OOH always on media

Volume 3 Issue 9 — December 2015

A Lidl bit of magic this Christmas

Refreshing festive cheer from 7UP

Victoria Square lights up for Christmas

Engage nI

2

Refreshing festive cheer from 7UP

7UP launched a fantastically festive multi-format campaign this month to celebrate Christmas.

The campaign by OMD and PML NI employed the high impact King Street banner and newly launched Backlit 96 Sheet sites at Ormeau Avenue and Victoria Street; all within Belfast City Centre.

The campaign also utilised 48 Sheets across Greater Belfast and 6 Sheets in both Belfast and key towns, enabling the popular soft drink to achieve a strong coverage of all adults.

The tagline, ‘feels good to be you’, adds a refreshing sense of genuineness to the retro inspired creative, which is a different take on the typical Christmas images of family, friends, fun and gifts.

A great OOH campaign with refreshing festive cheer from 7UP!

3

Victoria Square lights up for ChristmasVictoria Square, Northern Ireland’s premier retail and leisure destination, embarked on a wonderful multi-format campaign this month to celebrate Christmas.

The campaign by MADISONSOHO and PML NI, employed a combination of roadside 6 Sheets and T-Sides to target shoppers in Greater Belfast. Through the use of these formats, Victoria Square was able to maintain good presence on main roads, arterial routes and in Belfast City Centre; providing proximity to the shopping centre itself.

The star of the campaign had to be the 48 Sheet special builds. White LED lights were carefully dotted across the background of the creatives on key 48 Sheet HD sites to add that extra festive impact to the striking Christmas creatives.

Flashback

Magners celebrated Christmas in 2005 with this brilliant 96 Sheet special build, in which an apple tree was decorated with festive fairy lights. A popular creative that is still fondly remembered by those in the industry today!

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

4

Carlsberg – probably the best lager this Christmas Carlsberg this month ran an inventive OOH campaign in the build up to Christmas. Planned by Carat and Source out of home, a variety of OOH specials were incorporated into the campaign, with illumination being a key element of several innovative formats.

Illuminated 48 Sheet special builds were employed across Dublin, Cork and Belfast.

The Carlsberg pint is a 2D build on the posters, halo lit from the behind, and its logo is in cold cathode. The Carlsberg hop leaf is also lit up on the creative and decorated around the pint, providing a clever play on the traditional Christmas fairy lights. The 48 Sheet special builds were constucted by Eclipse Media.

In Northern Ireland, the campaign employed a mix of 48 Sheets, 6 Sheets, 96 Sheet Golden Squares, as well as Glowboxes in bars to reach the target audience across Greater Belfast and key towns such as Londonderry/Derry, Newry and Lurgan.

In Dublin, Carlsberg also ran 6 Sheet animated transparent screens on Adshel in two key locations. The 6 Sheet specials use dynamic content and are the first of its kind on OOH media, as the installation has been reworked by Focal Media from an in-bar format and tailored to suit the Out of Home environment.

MetroGlo was also incorporated into the Metropoles that Carlsberg has included in its campaign. A combination of special poster materials used with backlit technology, MetroGlo gives certain sections of the poster added impact by appearing to glow more intensely than the remainder of the poster. As well as innovative formats, Carlsberg also utilised traditional sites in Dublin that included 48 Sheets, Adshel, Golden Squares, T-Sides and A1 units in-bar.

5

A Lidl bit of magic this Christmas

Lidl Northern Ireland has unwrapped a fantastic OOH media campaign, bringing more than a little bit of Christmas cheer to the streets of Belfast and key towns across Northern Ireland.

The campaign by Mediaworks and PML NI, which runs throughout the month of December, uses an impactful mix of 48 Sheets, 6 Sheets, Digital OOH, Backlit 96 Sheet, Backlit T-Sides, Backlit 48 Sheets and Kiosks, as well as the Arrivals Corridor branding domination at Belfast International Airport.

