ENGAGE - FOR WHEN YOU'RE OOH - PML Group
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ENGAGE
I S S U E 8 2 0 1 8
MAXOL TOPS UP BY TEN
7UP FREES ITS NEW IDENTITY
FOR WHEN YOU’RE OOH
NTA BRINGS US ON A JOURNEY
1
CAMPAIGNS
FOR WHEN YOU’RE OOH
As part of its ‘Help for What Matters’ proposition, Ulster Bank demonstrated how its smartphone
product features can come in handy for when you are on the go in its latest OOH campaign.
Following on from its First Five Mortgage, the second instalment in its proposition focused on its
current account offerings.
The introduction of the new campaign is another example of Ulster’s Bank focus on customer-
centric innovation with the campaign showcasing facial recognition, smartphone payments
and balance alerts as part of its current account product features.
The bank’s Outdoor campaign featured primarily on Digital formats - Orbscreen, Connolly
Station Gallery, dX Screen, Retail Digital and Digipole along with traditional 6 sheets- Bus Shelters,
Adshel, and Metropanels.
Media: Spark Foundry - Creative: Boys & Girls - OOH Agency: PML
2
CAMPAIGNS
MAXOL TOPS UP BY TEN
Maxol launched an initiative with charity partner, AWARE, to raise some much needed funds for
the charity which aims to assist people affected by depression.
The family owned forecourt and convenience retailer took to OOH to reach a broad audience
and build awareness of the ‘Top Up by Ten’ initiative.
Maxol encouraged customers to add 10c to their purchase at participating stations in August
which was then donated to AWARE. In addition to this, Maxol also topped up by ten and
donated €10,000 to Aware.
The campaign ran on a series of 6 sheets- Bus Shelters, Adshel and Commuter Points.
Media: Mediaworks - Creative: Insight Marketing - OOH Agency: Source out of home
3
As the culmination of the All Ireland GAA Championship drew near, Guinness’s summer Digital
Out of Home campaign to support its long-standing sponsorship also reached its conclusion in
the build up to the clash between Dublin and Tyrone.
The campaign, using PML Group’s Dynamic CMS platform, featured a fixture element that listed
each weekend’s football and hurling matches. The Dynamic element displayed the counties,
venues, days and times of the fixtures on Digital Screens across Ireland.
The campaign incorporated a phased roll out across commuter, roadside and bar environments.
The platform works across multiple networks and in the case of Guinness, the media owners
involved were Orbscreen, Wide Eye Outdoor (Social D’s), Exterion Media (Commuter dPods)
CAMPAIGNS and JCDecaux (Digipole) – all of which display the Dynamic content. The campaign was
planned and delivered by the teams in Carat and Source out of home, with creative by BBDO.
Orlagh Keane, Senior Account Manager at Source out of home added: As an early adopter of
the technology, we are thrilled to see Guinness engage the platform and apply the exceptional
GUINNESS BOUNDS THE GAA
creative power of Dynamic Out of Home once again. The technology is the perfect tool to
deliver on brief for Guinness by serving contextual copy relevant to the days and matches at
AND DYNAMIC TOGETHER
the right time and in the right place, building excitement prior to throw in.
Media: Carat - Creative: BBDO Dublin - OOH Agency: Source out of home
4
7UP FREES ITS NEW IDENTITY
PepsiCo launched a refreshing new take on the 7UP Free brand with the introduction of its
new look packaging.
To detail its new visual identity, 7UP Free harnessed OOH’s scale and visual nature to drive
broad awareness and provide assurance of its same great taste.
7Up’s multi-format approach placed the campaign in front of audiences across Ireland. The
campaign featured a range of coverage building formats in the form of 96/48 Sheets, various
6 Sheets and the 100ft wide Parkgate Street special. Digital and transport formats also formed
part of the OOH media plan.
Our Posterwatch half yearly results show Soft Drinks were the fourth most active category on
CAMPAIGNS OOH in H1.
Media: OMD - Creative: Havas - OOH Agency: Source out of home
5
YOUR HEADLINE ACT -
AUSSIE SHAMPOO!
As part of its sponsorship of this year’s Electric Picnic, Aussie Shampoo was on Out of Home to
promote its presence at the festival.
