Engage nI

ooh always on media

Volume 2 Issue 3 April 2014

Aer Lingus takes off in cycle 6 & 7 campaign

Kingsmill reaches consumers at point of sale

Create an emotional brand connection with bus advertising

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Aer Lingus takes off!

Aer Lingus have made a strong return to the Northern Ireland out of home media market, with a combination of T-Sides and motorway banners taking off in cycles 6 and 7.

Utilising the high geographical coverage and city centre presence provided by the T-Side format in Greater Belfast, the campaign promoting the Belfast to Gatwick route will reach over 357,000 adults at N+4.

Adding further impact to the campaign, Aer Lingus has cleverly snapped up the two superb M3 Banners at Corporation Street. Catching M2 traffic heading East along

the M3 towards George Best Belfast City Airport, this route receives 1.4 million vehicles per month. Equally impressive, the North-bound banner reaches 883,333 vehicles per month, travelling along the M3 to the Westlink and M2 motorway.

The campaign by Mediavest and PML NI, promoting the Belfast City to London Gatwick route, uses the striking green of the Aer Lingus brand to good effect, helping to instil the name in consumers’ minds.

Overall, a very effective campaign for the national airline of Ireland.

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Phoenix Natural Gas makes energetic return to oohPhoenix Natural Gas has made a energetic return to out of home media with a humorous, mutli-format campaign in cycle 5.

The campaign by ASG Ireland and PML NI employed a combination of 48 Sheets, 6 Sheets, Adshel Wraps, digital screens and bus Mega Wraps to target residents across Greater Belfast, providing coverage of the energy provider’s licensed area.

Featuring five creatives in total, the campaign used humorous cartoon styled illustrations to highlight the advantages of gas heating. Studies by the Outdoor Advertising Association of Amer-ica have shown that humorous and intriguing designs can build awareness faster than standard creatives, producing a more ef-fective campaign as a result.

The 48 Sheets and 6 Sheets of the campaign provided strong coverage of the arterial routes and mains roads throughout Greater Belfast, ensuring impressive message frequency also. JNOR analysis of these elements alone showed the cam-paign reached over 399,000 Adults aged 18+ in Greater Belfast on average 27 times, at N+4.

The network of 6 digital screens in Castlecourt Shopping Centre exposed the Phoenix Natural Gas campaign to the ....contd

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Leading jewellery brand, Pandora, has launched its first ever digital out of home media campaign in Northern Ireland in a charming campaign timed for Mother’s Day.

The cycle 6 campaign by Mediaworks and PML NI used the network of digital screens in Victoria Square to target consumers on the path to purchase, yards away from Pandora’s flagship store for the province on William Street South and in close proximity to the top Argento store on Royal Avenue, a leading stockist of Pandora jewellery.

Located in Belfast city centre, Victoria Square is Northern Ireland’s premier retail destination offering many

exclusive designer labels and high-end high street brands, attracting 200,000 visitors per week. The high calibre of stores, range of eateries, Odeon Cinema, as well as the landmark dome and architecture draws a strong ABC1 audience, forming 61% of all visitors (TGI NI, 2013). The level of total visitors has steadily increased by 14% during 2009-2013 (Victoria Square, 2014). Adults aged 15-34 yrs account for 45% of visitors (TGI NI, 2013).

The digital screens bring to life the pretty creative that also featured on targeted 6 Sheets in Derry-Londonderry, adding extra sparkle to the Mother’s Day campaign.

Click here to see a video clip

Pandora makes a charming digital debut

Phoenix Natural Gas makes energetic return to oohestimated 300,000 visitors it receives each week. Located in Belfast City Centre, Castlecourt Shopping Centre is a key retail destination and is one of the busiest in the province.

For added impact, the campaign incorporated bus Mega Wraps in West Belfast, East Belfast and Bangor. Mega Wraps consist of wrapping a double-decker bus in vinyl, providing a massive canvas perfect for the eye-catching design of the Phoenix Natural Gas campaign.

Also adding impact, Adshel Wraps were located on High Street, Lisburn Road and Great Victoria Street in Belfast.

