OOH always on media
Transcription
OOH always on media
Engage NI OOH always on media Volume 4 Issue 2 — March 2016 Q Radio takes to the streets The Country Garage drives message to commuters Trócaire Lent 2016 Q Radio takes to the streets “A real focal point for the campaign and not only brought strong visual presence, but literally brought the sound of our station onto the streets." Orla Ross, Q Radio Q Radio launched a fantastic multi-format OOH campaign in January and February celebrating the station’s new brand identity. 48 Sheets and 192 Sheet were selected to provide impact, while the 6 Sheets provided the required message frequency among target audiences. The campaign by RLA and PML NI targeted Greater Belfast and selected main towns with an effective mix of 48 Sheets, 6 Sheets, as well as the 192 Sheet on Great Patrick Street and the Howard Street Adshel Wrap in Belfast City Centre. However, the Howard Street Adshel Wrap Special was the true highlight of the campaign. The unique special build, closely developed with Clear Channel, incorporated a digital radio and speakers into the Adshel Wrap that played the popular radio station between 8am-8pm. DJ Ibe Sesay also broadcasted his show live from the location using the Q Radio bus. Speaking of the rationale behind the campaign, Julie McCartney from RLA explained how formats such as the 2 Q Radio takes to the streets “We are delighted to have worked with Q Radio and PML to create this innovative, interactive and exciting media first for Ireland." Julie McCartney, RLA Julie described the Howard Street Adshel Wrap as “the perfect canvas for the vibrant creative, giving a strong on street presence – and what better way to convert new listeners than to get them to listen to the station! We are delighted to have worked with Q Radio and PML to create this innovative, interactive and exciting media first for Ireland.” Passers-by were encouraged to upload their selfie in front of the impactful OOH display for a chance to win £1000. People could also download the Q Radio app to their smart device via the NFC tag or QR Code embedded in the fully wrapped bus shelter. L-R Nicola McNaughton, PML Group. Orla Ross, Q Radio. Julie McCartney, RLA Orla Ross, Agency Sales Director at Q Radio, said, “We were tremendously excited at the opportunity this high impact and technology-enabled platform brought to an already strong multi-media, brand campaign. This high profile site in Howard Street, Belfast provided a real focal point for the campaign and not only brought strong visual presence, but literally brought the sound of our station onto the streets.” 3 The Country Garage drives message to commuters One of Northern Ireland’s leading BMW dealerships, The Country Garage, intelligently employed Out of Home media to drive its message to commuters this month. The stand-out creative featured various eye-catching visuals, the main purpose of which was to showcase several BMW models and the corresponding finance offers for each. The campaign by Transparency Communications and PML NI utilised the ‘Shelter Wrap’ at the new Park & Ride facility in Ballymartin; the first time the format has ever been employed at this location. The Shelter Wrap consists of vinyl wrapping the inside and outside of a glass bus shelter, which does not have a 6 Sheet present. This is a great addition to the OOH market, enabling advertisers to target specific locations and audiences with impact, where Adshel 6 Sheets and Adshel Wraps do not currently exist. This campaign by The Country Garage is a perfect example of how the Shelter Wrap format can be used with great effect. 4 Trócaire Lent 2016 Trócaire returned to Northern Ireland’s OOH media with yet another powerful campaign for this year’s Lent. The campaign by Mediaworks and PML NI consisted of 48 Sheets and the high impact King Street Domination, which consists of four consecutive 96 Sheets adjacent to the charity’s offices in Belfast City Centre. Three eye-catching creatives were utilised across the 48 Sheets that provided coverage of Greater Belfast, DerryLondonderry and key towns in Northern Ireland. The creatives featured real Trócaire supporters with a striking statement of how their donations have helped those in need. For example, the builder who “gave children lifesaving vaccines” and the little boy who “built shelters for the earthquake survivors”. All three creatives were used in the King Street Domination, as the unique format provides the perfect canvas for showcasing multiple designs. This Lent, the UK Government will match donations to Trocaire pound for pound through the UK Aid initiative. 