Aussie Shampoo was on site with its own tent – the music box- complete with DJ sets, poetry
and juices for a more chilled out vibe and while there festival goers could pick up some
3-minute miracle sachets and put the music back into your hair… exactly what’s needed
after 3 days of revelry!
The cosmetic brand was on Large and Transport formats for the campaign alongside a fully
wrapped Dublin Bus for a mobile brand presence across the city.
Media: Spark Foundry - Creative: MXB Agency - OOH Agency: PML CAMPAIGNS
6
CAMPAIGNS
NTA BRING US ON A JOURNEY
The National Transport Authority (NTA), in a joint initiative with the Immigrant Council of Ireland,
ran a powerful OOH campaign in cycles 17 and 18.
The campaign used images of hundreds of commuters to form the image of the woman and
man in the mosaic artwork. Over one thousand selfies were donated to the cause by commuters
standing in solidarity against racism.
Planned by Spark Foundry and PML, the OOH element of the initiative ran on a Backlit 96 Sheet,
Upright 48 Sheet, Metropanels, City Impact and Super Rears.
John O’Flynn, Communications Manager, Transport for Ireland, said, “We are delighted to again
be coordinating this crucially important campaign. Ireland’s increasing diversity is reflected
among transport staff and our commuters and this year it is fantastic to unite in our message to
stand up against racism.”
Media: Spark Foundry - Creative: Focus Advertising - OOH Agency: PML
7
CAMPAIGNS
BROWN THOMAS
REWARDS SHOPPERS
Brown Thomas fans rejoiced as the department store launched its new and improved loyalty
card programme and took to OOH to encourage passers- by to download the new shoppable
app.
Brown Thomas shoppers can now enjoy rewards based on a point system which equates to 1
point for every euro spent. Classified into three tiers, your loyalty is rewarded with special treats
such as complimentary personal shopping, cardholder shopping days and beauty samples.
The vibrant and chic OOH campaign detailed some of the perks the loyalty card provides.
Running in strongholds for the retailer, Adshel played host to its OOH campaign in Dublin, Cork,
Galway and Limerick. Dublin exclusive formats –Interior Luas domination including ceiling
graphics, Luas Columns, Commuter Digital, Digipole and Metropoles were also included in the
OOH plan.
The campaign will run on Connolly Station’s Digital gallery until the middle of September.
Did you KnOOH?
12% of adults living in main cities have downloaded an app as a direct result of seeing an
OOH ad. (Source: TGI 2017)
Media: Carat - Creative: In-House - OOH Agency: PML
8
CAMPAIGNS
IRISH WATER TAPS INTO
CONSERVATION
Irish Water launched a public advisory campaign in a bid to encourage the public to conserve
water due to the recent heatwave and on-going water shortages.
New research published by Irish Water shows that over 50% of those surveyed under-estimate
their water consumption by half. Therefore, in the campaign, Irish Water detailed that the
average person actually consumes 129 litres of water a day, information that is essential for
people to be aware of if they are to reduce their consumption.
The campaign also encouraged the audience to visit its website for tips and advice on how to
converse water.
OOH plays an important role in such public information campaign as it reaches a broad spectrum
of audiences. The campaign ran on Bus Shelters, Transvision, Digital Retail and Mallbox in cycle
17. The campaign featured on Mallbox for an additional cycle.
Media: Carat - Creative: Rothco - OOH Agency: PML
9
AN POST MAIL MOMENTS
To celebrate the Pope’s recent visit to Ireland, An Post issued two new stamps to commemorate
the occasion. Designed by Vermillion Design, €1 stamps carried an image of Pope Francis with
a dove taking flight and the €1.50 international stamps featured a family walking along a
beach. The stamps were available in selected post offices nationwide.
Specially designed First Day Covers, stamp miniature sheets and souvenir sheets were also
available at Dublin’s GPO and online.
To drive awareness of the new commemorative stamps, An Post executed an OOH campaign
which featured on Luas Portrait panels, Metropanels, Metropoles, Bus Shelters and Commuter
Squares. CAMPAIGNS
Media: Starcom - Creative: Custodian - OOH Agency: Source out of home
10O O H I L I K E . . .
Bank of Ireland Mortgages Steven Roberts
Head of Marketing, Griffith College
WHAT DO YOU THINK OF THE CREATIVE?
