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
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
Irish Life launched a major Outdoor campaign focused on it’s family protect scheme. The OOH creative presented ‘worries’ that all Irish parents can relate to; will that wash off?, getting a nice photo of the kids, being late for crèche or simply not having enough time to get a morning coffee. But life assurance is one less thing to worry about as the campaign encouraged potential consumers to keep their families protected.
Research from Irish Life (2016) showed that 45% of parents have no life insurance or mortgage protection. The number of parents covered for illness or income protection is only 18% and 14% respectively.
Source out of home was responsible for the campaign’s OOH placement. The extensive campaign ran on 48 Sheets, Metropoles, Commuter Points and Squares, Bus Shelters and Super Rears. A transit special in Pearse Street Station was commissioned to capture the desirable commuter audience. Irish life took its OOH targeting even further by advertising in Maternity Hospitals and GP waiting rooms.
Media: Mediaworks – Creative: JWT Folk – OOH Agency: Source out of home
Pictured: Ciara Baker (Mediaworks), Siobhan Kelly (Irish Life), Orla King (Source out of home), Emma Lyons (JCDecaux)
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.
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.
Creative: Dunnes Stores
OOH specialist: Source Out of Home