Overall, the Phoenix Natural Gas campaign combines both effective planning and clever design, marking an impressive, high impact return to out of home media by the energy provider.

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Kingsmill, one of the province’s best loved breads, returned to out of home media in a cycle 5 campaign by AV Browne and PML NI that targeted consumers at key supermarkets across NI using a combination of Purchase Point 6 Sheets and Trolley Handles.

Purchase Points target consumers as they enter the supermarket, which enabled Kingsmill to engage with the 39% of shoppers who switch brands in store from their intended purchase according to POPAI UK & Ireland (2012).

Furthermore, with consumers typically spending around 45 mins to complete their shopping (TGI Northern Ireland 2013), the Trolley Handle format offers outstanding dwell time. This enables brands

such as Kingsmill to stay with the consumer throughout their shop and be present at the exact point that the consumer decides to become a customer.

The bold creative clearly conveyed the Kingsmill brand and boasted the health benefit of the Great White loaf. In addition to this, the creative incorporated a £1 price point. PML NI Poster Impact revealed promotions based designs achieve among the best levels of recall, with 91% of Main Shoppers successfully recalling this type of poster.

The Kingsmill cycle 5 campaign is a fantastic example of utilising both creative and media to great effect, driving awareness and sales as a result.

Kingsmill reaches consumers at the point of sale

Less is more for Caulfield Insurance creativeRobert Fleege famously said ‘the billboard is finished, when you no longer can find a single element to remove’. Simplicity in design is one of the key principles of a well executed ooh media campaign, and the striking colourful creatives for Caulfield Insurance are a great example.

The cycle 5 and 7 campaign by AV Browne and PML NI put to excellent use the large canvas that is the 48 sheet format, to display the eye-catching bright pink creative promoting the locally based insurers’ promise to save customers money in complementing yellow type.

The prominent company name, logo and all important contact details in contrasting white is sure to make an impact with motorists. The clever use of simply illustrated ‘white lines’ of the road are turned into

the slot of a piggy bank by the presence of the coin, playfully hitting home the money saving message of the campaign.

PML Group NI Poster Impact research conducted in September 2013 showed that out of home media creatives that were mainly pink in colour achieved a recall level of almost 1 in 2 among all adults in Greater Belfast.

Effective out of home designs communicate with consumers instantly and without hesitation. This simple but striking creative by AV Browne for Caulfield Insurance is sure to be unmissable among road users in Belfast.

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If I had to name three things that make a good ooh campaign they would be a simple tagline, strong branding and an eye-catching creative. I think Navigator Blue have hit the nail on the head in all three departments with the latest campaign for Citybeat!

The cycle 5-6 campaign adopted a multi-format approach to achieve sound coverage and frequency in Belfast; the key geographic area for the radio station. The multi-format approach utilised a combination of 48 Sheets and both standard and exploding Streetliners.

48 Sheets gave the campaign added impact along main roads in Belfast and provided the perfect canvas for the eye-catching designs of the campaign, which featured striking illustrations of the radio stations most popular DJs. The prominent tagline encouraged the public to ‘Make the Switch’ to Citybeat.

Streetliners affordably deliver high geographic coverage and for Citybeat, brought the added advantage of targeting motorists on the move, prompting them to ‘Make the Switch’ there and then.

Overall, the well planned campaign has caused quite a stir with local listenership and encouraged participation on social media outlets.

The illustrations (by markreihill.com) aren’t bad either – shameless plug, sorry!

ooh I Like...

FlashbackA wonderfully vibrant, flowery creative - perfect for this 2007 Vodafone campaign timed to target Mother’s Day. Don’t forget Mother’s Day this year is Sunday 30th March!

PML Group has a database of over 46,000 design images for out of home media campaigns that ran in Northern Ireland since 1998. For more information, contact Mark Fleming mark@pmlgroup-ni.com

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Create an emotional brand connection with bus advertisingWith approximately 1,400 buses on the road, running 17 hours a day, 364 days a year, combined with a whopping 66.9 million passenger journeys made every year, buses play an important, if somewhat understated, role in Northern Ireland. Whether you use the bus or not to get around, they provide an essential service for many, connecting Northern Ireland’s urban centres. Their presence on our streets is ultimately driven by public demand.

