ENGAGE - PML Group · 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:

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MAXOL TOPS UP BY TEN

7UP FREES ITS NEW IDENTITY

ENGAGE

NTA BRINGS US ON A JOURNEY

I S S U E 8 2 0 1 8

FOR WHEN YOU’RE OOH

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As part of its ‘Help for What Matters’ proposition, Ulster Bank demonstrated how its smartphone product features can come in handy for when you are on the go in its latest OOH campaign.

Following on from its First Five Mortgage, the second instalment in its proposition focused on its current account offerings.

The introduction of the new campaign is another example of Ulster’s Bank focus on customer-centric innovation with the campaign showcasing facial recognition, smartphone payments and balance alerts as part of its current account product features.

The bank’s Outdoor campaign featured primarily on Digital formats - Orbscreen, Connolly Station Gallery, dX Screen, Retail Digital and Digipole along with traditional 6 sheets- Bus Shelters, Adshel, and Metropanels.

FOR WHEN YOU’RE OOH

Media: Spark Foundry - Creative: Boys & Girls - OOH Agency: PML

CAMPAIGNS

3

Maxol launched an initiative with charity partner, AWARE, to raise some much needed funds for the charity which aims to assist people affected by depression.

The family owned forecourt and convenience retailer took to OOH to reach a broad audience and build awareness of the ‘Top Up by Ten’ initiative.

Maxol encouraged customers to add 10c to their purchase at participating stations in August which was then donated to AWARE. In addition to this, Maxol also topped up by ten and donated €10,000 to Aware.

The campaign ran on a series of 6 sheets- Bus Shelters, Adshel and Commuter Points.

MAXOL TOPS UP BY TEN

Media: Mediaworks - Creative: Insight Marketing - OOH Agency: Source out of home

CAMPAIGNS

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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.GUINNESS BOUNDS THE GAA

AND DYNAMIC TOGETHER Media: Carat - Creative: BBDO Dublin - OOH Agency: Source out of home

CAMPAIGNS

5

PepsiCo launched a refreshing new take on the 7UP Free brand with the introduction of its new look packaging.

To detail its new visual identity, 7UP Free harnessed OOH’s scale and visual nature to drive broad awareness and provide assurance of its same great taste.

7Up’s multi-format approach placed the campaign in front of audiences across Ireland. The campaign featured a range of coverage building formats in the form of 96/48 Sheets, various 6 Sheets and the 100ft wide Parkgate Street special. Digital and transport formats also formed part of the OOH media plan.

Our Posterwatch half yearly results show Soft Drinks were the fourth most active category on OOH in H1.

7UP FREES ITS NEW IDENTITY

CAMPAIGNSMedia: OMD - Creative: Havas - OOH Agency: Source out of home

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As part of its sponsorship of this year’s Electric Picnic, Aussie Shampoo was on Out of Home to promote its presence at the festival.

Aussie Shampoo was on site with its own tent – the music box- complete with DJ sets, poetry and juices for a more chilled out vibe and while there festival goers could pick up some 3-minute miracle sachets and put the music back into your hair… exactly what’s needed after 3 days of revelry!

The cosmetic brand was on Large and Transport formats for the campaign alongside a fully wrapped Dublin Bus for a mobile brand presence across the city.

YOUR HEADLINE ACT - AUSSIE SHAMPOO!

Media: Spark Foundry - Creative: MXB Agency - OOH Agency: PML CAMPAIGNS

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NTA BRING US ON A JOURNEYThe National Transport Authority (NTA), in a joint initiative with the Immigrant Council of Ireland, ran a powerful OOH campaign in cycles 17 and 18.

The campaign used images of hundreds of commuters to form the image of the woman and man in the mosaic artwork. Over one thousand selfies were donated to the cause by commuters standing in solidarity against racism.

Planned by Spark Foundry and PML, the OOH element of the initiative ran on a Backlit 96 Sheet, Upright 48 Sheet, Metropanels, City Impact and Super Rears.

