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PML Group // 01 668 2900 // [email protected] // www.pmlgroup.ie
Volume 2, Issue 5 May 2011Welcome to Engage, your monthly update on the out of home Market
Engage Bringing out of hometo your Desktop
Great outdoor... with a cherry on top!
Competition
Win VIP passes to this year’s Taste of Dublin festival
Page 11
If you travelled through Connolly Station during cycle 10 you could not have failed to notice the significant advertising and promotional material publicising Vodafone’s new Cherry Points loyalty reward scheme.
Connolly Station was adorned with hanging banners, wrapped ticket barriers, floor graphics, decorated glass and even a giant cherry. Although Connolly Station was the hub of the out of home push, there was also extensive activity on other formats such as 6 Sheets, transport internals and a Luas column special complete with rotating cherry on top!
"As Vodafone Cherry Points is so unique in the market we wanted to reflect this in our creative and media approach. We wanted to do something really different, impactful and fun and are delighted with how the campaign has turned out. We worked with an Irish illustrator on the creative and have had lots of fun trying to visualise to our customers what Cherry Points is all about and all the possibilities the program brings. It was great to be given the opportunity to run a media first with the revolving cherry on the luas column in Stephen’s Green and it’s proven to be a very engaging and central part of the campaign." Sarah Pritchard, Vodafone Consumer Marcomms
Kraft goes Digital
Kraft first to run digital touch screen advertising
Page 2
NI Update
All the latest ooh news and campaigns from NI
Page 5
Heartbeat of the City Suzanne Webb of Bravo Outdoor talks bus advertising
Page 7
Above: Gavin McGuinness, Source out of home; Aoife Joyce, OMD; Sarah Pritchard, Vodafone; Paul Fisher, RMG Target
PML Group // 01 668 2900 // [email protected] // www.pmlgroup.ie
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Engage Volume 2, Issue 5May 2011
Fresh Source of data as new website launchedSource out of home have revamped and relaunched their website. The site offers clients a rich well of information and ideas on all things out of home. Particular attention is paid to innovation and new ideas from home and abroad so please follow the link here and have a look for yourself. Source out of home would be delighted to hear any feedback or suggestions on the new look!
www.sourceooh.ie
Kraft first to run digital touch screen advertisingA bus shelter on Charlotte Way/Harcourt Street is generating more than the usual level of interest. Five Philadelphia ‘Philly Heroes’ recipes can be selected and viewed while interactive software enables passers-by to select and view ingredients with an option to email on all the details.
Another shelter on Leeson Street comprises a special large scale model of a Philadelphia tub on the roof and a contravision wrap.
The campaign was the result of a collaborative approach between Eclipse Media, Clear Channel, DDFH&B, PHD and PML.
Click here to see the campaign in action.
In the photo above: (L-R) Colin Doyle, Eclipse Media; Sarah Taylor, PHD; Laura Hendrick, Clear Channel; Karl Tyndall, Kraft Foods; Greg McConkey, PHD; Albi Larkin, PML
PML Group // 01 668 2900 // [email protected] // www.pmlgroup.ie
Engage Volume 2, Issue 5May 2011
Rethink. Refresh. Re-ally strong out of home!7UP showcased its new logo and branding across a number of out of home formats recently. Large formats in the shape of Golden Squares, 96 Sheets and Europanels were widely used while Super Rears targeted key city centre areas and commuter routes.
Pictured with a selection of the Super Rears below are Maura Ashe, Account Manager, ZenithOptimedia; Niamh Daly, Senior Client Service Executive, PML Group; Yvonne Reilly, Senior Account Manager, ZenithOptimedia
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KBC Bank uses synergy across mediaFor its first campaign targeting potential home buyers KBC Bank incorporated Luas Columns in its TV ads which also used bank employees as extras. The new campaign was created by Owens DDB with planning by Mediaworks and Source out of home.
View the TV ad here.
PML Group // 01 668 2900 // [email protected] // www.pmlgroup.ie
Trolleys push Nescafé Gold Blend sales
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Nescafé Gold Blend used POPAds last November to promote a free travel mug that was available with each 200g jar of coffee. EPOS Data was collected from 21 test stores and 21 comparative control stores. The Test and Control stores had near identical sales in the weeks leading up to the campaign.
