viewpointA definitive insight into the Irish Out of Home industry 09 Dec 12

kinetic view

Simon Durham reviews 2012

and looks forward to 2013

favourite ooh campaigns of 2012Agencies and media owners outline this

year’s favourite Outdoor campaigns

news updates Interesting news and innovative campaigns

from the OOH industry

02

kinetic viewAs we approach the end of 2012, we expect the OOH market to be back about 15% in the South which is disappointing, while the Northern market will remain on par with 2011. Q4, which we hoped would be relatively positive, proved somewhat slack particularly November. This occurred across all media and not just OOH. Is it reflective of companies just protecting the bottom line or is it fear in relation to Budget 2013?

Out of Home is still attracting new advertisers and media owners continue to improve the quality of their holdings with over 250 sites removed this year alone. Innovations still remain popular for their ability to create a point of difference and interact with consumers. We’ve seen some great examples and media firsts in 2012. Coca-Cola was the first client to use headphone units at bus shelters. Passersby were able to plug their earphones into the unit and listen to the Coca-Cola Olympic 2012 anthem. Other great examples are the Eason Virtual Book Store mentioned further on, the Volkswagen Beetle 240 Sheet Maser Graffiti special and Cadburys interactive digital Adshel to name a few.

Looking forward to 2013, it is impossible to predict how the market will perform particularly with the possibility of changes to alcohol advertising on OOH. With that said there are still a number of reasons to remain upbeat. Despite Gabriel Byrne’s comments about ‘The Gathering’, the initiative will be good for Tourism and Trade as will the Heineken Cup Final in the Aviva Stadium in May. The introduction of 4G and changes in the telecom/broadband market will show this sector returning to growth following spend decreases over the last two years. Movies continue to invest in OOH and with more blockbusters due for release in 2013 such as The Great Gatsby, Oblivion, Star Trek 2 and Hangover 3, this looks set to continue.

Digital OOH will continue to grow with CBS Outdoor launching their dPod format in another major shopping destination in H1 2013. We’ve seen some great digital campaigns throughout this year with Cadburys the first to launch an interactive game on dPods and Renault recently putting consumers at the heart of their DOOH campaign detailed in our news updates. Bravo Outdoor now sell their Transvisions on a day-part basis which has also increased their popularity.

The recent ‘Advertising Grows Business’ initiative which sees media companies across Ireland coming together to launch a campaign to encourage businesses to advertise is a very encouraging step. The campaign ‘Unforgettable brands advertise. Can you afford not to?’ will hopefully bear fruit across 2013.

Finally, I’d like to take the opportunity of behalf of Kinetic to wish you all a happy Christmas and a positive 2013.

Simon DurhamDirector, Kinetic Irelandsimon.durham@kineticww.com

Don’t forget to follow us:www.facebook.com/KineticIreland www.twitter.com/KineticIreland

A definitive insight into the Irish Out of

Home industry

www.kineticww.com

For this edition of Viewpoint a selection of agencies and media owners outline their favourite outdoor campaign from 2012 and the reasons why

Unilever HB Eristoff

my favourite ooh campaign of 2012

It’s such a fun campaign; let’s face it nothing brings you back to your childhood more than an Iceberger and the promise of an early 90’s football frenzy. The execution itself is simple and nostalgic. It has the ability to make you smile but at the same time it makes you want to go out and buy an ice-cream, no matter what kind of weather we’re having.

Rachel Hynes, Initiative

”

”

“

“

The recent Eristoff Citylight campaign is brilliant but I’m not sure if it is all intentional. In the dark, the wolf’s face was reflected on the inside of the bus shelter and because the eye was die-cut it really stood out and the site looked amazing!! Other than that, I loved Absolut ‘blank’. That campaign really taps into its target market, and the artwork is beautiful & simple.

Claire Butterly, OMD

”

“

04

Heineken

I like that they use large formats for a big brand feel. They execute their rugby association excellently in a clever and simple manner to really emphasis their association with the Heineken cup and deliver the right message. The use of the product and branding in the creative is also done well. Emma Daly, Mindshare

”

“

The Lucazade Energy ‘Win’ campaign showcased how simple to the point creative can offer cut–through and, importantly, a call to action to consumers across a multiformat campaign including 48 sheets and 6 sheets. As the campaign ran over a number of cycles creative was kept fresh and up to date with changing copylines throughout, for example - €57,000 already won. Lucozade was the first brand also to use a digital countdown on dPods to complement the campaign truly embracing the flexibility of the formats with specific content programmed to run from 10am to 7pm in line with the draw times.

Sandra Doyle, CBS Outdoor

”

“Lucozade Energy

This is such a simple advert. The black background and the orange are very strong colours. It is a hilarious line and the brand has grown in the last number of years with all the PR surrounding these ads.

Graham Kirk, Universal McCann

”

“

Club Orange

A definitive insight into the Irish Out of

Home industry

www.kineticww.com

Vodafone City Racing The Vodafone Bavaria City Race campaign really stood out for me in 2012. What I love about this creative is that they managed to be innovative by incorporating the format into the design. Their choice of transport formats for this campaign was an ideal tie in for a city centre event, as transport is the heartbeat of the city. What better way for Vodafone Ireland to announce that the Vodafone McLaren F1 team would be taking to the streets of Dublin than by utilising a Dublin Bus Full Wrap and the dramatic impact that they bring to the streets of Dublin?

Jessica Hickey, Bravo Outdoor”

“

The Dark Knight

For me the campaign of the year has to be The Dark Knight. Obviously my personal involvement liaising with Warner to help launch the Batpod was very exciting but that said the creative itself delivered on all counts. It was impactful, innovative yet still globally recognisable & the Luas was the perfect product to advertise the movie. It was wonderful being a part of it & seeing 1st hand the public’s response to the outdoor campaign.