The Backlit 48 Sheets and Kiosks were employed in Belfast to promote the arrival of the Lidl Christmas Market at Buoy Park, close to St Anne’s Cathedral in the City Centre. The placement of these panels was deliberately designed to target Christmas shoppers and those visiting the Continental Christmas Market at Belfast City Hall, with the sole aim of driving awareness and footfall to the Lidl Christmas Market.

Meanwhile, the 48 Sheets, 6 Sheets, Digital OOH, Backlit 96 Sheet and Arrivals Corridor branding domination at Belfast International Airport all feature jaw-dropping and mouth-watering photography of just some of the delicious range available at Lidl Northern Ireland this Christmas; from whole lobster to dainty macarons, freshly baked mince pies and traditional roast turkey.

The high impact Backlit T-Sides add yet further weight to this far reaching campaign which is certain to change people’s perceptions of the discount supermarket.

Figures from Kantar published last month revealed that Lidl has increased its market share in Northern Ireland by 20% this year. This wonderful OOH campaign is sure deliver the perfect end to what has been a remarkable year for Lidl Northern Ireland.

6

As the year now draws to a close, we can look back and say with certainty that 2015 boasted many great OOH campaigns! One that particularly stands out to me is the fantastic Forestside Food Festival campaign that ran in November.

The campaign by ASG and PML NI featured roadside 6 Sheets, Adbikes, 96 Sheets and the high impact front illuminated M3 motorway banner on the Direct Wine Shipments building. However, the cherry on top of this campaign was surely the ingenious Adshel Wrap on Castle Place in Belfast City Centre.

A brilliant media first, the Adshel Wrap not only provided a dominating presence in the heart of Belfast, the outer display provided interested passers-by with detachable memos on the exciting event. The eye-catching (and on brand) green memos were affixed to the Adshel Wrap with special adhesive, that allowed members of the public to easily remove a memo to take away with them.

The result was not only attention-grabbing, it actively engaged audiences and helped to drive footfall to the Forestside Food Festival. What an outstanding example of the power of OOH media!

OOH I Like... Forestside Food Festival

Emma McCarthy, Account Manager PML NI

7

The rise of ambient

By Lena Roland, Knowledge Officer, Warc

Recently, I’ve been looking at some prominent trends in marketing. I’ve explored the power of partnerships and the increasing use of ‘occasion marketing’ strategies. This week I turn my attention to the world of media and note the rise of ambient.

But what exactly is ambient media? One definition offered by the Chartered Institute of Marketing points out that ambient was originally known as ‘fringe media’, but now it consists of

“communications platforms that surround us in everyday life - from petrol pump advertising to advertising projected onto buildings to advertising on theatre tickets, cricket pitches or even pay slips”.

On the one hand ambient media is driven by innovative new technology yet some strategies also adopt a more back to basics approach. Ambient is usually situated in the Out of Home environment and often goes hand-in-hand with stunt marketing strategies, so it can be a useful way to raise awareness and generate free PR/earned media. Here are a selection of campaigns featuring interesting uses of ambient that stood out for me.

The New Museum, New York’s only contemporary arts museum, needed to increase visitor numbers which had been in decline. Reaching out to ‘mainstream creatives’ aged 21-39, the museum created a week-long ‘time capsule’ campaign that gave New Yorker’s a sample of what life was like in 1993. Ambient/Outdoor media led the campaign - the humble Outdoor pay phone became the media channel of choice. 5000 Manhattan pay phones were turned into ‘time machines’, delivering hundreds of audio stories of life in NYC in 1993. Attendance spiked 31% during the campaign and the strategy achieved 210 million earned media impressions.

Another New York based campaign, Cole Haan, a US shoe retailer, developed a repositioning campaign to reach fashion conscious 24-45 year olds in New York City. Innovative use of Outdoor and ambient media involved placing adverts on storefront rolling gates. The brand collaborated with New York drag queens who wore the shoes during the city’s fashion week, attracting the attention of the young and hip audience it wanted to reach. Sales, in-store traffic and social media engagement rates all increased above target.