Results: Sales of the Nescafe 200g jar and free travel mug in stores that had the POPAd were 37% higher than in stores without the POPAd.
Visualises POPAd trolley media is installed on over 36,000 trolleys in Dunnes Stores, Tesco, Superquinn and SuperValu stores nationwide.
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Engage Volume 2, Issue 5May 2011
Destination CardiffBank of Ireland, sponsor of Leinster Rugby is running a campaign in Dublin Airport and Dun Laoghaire Harbour to boost the spirits of those travelling to the final in Wales this Saturday. We wish the team all the best in their quest to bring home the Heineken Cup.
PML Group // 01 668 2900 // [email protected] // www.pmlgroup.ie
The Balmoral Show
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Tayto hit the streets this month with a campaign to promote the new packaging and flavours of their Rough Cuts brand. The campaign featured on 48 sheets and a combination of 6 sheet formats. A bold creative with a clear message to locals - a sure winner!
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The Balmoral Show recently advertised their ever popular Agricultural and Food Show with a mix of ooh media. In addition to 48 sheets and bus internals, a 48 sheet special was created at Great George’s Street using additional lighting and a 2D overlay.
"We were delighted with how the special turned out - the lights really make it stand out amongst the other billboards. The campaign itself has been really visible and client feedback has been extremely positive."Claire Briggs, Media Executive ADHAUS
Other local advertisers including Ulster Bank and Spar demonstrated their support of the Balmoral Show through ooh media.
Northern Ireland Update
Tayto Rough Cuts
Engage Volume 2, Issue 5May 2011
PML Group // 01 668 2900 // [email protected] // www.pmlgroup.ie
Engage Volume 2, Issue 5May 2011
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Media first for firmus energy
Master Media, a new Media Owner in Northern Ireland, are providing a new opportunity to reach Belfast city centre audiences through advertising on tour buses throughout the city.
Total fleet consists of 8 x buses which operate a tour service from 10am to 5pm seven days per week, all year round. Premium transport media formats available including T-Sides, Supersides, Mega Rears and Mega Wraps.
Contact the PML Group office on 02890 333 714 for further information and availability.
firmus energy have taken an innovative approach to their latest outdoor campaign by utilising a ‘Dominator’ effect across 5 arterial routes in Belfast. This new media venture involves booking all the 6 sheet Adshel, adbox and phone kiosks along the same stretch of road, thereby creating a repetition for passing traffic and consumers and adding all important frequency to their message.
"We are delighted that firmus energy & Genesis Advertising have delivered another first for Northern Ireland through the ‘arterial route’ domination activity. The selection and implementation of the ‘Dominator’ plan proves again our commitment in making firmus energy the first choice energy company in Northern Ireland and our intent to seek new, innovative ways to communicate our message to customers".Mark Prentice, Managing Director, firmus energy
Northern Ireland Update
New Format On The Move
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Northern Ireland has music fever with an array of exciting events announced for 2011. Tennents Vital, last held in 2007, returns in late August while the ever popular Belsonic (16-27 August) is set to rock Belfast with premier acts such as Elbow, Dizzee Rascal (left), Primal Scream and Thirty Seconds to Mars. Later in the year the music world will turn to Belfast when it plays host to the MTV European Music Awards on November 6th. Each event presents a fantastic opportunity to reach a core young adult audience using ooh media. For more information contact the PML Group office on 028 90 333 714.
NI hitting the right note
PML Group // 01 668 2900 // [email protected] // www.pmlgroup.ie
terminus. Of that time, it spends on average approx. 25 minutes inside the canal cordon. So if you buy 100 buses, at any given time, 38% of them are going to be in the central part of the city. As we all know, this is where the greatest concentration of people and businesses are - the commercial and social nucleus of the city. With geographical and planning restrictions, your roadside buy isn’t going to deliver this level of focus on the heart of the city.
Tha-dump. Tha-dump.
JNOR tells us that, on a same spend basis, T-Sides deliver the widest coverage of any outdoor format. This is so because of the nature
Heartbeat of the City
Suzanne Webb, Account Director, Bravo Outdoor, talks to Engage about bus advertising in Dublin City.
