding colours, the OOH campaign clearly highlighted the incentivised offer and built awareness of the overhauled website as the airline tries to compete with sites like Airbnb and Expedia.
The campaign displayed on 48 Sheets, Digipole, Metropoles and T-Sides.
Out of Home can be seen as a useful and effective driver of ecommerce sales by directing the audience online and onto a company website. OCS (Out of Home consumer survey) shows 44% of all Irish adults agree posters/screens often create a reason to search online. The campaign resonated well with the audience as evident in our post campaign analysis which saw 59% of Dubliners recall the campaign.
Ikea is currently running on OOH to promote its range of bedroom fittings and furnishings, giving us even more reason to venture to its Dublin outlet. With major interior inspiration and multiple creatives there’s something to pique everyone’s interest, a fancy dressing table, beds for the kids, duvets and extra storage all featured in the campaign.
The roadside 6 Sheet campaign shows taglines such as ‘All hail the bedtime ritual’ to ‘Go on, just 5 more minutes’. With pricing in large bold text, the taglines and logo in white space, this message can be easily absorbed by passers- by in car, on foot or those simply dreaming of their bed while waiting for the bus.
The Wonderfuleverynight campaign also incorporated projections. Running over a number of days and facilitated by The Pictureworks, the projection is displaying on Dawson Street, Grafton Street and Amiens Street, busy high traffic areas.
Credits: Media: Vizeum – Creative: Mother London – OOH Agency: Source out of home
This year Dunnes Stores is running a Christmas campaign that is all about making the festive season special, conveyed through its ‘Make Christmas’ Tagline; alongside a variety of creative on Out Of Home.
Several festive designs are used, bringing together some of our favourite aspects of Christmas – the parties, spending time with family, friends and of course, our pets.
Using copylines such as ‘Make The Season Yours’ ‘Make it Home’ and ‘Make it Magical’, Dunnes Stores campaign is clearly all about making the Christmas season special.
Dunnes is also providing us with a taster of its Simply Better Festive range available in-store, the beautifully designed creative displays a black background and simple gold text which allowed the products to take centre stage.
The heavy weight OOH burst is running nationwide and displaying on 48 Sheets, Digipole, Bus Shelters and Adshel 6 Sheets and various formats located in Dublin Airport.
The brand new hub dedicated to men’s streetwear, Trainer Central has arrived in Life Style Sports and is on OOH to promote the launch.
The timing of the campaign is impeccable as the Christmas dash begins and we all know sports apparel and trainers are staple gift ideas for Christmas. The OOH creative is divided into sections with a mix of the trainer central’s hottest seasons looks. Lifestyle teamed up with Dublin trio, Hared Squead, who star in the campaign.
The OOH campaign displayed on Metropole, Bus Shelters and Metropanels for coverage in highly urbanised areas and Digital 6 Sheets in the retail environment while a Luas tram side and Luas light box were also activated for the OOH campaign. The selection of formats were chosen carefully to ensure a younger audience was captured.
Pictured: Louise Enright (Source OOH) Niamh McGarry (Lifestyle Sports), Amanda Campbell (Lifestyle Sports), Chris Collins (JCDecaux)
Petcare company Purina is advertising on Outdoor with an extensive 6 Sheet campaign. Metropanels and 48 Sheets also feature within the campaign that was planned by Mindshare with creative by Thynk. Source ooh was responsible for mapping the Outdoor campaign.
The campaign is situated in close proximity to local pet shops nationwide with the 6 Sheet copy being localised to show the name of the local pet specialist stores, as these stores are carriers of the Purina Beta products.
KBC has been advertising heavily on OOH in the past month as the bank continues to promote its digital banking services. The digital savvy consumer is at the core of the campaign as it advertises its new offerings that it rolled out in recent times.
The bank is advertising on various OOH formats to communicate the unique selling points of the bank. 48 Sheets, various 6 Sheets, Commuter dPods and Tranvision all feature in the widespread OOH campaign.
KBC is also displaying a 2D poster on the Golden Square located on Merrion Row. The colourful and playful creative shows the rocket blasting off the billboard and over the standard frame of the Golden Square. The rocket is slightly curved to create the dimensional illusion.
Planned by Mediaworks, creative by London agency 18 and Rising, Source out of home planned the OOH campaign while eclipse media was responsible for the construct of the 2D billboard.
The wait is over, in the highly anticipated release of its fashion collaboration with supermodel Heidi Klum, Lidl is celebrating the launch with a multi-format Out Of Home advertising campaign.
As Lidl continues to expand, the fashion line debuted at New York fashion week with a supermarket twist to its runway show.
Planned by Mediaworks, with creative by Lidl International, Source ooh was responsible for the Out Of Home advertising. The campaign is displaying on a combination of Large and Small formats, maximising both coverage and frequency.
The campaign, using Lidl’s three identifiable branding colours; red, yellow and blue as the backdrop colours showcases the clothing range as modelled by Heidi Klum herself. The clothing line features an assortment of clothing to include dresses, trousers and jackets, which are sure to be key staples for the autumn season. The OOH campaign also gave a sneak peak of the clothing line at least a week in advance of its launch in stores, contributing to the build up and excitement surrounding the range.
With the line previewed, prices included and a clear date of launch all featuring on the OOH campaign, we’re sure the ladies of Ireland were forming an orderly queue as it hit the shelves on Monday 18th September.