ENGAGE NI - JOIN PEPPA PIG AND FRIENDS THIS SUMMER - PML-NI
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
ENGAGE NI
F E B R U A R Y 2 0 1 8
WINTER-PROOF YOUR HOME
AN EZ WAY TO LUXE LIVING
JOIN PEPPA PIG AND FRIENDS THIS SUMMER NEW YEAR, NEW YOU 1
AN EZ WAY TO LUXE
LIVING
At the beginning of a new year, we’re all full of chocolate, turkey, good intentions and plans
for the next 12 months. If you’ve decided to make 2018 the year to give your home a facelift,
make it easy with EZ Living Interiors.
With stores across Ireland, including a brand-new showroom at the Holywood Exchange, EZ
Living took to OOH to promote its January sale offers. A number of products formed the
creative centrepiece of the campaign, which ran in cycle 1 2018. HD 48 Sheets along key
arterial routes delivered the campaign to potential customers during the busy January sales
period. The high-quality format was the perfect way to display the excellent product range
offered by EZ Living, while careful site selection delivered good campaign coverage across
Belfast.
Media: Adhaus - Specialist: PML NI
CAMPAIGNS
2
NEW YEAR, NEW YOU
By February, it’s estimated that up to 80% of New Year’s resolutions have fallen by the wayside.
According to a ComRes Poll, 38% of people aim to exercise more, closely followed by lose
weight (33%) and eat more healthily (32%). If you’re one of the 15% who pledged to make 2018
the year you learnt something new, help is at hand to make sure you stick to your resolution.
Belfast Met was on OOH throughout January, with two creative messages highlighting full and
part-time courses. Offering qualifications in subjects including Dental Nursing, Engineering,
Journalism, as well as Dressmaking, Fitness Instruction and Pottery, there are many to choose
from at the Belfast campuses.
To promote Open Days for both full and part-time courses, Belfast Met used a range of OOH
formats across the Greater Belfast area. Digital and classic OOH formats delivered impacts
on key arterial routes throughout the city, while Streetliners, A2 Back of Drivers and Solus Rears
delivered a large geographic spread for the campaign.
Speaking about the campaign, Valerie Ludlow, Chief Executive at ASG & Partners said:
“Belfast Met has been a client of ASG’s for a number of years and they have always been
innovative in their approach to marketing. We were keen to use new digital Outdoor formats
for the Belfast Met student recruitment campaign because of its great fit with our campaign
target audiences.”
Media: ASG & Partners - Specialist: PML NI CAMPAIGNS
3
WINTER-PROOF YOUR HOME
Unpredictable weather conditions are characteristic of Northern Ireland, with mild periods
swiftly followed by a severe dip in temperatures. To help reduce the risk of freezing pipes,
NI Water launched a public awareness campaign on OOH across the province in January.
The key message encouraged homeowners to insulate their pipes to prevent damage to
their homes. A good example of prevention being better than the cure; winter-proofing your
home is easy, and much cheaper than cleaning up a flooded property.
Kathryn Lindsay, Media Manager at Genesis added: “Reaching a large audience is key to
meet the objectives of the NI Water campaign. Everyone notices when the temperature
drops, but it’s surprising how many people don’t think about how to winter-proof their homes.
We wanted to build coverage using 6 Sheets, reaching people on their commute to and
from home. To support the roadside formats, A2 Back of Drivers delivered regional campaign
coverage, ensuring that the message reached a large cross-section of the population.”