John O’Flynn, Communications Manager, Transport for Ireland, said, “We are delighted to again be coordinating this crucially important campaign. Ireland’s increasing diversity is reflected among transport staff and our commuters and this year it is fantastic to unite in our message to stand up against racism.”

CAMPAIGNS

Media: Spark Foundry - Creative: Focus Advertising - OOH Agency: PML

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BROWN THOMAS REWARDS SHOPPERS

Brown Thomas fans rejoiced as the department store launched its new and improved loyalty card programme and took to OOH to encourage passers- by to download the new shoppable app.

Brown Thomas shoppers can now enjoy rewards based on a point system which equates to 1 point for every euro spent. Classified into three tiers, your loyalty is rewarded with special treats such as complimentary personal shopping, cardholder shopping days and beauty samples.

The vibrant and chic OOH campaign detailed some of the perks the loyalty card provides.

Running in strongholds for the retailer, Adshel played host to its OOH campaign in Dublin, Cork, Galway and Limerick. Dublin exclusive formats –Interior Luas domination including ceiling graphics, Luas Columns, Commuter Digital, Digipole and Metropoles were also included in the OOH plan.

The campaign will run on Connolly Station’s Digital gallery until the middle of September.

CAMPAIGNS

Media: Carat - Creative: In-House - OOH Agency: PML

Did you KnOOH?12% of adults living in main cities have downloaded an app as a direct result of seeing an OOH ad. (Source: TGI 2017)

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IRISH WATER TAPS INTO CONSERVATION

Irish Water launched a public advisory campaign in a bid to encourage the public to conserve water due to the recent heatwave and on-going water shortages.

New research published by Irish Water shows that over 50% of those surveyed under-estimate their water consumption by half. Therefore, in the campaign, Irish Water detailed that the average person actually consumes 129 litres of water a day, information that is essential for people to be aware of if they are to reduce their consumption.

The campaign also encouraged the audience to visit its website for tips and advice on how to converse water.

OOH plays an important role in such public information campaign as it reaches a broad spectrum of audiences. The campaign ran on Bus Shelters, Transvision, Digital Retail and Mallbox in cycle 17. The campaign featured on Mallbox for an additional cycle.

CAMPAIGNS

Media: Carat - Creative: Rothco - OOH Agency: PML

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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.

AN POST MAIL MOMENTS

CAMPAIGNSMedia: Starcom - Creative: Custodian - OOH Agency: Source out of home

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Bank of Ireland MortgagesO O H I L I K E . . .

Steven RobertsHead of Marketing, Griffith College

WHAT DO YOU THINK OF THE CREATIVE?

I like this campaign firstly because it goes against traditional expectations of what you expect from a bank. Over the past few years, we’ve seen financial institutions try to differentiate themselves from competitors by providing a stronger emotional resonance to their branding. AIB has been omnipresent in the market this year, so it’s interesting to see Bank of Ireland’s response to its main rival. The creative links well with the TV campaign and helps reinforce the messaging. It draws viewers back to the core benefit of a mortgage – securing a home for your family, and all the memories and experiences that go with that. There is nothing a parent wouldn’t do for their child. As a father of two young children, I can understand the importance of continuity that the teddy represents. It’s clever and delivers emotional impact, getting across the campaign’s message that the bank will stay at its customers’ side.

IN YOUR VIEW, WHY DOES THE CAMPAIGN WORK ON OOH?

The creative works because it is simple, translates well to OOH, and stands out from other campaigns. We are predisposed to notice faces. That draws our initial attention. You then do a double-take, realising that the brand is a bank. It plays to Outdoor’s strengths – going for impact and avoiding text heavy copy. It scales particularly well in 48 and golden square formats. The OOH supports the campaign’s TV ads with frequency and impact. The tagline ‘Wherever You Go’ is well suited to Outdoor locations and provides opportunities to use this to develop more adventurous OOH layouts in future iterations of the campaign.