5 The best just got better The recent acquisition of PML Group by global OOH specialist Posterscope was marked with a bold, multi-format Out of Home media campaign in Belfast and Dublin. PML Group, founded in 1982, is the leading OOH specialist in both Northern Ireland and the Republic of Ireland. Jimmy Cashen will remain as CEO and will report into Annie Rickard, Global President Posterscope. Posterscope has annual billings in excess of US$3 billion and has over 800 staff working in 32 different countries around the world. Speaking of the acquisition, Jimmy said, “This development is great news for PML and our clients, adding fresh thinking and innovation from Posterscope. We share the same values and philosophy and have worked successfully with Annie Rickard and her team for many years. We are excited to be part of the best OOH global network. This will provide us with more services and give us international scope in our evolving medium.” Annie Rickard added, “Posterscope has worked in partnership with PML for many years and consolidating this position is the next step of that partnership. I’m delighted to have Jimmy Cashen and his management team join our network. We believe that our investment in technology, data and insight will complement PML’s existing tools and will accelerate the growth of the OOH medium in Ireland.” 6 OOH I Like... Queen’s University Belfast Queen’s University ran a stunning and inspiring OOH campaign in February, promoting the institution’s postgraduate open day. The campaign by ASG and PML NI utilised the high impact Backlit 96 Sheet at the junction of Great Victoria Street and Bruce Street in Belfast City Centre to maximum effect, due to the striking creative depicting the contemplative silhouette of a person against the backdrop of Belfast at night. As a member of the Russell Group, Queen’s is one of the UK’s 24 leading research-intensive universities, ranking 8th in the Emma McCarthy, UK according to the Research Account Manager Excellence Framework in 2014. PML NI QUB is also ranked number 1 in the UK for participation in Knowledge Transfer Partnerships and overall, is among the top one per cent of global universities (QS World Rankings UNESCO IAU 2013). The new Big Digital Screen at Shaftesbury Square in Belfast Centre was also employed, bringing to life the outstanding creative of the campaign. Commuter Cards also reached audiences on the move; ideal for this campaign message, as 39% people think about work while travelling to or from their place of employment according to OCS 2014 research. Overall, the Queen’s University campaign is an excellent example of how to use OOH media to create a memorable impact on the target audience. A university of this calibre calls for an OOH campaign to match. Let’s face it - we all committed more than a few crimes of fashion in the 1990’s. But luckily, most of these are long forgotten by now. Flashback Unfortunately for Ellesse, we like to take photos. And archive them. And then share them each month with our lovely Engage readers! Sorry Ellesse. Perhaps we are wrong. Maybe the epitome of style in 1998 really was wearing an all-white tracksuit on the deck of a speedboat... 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 [email protected] 7 The Future of Outdoor Advertising Nadja Lossgott, Creative Director, AMV BBDO Nadja Lossgott is a Creative Director at AMV BBDO in London. In 2010 she was part of the team that won a Black Pencil for the Trillion Dollar Flyer campaign, and followed up in 2015 with seven Pencils for Guinness’ Sapeurs. Nadja will be a judge on the 2016 D&AD Outdoor Advertising Jury. But the gift of new technology can also be a curse; we all know about adblockers. Here again, Outdoor looks like the future. Another one of my favourite pieces from last year (I’m not really going out on a limb here) was the ‘Nazis Against Nazis’ In the article below, Nadja explores the past, present and rally. A simple stunt, this piece of Outdoor transcended its future of Out Of Home Advertising. Whether it’s digital medium, slipped past the adblockers and found it’s way into billboards, branded experiences or traditional posters, Outdoor the news and popular culture. Just like Security Moms did. Advertising is here to stay. What’s more, Nadja argues, it will Just like Gaytms. And just like the Marathon Walker for Water outlast other forms of media which are currently under threat. for Africa. It’s just a woman entered into a race carrying a bucket of water and a message that this is how far women walk for water. So Simple. (click here to view video) ‘Outdoor’ often feels like both advertising’s past and its future. You can’t accuse Outdoor of being reluctant to change. A quick look at the Outdoor award categories gives you a clue. There’s ambient, ambient digital screens, interactive Outdoor experiences, live events, non-formatted digital Outdoor, special builds. The list goes on. Buskers have been used to release albums. Billboards have been turned into benches. Pepsi turned Uber Taxis into Back to the Future Deloreans. And the incredibly poignant New York Gun Store campaign was a pop-up store. It’s all quite meta. Is it the event that counts? Or is it the after image that counts, as the idea travels around the internet landing up on blogs, Facebook feeds and news sites? And then there’s advertising’s past. The intrusive, inflexibile and mute