Media: Genesis - Specialist: PML NI
CAMPAIGNS
4
JOIN PEPPA PIG AND FRIENDS
THIS SUMMER
With over 200 episodes, Peppa Pig is undoubtedly one of the most popular TV shows for about planning family holidays – so when we were briefed on the Peppa Pig World campaign
children around the world, and now she has embarked on an adventure we can all go on! we knew it would have huge appeal to parents knowing that kids would be entertained,
The adventures of Peppa and her friends has inspired a family theme park in Hampshire with and tired out after a day at Paultons Park in Southampton - meeting their favourite cartoon
7 rides, George’s Spaceship Playzone, and most importantly, a muddy puddles splash zone. characters and enjoying the themed rides! Out of Home advertising was chosen as the lead
platform in this multi-format campaign that allowed us to deliver impactful, highly visible
To promote the theme park to Peppa Pig fans across Northern Ireland, RLA Ireland and PML campaign awareness.
worked together to build a multi-format campaign. Initially, two Backlit 96 Sheets in Belfast
were supported by provincewide 48 Sheets to build coverage. Adding to the campaign “To launch the campaign, we ran a combination of 48 Sheets, 6 Sheets and Backlit 96 Sheets
throughout January, 6 Sheets in roadside locations and Digital Screens in shopping centres – taking advantage of the dark January days to get real stand out with our bright colourful
targeted parents of young children. To further reach the target audience, an A3 Bespoke creative - ensuring the instantly recognisable and hugely popular character of Peppa Pig was
Network to reach community centres and other child-friendly environments is planned to prominently displayed around Northern Ireland. The targeting opportunities of OOH made it
continue the activity throughout February. the perfect platform for this campaign, allowing us to choose sites located close to nurseries,
primary schools and soft play areas, ensuring maximum exposure to the relevant audience.”
Julie McCartney, Media Director at RLA Ireland said: “As a mum of two young boys, I know all
Media: RLA Ireland - Specialist: PML NI
CAMPAIGNS
5
O U R V I E W
10 THINGS WE LIKED IN 2017 James Byrne
Marketing Manager, PML Group
1. AN ANIMATED CAT 6. GRANDS PRIX
Felix got up to mischief as the famous cat made his It was an evening of celebration at the biennial
way across the 12 screens of the Digital Gallery in Outdoor Awards as campaigns such as Cadbury Dairy
Connolly Station creating chaos along the way. Both Milk and mytaxi collected top gongs in the media and
synced and sequential it made for pretty viewing. creative categories respectively. Our creative hub
Design+ created the Cadbury artwork.
2. GEOFENCING MERGES OOH AND MOBILE
10. 2. Geofencing is a location targeting tool that enables
an advertiser to serve mobile ads to passers-by if they
7. DOUBLE THE DECKERS
In October, Exterion Media announced the expansion
are within the vicinity of a poster as illustrated by this of its bus advertising formats to the Bus Éireann fleet in
campaign for Permanent tsb mortgages. Cork, Galway and Limerick bringing T-Sides, Supersides
and Sightlines to the cities.
3. FIRST DIGIPOLE
In August, JCDecaux installed the double-sided LED 8. TESCO LIVE
screen in Ballsbridge. At 8.4M² it’s certainly made an December saw Clear Channel begin the rollout of
impression, and an impression, and an impression… Tesco Live screens. Located at entrances, the tech is
provided by Alan Sugar’s Amscreen.
4. ADSHEL LIVE ARRIVES NI
After retaining the Translink contract, Clear Channel 9. LUAS CROSSES THE CITY
3. 1. 5.
pushed the button on the install of 70 bus shelter screens. The new line connecting St. Stephen’s Green and
O’Connell Street and encompassing 13 stops is
5. LIVE EXPERIENCES expected to generate 10 million extra journeys a year.
The picks of ’17 in regards to experiential came in the
form of an EA Games FIFA 18 Man Crèche in Dundrum 10. DAWN OF DYNAMIC
and a winter holiday giveaway by Aer Lingus in In an Irish media first, we delivered dynamic DOOH at
Stephen’s Green Shopping Centre. scale in a campaign using our proprietary Dynamic
platform which enables digital campaigns to run
seamlessly across multiple networks and media owners.
The National Lottery campaign encompassed a live
countdown clock to the Millionaire Raffle which took
place on New Year’s Eve.
4. 7. 6.
6
O O H I L I K E . . .