Elsewhere in the US, Temple University needed a new approach to promote the institution and to recruit new students. Shunning traditional marketing vehicles, the strategy put existing students and alumni at the heart of the campaign. This advocacy led crowd-sourced campaign emphasised students and teachers’ pride in the institution and highlighted the benefits of education. The media strategy utilised a range of social platforms while state of-the-art projection technology allowed the university to shine its message on buildings and landmarks across the city.

Another brand making the most of a city’s Outdoor space is Nike, the sportswear brand. With its market share in decline in Indonesia, the sportswear brand needed to promote its Just Do It philosophy, create relevance, generate buzz and reinforce its innovation credentials among young people. So it hosted the Nike WeRun 10 km running event which highlighted the opportunities to run in Jakarta and identified running areas that were underutilised. Targeting influencers, the streets and buildings of Jakarta were the advertising mediums of choice. With no traditional media spend, Nike created one of the most successful campaigns in Indonesia to date and had record attendance at the WeRun 10km race.

Meanwhile, WWF-Traffic China, literally took to the streets to encourage the China State Forestry Administration to take stronger action against illegal wildlife trade. Every eight minutes, a wildlife species becomes extinct, and illegal wildlife trade is one of the main causes. Instead of using traditional media channels, WWF used pavements to paint images of endangered animals. But this was no ordinary paint - the use of specialised water meant the images evaporated after eight minutes, and was gone forever, thus driving home the sense of irreplaceable loss. The campaign achieved its key objective of attracting the attention of the China State Forestry Administration and moving it to table stronger action measures against the illegal wildlife trade in its 2014 National Agenda. Very clever.

8

British Airways, the UK airline, responded to the predicted mass exodus from the UK during the London 2012 Olympic and Paralympic Games by adopting a bold, counterintuitive (but ultimately successful) strategy. At first glance, the “Don’t Fly. Support Team GB” tactic could be seen as commercial suicide. But, shrewdly, the campaign ran during a period of minimal risk to the business. A multimedia campaign included a film of a Boeing 777 not flying, but taxiing through London to Stratford (the Olympic Park) while those touching down at Heathrow airport were welcomed by a huge painting on a field of Jessica Ennis, the Heptathlon Champion, with the message “welcome to our turf”.

Innovative technology was at the heart of this campaign for Women’s Aid, the UK charity that provides support to victims of domestic abuse. During the course of a 65 second cinema spot two scenarios simultaneously play out. Using 3D glasses, through one eye the viewer watches a familiar story of a woman preparing dinner. Through the other they see exactly the same scene but with one crucial difference: the harrowing presence of an abusive partner. This confronted the viewer with two different realities - depending on which eye they chose to view the story in. Quite literally provoking the thought: would you turn a blind eye?

Paddy Power, the Irish bookmaker, repositioned as a brand that would participate in the everyday culture that surrounds sport, a stance considered more engaging than a mere ‘gambling’ brand. Facebook and Twitter became the lifeblood of the ‘We Hear You”’ strategy with support from Outdoor and ambient media, including ‘skyvertising’. This mischievous campaign helped the brand transcend category norms.

Cebu Pacific Air, a low-cost Filipino airline, used a form of stunt marketing to encourage Hong Kong leisure travellers to visit the Philippines, during the HK monsoon season. With only a small marketing budget Cebu Pacific Air used an innovative liquid-repelling spray to place invisible advertisements in the busiest spots across Hong Kong and, when the rain fell, ads with an embedded QR code were revealed, leading people to a mobile booking engine

that offered them special deals on flight tickets. The communication achieved its goals and, in the first month of storms alone, sales through the online booking site grew 37% month on month.

