AIB hit the net with clever Connolly domination
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.
Toyota’s a big deal on OOH
Toyota is promoting its Big Dublin Deal on Out of Home in cycle 3, highlighting the great special offers that are currently available to new buyers of Toyota vehicles.
Planned by Javelin and Source out of home, Toyota’s campaign is running on Golden Squares, Metropoles, Commuter Squares, Adshel and Transvision Screens. The campaign creative details to potential consumers what offers they are entitled to if they buy a Toyota – they can get up to €3,000 Trade in Allowance, three years free servicing and free upgrade packs.
As the campaign advertised a Dublin deal the campaign only ran in the capital, targeting potential consumers in Dublin that were able to avail of deal.
Recent research by PML Group revealed that 28% Dubliners intend to buy a car in 2016, with 10% planning to buy a brand new car while 18% will look to the used car market. A full gender and age breakdown is available from PML Group.
Click on the image to view The Martian trailer
20th Century Fox’s newest outer space adventure, The Martian, is being promoted on OOH in advance of its opening in Irish cinemas on 30th September.
Directed by Ridley Scott, The Martian stars Matt Damon as Mark Watney, an astronaut presumed dead and left stranded on Mars after a human mission goes awry. Upon discovering Watney’s signal that he is still alive, NASA, scientists all around Earth and his crew members collaborate to find a way to rescue him.
Planned by Vizeum and Source out of home, the outdoor campaign for The Martian is running on Adshel, Super Rears and Transvision screens. The posters by Publicis feature the reddish hue that is so memorable by the image transmissions of the Mars Exploration Rovers.
OOH is a key advertising medium for The Martian campaign, as it is ideal for reaching The Martian’s target audience. TGI research indicates that bus externals are very strong OOH formats for targeting younger audiences, particularly males and females aged 15-24. Recent research reveals that 62% of Dubliners aged 20-24 have noticed advertising on the outside of a bus in the past week.
58% of Dubliners consume soft drinks at least once a week – PML Group Focus research
Out of home specialist company PML Group recently commissioned a deep dive piece of research into the soft drink sector. It is the latest in their Focus research series in association with Ipsos MRBI.
The research looked at a range of aspects of the soft drinks market including consumption and purchasing habits, advertising and sponsorship, brand attributes, what influences the brand choices of consumers and the importance of health considerations in driving decision making.
Consumption of soft drinks is high among the Dublin sample (300 16-54 year olds), with almost 6 in 10 consuming soft drinks at least once a week. This is highest among males at 63% and 16-24 year olds at 65%. Coca Cola is the brand most people consume more than once a month. Buying individual cans is the most popular method of consuming drinks and supermarkets are by far the most popular outlets for purchasing.
When it comes to advertising, over 25% of respondents said that the quality of a brand’s advertising would definitely influence their product choice. Again this figure was higher among males (28%) and 16-24s (39%). 48% of the group were aware of Coke Zero’s sponsorship of the Dublin Bikes Scheme.
7UP is seen as the most refreshing of the soft drinks on the market while Coca Cola scored highest for being cool/trendy. Interestingly, 26% of Dubliners believe Lucozade is an Irish brand while 17% believe the same of 7UP.
The research highlights the growing importance of low sugar/sugar free content for Dublin consumers. More than one in three surveyed say they would choose a diet or light version of a drink before the regular version and this figure is over 50% among the 45+ age group. However, sugar content still ranks behind taste and price when it comes to factors that influence a consumer’s brand choice.
Commenting on the research, Colum Harmon, marketing director at PML Group said “With so much choice available to consumers in the market and new challenges to soft drink producers emerging, this research gives advertisers in the sector an up to date feel for the attitudes and opinions of Dubliners towards their brands. It contains interesting and surprising insights that we would be happy to share.”
A full presentation on the Focus Soft Drinks research is available from PML Group.
Tourism and Travel research reveals that ‘staycations’ are popular amongst Irish people
New research carried out by PML Group indicates that 62% of Irish people would definitely consider holidaying in Ireland over the next 12 months.
As part of PMLG’s Focus research series, the study concentrated on the tourism and travel sector and was carried out in conjunction with Ipsos MRBI. The study revealed that adults aged 45-54 were most likely to have a ‘staycation’ in the next 12 months, with 84% saying that they would definitely consider holidaying in Ireland. July was the overall favourite month to go on holiday, followed by June and September as the second and third favourites.
When asked if they would consider visiting Northern Ireland within the next year, 79% of respondents said they would possibly or definitely consider a trip to NI. Belfast came out as the top place to visit in NI, being most popular amongst people aged 16-24. Giant’s Causeway was another popular destination to visit, with 42% of people saying they would definitely consider visiting and it was most popular among 25-34 year olds. Derry, Fermanagh and Tyrone and Sperrins were other top Northern Ireland areas that respondents would consider visiting.
When planning a short break or holiday in Ireland, 50% of people have used the Trip Advisor website, followed by Discover Ireland and Discover NI at 44% and 28% respectively.
When asked about travelling abroad, 25% of respondents said that they had visited the UK in the last 12 months. 19% had travelled to Spain and 13% had visited France, with 8% visiting Italy and Germany respectively. 7% of respondents also said that they had been to America in the last year.
When travelling abroad, more males (58%) than females (49%) are aware of pre-paid foreign currency cards.
In terms of airlines, Ryanair came out top when it comes to changing for the better while Aer Lingus is seen by the public as number one for customer service.