Engage nI

OOH always on media

Volume 3 Issue 7 — October 2015

Guinness set for Rugby World Cup

Power NI, a lifetime of lighting up lives

JCDecaux’s grand designs for OOH unveiled

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Power NI, a lifetime of lighting up lives

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Power NI has this month launched a superb, heart-warming multimedia campaign celebrating the leading local energy company’s proud heritage of “a lifetime of lighting up lives”.

The story, played out on TV and reinforced with OOH media, revolves around a local family, a lava lamp, a little serendipity and a lot of love.

Mum and Dad had a lava lamp back in the day and had romantically etched their initials ‘RF’ on the base. Flash forward and their teenage daughter has found a lava lamp in a local charity shop, back in fashion second time round. Unbeknown to them all, it turns out to be the very same lava lamp discovered all those years later, coming full circle and completing the love story. Power NI is integral to the story, having been with the family every step of the way.

OOH media played a vital role in the campaign, which ran from 21st September and will remain on display until 18th September (Cycles 20 & 21). Power NI and OOH specialist PML NI pulled out all the stops to create a memorable, vibrant and inspirational campaign that include two unmissable and ingenious media firsts.

In a jaw-dropping media first, the Power NI campaign utilised an Illuminated Mega Wrap; a first for the Island of Ireland and UK. This consisted of the high impact Mega Full Wrap plus the Backlit T-Side and Backlit Superside of the same bus in Belfast.

Nicola McNaughton, Account Manager at PML NI, commented, “The Backlit Superside is itself a media first, within the media first of the Illuminated Mega Wrap. The creative execution is a shining example of how to design for the bus Wrap format.”

The King Street Banner, one of the largest available in the local OOH media market, was adapted for the very first time to provide back illumination to the lava lamp, central to the family’s story. Complemented by the front illumination, the banner is a stunning addition to the wider campaign.

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A network of Backlit 48 Sheets in Belfast also added to the illuminated elements of the campaign.

OOH formats also used included 144 Sheets, 96 Sheets, 96 Sheet Golden Squares and 48 Sheets in strategic locations in Greater Belfast and key towns across the province. The scale of these large formats provided impact and a high volume of audience coverage for the campaign.

This activity was further supplemented with 6 Sheets on Malone Road, Belfast Central Station and the brilliant Howard Street Adshel Wrap in Belfast City Centre; the largest in the Northern Ireland OOH market.

Kerstie Forsyth, Power NI’s Head of Home Marketing and Communications, added, “We look to our partners at PML to help us innovate and they certainly did just that with this campaign. In an increasingly busy world, we need high impact, innovative marketing to catch attention. This campaign rings true with what we stand for and offer as a company, which is lighting up our customers’ lives with savings, simplicity and service.”

Local singer-songwriter Triona Carville has released her cover of the timeless hit ‘Shining Light’ by local band Ash, which features in the TV ad for the Power NI campaign.

Power NI will donate 30p to Marie Curie for every download of Triona’s track. To find out more, visit: www.powerni.co.uk/light

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Get up the property ladder with First Trust BankFirst Trust Bank has embarked on a clever new creative in their latest campaign promoting mortgages to both first time buyers and those looking to move house.

The design featured a ‘property ladder’ and highlights the Bank’s key offers of no booking or arrangement fees for their mortgage products – a welcomed helping hand to anyone taking out or adding to their mortgage!

The campaign by Genesis Advertising and PML NI used a combination of T-Sides, 6 Sheets and 48 Sheets, as well as an eye-catching 2D Special Build of the property ladder on a 96 Sheet situated at the entrance of George Best Belfast City Airport. The Special Build is visible to over 400,000 vehicles that travel West on the Sydenham By-Pass every cycle.

JCDecaux’s grand designs for OOH unveiledJCDecaux has unveiled its exciting and ambitious programme to revamp some of the best known and most iconic large format sites in Northern Ireland OOH media.

The much anticipated work, announced earlier this year, will see a number of Prismatic units in Belfast and Derry/Londonderry converted to the next generation of awe-inspiring Backlit 96 Sheets and Backlit 48 Sheets.

The sites will be sold on a short term basis only and will come under the JCDecaux Premiére brand, already well established in the UK market where it is synonymous with high-end OOH media.

The new Premiére Backlit 96 Sheets will be located on Belfast’s Ormeau Avenue, Great Victoria Street and Victoria Street. The existing Backlit 96 Sheet on Ormeau Road will also be updated. The new Premiére Backlit 48 Sheets will be located on Anne Street and upper Ormeau Road in Belfast, as well as Garden City and Strand Road in Derry/Londonderry.