People therefore have a unique relationship with bus because it forms part of their daily routine, reinforced by the fact that 87% of people believe buses to be an important part of the community. This emotional connection can be incredibly powerful for advertisers wanting to build trust and engagement to a captive audience.

At one time, advertisers tended to shy away from internal advertising because of the perception of who the bus passenger might be. Today, concern for the environment, investment by Translink in improving bus services as a result of customer feedback, along with the popularity of programmes such as Metro Saturdays and value for money offerings like Smartlink travel cards have caused a wide range of business professionals, students, and many other demographics to leave their vehicles behind and travel by bus to work, shop and play in towns and cities across Northern Ireland –reflected by a 750,000 increase in fare paying passenger journeys year on year.

Of course, it’s not just people on the bus being exposed to advertising, for those who don’t use the bus regularly, the sheer size and stature of a bus as an advertising platform means you can’t avoid seeing them as you walk down the street and sit behind them in traffic – perfect for creating that all important brand connection with your audience. In recent years advertisers adopted more reactive, short-term advertising strategies where guaranteed sales were the only priority. This eventually leads to brand erosion, and consumers are not reminded why they fell in love with the brand in the first place.

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Create an emotional brand connection with bus advertising

The diversity of bus formats, and their associated benefits, gives advertisers an abundance of choice when it comes to creating a connection with their desired target audience. The ability to host powerful visuals such as; Phoenix Natural Gas’s use of fully wrapped buses or the Department of Education with T-Sides, proximity targeting a specific area like Fairhill Shopping Centre with Solus Rears, or creating the ‘wow’ factor with Aer Lingus on Backlit T-Sides, are just some of the recent examples of how advertisers are harnessing the power of bus advertising.

At a time when other media fragments around us and gets to grips with subscription and permission issues, bus advertising is instantly accessible, ‘always on’ and commands attention in ‘dead’ time from hard-to-reach, young, upwardly mobile audiences in urban

areas. Even as the out-of-home market increasingly looks to digital innovations, spare a thought for the bus which continues to deliver countless campaign benefits and a reach and frequency that makes it an undeniable part of the media mix.

Sources: Translink, Exterion Media Bus Study 2011

“For those who don’t use the bus

regularly, the sheer size and stature of a bus as an

advertising platform means you can’t

avoid seeing them as you walk down the street and sit behind them in

traffic – perfect for creating that all important brand connection with your audience.” Advertiser: Fairhill Shopping Centre

Agency: Adhaus Media ooh Specialist: PML NI

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Current CampaignsAdvertiser: Translink Agency: Ardmore Advertising ooh Specialist: PML NI

Advertiser: Galgorm Resort and Spa Agency: Adhaus Media ooh Specialist: PML NI

Advertiser: Marie Curie Cancer Care ooh Specialist: PML NI

Advertiser: Trócaire Agency: Mediaworks ooh Specialist: PML NI

Advertiser: Bank of Ireland Agency: Carat ooh Specialist: PML NI

1010

DHL: The Trojan Mailing CampaignHere’s a great stunt or a killer prank from DHL on its competition. DHL posted huge packages via its competitors, which were wrapped in a temperature sensitive coating, which when cooled below freezing, went black, so that when they were picked up it was purely a black box to deliver!

However, once they started to warm up, they turned bright yellow, with the phrase… ‘DHL is Faster’ as the competitor courier companies wheeled them around the city! Click here to view video.

Agency: Jung von Matt/Neckar

Ikea’s Amazing RGB Billboard Is One of the Coolest Ads It’s Ever Made German ad agency Thjnk and production studio I Made This teamed up to create Ikea’s “RGB billboard,” which—much like Ikea furniture itself—makes the most of some very limited space.

The board features three different headlines superimposed on each other in different colours—cyan, magenta and yellow. At night, the board shines red, green and blue (RGB) lightbulbs on the board, revealing, in turn, the different headlines. Red bulbs illuminate the cyan text; green lights up magenta; and the blue-purple lights make yellow visible.