I like this campaign firstly because it goes against traditional expectations of what you expect from
a bank. Over the past few years, we’ve seen financial institutions try to differentiate themselves from
competitors by providing a stronger emotional resonance to their branding. AIB has been omnipresent
in the market this year, so it’s interesting to see Bank of Ireland’s response to its main rival. The creative
links well with the TV campaign and helps reinforce the messaging. It draws viewers back to the core
benefit of a mortgage – securing a home for your family, and all the memories and experiences that
go with that. There is nothing a parent wouldn’t do for their child. As a father of two young children,
I can understand the importance of continuity that the teddy represents. It’s clever and delivers
emotional impact, getting across the campaign’s message that the bank will stay at its customers’
side.
IN YOUR VIEW, WHY DOES THE CAMPAIGN WORK ON OOH?
The creative works because it is simple, translates well to OOH, and stands out from other campaigns.
We are predisposed to notice faces. That draws our initial attention. You then do a double-take,
realising that the brand is a bank. It plays to Outdoor’s strengths – going for impact and avoiding
text heavy copy. It scales particularly well in 48 and golden square formats. The OOH supports the
campaign’s TV ads with frequency and impact. The tagline ‘Wherever You Go’ is well suited to
Outdoor locations and provides opportunities to use this to develop more adventurous OOH layouts
in future iterations of the campaign.
Media: Carat - Creative: TBWA\Dublin - OOH Agency: PML
11Data led planning
Matching audiences and locations.
For more information, contact your PML Group representative
12G U E S T A R T I C L E
Gino Sesto
Top 5 Out Of Home Advertising Trends Founder of DASH TWO, California
Out of Home is the only traditional media seeing ad spending growth right now, and for good reason.
It remains relevant despite continued development and deployment of new media that have drawn
eyeballs away from newspapers, magazines and linear television.
That has led a lot of advertisers to want to explore this promising format. But what trends in OOH should
they be following to ensure their ads get noticed and gain traction? Here are five things to watch for in
2018 and beyond.
1. Digitisation of all Outdoor inventory
Digital billboards have exploded on the scene — some 1,400 were erected in just the past two years.
But that’s only part of the picture. Digitalization has hit all forms of OOH media. Digital networks are
increasingly common in malls, airports, subways, bus shelters and more, notes Stephen Freitas, chief
marketing officer at the Outdoor Advertising Association of America.
“There is certainly a continued trend toward building out more of that footprint. It’s that broader trend of
seeing more movement to Digital inventory in all silos, across all segments,” he says.
2. Integration of mobile into Outdoor ads
Mobile phones allow OOH ads to communicate directly with you and deliver more pertinent messages.
For instance, a billboard might allow you to opt-in with a text to receive a Digital coupon or send offers
to customers with a certain type of phone. Great advances have been made in targeting, too, which
means more agencies and vendors will deploy those techniques.
3. Increasing interest from Digital brands
Netflix recently purchased nearly three dozen billboards on Sunset Strip that it will use exclusively to
advertise its own programming. Netflix is on the cutting edge of technology, and it has chosen to invest
heavily in OOH, reflecting the vitality of the medium.
13G U E S T A R T I C L E
Gino Sesto
Top 5 Out Of Home Advertising Trends Founder of DASH TWO, California
4. Employing real-time data and information for targeting
It’s 90 degrees outside, and you’re in your car on the way to the pool — but you forgot to bring sunscreen.
At that moment, you see a billboard advertising sunscreen. It’s almost as if the billboard read your mind
… and that’s not far from the truth.
More and more, billboards sync to weather conditions, time of day and other real-world variables that
make ads resonate with the people who see them.
“When it’s raining, they advertise umbrellas and raincoats. When the pollen count is high, you see
pharmacy and hay fever meds,” Freitas says. “They have a chance to change the messaging because
they have that nimbleness with Digital.”
5. Raising the bar on creative
Over the past few years, OOH advertising has really come into its own creatively. We have seen campaigns
so clever that they gain instant buzz and long-term traction — think Spotify’s holiday ads that mined user
data for clever insights into human behavior.
Technology will drive many of the new trends in OOH over the coming years, but don’t underestimate
the importance of good old-fashioned ingenuity. Grabbing attention remains the name of the game, no
matter how you manage it.