Media: Carat - Creative: TBWA\Dublin - OOH Agency: PML

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Data led planningMatching audiences and locations.For more information, contact your PML Group representative

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Out of Home is the only traditional media seeing ad spending growth right now, and for good reason. It remains relevant despite continued development and deployment of new media that have drawn eyeballs away from newspapers, magazines and linear television.

That has led a lot of advertisers to want to explore this promising format. But what trends in OOH should they be following to ensure their ads get noticed and gain traction? Here are five things to watch for in 2018 and beyond.

1. Digitisation of all Outdoor inventory

Digital billboards have exploded on the scene — some 1,400 were erected in just the past two years.

But that’s only part of the picture. Digitalization has hit all forms of OOH media. Digital networks are increasingly common in malls, airports, subways, bus shelters and more, notes Stephen Freitas, chief marketing officer at the Outdoor Advertising Association of America.

“There is certainly a continued trend toward building out more of that footprint. It’s that broader trend of seeing more movement to Digital inventory in all silos, across all segments,” he says.

2. Integration of mobile into Outdoor ads

Mobile phones allow OOH ads to communicate directly with you and deliver more pertinent messages. For instance, a billboard might allow you to opt-in with a text to receive a Digital coupon or send offers to customers with a certain type of phone. Great advances have been made in targeting, too, which means more agencies and vendors will deploy those techniques.

3. Increasing interest from Digital brands

Netflix recently purchased nearly three dozen billboards on Sunset Strip that it will use exclusively to advertise its own programming. Netflix is on the cutting edge of technology, and it has chosen to invest heavily in OOH, reflecting the vitality of the medium.

Top 5 Out Of Home Advertising TrendsG U E S T A R T I C L E

Gino SestoFounder of DASH TWO, California

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4. Employing real-time data and information for targeting

It’s 90 degrees outside, and you’re in your car on the way to the pool — but you forgot to bring sunscreen. At that moment, you see a billboard advertising sunscreen. It’s almost as if the billboard read your mind

… and that’s not far from the truth.

More and more, billboards sync to weather conditions, time of day and other real-world variables that make ads resonate with the people who see them.

“When it’s raining, they advertise umbrellas and raincoats. When the pollen count is high, you see pharmacy and hay fever meds,” Freitas says. “They have a chance to change the messaging because they have that nimbleness with Digital.”

5. Raising the bar on creative

Over the past few years, OOH advertising has really come into its own creatively. We have seen campaigns so clever that they gain instant buzz and long-term traction — think Spotify’s holiday ads that mined user data for clever insights into human behavior.

Technology will drive many of the new trends in OOH over the coming years, but don’t underestimate the importance of good old-fashioned ingenuity. Grabbing attention remains the name of the game, no matter how you manage it.

Top 5 Out Of Home Advertising TrendsG U E S T A R T I C L E

Gino SestoFounder of DASH TWO, California

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SOCIABLE MEDIA

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Planet OOH

Shopping at 2100 m high in the new North Face pop-up storeITALY: The North Face, the American outdoor brand, has always boasted about providing products for the most active. Not surprisingly then, they are still hoping to get some customers visiting their new pop-up store located in the Italian Dolomites at 2100 meters high. The store in Val San Nicolò is reachable only on foot and the hike takes approximately 2 hours. Every item sold will be accompanied with a personal message for the new owner encouraging them to “never stop exploring”.

Aphex Twin Takes Mysterious Marketing UndergroundUK: Cryptic 3D logos brought the tunnels of Elephant & Castle tube station to life. The mysterious marketing sent Aphex Twins fans into a vortex of speculation that the cryptic use of the iconic DJ’s logo teased at the artist’s seventh album.