It’s a delightful little visual trick that embodies Ikea’s space-saving message. Now, if only it worked a little better during the day. Click here to view video.

Agency: Thjnk

Grab and go! A New Zealand company is hoping to combat that end-of-summer sinking feeling with an unusual new ad campaign. 3D advertising billboards offer detachable flip flops and towels as part of inventive ‘hold on to summer’ campaign.

As autumn approaches Down Under, a series of billboards are set to pop up in key Kiwi cities, offering detachable flip flops and towels.

Agency: Saatchi & Saatchi New Zeland

Selsun Blue Anti-dandruff Shampoo LG2, Montreal has found a way to use snow to their advantage. The snow piles up on top of the billboard making it appear as though dandruff’s gone wild.

Agency: LG2, Montreal

1111

Fake LEGO Subway Station Pops Up In Milan 3D street art seems to be hot these days! Ninja Academy put up this fake subway station made out of LEGO bricks at the Cordusio station in Milan, Italy, to promote the release of The LEGO Movie. Next to it is Emmett, the movie’s protagonist—he is holding a sign that says, “Save Creativity”. This mysterious station popped up in the middle of the night.

Agency: Ninja Academy

These ads are best viewed on the toiletHere’s some new work telling readers about a $75 rebate for a water-saving toilet. In front of these long-copy bus shelter ads, Sukle placed real toilets. The copy references our desire to read while on the throne. As one of the headlines states, the ads are “complimentary reading material.”

Agency: Sukle

OBI “Renovated Billboards”OBI pushes ads for DIY stores beyond showing paint, saws or hammers by advertising more beautiful homes.

On different run down houses, OBI renovates an area the size of an advertising billboard. Click here to view video.

Agency: Jung von Matt/Elbe

Rubbish lorry gets sweet MakeoverHow do you get people talking about scented bin liners? Saatchi & Saatchi South Africa did it by taking the smelliest thing they could find - a rubbish lorry and giving it a sweet makeover to make the point that Tuffyâs scented bin liners disguise bad odours. An ordinary smelly rubbish lorry was cleaned and dressed in candy-striped vinyl and with a giant melted ice cream sculpture elevating the height of the truck to over 5,3 metres. The serenading sounds of traditional ice cream truck music blared from the speakers to attract attention. Click here to view video.

Agency: Saatchi & Saatchi South Africa

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February 2014 // Cycle 3 - 4Top Products

1 AXA Insurance £ 143k

2 Ulster Bank - Mortgages £ 141k

3 KFC £ 121k

4 Subway £ 88k

5 D.O.E - Road Safety £ 86k

6 McDonald’s £ 77k

7 Danske Bank - Mortgages £ 51k

8 Fanta Raspberry & Passion Fruit £ 50k

9 Spar £ 47k

10 Invest NI - Go for It £ 47k

11 Coca Cola Zero £ 45k

12 H.M. Revenue & Customs £ 34k

13 Exterion Media £ 34k

14 First Trust Bank - Mortgages £ 34k

15 Queen’s University Belfast £ 33k

Methodology: The figures contained in this report are based on published Media Owner rate cards and refer to display values only. The figures are drawn from PML Group’s exclusive Posterwatch service, which monitors 100% of roadside, transport (interior and exterior), ambient and digital formats every two weeks; a total of over 12,200 panels. For further Posterwatch information, please contact Mark Fleming on 028 9033 3174 or email mark@pmlgroup-ni.com.

Small Format Large Format TransportAmbient

Display Value

The Finance category has enjoyed the largest increase in display value for the period; up by 133% when compared to cycles 3-4 2013. Campaigns from AXA Insurance, Ulster Bank, Danske Bank and First Trust Bank all feature in the Top 15 Advertisers for the period, which has significantly contributed to the overall increase in display value for the Finance category. Films have seen an increase of 65% in c3-4 2014, as more advertisers realise the sheer popularity of going to the cinema in Northern Ireland, as well as the power of ooh media to reach audiences on the move.