Jane Patterson, JCDecaux”

“

I love the simplicity and the beauty of both the campaign and the creative concept. Creating a hugely ubiquitous feel, despite using just a handful of beautiful large format panels to showcase the fantastically detailed creative seemed to me to be a brilliant media planning strategy derived from the very essence of the creative idea.

Mark Irwin, Ardmore

”

“Guinness

”

One of my favourite campaigns this year, from the industry as a whole and from ZenithOptimedia, was the Arnott’s fashion campaign which ran in cycle 7. The strategy of using real Dubliners in multiple creative treatments, coupled with a media strategy of turning key areas of the city into fashion spreads, both displayed the advertiser’s products in a premium & engaging manner whilst also engaging with multiple target audiences.

Austin Gleeson, ZenithOptimedia

Arnotts

“

”

06

“

”

It’s the simplicity of these ads that I love. The uncomplicated imagery combined with a simple one line makes the campaign really stand out. They nailed the association with the event but in a way that makes you see the poster and smile.

Maxine Hands, Vizeum”

“

Heineken

It started with a long list but it was Audi that really stood out for me. Compared with other campaigns I looked at, Audi’s distinctive, bright and shiny copy definitely used the outdoor medium to the best effect. More than the 2d image however, the creative and copy were relevant to the special build making it all the more impressive. A real head turner.

Rachel Littlewood, Mediacom

” Audi

A positive message, especially in outdoor, has the ability to lift the mood of the consumer who reads it. There’s something wonderfully simple about these ads. The message is so strong, so convincing, that no image is necessary. It’s a message of positivity, of growth and of strength. The font & colour are striking, and the use of the full stop at the end of the main headline gives the message confidence & self-assurance.

Ruth Ni Fhloinn, MEC”

“

Hireland

Constant rotation of the copy and message across the year makes this campaign engage the target audiences across all of Northern Ireland. It always reinforces the memorable TV narratives to add crucial impact at the locus of danger.

Robert Lyle, Lyle Bailie”

“

DOE Road Safety

“

Despite a tough business year there has been some positive things to highlight in 2012. I can’t not mention Lyle Bailie as the PANI Grand Prix award winners with Road Safety as selected by Billy Mawhinney and his panel of experts! And then there was the NI Tourist Board campaign which I enjoyed seeing in just every format you could get! But also and maybe especially tribute to Firmus Energy and also Punjana Tea for going with the newly available bus formats of LED T’s and also back lit T’s – a bit of positive courage in a tough market – well done!

Tony Axon, Navigator Blue”

“

Punjana Tea

A definitive insight into the Irish Out of

Home industry

www.kineticww.com

Personally speaking, the campaign that appealed to me more than any other this year was Sky’s Ryder Cup campaign. Visually, it was a very straight-forward campaign with simple images from the 2010 contest. But these simple images were what made the campaign stand out for me. The pictures captured the emotion of that final day, when half of Dublin seemed to take a late lunch in the bars of Dublin to see Graeme McDowell sink his winning putt. The posters instilled a massive sense of anticipation for the upcoming tournament. You couldn’t ask for anything more from an outdoor campaign – to leave the consumer eagerly awaiting the opportunity to ‘consume’ the event once more. And it didn’t disappoint!

Jonathan Conlon, Maxus”

“Sky Sports - Ryder Cup

The HB summer campaign stood out for me as being one of the most memorable. Great use of outdoor, bringing a splash of colour to the streets to liven up a dull summer. The campaign really used outdoor to its full effect with simple, attention-grabbing images, vibrant colours and instantly recognisable appealing products.

Laura Hendrick, Clear Channel”

“Unilever - HB

08

kinetic 31 Ballsbridge Terrace 3rd Floor, The PotthouseDublin 4 1 Hill Street, Belfast BT1 2LBt +353 (0)1 668 1822 t +44 (0)2890 725 777 www.kineticww.com

news updates

Renault created a point of difference with their recent Digital OOH campaign. Using dPods at Dundrum they putthe consumer at the heart of the campaign. Passersby were directed to a marquee where they could have their photo

Renault Interactive Digital Campaign

taken. Images were then created using photoshop which replicated the front cover of a magazine. The images featured members of the public alongside an image of the stunning new Renault Clio. These images were then uploaded onto three designated dPods within the shopping centre, where passersby could have their moment of fame!

Eason’s Virtual Book StoreEason has launched one of Ireland’s first virtual stores at Connolly Station, Dublin. The mobile shop displays images of book covers, each with a QR code that, when scanned by a customer with a smart phone, will bring them to an online mobile shop where they can purchase the book. The virtual book store will be situated at Connolly Station until Christmas with plans to bring the mobile shopping experience to other locations throughout the country also.

87636 TV3 48 Sheet.indd 1 23/11/2012 13:34

Unforgettable brands advertise!Media companies across Ireland have come together to launch a campaign to encourage businesses to advertise. The campaign ‘Unforgettable brands advertise. Can you afford not to?’ runs across Press, TV, Radio and Outdoor and is aimed at key decision-makers in Irish business as companies advertise over Christmas and draw up plans for 2013. Bravo, CBS, Clear Channel and JCDecaux are all supporting the Outdoor element. The website for the campaign is www.advertisinggrowsbusiness.ie

New bus formats N.I.CBS Outdoor NI have retained the Translink Contract, handling all advertising on bus formats for the next five years.

Following the successful trial of backlit bus T-Sides in N I., illuminated T-Sides are now available in Belfast on the Metro Fleet. 10 Metro Mega Squares which incorporate a superside as well as a 4 metre high square ad are also available in Belfast.