billboards. They feel like throwbacks to the old way of doing things. A flat image with an unyielding rule that the consumer can take in no more than eight words (unless they’re Economist readers). How boring. How old school. Until you remember 2015's ‘Shot on iPhone 6’ campaign. Simple, traditional and utterly un-missable pieces of art in the urban landscape. It proves our past can be our friend too. A recent piece I loved was BA’s brilliant ‘Magic of Flying’ billboard. The idea is like a roll-call of adland’s favourite buzzwords: real-time data, interactivity, some digital, and lots of collaboration. And it all comes together in a beautifully evocative ode to our childlike wonder for flight. It’s the kind of idea you just know is routinely invoked by CDs in every creative department, “give me some of that.” They’re the kind of ideas creatives love to make. There is a piece of research that has always stayed with me. In focus groups people will remember seeing a brand’s new television ad, even though no such ad has been on air. It turns out that what people are recalling is the billboards they pass each and every day. People don’t forget billboards. Although they sometimes mislable them. They might not be shiny, they might not be new, but billboards are real workhorses. We shouldn’t dismiss them. The other good thing about billboards is you can’t adblock the view. I’m really looking forward to seeing all the new work that will come through this year. I hope there’s room for both the future and the past. 8 Current Campaigns Ulster Bank // Format: Backlit 96 Sheet // Agency: Mediavest // OOH Specialist: Source out of home Grand Opera House // Format: Adtalk Phone Kiosk // Agency: Adhaus // OOH Specialist: PML NI // PUIG – Paco Rabanne // Format: Digital OOH // Agency: Havas Media // OOH Specialist: PML NI // Phoenix Natural Gas // Format: 96 Sheet // Agency: Ardmore Advertising // OOH Specialist: PML NI // 9 SSE: Who are you? The SSE Arena played big games of "Who Are You?" at Waterloo Station giving people the change to win tickets to SSE Presents The Who! Agency: Materials_UK Zoolander No2 Paramount Pictures partnered with JCDecaux to transform a walkway in Milan’s Metro into a paparazzi lined red carpet while in Australia, bus shelters became selfie mirrors. The ridiculously good looking campaign brought the world of “high fashion” to the streets of Sydney, Melbourne, Brisbane, Adelaide and Perth. Passers-by were encouraged to pose with Derek and Hansel, take a selfie and share Blue-Steel pouts across the country. McCafé Snow Report Skiers, snowboarders and tourists commuting to Whistler ski resort get a tasty update of the current snowfall levels by whipped cream and foam peaks. Great reactive messaging combined with a strong visual metaphor creates strong resonance. What's Your Biggest Regret? A chalkboard stood in the middle of New York City asking passersby to write down their biggest regrets. As the board filled up, they noticed that all of these responses had one alarming thing in common. Agency: Cossette, Vancouver, Canada Agency: A Plus 10 Oreo Wonder Vault On Tuesday, February 2, for one day only, a glimpse into the mysterious Oreo Wonder Vault popped up in New York City to officially release a first taste of the latest limited edition flavour before it hits shelves. Lucky passers-by got to take a peek into an imaginary world of flavour, by pulling a lever and watching their pack of not-yet-available limited edition cookies "travel" directly into their hands. Agency: Weber Shandwick Amsterdam Airport Schiphol: Baggage A baggage car from Amsterdam Airport Schiphol gets lost like a tourist in Antwerp. It’s an advertising stunt for Schiphol because "Schiphol, is closer than you think." Especially for people in Belgium who are accustomed to depart from Belgium Airports. The baggage car is driving through the main square, attracting all kinds of attention. The Dutch driver goes around asking how to get to Schiphol. Some people were helpful with instructions. Agency: Fama Volat, Netherlands Purdy: Paint Any Surface with Ease Deutsch did some fun Out of Home work recently for Purdy—the Sherwin-Williams professional painting supplies brand— showing the versatility and accuracy of its paintbrushes in action. The really eye-catching execution advertises Purdy's XL brushes, which can paint on practically any surface. To communicate this, the agency used XLs to paint over a billboardsize section of an ordinary New York City street—covering materials including brick, glass, wood, metal and plastic. Agency: Deutsch 11 January 2016 // Cycle 1 - 2 Top Products £0 £20,000 £40,000 £60,000 £80,000 £100,000 £120,000 BT Package Phoenix Natural Gas Guinness - Hop House 13 KFC McDonald's Dublin Airport Brennans Bread Coca Cola Weight Watchers Thomas Cook Travel Subway Abbey Insurance Ulster Bank - Mortgages CCS - National Living Wage Jet2.com Small Format Small Format Large Format Large Format 1 BT Package £ 114k 2 Phoenix Natural Gas £ 101k 3 Guinness - Hop