Bus - The Heartbeat of the City beats Strong
Tha-dump. Tha-dump. Tha-dump.
Here’s a simple way to view how your Bus Advertising works. The Bus network is like the ‘heart’ of the city - strongest at its core but pulsing out to reach every part of the city through strong arterial routes and smaller veins.
In Dublin, this heart is beating stronger than ever. In a world of declining revenues, Bus ad sales are actually up year on year. This is perhaps explained by a focus on the core by advertisers as opposed to the peripheral.
Because make no mistake, Bus is the dominant format for the centre of the city. Think of it like this. The average bus journey takes 65 minutes from its city centre start to its suburban
of bus distribution compared to roadside. Because a bus ad goes out on many different routes over a cycle, it reaches a wider audience than a static panel (whose audience is mostly made up of people within its catchment area seeing it multiple times).
All of which is great, because wider coverage is definitely a good thing.But what isn’t apparent from JNOR is where and when those people are being reached. With its bias towards the city centre, bus delivers people while they are trading, shopping and socialising. You want to reach them while they are in that mode.
All of which is really great, because wider coverage in the right environment is most definitely a good thing.Of course, Bus also gets out to the suburban villages, the shopping centres, the schools, the playing grounds and all of those important places. It’s just that it really delivers in the most important place the heart of the city.
If you don’t believe me, just take a trip into town. And have a look around.
Tha-dump.
Street Presence: John West on Dublin Bus T-Side and, below, 98FM Super Rear
Engage Volume 2, Issue 5May 2011
PML Group // 01 668 2900 // [email protected] // www.pmlgroup.ie
Below are the top recalled and rated posters for Match 2011. This information is extracted from PML Group’s post campaign research service, Poster Impact. This exclusive service to PML Group clients includes 50 campaigns per cycle and has now covered more than 9,550 campaigns to date among over 69,600 individual respondents.
65%Guinness Rugby // Format: 48 SheetCreative: Irish International // Media: Initiative
8.09/10Trócaire // Format: Metropole Creative: Chemistry // Media: Mediaworks
Top ROI Campaigns - March 2011/ / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / / /
63%Ballygowan // Format: 6 SheetCreative: Cawley Nea\TBWA // Media: OMD
7.61/10O2 Rugby // Format: 48 Sheet Creative: Rothco // Media: MediaVest
Top 2 Recalled Campaigns
Top 2 Rated Designs
Engage Volume 2, Issue 5May 2011
M&Ms . . . &o&o&h!A trip to New York could be yours by voting for your favourite M&Ms character/colour. Booked through PML and Mediavest, Mars have taken over Pearse Station to offer all the candidates the perfect platform to win your vote. Formats being used include Transvision, ticket barriers, 6 Sheets and 96 Sheets. We should be impartial but it’s got to be red for us! Vote for your favourite here.
PML Group // 01 668 2900 // [email protected] // www.pmlgroup.ie
ROI Top 10 ProductsCarlsberg LagerNokia SmartphonesSurfFord FocusHeinz KetchupO2 - Get More3 Mobile Network - DataMcDonald’s Ciabatta DeluxeSony Ericsson XperiaCadbury Snack
123456789
10
Value488,544382,797337,389300,814291,024273,210271,898218,346212,967211,888
Believe it or not, there used to be a world without Kit-Kat Chunky! Indeed, it was May 1999 when the Chunky one made its presence felt through this clever outdoor campaign. The same month as Man Utd completed the glorious treble. Need we say more?!