14SOCIABLE MEDIA
15Planet OOH
Shopping at 2100 m high in the new North Face pop-up store
ITALY: The North Face, the American outdoor brand, has always boasted about providing products for
the most active. Not surprisingly then, they are still hoping to get some customers visiting their new pop-
up store located in the Italian Dolomites at 2100 meters high. The store in Val San Nicolò is reachable only
on foot and the hike takes approximately 2 hours. Every item sold will be accompanied with a personal
message for the new owner encouraging them to “never stop exploring”.
Aphex Twin Takes Mysterious Marketing Underground
UK: Cryptic 3D logos brought the tunnels of Elephant & Castle tube station to life. The mysterious
marketing sent Aphex Twins fans into a vortex of speculation that the cryptic use of the iconic DJ’s logo
teased at the artist’s seventh album.
The Billboard That Always Says Yes
SPAIN: Spain has one of the highest rates of Internet
access in Europe, however, 61% of people at risk of
poverty do not have access to the opportunities that
technology can offer. Cruz Roja (Spanish Red Cross)
wanted to find a way to help those who don’t have The Meg: Mega Shark Attack at Southern Cross Station
the digital tools necessary to fight poverty, because of
lack of resources. The idea was to transform Outdoor AUSTRALIA: Village Roadshow transformed a panel in Melbourne’s Southern Cross Station using touch-ac-
advertising billboards in Madrid into digital devices, that tivated LCD screens to promote the launch of biggest shark flick of the year, ‘The Meg’. The custom
are free to use. Cruz Roja created a billboard which panel featured a touch-activated LCD screen that displayed a mysterious, murky deep-sea scene when
always says “yes”, which people with scarce resources not in use. Passers-by were encouraged to ‘knock at their own risk’ to activate the action. When the
can use to find information to access help, such as touchscreen was activated, a giant shark emerged from the murky waters and ‘attacked’ the LCD
workshops, places to stay, and healthcare facilities. screen – creating a dramatic faux shattered glass effect giving passers-by an equally dramatic shock!
16I N T E L L I G E N C E
CYCLES 14-15 2018
TOP RECALL TOP RATED
1. 1.
Gum Litter Taskforce - Format: 48 Sheet - Media: Spark Foundry Gum Litter Taskforce - Format: 48 Sheet - Media: Spark Foundry
Planning: MediaCom - Creative: AMV BBDO - OOH Agency: PML Planning: MediaCom - Creative: AMV BBDO - OOH Agency: PML
2. 3. 2. 3.
Dunnes Stores Diageo - Carlsberg Mars Irish Water Safety
Format: 48 Sheet Format: 48 Sheet Format: 6 Sheet Format: 48 Sheet
Media: Carat Media: Carat Media: Spark Foundry // Planning: MediaCom Media: The Media Farm
Creative: In-House Creative: Fold7 Creative: BBDO Dublin Creative: Watson Creative
OOH Agency: Source out of home OOH Agency: Source out of home OOH Agency: PML OOH Agency: PML
17I N T E L L I G E N C E TOP CAMPAIGNS
JULY 2018 CYCLES 14 – 15
€k €100k €200k €300k €400k €500k
Gum Litter Taskforce
Vodafone 4G
Naked Juice
Coca Cola Range
Archway Lager
Ulster Bank - Mortgages
Lidl
Carlsberg
Failte Ireland
Maltesers Bites
Guinness GAA
ESB Energy Awareness 1 Gum Litter Taskforce €579k 9 Failte Ireland €266k
HB Range 2 Vodafone 4G €448k 10 Maltesers Bites €265k
Budweiser 3 Naked Juice €431k 11 Guinness GAA €264k
McDonald's McCafe Iced 4 Coca Cola Range €359k 12 ESB Energy Awareness €255k
5 Archway Lager €352k 13 HB Range €243k
Small Large Transport Digital Ambient
6 Ulster Bank - Mortgages €273k 14 Budweiser €236k
Small Large Transport Digital Ambient
7 Lidl €269k 15 McDonald’s McCafe Iced €223k
8 Carlsberg €269k
All figures based on display value at rate card.