House 13 £ 99k 4 KFC £ 92k 5 McDonald's £ 87k 6 Dublin Airport £ 65k 7 Brennans Bread £ 65k 8 Coca Cola £ 62k 9 Weight Watchers £ 60k 10 Thomas Cook Travel £ 59k 11 Subway £ 57k 12 Abbey Insurance £ 57k 13 Ulster Bank - Mortgages £ 55k 14 CCS - National Living Wage £ 49k 15 Jet2.com £ 44k Ambient Ambient Transport Transport Digital Digital 12 January 2016 // Cycle 1 - 2 Top Categories Top Products £0 % Change on 2015 5% Tourism & Travel 2% Retail Outlets £50,000 £100,000 £150,000 £200,000 £250,000 £300,000 £350,000 £400,000 £450,000 £500,000 QSR -6% -46% Finance -33% Political & Advisory 43% Media 36% Telecoms Beers & Ciders 8% Soft Drinks 590% 35% Energy 18% Motor Trade 68% Food Entertainment 22% -17% Health & Hygiene -46% Construction-Property Small Format Small Format 1 Tourism & Travel Large Format Large Format Display Value £ 464k 2 Retail Outlets £ 310k 3 QSR £ 270k 4 Finance £ 269k 5 Political & Advisory £ 205k 6 Media £ 188k 7 Telecoms £ 177k 8 Beers & Ciders £ 155k 9 Soft Drinks £ 154k 10 Energy £ 151k 11 Motor Trade £ 133k 12 Food £ 109k 13 Entertainment £ 70k 14 Health & Hygiene £ 65k 15 Construction-Property £ 64k Ambient Ambient Transport Transport Digital Digital The Soft Drinks category experienced the largest year-on-year increase in rate card display value for the period, at a whopping 590%. This was largely due to multi-format campaigns by Coca-Cola and Ballygowan Spring Water. Many advertisers contributed to the combined rate card display value for the Tourism & Travel category, which held the largest share of voice for cycles 1-2 2016 at 14%. January is traditionally a peak period for the tourism and travel industry. With Christmas a distant memory and the wintery weather becoming too much, people’s attentions turn to booking some summer sun, city breaks or even romantic getaways for Valentine’s Day . Active in this period were Aer Lingus, Emirates and Thomas Cook Travel under the Airtours brand, which also featured in the Top 15 Advertisers for January. 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 5,400 panels. For further Posterwatch information, please contact Mark Fleming on 028 9033 3174 or email [email protected]. 13 Event Guide Competition March This month, 1 lucky winner will receive four tickets to a performance of Disney on Ice Silver Anniversary Celebration, taking place at the SSE Arena from 25th-27th March. 17th St. Patrick's Day 25th Good Friday 25th - 27th Disney on Ice Silver Anniversary Celebration. SSE Arena 27th Easter Sunday 27th Harlem Gospel Choir. Millennium Forum 28th Easter Monday 28th 1st Apr Feis Doire Cholmcille. Millennium Forum 29th - 16th The 39 Steps. The Lyric Theatre April April Year of Food Theme - Brewing & Distilling 1st - 2nd Brendan Cole - A Night To Remember. Grand Opera House 2nd World Illustration Awards 2015 Exhibition. Roe Vally Arts & Cultural Centre 2nd - 3rd Dubshed. Eikon Exhibition Centre 3rd Festival of Colours. Titanic Exhibition Centre 3rd The Sessions - Re-Staging of The Beatles at Abbey Road Studios. SSE Arena 4th - 9th Rocky Horror Picture Show. Grand Opera House 5th - 6th Madame de Markievicz on Trial. The Lyric Theatre 6th Muse. SSE Arena 8th Newton Faulkner. Limelight 10th TQ10K and 1 Mile Fun Run. Titanic Quarter 11th - 27th Annual Motorbike Road Racing Exhibition. August Ballymoney Museum and Town Hall 12th - 16th Nine to Five. Grand Opera House 15th The Magic of Motown. SSE Arena For your chance to win, just answer the following question correctly: The Country Garage wrapped in vinyl the bus shelter at the Ballymartin Park & Ride in a clever OOH campaign this month. The bus shelter at this location does not any have 6 Sheets. What is the term for this format? A) Shelter Wrap B) Shelter Panini C) Shelter Sandwich Please email your answer to [email protected] –all entries must be received by 5pm Friday 11th March at the latest. Prize courtesy of Clear Channel Northern Ireland. Last Month’s Winner 15th - 16th The History of the Peace (accordin' to my ma). Millennium Forum Congratulations to Rachael Crawford, Laura Blair, Fiona Kerr, Lauren McNerlin and Fiona Brady, winners of last month’s Engage NI competition. We hope you all enjoyed the Wedding Journal Show! Back Catalogue: Engage ROI Click here to view previous issues! To get monthly updates on latest OOH campaigns and new offerings in the Ireland market click here to subscribe to Engage ROI. Engage nI Engage nIEngage nI OOH always on media Volume 3 Issue 8 — November 2015 OOH always on media Volume 3 Issue 9 — December 2015 Henderson Group defibrillator network Electric Ireland launches in Northern Ireland Why brands should stop neglecting ‘the Refreshing festive last mile’ cheer from 7UP Victoria Square lights up for Christmas OOH always on media A Lidl bit of magic Volume 4 Issue 1 — January 2016 this Christmas Danske Bank dominates Ireland’s first roadside Digital OOH screen The Wedding Journal Show is back! Resolutions for outdoor advertisers 14
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