DANSKE BANK
Lorraine McNaughton
Marketing and Account Executive, PML NI
It’s hard to pinpoint exactly how much time we spend on our mobile phones every day, but it’s thought
to be more than 4 hours. The introduction of smartphones has brought the internet to our fingertips, at
all times of the day or night. In our hyper-connected and busy world, it’s important that the information
needed is readily accessible, including banking.
Danske Bank has listened to its customers and launched a handy suite of functions to its app. Customers
who lose a card can now cancel it and reorder a replacement via e-Banking, from anywhere in the world.
Danske Bank is also offering text alerts to help you stay on track of your balance, allowing customers to
avoid fees and charges. This new campaign simply communicates the benefits to customers with a no-
nonsense message, while the visual acts as a reminder that you’re in control of your banking, even from
your sofa!
FLASHBACK
January is always a great month for film lovers, as award fever grips Hollywood. With the Golden Globes,
Baftas and the Oscars all taking place early in the year, cinema releases tend to be something special,
as big names compete for the highest industry accolades.
January 12th, 2001 might not have been a particularly memorable date for most of us, however it was
the day we first met Chuck and Wilson. This iconic, yet unlikely friendship led Tom Hanks to several Best
Actor nominations, including the Academy Award, and a win at the Golden Globes. Since 2001, the film
has grossed $425 million worldwide and remains a firm favourite with audiences.
Media: Carat Manchester - Specialist: PML NI
7
THE DYNAMIC DIFFERENCE
Our Dynamic platform affords our clients unique access to cross-
network Digital OOH content management and optimised adserving
at scale.
Automated triggers such as weather, time and traffic as well as
dynamic content including social can deliver ever-changing
creative to any number of Digital OOH screens.
Discover how Dynamic can optimise your Digital OOH.
info@pml-ni.com
G U E S T A R T I C L E
Glen Wilson
Outdoor advertising is Managing Director, Posterscope UK
reaching its big bang moment
Out of Home is reaching its ‘big bang’ moment as technology, data and infrastructure are now seamlessly MORE FLEXIBLE, MORE DYNAMIC, MORE EFFECTIVE
coming together, writes Glen Wilson, the managing director at Posterscope.
This more frictionless connection across Digital OOH products will see an increasing application of
Les Binet and Peter Field’s recent IPA study, Marketing Effectiveness in the Digital Era, again draws dynamic content and ad-serving to optimise creative delivery. Messaging that reflects more closely what
attention to the importance of reach and time spent with a medium as key drivers of effectiveness. The audiences are thinking, feeling and doing at specific moments, in specific places.
fact that Out of Home, in its entirety, continues to deliver more than 90% reach and three hours spent in
its company every day, underlines its importance and resilience in a transforming media landscape. Powered by more prolific, accessible and usable data, Digital OOH will be used in more dynamic ways
and deliver a growing array of benefits to advertisers.
Interestingly, the report also observes that, since the advent of Digital OOH, effectiveness of the medium
has nearly doubled. I believe this is just the start. Research has revealed that dynamic Digital OOH used to serve more contextually relevant messages
increases spontaneous advertising awareness by 18%. Furthermore, ad-serving relevant content by
I think OOH is nearing its “big bang” moment, where data, technology and physical infrastructure audience increases the effectiveness of a campaign by at least 15%.
genuinely and seamlessly connect to enable a new era of efficiency and effectiveness for advertisers.
All of the key ingredients are in place so here’s why the medium will be bigger and better then ever. Ultimately, where data-driven, location-based insights reveal the customer “moments that matter”,
and where OOH is planned and activated around these, it works harder and delivers significant ROI
OOH AT THE SPEED OF LIFE improvement.
OOH has been transformed by digitisation over the past few years and that aggressive digital focus will LAUNCH OF NEW OOH PRODUCTS
continue in 2018. Fifty per cent of OOH revenue will be digital, and digital alone will be able to reach 50%
of the population. Media owners’ tireless and relentless pursuit of a better product will bring an incredible line-up of new
offerings in 2018.