18I N T E L L I G E N C E TOP CATEGORIES
JULY 2018 CYCLES 14 – 15
€k €500k €1,000k €1,500k
Beers & Ciders
Soft Drinks
Retail Outlets
Confectionery & Snacking
Finance
QSRs
Political & Advisory
Tourism & Travel
Films
Telecoms
1 Beers & Ciders €1,789k 9 Films €734k
Food
2 Soft Drinks €1,736k 10 Telecoms €660k
Entertainment
3 Retail Outlets €1,384k 11 Food €658k
Energy
4 Confectionery & Snacking €1,355k 12 Entertainment €529k
Motor Trade
5 Finance €1,270k 13 Energy €460k
Media
6 QSRs €1,159k 14 Motor Trade €437k
Small Large Transport Digital
Digital Ambient 7 Political & Advisory €958k 15 Media €388k
Small Large Transport Ambient
8 Tourism & Travel €816k
All figures based on display value at rate card.
19I N T E L L I G E N C E ALCOHOL
JULY 2018 CYCLES 14 – 15
€k €50k €100k €150k €200k €250k €300k €350k
Archway Lager
Carlsberg
Guinness GAA
Budweiser
Corona Extra
Gordons Gin
Jack Daniels
Appleman's Cider
Hop House 13
Rockshore
1 Archway Lager €352k 6 Gordon’s Gin €144k
Small Large Transport Digital Ambient
2 Carlsberg €269k 7 Jack Daniels €90k
Small Large Transport Digital Ambient
3 Guinness GAA €264k 8 Appleman’s Cider €83k
4 Budweiser €236k 9 Hop House 13 €74k
5 Corona Extra €187k 10 Rockshore €73k
All figures based on display value at rate card.
20I N T E L L I G E N C E FILM & ENTERTAINMENT
JULY 2018 CYCLES 14 – 15
€k €50k €100k €150k €200k
Hotel Transylvania 3 - Sony Pictures
Mamma Mia! Here we go again - Universal
Incredibles 2 - Disney
Skyscraper - Universal
Mission: Impossible - Fallout - Paramount
Show - Riverdance
Galway Arts Festival
Olympia Theatre
Musical - Wicked
Teen Titans Go! - Warner Bros.
Small Large Transport Digital Ambient
1 Hotel Transylvania 3 - Sony Pictures €199k 6 Show - Riverdance €64k
Mamma Mia! Here we go again -
2 €107k 7 Galway Arts Festival €63k
Small Large Transport Digital Ambient Universal
3 Incredibles 2 - Disney €101k 8 Olympia Theatre €55k
4 Skyscraper - Universal €92k 9 Musical - Wicked €50k
Mission Impossible - Fallout -
5 €81k 10 Teen Titans Go! - Warner Bros. €44k
Paramount
All figures based on display value at rate card.
21I N T E L L I G E N C E FMCG
JULY 2018 CYCLES 14 – 15
€k €100k €200k €300k €400k
Naked Juice
Coca Cola Range
Maltesers Bites
HB Range
Uncle Ben's - Rice Bowls
Pepsi Max
Pedigree Dentastix
Lucozade Energy
RiverRock Water
TreSemme
1 Naked Juice €431k 9 RiverRock Water €147k
Kelkin
2 Coca Cola Range €359k 10 TreSemme €140k
Lipton Ice Tea
3 Maltesers Bites €263k 11 Kelkin €137k
Cadbury Dairy Milk Freddo
4 HB Range €243k 12 Lipton Ice Tea €136k
Magnum
5 Uncle Ben’s - Rice Bowls €190k 13 Cadbury Dairy Milk Freddo €134k
Jacob's 6 Pepsi Max €158k 14 Magnum €129k
Small Large Transport Digital 7 Pedigree Dentastix €155k 15 Jacob’s €124k
Small Large Transport Digital Ambient
8 Lucozade Energy €151k
All figures based on display value at rate card.
22I N T E L L I G E N C E TELECOMS & MEDIA
JULY 2018 CYCLES 14 – 15
€k €100k €200k €300k €400k
Vodafone 4G
Sunshine 106.8
Vodafone Comedy Festival
Sky Cinema
Virgin Media
Irish Examiner
Alcatel OneTouch Idol 3
1 Vodafone 4G €448k 6 Irish Examiner €32k
Small Large Transport Digital Ambient
2 Sunshine 106.8 €173k 7 Alcatel OneTouch Idol 3 €32k
3 Vodafone Comedy Festival €85k
Small Large Transport Digital Ambient 4 Sky Cinema €51k
5 Virgin Media €34k
All figures based on display value at rate card.