EMC, a provider of IT storage hardware solutions, took a highly personalised approach to engage with the B2B sector in India. To showcase its expertise credentials to time-poor IT decision makers it brought the experience of its world-class EMC briefing centre to its customers’ and prospects’ doors via a state-of-the-art luxury business lounge on wheels. The EMC Transformation Coach enabled a senior EMC solutions team to present custom solutions, address business-critical pain points and provide agile solutions. The coach also served as a good platform for networking with other CIOs and CTOs. By creating value and addressing the time-crunch challenges involved in business networking, this state-of-the-art mobile lounge facilitated improved consumer reach and impressive growth in revenue from the relationship accounts targeted.

Lastly, Hellmann’s, the mayonnaise brand demonstrated how a brand can build usage frequency by providing inspiration for recipes. Partnerships with retailers in Brazil, enabled the brand to provide shoppers with recipe suggestions which were supplied via a new advertising medium: the humble till receipt.

The rise of ambient

By Lena Roland, Knowledge Officer, Warc

9

Current Campaigns

Golden Cow // Agency: Vizeum // OOH Specialist: PML NI //

Debenhams // Agency: Carat // OOH Specialist: PML NI //

Age NI // OOH Specialist: PML NI //

Spar // Agency: Genesis Advertising // OOH Specialist: PML NI //

10

Grand Prix Winner

Traditional Special Build

Digital Advert / Advertising

Multi-Platform/Media Campaign

Experiential/Ambient

Chairman

Women's Aid // WCRS and Ocean Outdoor

Carlsberg UK // Fold7

Heathrow Express // DOOH.com

Battersea Dogs and Cats Home // Exterion Media and OgilvyOne

Universal Pictures/Jurassic World //JCDecaux

Skoda Auto // DOOH.com

11

November 2015 // Cycle 23 - 24Top Products

1 McDonald's £ 148k

2 BT Mobile £ 142k

3 KFC £ 94k

4 Ulster Bank - Mortgages £ 74k

5 Phoenix Natural Gas £ 71k

6 Spar £ 68k

7 Brennans Bread £ 61k

8 Flybe £ 56k

9 Carlsberg Lager £ 48k

10 Iceland £ 48k

11 OUTLET £ 47k

12 firmus energy £ 43k

13 Argento £ 41k

14 Guinness £ 41k

15 Bank of Ireland - Mortgages £ 40k

£0 £20,000 £40,000 £60,000 £80,000 £100,000 £120,000 £140,000 £160,000

McDonald'sBT Mobile

KFCUlster Bank - Mortgages

Phoenix Natural GasSpar

Brennans BreadFlybe

Carlsberg LagerIceland

OUTLETfirmus energy

ArgentoGuinness

Bank of Ireland - Mortgages

Small Format Large Format Ambient Transport Digital

12

November 2015 // Cycle 23 - 24Top ProductsTop Categories

1 Retail Outlets £ 541k

2 Tourism & Travel £ 348k

3 Finance £ 321k

4 QSR £ 280k

5 Political & Advisory £ 211k

6 Motor Trade £ 210k

7 Entertainment £ 199k

8 Energy £ 181k

9 Telecoms £ 146k

10 Beers & Ciders £ 111k

11 Food £ 101k

12 Media £ 101k

13 Jewellery £ 68k

14 Construction-Property £ 56k

15 Industry & Commerce £ 52k

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.

One of the most notable year-on-year increases in rate card display value was experienced by the Motor Trade, which grew by 160%. This significant increase in OOH investment has enabled the Motor Trade to take a 6% share of voice; up from just 2% in the same period last year. With inflation sitting just under 0% for most of this year, big ticket items such as new and used cars are that bit more affordable for consumers, which is driving demand. With increased demand of course comes increased competition within the Motor Trade, an already notoriously competitive industry. It is pleasing to see dealerships such as Charles Hurst and Trust Ford, as well as car manufacturers such as Toyota, utilising the power of OOH media to reach motorists.