A significant development will be the delivery of more scaled automated trading. We’ve seen lots of
column inches and many promises but we’re starting to see the full delivery of automated booking These will include the roll-out of Wi-Fi-enabled Inlink units, a reimagination of BT’s phone boxes, Clear
across the industry, albeit at varied pace. For advertisers, the key benefit is speed. Channel’s smart payphone project, JCDecaux’s continued screen investment, Exterion’s full-motion
Underground cross-track screens and Ocean Outdoor’s recent launch of the biggest Digital OOH screen
OOH planning and buying has traditionally occurred months out from live dates with the exact sites in Western Europe, the Piccadilly Lights. All of which will support more convergence with other digital
selected, negotiated and transacted upfront. Now channel investment can be more flexible with some media, principally mobile, resulting in better media campaigns for the advertiser and better experiences
campaign parts confirmed days before the live date. for consumers.
It can also enable upfront impression commitments but with agile deployment; automated guaranteed, CLOSING THE LOOP
in other words. This will provide a more compelling and competitive proposition to deliver more responsive
and reactive broadcast reach. Big strides in performance and effectiveness will come from the integration of feedback loops into the
dynamic, digital ecosystem. Sales, stock levels or footfall will be used to calibrate, in real time, the weight,
frequency and nature of messaging.
9
G U E S T A R T I C L E
Glen Wilson
Outdoor advertising is Managing Director, Posterscope UK
reaching its big bang moment
We’ve already seen pockets of activity across categories, such as British Airways’
flight sale campaign earlier this year where messaging changed depending
on BA’s weekly “priority” routes and availability of specific destinations.
In particular, we’ll see the obvious symbiotic relationship between mobile and
OOH become more of a reality. Accessibility of mobile location data, greater
collaboration with location-based mobile media owners and the ability of
OOH planning systems to seamlessly ingest and process this data, will enable
more holistic, integrated and effective activation across both channels.
A CREATIVE RENAISSANCE
There is undeniable and enduring power and purity in a great idea, articulated
with a striking image and pithy copy line – a classic poster. There is, perhaps, a
perceived simplicity to this task that makes it a less alluring creative challenge
in a world of one-to-one communication. The fact is, simple is hard and we must
do more to acknowledge and celebrate this among the creative community.
Mass digitisation of OOH presents a new creative palette and we’ve seen only
a fraction of what’s possible as the creative industry starts to embrace the new
opportunity.
This article first appeared on Campaign Live
10SOCIABLE MEDIA
11New to OOH
A big welcome to OOH for a range of brands who hit the streets in January!
Lost City Adventure The Ivory Pavilion Wright’s Sofaland
Golf Media: The Ivory Pavilion Media: Adhaus
Media: Morrow Communications Specialist: PML NI Specialist: PML NI
Specialist: PML NI
12New to OOH
A big welcome to OOH for a range of brands who hit the streets in January!
MotoNovo - Peppa Pig World Keelings
findandfundmycar.com
Media: RLA Ireland Media: Carat Ireland
Media: Orchard Media
Specialist: PML NI Specialist: PML NI
Specialist: PML NI
13Planet OOH
Living Statistics
Film advertisement created by Wunderman, Argentina for Fundación Huésped, within the category: Public Interest, NGO.
Range Rover Evoque
Stunt – Speed Bump
Despite its rough-and-tumble offroad pedigree,
most modern Land Rovers will never actually
see mud. Instead, they’ll spend their entire lives
navigating busy metropolitan streets and luxury
shopping center parking lots. Apparently, Land
Rover knows this as well, as evidenced by the
Netflix leaves London commuters a little uneasy company’s latest Evoque promotional video in
which the compact SUV isn’t seen tackling sand
with Black Mirror tube station take over dunes or a swampy forest, but the largest speed
bump in the world.
Netflix has taken over another London the stunt in the above video. One
tube station in its latest marketing stunt traveller thought the messages could After proving impenetrable by a wide variety
to promote the newest series of the hit have been from the government at first of less-capable vehicles including one BMW X3
show Black Mirror. while another said: “It really makes you whose flustered owner concedes, “I’m not sure
stop and think about things and then it’s that good a 4x4,” a wild Range Rover Evoque
The Drum headed to Old Street to find you realise what it is all about.” owner appears, predictably showing everybody
out what the public had to say about how it’s done.
