Power.Full OOH

PepsiCo used OOH for its Naked Juice’s Power.Full.Smoothie. campaign as it showcased the brand’s portfolio of flavours.

Planned by OMD and PML with creative by Havas, the campaign featured on 96/48 Sheets, a variety of 6 Sheets including Adbox, Commuter Points and an East Link Domination as well as Commuter Squares, T-Sides, Retail Digital and a Luas Tram Side.

Summer is an ideal time to promote a refreshing juice drink, and the vibrant creative in the campaign enabled Naked Juice to strongly stand out on Outdoor.

PML Group’s review of the OOH market for H1 of 2018 shows a marked increase in advertising for more healthy drink alternatives. The soft drinks sector accounted for almost 8% of the entire OOH market in H1.

Media: OMD – Creative: Havas – OOH Agency: Source out of home

(L-R): Martina Moran (OMD), Louise Murphy (OMD), Louise Priestman (PepsiCo), Fiona McDonnell (Source out of home) and Chris Collins (JCDecaux)

July 20, 2018
Posted in: Recent Campaigns
PepsiCo Creates the Perfect Match

PepsiCo has our game nights sorted with its range of snacks and beverages as it combines Pepsi Max, Doritos and Walkers to create the perfect match for its World Cup themed campaign.

Along with the perfect line up of Lionel Messi, Gary Lineker and Dele Alli fronting the campaign, the cross-brand promotion includes a once in a lifetime chance to win a meet and greet with Messi in Barcelona.

The point of sale led campaign is displaying on Adbox, Tesco Live, SuperValu Screens and Retail Adtower as well as 48 Sheets. Out of Home is the last medium that can influence the consumer at the crucial decision making point. Recent iQ research tells us that 76% of Dubliners’ purchasing decisions when shopping is influenced by POS advertisement.

Media: OMD – Creative: Oliver – OOH Agency: Source out of home

June 29, 2018
Posted in: Recent Campaigns
TG4 Teams up with some Familiar Faces

It’s Bliain na Gaeilge and TG4 has launched a promotional campaign to celebrate all fluency levels of our unique and special language.

The campaign message, entitled ‘Tá Gaeilge Agam’, is that you have the Irish language and that it does not matter if you have a few words or fluent Irish, you still have it!

One half of the Rubberbandits Blindboy Boatclub, astronomer Chris Hadfield and Panti Bliss all feature in the campaign with a gauge to show their fluency in the Irish language from a cúpla focal to Líofa.

Transport formats such as Bus Shelters and commuter cards play host to the campaign in a number of key counties.

June 27, 2018
Posted in: Recent Campaigns
Lidl Beefs up its OOH

Lidl’s got beef and lots of it as it rolls out its new advertising campaign promoting its range.

The retailer seriously beefed up its OOH efforts with the use of several different formats. 240/96/48 Sheets, Golden Squares, T-Sides, Digipole, Metropoles and Bus Shelters were all included within the OOH mix to maximise Lidl’s brand presence on the streets of Ireland.

The OOH creative is split between burgers and steak with the retailer’s tricolour tagline ‘We’ve got beef, you’re going to love it’ showcasing that Lidl’s beef is 100% Irish Bord Bia Quality approved and at prices they’ll love.

Just in time for a burger on the barbie!

Media: Mediaworks – Creative: BBDO Dublin – OOH Agency: Source out of home

June 26, 2018
Posted in: Recent Campaigns
Guinness and GAA Bound Together

Guinness, a brand intrinsically linked with the GAA, has unveiled its new 2018 advertising campaign for the return of the championship season. Continuing on from last year’s ‘Behind Every Great Town’ campaign, this year’s ‘Bound Together’ shows how the GAA unites communities across Ireland.

The new nationwide campaign features on Golden Squares, 48 Sheets, Digipole and in bar panels. The new OOH creative uses an ink technique to represent both the movement and dynamism of the sport of GAA and the liquid that binds the stories together while highlighting the passion of fans and players. Each County will see the text ‘Bound Together’ in their own County colours.

Speaking on behalf of Guinness, Guinness Senior Brand Manager for Europe, Alexa Wolff said: “Guinness has a long-standing heritage with GAA and we are proud to be involved via our sponsorship of Croke Park. GAA has the unique ability to unite all fans and we want to celebrate that community spirit through each county. Bound Together epitomises the power of the GAA community and further strengthens our long commitment to Gaelic Games.”

Media: Carat – Creative: BBDO Dublin – OOH Agency: Source out of home

June 22, 2018
Posted in: Recent Campaigns
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)

June 7, 2018
A Special Ketchup

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

May 31, 2018
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

Media: Carat

Creative: BBDO

OOH Agency: Source out of home

April 13, 2018
Shop and Save With Dunnes


To promote its cashback offer, food, flowers and pancakes were the themes of Dunnes Stores’ Out of Home campaign.

The monochrome design is complemented by various products on show that pop with colour and with the cashback offer bold and centre, the creative allows for a simple, eye-catching campaign.

The nationwide campaign is displaying on 48 Sheets, Bus Shelters and Adshels as well as exclusive Dublin only formats – Digipole and Metropole.

Media: Carat

Creative: In-house


February 21, 2018
Posted in: Recent Campaigns
Guinness – Grand Slam Dynamic Countdown


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

February 15, 2018
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