EngageVolume 2, Issue 5

Engage
Bringing out of home
to your Desktop
Volume 2, Issue 5
May 2011
Welcome to Engage, your monthly update on the out of home Market
Kraft goes Digital
NI Update
Heartbeat of the City
Competition
Kraft first to run digital
touch screen advertising
All the latest ooh news and
campaigns from NI
Suzanne Webb of Bravo
Outdoor talks bus advertising
Win VIP passes to this year’s
Taste of Dublin festival
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Page 5
Page 7
Page 11
Great outdoor... with a cherry on top!
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
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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Volume 2, Issue 5
May 2011
Kraft first to run digital touch screen advertising
A 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.
Current Campaigns ROI
Engage
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
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Fresh Source of data as new website launched
Source 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
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PML Group // 01 668 2900 // [email protected] // www.pmlgroup.ie
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Engage
Volume 2, Issue 5
May 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 media
For 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.
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PML Group // 01 668 2900 // [email protected] // www.pmlgroup.ie
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Volume 2, Issue 5
May 2011
Trolleys push Nescafé Gold Blend sales
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.
Ambient Current Campaigns
Engage
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Destination Cardiff
Bank 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.
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PML Group // 01 668 2900 // [email protected] // www.pmlgroup.ie
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Engage
Volume 2, Issue 5
May 2011
The Balmoral Show
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
Current Campaigns NI
Northern Ireland Update
Other local advertisers including Ulster Bank and Spar demonstrated their
support of the Balmoral Show through ooh media.
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Tayto Rough Cuts
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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PML Group // 01 668 2900 // [email protected] // www.pmlgroup.ie
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Engage
Volume 2, Issue 5
May 2011
Northern Ireland Update
Media first for firmus energy
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
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New Format On The Move
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.
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NI hitting the right note
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.
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PML Group // 01 668 2900 // [email protected] // www.pmlgroup.ie
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Engage
Volume 2, Issue 5
May 2011
Heartbeat of the City
Street Presence: John West on Dublin Bus T-Side and, below, 98FM Super Rear
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.
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.
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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.
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).
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
If you don’t believe me, just take a trip
into town. And have a look around.
Tha-dump.
PML Group // 01 668 2900 // [email protected] // www.pmlgroup.ie
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Engage
Volume 2, Issue 5
May 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.
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Top ROI Campaigns - March 2011
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 Sheet
Creative: Irish International // Media: Initiative
8.09/10
Trócaire // Format: Metropole
Creative: Chemistry // Media: Mediaworks
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Top 2 Recalled Campaigns
63%
Ballygowan // Format: 6 Sheet
Creative: Cawley Nea\TBWA // Media: OMD
Top 2 Rated Designs
7.61/10
O2 Rugby // Format: 48 Sheet
Creative: Rothco // Media: MediaVest
PML Group // 01 668 2900 // [email protected] // www.pmlgroup.ie
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Engage
Volume 2, Issue 5
May 2011
April 2011
(Cycles 07 - 08)
1
2
3
4
5
6
7
8
9
10
1
2
3
4
5
6
7
8
9
10
1
2
3
4
5
6
7
8
9
10
ROI Top 10 Products
Value
Carlsberg Lager
Nokia Smartphones
Surf
Ford Focus
Heinz Ketchup
O2 - Get More
3 Mobile Network - Data
McDonald’s Ciabatta Deluxe
Sony Ericsson Xperia
Cadbury Snack
€
€
€
€
€
€
€
€
€
€
ROI Top 10 Categories
Value
Telecoms
Food
Films
Beers & Ciders
Tourism & Travel
Retail Outlets
Media
Soft Drinks
Confectionery
Finance
€ 2,168,306
€ 1,512,284
€ 1,125,764
€ 1,066,106
€ 928,412
€ 858,896
€ 788,035
€ 767,580
€ 733,294
€ 704,503
NI Top 10 Products
Value
Ulster Bank
Northern Bank
Census
Carlsberg lager
KFC
Coca Cola
NI Fire & Rescue Service
BT Broadband
Bushmills Whiskey
Thérapie Clinic
£
£
£
£
£
£
£
£
£
£
488,544
382,797
337,389
300,814
291,024
273,210
271,898
218,346
212,967
211,888
185,193
184,421
131,769
121,498
118,010
94,645
93,637
90,095
79,170
48,450
€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
€0
Small Format
€500,000
Transport
€1,000,000
Ambient
€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
Flashback
May 1999 Nestlé Kit-Kat Chunky
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?!
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PML Group // 01 668 2900 // [email protected] // www.pmlgroup.ie
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Engage
Volume 2, Issue 5
May 2011
Around the World
Taking a look at out of home innovations from abroad
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
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
Contact James Byrne [email protected] for the best innovations of 2010 or visit www.pml.ie to view our innovation
database.
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PML Group // 01 668 2900 // [email protected] // www.pmlgroup.ie
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Engage
Volume 2, Issue 5
May 2011
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 Gardens
B) Bull Island
C) The Phoenix Park
Email answers to: [email protected]
Event Guide
May 20th
21st
21st
22nd-29th
24th
25th
26th-29th
27th
28th
28th
29th
June
2nd-6th
3rd-6th
4th
4th-5th
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Amlin Challenge Cup Final, Cardiff
Heineken Cup Final, Cardiff
North West 200, NI
Cycling: An Post Rás
4 Nations Football: Rep, of Ireland v N. Ireland, Aviva
4 Nations Football: Wales v Scotland, Aviva
Dublin City Soul Festival, Merrion Square
4 Nations Football: Wales v N Ireland, Aviva
Magners League Grand Final, Thomond Park
Kings of Leon, Slane Castle
4 Nations Football: Rep of Ireland v Scotland, Aviva
6th
6th
9th-12th
16th-19th
18th-19th
19th
24th-26th
26th
29th-30th
30th - 3rd
July
1st-10th
2nd
Carlsberg Cat Laughs, Kilkenny
8th-10th
Docklands Maritime Festival, Dublin
11th-24th
Euro Qualifiers: Macedonia v Rep of Ireland, Macedonia 14th-17th
Forbidden Fruit Festival, Royal Hospital, Kilmainham
25th-31st
Flora’s Women’s Mini Marathon, Dublin
Cork City Marathon, Cork
Taste of Dublin Festival, Dublin
Street Performance World Championship, Dublin
Take That, Croke Park
Father’s Day
Sea Sessions Festival, Bundoran
Irish Derby, The Curragh
Bon Jovi, RDS
The Tall Ships Races, Waterford
Killarney Summerfest
The Script, Aviva Stadium
Oxegen festival, Punchestown
Galway Arts Festival
Cork Rowing Regatta
Galway Races
PML Group // 01 668 2900 // [email protected] // www.pmlgroup.ie