Flashback
ROI Top 10 CategoriesTelecomsFoodFilmsBeers & CidersTourism & TravelRetail OutletsMediaSoft DrinksConfectioneryFinance
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Value2,168,3061,512,2841,125,7641,066,106
928,412858,896788,035767,580733,294704,503
May 1999 Nestlé Kit-Kat Chunky
NI Top 10 ProductsUlster BankNorthern BankCensusCarlsberg lagerKFCCoca ColaNI Fire & Rescue ServiceBT BroadbandBushmills WhiskeyThérapie Clinic
123456789
10
Value185,193184,421131,769121,498118,010
94,64593,63790,09579,17048,450
April 2011 (Cycles 07 - 08)
€€€€€€€€€€
€€€€€€€€€€
££££££££££
Engage Volume 2, Issue 5May 2011
€0 €500,000 €1,000,000 €1,500,000 €2,000,000
Telecoms
Food
Films
Beers & Ciders
Tourism & Travel
Retail Outlets
Media
Soft Drinks
Confectionery
Finance
Small Format Large Format Transport Ambient
€0 €100,000 €200,000 €300,000 €400,000 €500,000
Carlsberg Lager
Nokia Smartphones
Surf
Ford Focus
Heinz Ketchup
O2 - Get More
3 Mobile Network - Data
McDonald's Ciabatta…
Sony Ericsson Xperia
Cadbury Snack
Large Format Small Format Transport Ambient
PML Group // 01 668 2900 // [email protected] // www.pmlgroup.ie
Russia - Topshop
The virtual fitting room uses augmented reality technology to let shoppers try on clothes without having to put anything on or step into an actual fitting room, even giving you a front and back view.
Watch video here.
Agency: OMD, Moscow
Around the World Taking a look at out of home innovations from abroad
Singapore - NTUC Income
BBH, Singapore placed larger-than-life interactive fruit slot machines within bus
shelters. The panel is framed by a poster with the suggestive tagline "Is this your best bet
for your future?" highlighting the uncertainty of leaving your future to chance without a
retirement plan from NTUC Income.
Agency: BBH Singapore
France - McDonald’s
To launch a new promotion where they give away free coffee cups with all meals, McDonald’s France placed 20,000 free cups in a busy city centre location in Paris and let commuters figure out that they could actually take them away for free.
Watch video here.
Philippines - BioLink
To promote the main features of the shampoo Biolink VCO, which are smooth and intense
hydration effects, this creative ambient was made. A sticker was placed on the floor and
surrounded by signs that indicated that the floor was wet.
Agency: BBDO, Philippines
Engage Volume 2, Issue 5May 2011
Contact James Byrne [email protected] for the best innovations of 2010 or visit www.pml.ie to view our innovation database.
PML Group // 01 668 2900 // [email protected] // www.pmlgroup.ie
Event Guide
Guess the venue - and win!This month you could win a pair VIP passes to Taste of Dublin, courtesy of Clear Channel Ireland! Taste of Dublin, Ireland’s largest dedicated food and drink festival, will take place from 9th - 12th June and includes chefs Gino D’Acampo, Rachael Allen and Oliver Dunne.
For your chance to win just answer this simple question:
Taste of Dublin will take place in which of the following iconic Dublin locations:
A) The Iveagh GardensB) Bull IslandC) The Phoenix Park
Email answers to: [email protected]
Amlin Challenge Cup Final, CardiffHeineken Cup Final, CardiffNorth West 200, NICycling: An Post Rás4 Nations Football: Rep, of Ireland v N. Ireland, Aviva4 Nations Football: Wales v Scotland, AvivaDublin City Soul Festival, Merrion Square4 Nations Football: Wales v N Ireland, AvivaMagners League Grand Final, Thomond ParkKings of Leon, Slane Castle4 Nations Football: Rep of Ireland v Scotland, Aviva
Carlsberg Cat Laughs, KilkennyDocklands Maritime Festival, DublinEuro Qualifiers: Macedonia v Rep of Ireland, MacedoniaForbidden Fruit Festival, Royal Hospital, Kilmainham
Flora’s Women’s Mini Marathon, DublinCork City Marathon, CorkTaste of Dublin Festival, DublinStreet Performance World Championship, DublinTake That, Croke ParkFather’s DaySea Sessions Festival, BundoranIrish Derby, The CurraghBon Jovi, RDSThe Tall Ships Races, Waterford
Killarney SummerfestThe Script, Aviva StadiumOxegen festival, PunchestownGalway Arts FestivalCork Rowing RegattaGalway Races
May 20th21st21st22nd-29th24th25th26th-29th27th28th28th29th
June 2nd-6th3rd-6th4th4th-5th
6th 6th9th-12th16th-19th18th-19th19th24th-26th26th29th-30th30th - 3rd
July 1st-10th2nd8th-10th11th-24th14th-17th25th-31st
Engage Volume 2, Issue 5May 2011