The Billboard That Always Says YesSPAIN: Spain has one of the highest rates of Internet access in Europe, however, 61% of people at risk of poverty do not have access to the opportunities that technology can offer. Cruz Roja (Spanish Red Cross) wanted to find a way to help those who don’t have the digital tools necessary to fight poverty, because of lack of resources. The idea was to transform Outdoor advertising billboards in Madrid into digital devices, that are free to use. Cruz Roja created a billboard which always says “yes”, which people with scarce resources can use to find information to access help, such as workshops, places to stay, and healthcare facilities.

The Meg: Mega Shark Attack at Southern Cross StationAUSTRALIA: Village Roadshow transformed a panel in Melbourne’s Southern Cross Station using touch-ac-tivated LCD screens to promote the launch of biggest shark flick of the year, ‘The Meg’. The custom panel featured a touch-activated LCD screen that displayed a mysterious, murky deep-sea scene when not in use. Passers-by were encouraged to ‘knock at their own risk’ to activate the action. When the touchscreen was activated, a giant shark emerged from the murky waters and ‘attacked’ the LCD screen – creating a dramatic faux shattered glass effect giving passers-by an equally dramatic shock!

https://www.youtube.com/watch?v=gYG2x0J8wYY

https://vimeo.com/274892352

https://www.youtube.com/watch?v=OjoMM7NvFog

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CYCLES 14-15 2018TOP RECALL TOP RATED

Gum Litter Taskforce - Format: 48 Sheet - Media: Spark FoundryPlanning: MediaCom - Creative: AMV BBDO - OOH Agency: PML

Gum Litter Taskforce - Format: 48 Sheet - Media: Spark FoundryPlanning: MediaCom - Creative: AMV BBDO - OOH Agency: PML

Dunnes StoresFormat: 48 Sheet Media: Carat Creative: In-HouseOOH Agency: Source out of home

MarsFormat: 6 Sheet Media: Spark Foundry // Planning: MediaCom Creative: BBDO Dublin OOH Agency: PML

Diageo - CarlsbergFormat: 48 Sheet Media: Carat Creative: Fold7 OOH Agency: Source out of home

Irish Water SafetyFormat: 48 Sheet Media: The Media FarmCreative: Watson Creative OOH Agency: PML

1. 1.

2. 2.3. 3.

I N T E L L I G E N C E

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JULY 2018 CYCLES 14 – 15TOP CAMPAIGNS

1 Gum Litter Taskforce €579k 9 Failte Ireland €266k

2 Vodafone 4G €448k 10 Maltesers Bites €265k

3 Naked Juice €431k 11 Guinness GAA €264k

4 Coca Cola Range €359k 12 ESB Energy Awareness €255k

5 Archway Lager €352k 13 HB Range €243k

6 Ulster Bank - Mortgages €273k 14 Budweiser €236k

7 Lidl €269k 15 McDonald’s McCafe Iced €223k

8 Carlsberg €269k

LargeSmall Transport Digital Ambient

I N T E L L I G E N C E

All figures based on display value at rate card.

€k €100k €200k €300k €400k €500k

Gum Litter Taskforce

Vodafone 4G

Naked Juice

Coca Cola Range

Archway Lager

Ulster Bank - Mortgages

Lidl

Carlsberg

Failte Ireland

Maltesers Bites

Guinness GAA

ESB Energy Awareness

HB Range

Budweiser

McDonald's McCafe Iced

Small Large Transport Digital Ambient

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JULY 2018 CYCLES 14 – 15TOP CATEGORIESI N T E L L I G E N C E


1 Beers & Ciders €1,789k 9 Films €734k

2 Soft Drinks €1,736k 10 Telecoms €660k

3 Retail Outlets €1,384k 11 Food €658k

4 Confectionery & Snacking €1,355k 12 Entertainment €529k

5 Finance €1,270k 13 Energy €460k

6 QSRs €1,159k 14 Motor Trade €437k

7 Political & Advisory €958k 15 Media €388k

8 Tourism & Travel €816kLargeSmall Transport Digital Ambient

€k €500k €1,000k €1,500k

Beers & Ciders

Soft Drinks

Retail Outlets

Confectionery & Snacking

Finance

QSRs

Political & Advisory

Tourism & Travel

Films

Telecoms

Food

Entertainment

Energy

Motor Trade

Media


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JULY 2018 CYCLES 14 – 15ALCOHOLI N T E L L I G E N C E