£k £40k £80k £120k

AXA Insurance

Ulster Bank - Mortgages

KFC

Subway

D.O.E - Road Safety

McDonald's

Danske Bank - Mortgages

Fanta Raspberry & Passion Fruit

Spar

Invest NI - Go for It

Coca Cola Zero

H.M. Revenue & customs

Exterion Media

First Trust Bank - Mortgages

Queen's University Belfast

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February 2014 // Cycle 3 - 4Top ProductsTop Categories

1 Finance £ 523k

2 Political & Advisory £ 443k

3 Quick Service Restaurant £ 286k

4 Tourism & Travel £ 228k

5 Retail Outlets £ 200k

6 Motor Trade £ 152k

7 Soft Drinks £ 129k

8 Industry & Commerce £ 112k

9 Telecoms £ 99k

10 Food £ 83k

11 Media £ 70k

12 Films £ 67k

13 Confectionery £ 66k

14 Beers & Ciders £ 66k

15 Entertainment £ 62k

Display Value

Small Format Large Format TransportAmbient

+133%

+10%

-1%

-49%

-13%

-35%

+5%

+83%

+52%

-18%

+112%

+65%

-43%

+21%

-2%

% Change on 2013 £k £100k £200k £300k £400k £500k

Finance

Political & Advisory

Quick Service Restaurant

Tourism & Travel

Retail Outlets

Motor Trade

Soft Drinks

Industry & Commerce

Telecoms

Food

Media

Films

Confectionery

Beers & Ciders

Entertainment

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This month we have a fabulous £50 voucher for House of Fraser to give away! For the chance to win this month’s competition, please answer the following question correctly.

Whether you use the bus or not to get around, they provide an essential service for many people, connecting Northern Ireland’s urban centres. With 1,400 buses on the road, 364 days a year, bus formats play a key role in reaching a wide range of audiences day and night.

How long do buses spend travelling Northern Ireland’s roads each day?

A) 17 hours B) 17 minutes C) 17 seconds

Please email your answer to kathryn@pml-ni.com - all entries must be received by Friday 18th April at 4pm!

This month’s prize is courtesy of Exterion Media

Last Month’s WinnerCongratulations to David McGrath of Walker Communications, winner of last month’s Engage NI competition. We hope you enjoy your tickets to the RaboDirect Pro 12 tie, Ulster vs. Leinster, at Ravenhill.

“I am really excited at winning the tickets; Leinster currently sitting in first place and Ulster in third, this is bound to be a great game. Let’s hope the sun is shining at Ravenhill on the 2nd of May.” - David McGrath

CompetitionEvent Guide

Engage ROITo get monthly updates on latest ooh campaigns and new offerings in the Ireland market click here to subscribe to Engage ROI.

Back Catalogue:Click here to view previous issues!

March25th - 29th

Give my head peace live. Grand Opera House

27th Miranda Hart. Odyssey Arena

27th The Answer. Sandinos, Derry

29th Gary Barlow. Odyssey Arena

30th Mother’s Day.

April5th Ulster v Saracens. Ravenhill, Belfast

5 - 6th Dubshed - Ireland’s largest car show. Kings Hall, Belfast

10th Disney on Ice Worlds of Fantasy. Odyssey Arena

10 - 12th The Creative Crafts Show. Kings Hall, Belfast

11th Ulster v Connacht. Ravenhill, Belfast

12th Rebecca Ferguson. Waterfront Hall

18th Good Friday

19th Dirty Dancing in le Shebeen. Millennium Forum

20th Easter Sunday

21st Easter Monday

30th Peppa Pig’s Big Splash. Millennium Forum

May5th May Day Bank Holiday

5th Belfast City Marathon. Belfast

6th - 17th Singin’ In the Rain. Grand Opera House

7th Katy Perry. Odyssey Arena

8th - 11th Giro d’Italia. Various

10th - 17th

International NW 200. Coleraine - Portrush Area

11th Russell Kane. Waterfront Hall

14th - 16th

The Balmoral Show. Balmoral Park