14DECEMBER 2017
CYCLES 25 - 26 TOP CAMPAIGNS
£K £50K £100K £150K £200K £250K
Ulster Bank - Emergency Cash
Coca Cola
Lidl
SPAR
Smirnoff
Harp Lager
Lunn's Jewellers
Guinness - Christmas
Argento
1 Ulster Bank - Emergency Cash £207k 9 Argento £85k
McDonald's - Christmas
2 Coca Cola £202k 10 McDonald's - Christmas £82k
Jet2 Holidays
3 Lidl £174k 11 Jet2 Holidays £69k
Carlsberg Lager
Hop House 13 4 SPAR £131k 12 Carlsberg Lager £66k
Be Wiser Insurance 5 Smirnoff £127k 13 Hop House 13 £54k
Lucozade Energy 6 Harp Lager £96k 14 Be Wiser Insurance £51k
7 Lunn’s Jewellers £94k 15 Lucozade Energy £51k
8 Guinness - Christmas £90k
Small Large Digital Transport Ambient
15DECEMBER 2017
CYCLES 25 - 26 TOP CATEGORIES
£0K £100K £200K £300K £400K £500K £600K £700K £800K £900K £1,000K
Retail Outlets
Beers & Ciders
Tourism & Travel
Soft Drinks
Finance
Jewellery
QSR
Political & Advisory
Wines & Spirits
Entertainment 1 Retail Outlets £814k 9 Wines & Spirits £157k
Telecoms 2 Beers & Ciders £388k 10 Entertainment £119k
Restaurants & Bars
3 Tourism & Travel £372k 11 Telecoms £72k
Industry & Commerce
4 Soft Drinks £330k 12 Restaurants & Bars £53k
Media
5 Finance £327k 13 Industry & Commerce £48k
Energy
6 Jewellery £284k 14 Media £42k
7 QSR £184k 15 Energy £39k
8 Political & Advisory £165k
Small Large Digital Transport Ambient
16EVENT GUIDE COMPETITION
FEBRUARY Win a bottle of Champagne
26th Jan - 22nd April Gilbert and George: Scapegoating Pictures for Belfast The MAC
27th Jan - 10th Feb Threepenny Opera Lyric Theatre
8th - 11th Lord of the Dance - Dangerous Games Millenium Forum
10th Red Hot Chilli Pipers SSE Arena
13th - 17th George's Marvellous Medicine Grand Opera House
13th - 25th Maggie's Feg Run The MAC
15th An Evening with Colonel Chris Hadfield SSE Arena
15th Paul Weller Ulster Hall
16th X Factor Live Tour 2018 SSE Arena
16th Shortcross Gin Experience Rademon Estate Distillery
This month, we’re giving you the chance to win a bottle of Champagne. Toast the end
20th - 24th The Importance of Being Earnest Grand Opera House of January, Valentine’s Day, or just have a bubbly-filled weekend with this sparking prize,
20th - 4th March I'll Tell My Ma Lyric Theatre courtesy of PML NI.
27th - 3rd March Legally Blonde: The Musical Grand Opera House
To be in with a chance of winning, just tell us:
What was the OOH rate card display value for the Retail Outlets category in
MARCH December:
1st - 4th David Meade Mentalist: Wizard of Odds The MAC
7th Sleeping Beauty (Royal Moscow Ballet) Belfast Waterfront
a £814k b £841k c £914k
9th - 14th Belfast Children's Festival 2018 Cathedral Quarter
Send your answers by 5pm on Friday 23rd February to Lorraine@pmlgroup-ni.com
Last Month’s Winner:
Congratulations to Bronagh Lawlor from Belfast One who won a bottle of bubbly, courtesy of Image Zoo.
ngratulations to Peter McPartlin from MediaCom who won a pair to tickets to see Damien Dempsey.
17You can also read