1 Archway Lager €352k 6 Gordon’s Gin €144k

2 Carlsberg €269k 7 Jack Daniels €90k

3 Guinness GAA €264k 8 Appleman’s Cider €83k

4 Budweiser €236k 9 Hop House 13 €74k

5 Corona Extra €187k 10 Rockshore €73k


€k €50k €100k €150k €200k €250k €300k €350k

Archway Lager

Carlsberg

Guinness GAA

Budweiser

Corona Extra

Gordons Gin

Jack Daniels

Appleman's Cider

Hop House 13

Rockshore


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JULY 2018 CYCLES 14 – 15FILM & ENTERTAINMENTI N T E L L I G E N C E

1 Hotel Transylvania 3 - Sony Pictures €199k 6 Show - Riverdance €64k

2 Mamma Mia! Here we go again - Universal €107k 7 Galway Arts Festival €63k

3 Incredibles 2 - Disney €101k 8 Olympia Theatre €55k

4 Skyscraper - Universal €92k 9 Musical - Wicked €50k

5 Mission Impossible - Fallout - Paramount €81k 10 Teen Titans Go! - Warner Bros. €44k



€k €50k €100k €150k €200k

Hotel Transylvania 3 - Sony Pictures

Mamma Mia! Here we go again - Universal

Incredibles 2 - Disney

Skyscraper - Universal

Mission: Impossible - Fallout - Paramount

Show - Riverdance

Galway Arts Festival

Olympia Theatre

Musical - Wicked

Teen Titans Go! - Warner Bros.


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JULY 2018 CYCLES 14 – 15FMCGI N T E L L I G E N C E


1 Naked Juice €431k 9 RiverRock Water €147k

2 Coca Cola Range €359k 10 TreSemme €140k

3 Maltesers Bites €263k 11 Kelkin €137k

4 HB Range €243k 12 Lipton Ice Tea €136k

5 Uncle Ben’s - Rice Bowls €190k 13 Cadbury Dairy Milk Freddo €134k

6 Pepsi Max €158k 14 Magnum €129k

7 Pedigree Dentastix €155k 15 Jacob’s €124k

8 Lucozade Energy €151kLargeSmall Transport Digital Ambient

€k €100k €200k €300k €400k

Naked Juice

Coca Cola Range

Maltesers Bites

HB Range

Uncle Ben's - Rice Bowls

Pepsi Max

Pedigree Dentastix

Lucozade Energy

RiverRock Water

TreSemme

Kelkin

Lipton Ice Tea

Cadbury Dairy Milk Freddo

Magnum

Jacob's

Small Large Transport Digital

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JULY 2018 CYCLES 14 – 15TELECOMS & MEDIAI N T E L L I G E N C E

1 Vodafone 4G €448k 6 Irish Examiner €32k

2 Sunshine 106.8 €173k 7 Alcatel OneTouch Idol 3 €32k

3 Vodafone Comedy Festival €85k

4 Sky Cinema €51k

5 Virgin Media €34k



€k €100k €200k €300k €400k

Vodafone 4G

Sunshine 106.8

Vodafone Comedy Festival

Sky Cinema

Virgin Media

Irish Examiner

Alcatel OneTouch Idol 3


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JULY 2018 CYCLES 14 – 15FINANCEI N T E L L I G E N C E


1 Ulster Bank - Mortgages €273k 6 eToro €74k

2 AXA Insurance €176k 7 Its4Women.ie €70k

3 KBC Mortgages €162k 8 Standard Life €53k

4 Bank of Ireland - Mortgages €119k 9 AIB - GAA €48k

5 AIB Mortgages €109k 10 N26 Bank €47k


€k €50k €100k €150k €200k €250k €300k

Ulster Bank - Mortgages

AXA Insurance

KBC Mortgages

Bank of Ireland - Mortgages

AIB - Mortgages

eToro

Its4Women.ie

Standard Life

AIB - GAA

N26 Bank


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Last Month’s Winner:Congratulations to Karl Tyndall from PepsiCo who won a pair to tickets to see Jimmy Carr.