Beautiful campaigns from Pandora as the Christmas shopping began in November contributed to the 53% increase in rate card display value for the Jewellery category; one which is not often seen in the Top 15 Categories table.

£0 £100,000 £200,000 £300,000 £400,000 £500,000 £600,000

Retail Outlets

Tourism & Travel

Finance

QSR

Political & Advisory

Motor Trade

Entertainment

Energy

Telecoms

Beers & Ciders

Food

Media

Jewellery

Construction-Property

Industry & Commerce

Small Format Large Format Ambient Transport Digital

-9%

37%

-36%

18%

-22%

160%

4%

171%

74%

-33%

133%

44%

53%

-65%

-59%

% Change on 2014

13

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!

Volume 6. Issue 10 – November 2015

ASICS goes the Extra Mile

Hula whoops for World Hoop Day

007 returns on OOH

Engage

OOH always on media

Need More Space?

This month, two lucky winners will each receive 2x tickets to Aladdin at the Millennium Forum in Derry/Londonderry, on Monday 28th December 2015 at 2pm. To enter, just answer the following question correctly:

Which hilarious local comedian will be taking his stand-up show to the Millennium Forum on 23rd January?

A) JAKE O’KANEB) JOSH O’LANEC) JOHN O’DANE

Please email your answer to Kathryn@pmlgroup-ni.com – all entries must be received by 4pm Tuesday 22nd December at the latest. Prize courtesy of Millennium Forum.

Last Month’s WinnerCongratulations to Catriona Rafferty of Henderson Group, winner of last month’s Engage NI competition. We hope you enjoyed the Chic concert at the Waterfront Hall!

January14th - 16th Popular: Say You’ll Remember Me. The Mac

14th - 26th Dirty Dancin’ in le Shebeen. The Mac

15th Jan Homegrown 2016. Millennium Forum

15th - 16th Monster Energy Arenacross Tour. SSE Arena

15th - 16th Magic of the Beatles. Grand Opera House

16th Derek Ryan. Millennium Forum

17th Derry Journal Wedding Fair. Millennium Forum

22nd - 23rd Belfast Giants V Coventry Blaze. SSE Arena

22nd - 23rd Mary Black. Grand Opera House

22nd/23rd /24th

Ulster V Oyonnax. Kingspan Stadium

23rd Jake O'Kane. Millennium Forum

23rd Jamie Lawson. Mandela Hall

26th Villagers. The Mac

27th John Grant. Mandela Hall

27th - 28th Motown Greatest Hits - How Sweet it is. Grand Opera House

28th Jarrod Dickenson. Empire Music Hall

28th The King Is Back - Ben Portsmouth is Elvis. SSE Arena

29th The Corrs. SSE Arena

29th - 30th Cirque Berserk. Grand Opera House

30th Rumours of Fleetwood Mac. Ulster Hall

30th The Illegals. Empire Music Hall

31st Belfast Giants v Nottingham Panthers. SSE Arena

February3rd - 14th The Bodyguard. Grand Opera House

4th You Must Be Joking. Millennium Forum

5th Transatlantic Sessions. Millennium Forum

6th The Hilarious Conal Gallen. Millennium Forum

Engage nI

ooh always on media

Volume 3 Issue 3 — March 2015

West Coast Cooler in totes amazing style for Belfast Fashion Week

Say cheese! digital out of home based on human emotion

Get in touch with your inner tube

Engage nI

ooh always on media

Volume 3 Issue 4 — April 2015

New arrival KLM launches maiden campaign

Introducing Hop House 13 Lager

Moy Park campaign packs a pouch

NI Economy Overview 2015

Engage nI

OOH always on media

Volume 3 Issue 8 — November 2015

Why brands should stop neglecting ‘the last mile’

Henderson Group defibrillator network

Electric Ireland launches in Northern Ireland