23I N T E L L I G E N C E FINANCE
JULY 2018 CYCLES 14 – 15
€k €50k €100k €150k €200k €250k €300k
Ulster Bank - Mortgages
AXA Insurance
KBC Mortgages
Bank of Ireland - Mortgages
AIB - Mortgages
eToro
Its4Women.ie
Standard Life
AIB - GAA
N26 Bank 1 Ulster Bank - Mortgages €273k 6 eToro €74k
2 AXA Insurance €176k 7 Its4Women.ie €70k
Small Large Transport Digital Ambient
3 KBC Mortgages €162k 8 Standard Life €53k
Small Large Transport Digital Ambient
4 Bank of Ireland - Mortgages €119k 9 AIB - GAA €48k
5 AIB Mortgages €109k 10 N26 Bank €47k
All figures based on display value at rate card.
24COMPETITION
Jason
Manford
September 29th - Vicar Street
He’s back! It’s been a busy few years for Jason since his last smash-hit stand up show but fans of his For a chance to win a pair of tickets tell us:
Absolute Radio show will know this nationally acclaimed comedian hasn’t changed a bit. ‘Muddle
Class’ promises to feature a wealth of new material about Jason growing up ‘working class’ then
finding, over the years, that part of him has become ‘middle class’ - causing much confusion! On what radio station does Jason Manford present a show?
Delivered with Jason’s amiable charm and captivating wit, this is a show not to be missed.
BBC Absolute
‘8 out of 10 Cats’ (Channel 4), ‘The Nightly Show’ (ITV1), ‘Sunday Night at the Palladium’ (ITV1), ‘Live
at the Apollo’ (BBC One), ‘Have I Got News For You’, (BBC One), QI (BBC Two) and ‘The Royal Variety
a Radio One
b Heart FM c Radio
Performance’ (ITV1) have all helped establish Jason as a nationally known comic.
Send your answers to competitions@pmlgroup.ie
“Effortlessly entertaining” **** Evening Standard
“He’s blessed with the sort of laid-back charm and sharp turn of phrase you can’t manufacture” ****
Daily Telegraph Last Month’s Winner:
Congratulations to Karl Tyndall from PepsiCo who won a pair to tickets to see Jimmy Carr.
25EVENT GUIDE
SEPTEMBER
7th -9th Irish Craft Beer Festival RDS, Ballsbridge
8th - 23rd Dublin Fringe Festival Dublin
9th Liberty Insurance All- Ireland Camogie Final Dublin
12th Clifden Arts Festival Clifden, Galway
15th Longines Irish Champions Leopardstown Racecourse
16th Ladies Football All- Ireland Senior Championship Croke Park
18th - 20th National Ploughing Championship Screggan, Tullamore, Co. Offaly
19th Jason Derulo 3Arena
22nd Rob Brydon Olympia Theatre
22nd 50 Cent; Get Rich Or Die Tryin’ – EU Tour 3Arena GUINNESS CORK JAZZ FESTIVAL
23rd Great Dublin Bike Ride Merrion Square
24th -25th Arctic Monkeys 3Arena 7th Joanna Lumley It’s All About Me Bord Gáis Energy Theatre
25th Trailer Park Boys Olympia Theatre 7th Kylie Minogue 3Arena
26th - 27th Shania Twain 3Arena 10th - 14th Cirque du Soleil Ovo 3Arena
27th ADFX Awards The Concert Hall, RDS. Ballsbridge 12th - 26th Wexford Spiegeltent Festival Wexford Quay
28th- 30th Ryder Cup Paris, France 13th Sister Act Live Choir The Helix, DCU
28th - 29th Jason Manford Vicar Street 25th -29th Guinness Cork Jazz Festival Cork City
29th Cliff Richard 3Arena 28th Dublin City Marathon Dublin
29th - 30th Pregnancy & Baby Fair RDS, Ballsbridge 29th Chemicals Brothers 3Arena
OCTOBER NOVEMBER
5th - 7th Dingle Food Festival Dingle, Co. Kerry 2nd - 3rd Kevin Bridges 3Arena
6th Noel Fitzpatrick The Supervet Welcome To My World 3Arena 5th - 6th Web Summit Lisbon, Portugal
6th J Con Croke Park 5th U2 3ArenaYou can also read