He’s back! It’s been a busy few years for Jason since his last smash-hit stand up show but fans of his Absolute Radio show will know this nationally acclaimed comedian hasn’t changed a bit. ‘Muddle Class’ promises to feature a wealth of new material about Jason growing up ‘working class’ then finding, over the years, that part of him has become ‘middle class’ - causing much confusion! Delivered with Jason’s amiable charm and captivating wit, this is a show not to be missed.

‘8 out of 10 Cats’ (Channel 4), ‘The Nightly Show’ (ITV1), ‘Sunday Night at the Palladium’ (ITV1), ‘Live at the Apollo’ (BBC One), ‘Have I Got News For You’, (BBC One), QI (BBC Two) and ‘The Royal Variety Performance’ (ITV1) have all helped establish Jason as a nationally known comic.

“Effortlessly entertaining” **** Evening Standard

“He’s blessed with the sort of laid-back charm and sharp turn of phrase you can’t manufacture” **** Daily Telegraph

C O M P E T I T I O NJason ManfordSeptember 29th - Vicar Street

Send your answers to [email protected]

a b cBBC Radio One Heart FM Absolute

Radio

For a chance to win a pair of tickets tell us:

On what radio station does Jason Manford present a show?

mailto:competitions%40pmlgroup.ie?subject=Engage%20Competition

SEPTEMBER7th -9th Irish Craft Beer Festival RDS, Ballsbridge

8th - 23rd Dublin Fringe Festival Dublin

9th Liberty Insurance All- Ireland Camogie Final Dublin

12th Clifden Arts Festival Clifden, Galway

15th Longines Irish Champions Leopardstown Racecourse

16th Ladies Football All- Ireland Senior Championship Croke Park

18th - 20th National Ploughing Championship Screggan, Tullamore, Co. Offaly

19th Jason Derulo 3Arena

22nd Rob Brydon Olympia Theatre

22nd 50 Cent; Get Rich Or Die Tryin’ – EU Tour 3Arena

23rd Great Dublin Bike Ride Merrion Square

24th -25th Arctic Monkeys 3Arena

25th Trailer Park Boys Olympia Theatre

26th - 27th Shania Twain 3Arena

27th ADFX Awards The Concert Hall, RDS. Ballsbridge

28th- 30th Ryder Cup Paris, France

28th - 29th Jason Manford Vicar Street

29th Cliff Richard 3Arena

29th - 30th Pregnancy & Baby Fair RDS, Ballsbridge

EVENT GUIDE

OCTOBER5th - 7th Dingle Food Festival Dingle, Co. Kerry

6th Noel Fitzpatrick The Supervet Welcome To My World 3Arena

6th J Con Croke Park

GUINNESS CORK JAZZ FESTIVAL

7th Joanna Lumley It’s All About Me Bord Gáis Energy Theatre

7th Kylie Minogue 3Arena

10th - 14th Cirque du Soleil Ovo 3Arena

12th - 26th Wexford Spiegeltent Festival Wexford Quay

13th Sister Act Live Choir The Helix, DCU

25th -29th Guinness Cork Jazz Festival Cork City

28th Dublin City Marathon Dublin

29th Chemicals Brothers 3Arena

NOVEMBER2nd - 3rd Kevin Bridges 3Arena

5th - 6th Web Summit Lisbon, Portugal

5th U2 3Arena

Documents

ENGAGE - PML Group · 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: