Engage nI

ooh always on media

Volume 2 Issue 4 May 2014

Denny campaign is no old banger

Brazilliant Moy Park campaign vibrantly bursts on to the ooh media scene

Carlsberg kicks off campaign to join the greats

PAINTING THE TOWN PINK

NORTHERN IRELAND WELCOMES THE WORLD FAMOUS GIRO D’ITALIA

GIRO d’ITALIA

9th-11th May(News reports confirmed this horse was not harmed)

Agency: AV Browne

Agency: AV Browne Specialist: PML NI

Source: Translink

Agency: ASG Specialist: PML NI

Source: Image Zoo

With more fizz than a good prosecco, Northern

Ireland has been busily preparing to welcome

the world famous Giro d’Italia. Taking place

from 9th-11th May, the bicycle road race will

see 200 of the world’s best competitors take to

three routes across Belfast, Counties Antrim,

Down and Armagh, before heading on to Dublin

for the finish.

 The maglia rosa – the pink jersey – is worn by

the race leader and is the honour for which all

competitors strive. As the excitement builds

ahead of the event, local councils, businesses,

schools, charities, other organisations and

individuals are helping to paint their town pink

to welcome the world class event.

 From impressive banners to a pink horse, no

stone has been left unturned. If you haven’t

been swept up in the excitement yet, get on

your bike and join in!

Source: UTV

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Denny campaign is no old banger

The cycle 8 campaign utilised the effectiveness of POS formats to reach main shoppers at key Tesco, Sainsbury’s and Asda supermarkets across Northern Ireland with a very tempting creative showing off the brand’s gold award winning sausages.

Employing a combination of 6 Sheets and Trolley Handles, the campaign also used Store Points - the first time parent company Kerry Group has used this latest POS format in Northern Ireland.

Research from the Outdoor Media Centre reveals that 88% of consumers are reached by ooh media in the 30 minutes prior to making a purchase. The POS formats utilised in the Denny cycle 8 campaign extend this vital presence on the path to purchase right into the store. Trolley Handles provide an average dwell time of approximately 45 minutes (TGI NI 2013); whilst the 61% of adults who shop at Tesco NI (Exterion Media, 2013), are reached by the total network of Store Points.

One of Ireland’s best loved food brands, Denny, has made a return to the out of home media market in 2014 with a multi-format Point of Sale targeted campaign by Vizeum and PML NI.

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Ards Shopping Centre Celebrates EasterArds Shopping Centre, one of North Down’s prime retail destinations rolled out a targeted multi-format campaign by Walker Communications and PML NI, ahead of Easter in cycle 8.

Using the big brand effect of 48 Sheets in key areas including Newtownards, Bangor, Holywood and East Belfast, the campaign aimed to drive consumers to Ards Shopping Centre. The campaign also used a combination of 6 Sheets and Phone Kiosks to achieve greater coverage and frequency, particularly among the harder to reach audiences living in the Peninsula towns such as Millisle and Portaferry.

Speaking of the campaign, Stephen Morris of Walker Communications said, “Ards Shopping Centre has been a long time user of 48 Sheets. However in Walker Communications’ first ever campaign for Ards Shopping Centre, we extended the campaign to include 6 Sheets and Phone Kiosks in order to improve reach of the important primary target audience living in the Ards Peninsula area. All planned in tandem with the team at PML and part of a more targeted media strategy, we are delighted to have created such an effective campaign for Ards Shopping Centre.”

The two vibrant creatives featured family oriented Easter scenes, marking a pleasing return to out of home media this year for Ards Shopping Centre.

Debenhams makes a splash Debenhams, one of the UK’s leading department stores, has just launched its first out of home media campaign in Northern Ireland with Carat Ireland and PML NI.

The department store renowned for its fashion, beauty and stylish homewares has cleverly utilised the impact of large format 48 Sheets, 48 Sheet Backlits, 96 Sheet and 96 Sheet Golden Squares in proximity to its stores in Belfast, Lurgan, Portadown, Craigavon and Derry.

The network of 6 digital screens in Castlecourt Shopping Centre also features in the cycle 9 campaign; extending the message to the estimated 300,000 visitors the Shopping Centre receives each week. The digital screens provide perfect proximity to Debenhams’ flagship store in Northern Ireland within Castlecourt Shopping Centre, as well as adding to the premium feel of the stylish campaign.

JNOR Analysis of the 48 Sheet and 96 Sheet elements of the campaign alone revealed that almost 200,000 ABC1 Adults will be reached by the campaign, seeing it 7 times on average at N+1.

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With the Premier League coming to a conclusion, Carlsberg kicked off a striking campaign in cycle 7 to target footy fans across the province with a fantastic competition to ‘join the greats for the ultimate football experience’, as the creative says.

The multi-format campaign consisted of 48 Sheets, 96 Sheets, 96 Sheet Golden Squares, 6 Sheets, as well as Glowboxes in key pubs, bars and clubs. The star player of the campaign however, was the 48 Sheet Special Build on Belfast’s Great George’s Street.

The Special Build brought to life the ‘locker room’ creative used on all formats of the campaign, featuring real football shirts and branded kitbags within a 3D display case covering the extent of the 48 Sheet, giving the effect of a real locker room. The green colouring and 2D Carlsberg pint overlaid on the imitation lockers drove home the brand name to the tens of thousands of motorists travelling along Great George’s Street throughout the cycle.

JNOR Analysis of the roadside elements of the campaign revealed coverage of over 46,800 Males aged 18-34, the primary target audience. This audience would have seen the campaign an average of 21.8 times at N+4.

Carlsberg kicks off campaign to join the greats

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Using 96 Sheets and T-Sides in Greater Belfast, the campaign featured 3 creatives in total, boasting the quality of Moy Park’s range in a tongue and cheek manner, as well as highlighting the on-pack competition to win a trip to the FIFA World Cup taking place in Brazil, June-July 2014.

The campaign was designed by AV Browne, and planned and bought by Initiative and PML NI.

Moy Park vibrantly burst onto out of home media scene with a ‘Brazilliant’ multi-format campaign in cycle 8, tying in with the FIFA World Cup build up.

Brazilliant Moy Park

FlashbackDid you know? Northern Ireland has one of the highest cinema admissions per capita, averaging 3.3 per person. This is only slightly less than London, where admissions are 3.4 per person (British Film Institute, 2012).

In honour of our beloved Fionnuala ‘Noodles’ Cullen who has left PML for pastures new in Australia, this month’s Flashback is of Nickelodeon’s smash hit The Rugrats Movie – Fionnuala was little more than a rugrat herself when this movie came out 15 years ago!

We would like to take this opportunity to thank Fionnuala for all her hard work and contribution to the PML NI team, as well as for the barrel of laughs she gave us all. We wish Fionnuala all the very best of luck in her adventures down under. Brace yourself Australia!

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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Bank of Ireland stood up for the Ulster men (our supporters’ motto for those not addicted to the game!) with a multi-format campaign in cycle 7; the last 2 weeks before the big match against Saracens when excitement among fans reached fever pitch.

The campaign featured variations of the same striking creative: a multitude of images from Ulster fans showing their support for the team - everything from pets and scarves, to cupcakes and selfies! The images were overlaid on a black background. A smart move by Bank of Ireland – campaigns with predominantly black designs were recalled by almost 3 out of every 4 adults surveyed in latest PML Group NI Poster Impact research.

Using a mix of 6 sheets and 48 sheets on the main roads and arterial routes across Greater Belfast, JNOR Analysis of the campaign revealed it reached 46.7% of All Adults aged 18+ with an average message frequency of 17 times (N+4). The network of digital screens and large digital screen at Victoria Square delivered the campaign to 400,000 people during the cycle.

The Mobile 6 Sheets, Adbikes and Adshel Wrap at Ravenhill targeted the 18,000 fans that attended the sell-out match.

A very effective brand campaign by Carat and Source ooh for Bank or Ireland that greatly built rapport with local consumers.

What a pity Ulster Rugby weren’t as equally successful on the night!

There was a palpable buzz in the build up to the Heineken Cup Quarter Final at the newly redeveloped Ravenhill, home of Ulster Rugby.

ooh I Like... Bank Of Ireland suftum!

Kathryn Lindsay, Research / Account Executive, PML Group NI

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‘E’ is the magic numberEngage, excite, experiment with ambient media

At Image Zoo our goal is to engage excite and experiment through ambient media. If it’s visible, brand it! From a 10cm beer mat to large-scale building banners any, and every,

available space is a potential advertising opportunity.

Ambient advertising is a wide-ranging ooh category that employs a variety of strategies to engage audiences in unusual and creative ways. It is not easily defined and it does not fit neatly into the out-of-home box. Washroom advertising, street installations, light projections, reverse graffiti and niche pop-up networks all fall within the ambient category. Great ambient campaigns are disruptive and reach consumers when they least expect it, with a visual presence that expands when photos or videos are relayed via social media.

Advertising budgets have to work harder than ever, so it is vital campaigns target the right audience, in the right place and minimise wastage. This often requires a flexible approach to clients’ briefs. Our unique strength is the ability to speak directly to single demographic groups. One way we do this do this is by developing a number of pop-up poster networks for example; targeting golfers, pregnant mothers and foreign nationals.

A great example of this is our work with the Northern Ireland Tourist Board. Working with PML Group and AV Browne, we were briefed to set up a bespoke network in top golf resorts as they were keen to reach enthusiastic golfers from across Ireland. Each venue was merchandised with posters, strut cards and a competition added a further level of engagement, creating a positive and lasting impression.

Washroom advertising is an old favourite within the ambient

category as it provides long dwell time and targeted audience segmentation.

Today’s customers are savvy and have grown accustomed to tuning out traditional forms of advertising. For this exact reason there is more ad avoidance and we at Image Zoo enjoy finding ways of getting around this. Working closely with the PML Group specialist team, AmbientPlus, & Mediavest and using Firefly, our outdoor portable light projection system, 48 released a fake film trailer in January. 48 is a mobile phone network exclusively for generation Y (18-22 year olds), a notoriously hard-to-reach group. This trailer was projected onto high profile sites across Dublin that had a high 18-22 year old footfall. This high impact activity left people asking questions and generated a lot of social media penetration. The second burst of activity then confirmed that it wasn’t in fact a new motion picture, but an advert for the cheeky 48 brand!

Ambient media is all about making the once ordinary capture attention using creative, unique, inspiring methods. Working with PML Group & Initiative Dublin our latest street media campaign for Nature Valley transformed a derelict wall on a busy Dublin City Centre street into a fresh and vibrant Nature Valley masterpiece. Campaigns such as this enable clients to gain real talk-ability, interrupting passersby on their usual routine journey by using unusual and spectacular methods.

Ambient campaigns excite surprise and inspire – often, they are also a lot of fun. They can be augmented with digital bolt-ons, are a fantastic addition to traditional media campaigns, creating that extra buzz with something a little out of the ordinary. When executed well the ambient element of your ooh campaign will be the most memorable.

Orla Clancy Image Zoo

“Ambient media is all about making the once ordinary capture attention using creative, unique, inspiring methods.

Click here for video

Pat Cassidy (AmbientPlus), Gráinne Galvin (Nature Valley) and Sylvia Cawley (Initiative Media

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Current Campaigns

Advertiser: Grand Opera House Agency: Adhaus Media ooh Specialist: PML NI

Advertiser: Bravissimo Agency: Carat Manchester ooh Specialist: Posterscope UK and PML NI

Advertiser: The Law Society Agency: Navigator Blue ooh Specialist: PML NI

Advertiser: Abbey Insurance Agency: Marks ooh Specialist: PML NI

1010

Nivea ShowerBeiersdorf wants Chileans to clean up their act. To best highlight a new body wash product, the brand constructed a special, innovative campaign. Real water dripped down, as if out of a shower head, inside a showcase that turned many heads on the streets of Chile and inside metro stations. Click here to view video.

Smell-ooh-VisionThis was the first scent marketing campaign in street furniture in Spain. With the slogan ‘do you know the scent of pleasure?, milkshake brand Cacaolat invited people to smell their appealing cocoa scent. The action is complemented by a series of actions in social networks to increase the impact. Click here to view video.

Agency: Hand Arena

Reporters Without Borders: Two Sides The human rights organization Reporters Without Borders demonstrated the ambivalence of the Winter Olympics in Sochi, Russia. An imposing City light campaign shows both sides: truth and lies. For this purpose the advertising agency Philipp and Keuntje juxtaposed controversial quotes, thereby showing the significance of a free press for the ability to judge. Instead of one billboard with three posters passing through, coloured layers alternate and in doing so expose quotes with different content.

Agency: Philipp und Keuntje Rio 2 - 2D & 3D Customisation with Waterfall Feature A special customisation for 20th Century Fox’s Rio 2 was installed at Westfield White City. The customisation involved 3D foam lettering and a 2D cut out of the characters from the film. A custom built waterfall feature was also added to enhance the creative. Click here to view video.

Agency: Posterscope Hyperspace and WCRS

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March 2014 // Cycle 5 - 7Top Products

1 Ulster Bank - Mortgages 221k

2 Crimestoppers - Drug Awareness 161k

3 KFC 149k

4 D.O.E - Road Safety 145k

5 PHA - Organ Donation 90k

6 Spar 80k

7 Odyssey Arena 76k

8 Auto Trader 75k

9 AXA Insurance 70k

10 Safe Food 65k

11 Northern Ireland Tourist Board 62k

12 Tesco 61k

13 Phoenix Natural Gas 60k

14 Sony Xperia Z1 60k

15 D.E.L - Youth Employment Scheme 56k

Small Format Large Format TransportAmbient

Display Value

With the upcoming local council and European Parliament elections, it’s unsurprising to see an increase in activity by advertisers within the Political & Advisory category, which topped the table for the period cycles 5-7 2014. The category has increased by 7% when compared to the same period in 2013. Pleasing to see is the 161% increase in activity by the Construction-Property category, which makes a welcomed appearance in the Top 15 Categories. Although a relatively small rate card display value, the increased share of voice for the Construction-Property category is a positive reflection of the improving economic conditions in Northern Ireland, as reports continue to show we are moving out of recession. The Media, Retail Outlets and Tourism & Travel categories all continue to remain in the top 15 having each enjoyed increases in ratecard display value for the same period last year.

£0 £50,000 £100,000 £150,000 £200,000 £250,000

Ulster Bank - Mortgages

Crimestoppers - Drug Awareness

KFC

D.O.E - Road Safety

PHA - Organ Donation

Spar

Odyssey Arena

Auto Trader

AXA Insurance

Safe Food

Northern Ireland Tourist Board

Tesco

Phoenix Natural Gas

Sony Xperia Z1

D.E.L - Youth Employment Scheme

Small Format Large Format AmbientTransport Digital Digital

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March 2014 // Cycle 5 - 7Top ProductsTop Categories

1 Political & Advisory £ 822k

2 Retail Outlets £ 545k

3 Tourism & Travel £ 522k

4 Finance £ 510k

5 Media £ 236k

6 QSR £ 199k

7 Motor Trade £ 177k

8 Entertainment £ 165k

9 Soft Drinks £ 155k

10 Fuel £ 149k

11 Telecoms £ 144k

12 Beers & Ciders £ 140k

13 Industry & Commerce £ 115k

14 Food £ 97k

15 Construction-Property £ 89k

Display Value

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.

£k £100k £200k £300k £400k £500k £600k £700k £800k £900k

Political & AdvisoryRetail Outlets

Tourism & TravelFinance

MediaQSR

Motor TradeEntertainment

Soft DrinksFuel

TelecomsBeers & Ciders

Industry & CommerceFood

Construction-Property

Small Format Large Format Ambient Transport Digital

+133%

+10%

-1%

-49%

-13%

-35%

+5%

+83%

+52%

-18%

+112%

+65%

-43%

+21%

-2%

% Change on 2013

Small Format Large Format TransportAmbient Digital

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For this month’s competition we have a £50 voucher for award winning restaurant and bar Horatio Todds! For the chance to win this month’s competition, please answer the following question correctly.

Ambient media has the unique power to target niche markets or single demographic groups. Washroom advertising is a great example of this. What advantages of washroom advertising are stated in this month’s guest article?

A) Long dwell time B) Targeted audience segmentation C) All of the above!

Please email your answer to kathryn@pml-ni.com - all entries must be received by Friday 16th May at 4pm!

This month’s prize is courtesy of Image Zoo.

Last Month’s WinnerCongratulations to Aidan Rodgers of Henderson Group, winner of last month’s Engage NI competition. We hope you enjoy spending the £50 gift card for House of Fraser!

“I am delighted to have won the vouchers for House of Fraser, they will come in handy to pick some cool items out for the Summer months!”

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!

May2nd Ulster v Leinster. Ravenhill, Belfast

5th 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

19th Miley Cyrus. Odyssey Arena

20th - 24th

Cinderella. GOH

23rd - 25th

One Direction. Croke Park

26th Bank Holiday Monday

29th Christy Moore. Waterfront Hall

30th - 31st

The High Kings. Millenium Foum

30th - 31st

The Big Event (Motability) & Disability Exhibition. Kings Hall, Belfast

31st Man in The Mirror - Tribute to Michael Jackson. Millennium Forum

31st - 1st McBusted. Odyssey Arena

June5th Cliff Richard. Odyssey Arena

6th Snooker Legends. Waterfront Hall

7th NABBA Bodybuilding World Championships 2014. Waterfront Hall

7th - 8th Comicon. Kings Hall, Belfast

9th Little Mix. Odyssey Arena

5th