Several Prismatic sites across Belfast and major towns will also be converted to static ‘paper & paste’ sites, as well as HD 48 Sheets, which provide better display quality by using vinyl posters. Work is currently underway with a number of sites having already been redeveloped.

JCDecaux are also rolling out these developments and the Premiére brand to key large format sites in the Republic of Ireland.

Earlier this year, PML Group consulted with media and advertising agencies, as well as key advertisers, to gain further understanding of industry stakeholders’ opinions on OOH media. Key points emerging from the consultation

included the need for ongoing investment in OOH and improved quality of displays. The recommendations were welcomed by JCDecaux and have become key drivers in the formulation of JCDecaux’s large format development

programme.

Discussing the launch of Première sites, Tony O’Flanagan, Marketing Director at JCDecaux, said “Introducing Première to the market is a significant investment for JCDecaux and we are committed to improving the quality of our billboard portfolio to ensure that large format Out of Home remains a very relevant choice for advertisers in the years ahead.”

Darren Jackson, Director of PML Group NI, welcomed the developments commenting, “We at PML Group commend JCDecaux on their significant developments to large format OOH media in key cities and towns across both Northern Ireland and the Republic of Ireland. We look forward to seeing our clients benefiting from more impactful OOH campaigns, as a result of these ambitious works.”

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Guinness set for Rugby World Cup

With the Rugby World Cup upon us, Diageo have launched a new OOH campaign for Guinness Rugby.

Planned by Carat and Source out of home, the campaign is running on 96 Sheet Golden Squares, 48 Sheets, 6 Sheets and Glowboxes. Two different designs are used on the posters, one focusing on the legs of a rugby player and the other on the rugby player’s face as he prepares for battle on the pitch. The clever designs from Abbott Mead Vickers BBDO incorporate an image of a pint of Guinness onto the posters expressed by the player’s white topped socks and mouth with gum-shield.

Guinness also ran a video campaign ahead of the Rugby World Cup, celebrating stories of character and integrity

from the game. Two ads have been launched that focus on Gareth Thomas and Ashwin Willemse and two short online documentaries also explore Thomas and Willemse’s stories in more detail.

“These films perfectly demonstrate the values of integrity and character that are both core to the sport of rugby,” said Nick Britton, marketing manager, Guinness Western Europe.

“The courage that Gareth and Ashwin both showed, and the incredible empathy and support they received from their team, are remarkable stories that we are proud to celebrate.”

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OOH in StyleThe new season has arrived and with it, this year’s fabulous Autumn/Winter collections adorn retailers’ shop windows across the province.

Celebrating this season’s new styles on OOH media are Victoria Square, Forestside Shopping Centre and West Coast Cooler Belfast Fashion Week.

Victoria Square

Victoria Square used a spectacular new creative to highlight a series of “inspirational workshops and events” in September with key retailers such as House of Fraser, Hollister and LK Bennett. The colourful design also cleverly incorporated the iconic Dome, in the form of the female model’s striped skirt.

The statement piece of the campaign was undoubtedly the Backlit 48 Sheet on Belfast’s Nelson Street. The full internal illumination offered by the site elevated the vibrant creative to another level, helping to create a truly inspirational OOH campaign.

The campaign by MADISONSOHO also used a mix of 48 Sheets, 6 Sheets and T-Sides to reach discerning audiences across Greater Belfast.

West Coast Cooler Belfast Fashion Week

The ever popular West Coast Cooler Belfast Fashion Week is returning once again this October, showcasing the latest fashions from the best of local designers, household names and high street retailers.

Event organisers employed an OOH campaign of 48 Sheets and 6 Sheets to announce the dates of this year’s hotly anticipate shows. The campaign was executed by AV Browne and PML NI.

The very much on-trend creative featured a strong geometric print in rich autumnal colours – surely a taste of what this year’s show has in store? Contrasting copy paired with a full length product shot of the West Coast Cooler Original and Rosé flavours completed the design.

Forestside Shopping Centre

Forestside Shopping Centre has launched a stylish yet playful OOH campaign this month, by ASG and PML NI.

The campaign targeted shoppers across Belfast, including the retail heart of the city and in proximity to rival shopping centres. Formats used included Supersides, 6 Sheets, 48 Sheets, 96 Sheets and an impactful Adshel Wrap on Castle Place, Belfast City Centre.

The strong pink background of the creative grabbed attention, which illustrated Forestside Shopping Centre’s stylish menswear, womenswear, kidswear and homewear fashions.

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Dutch National Carrier KLM landed in Northern Ireland earlier this year, offering new routes from George Best Belfast City Airport. To herald the new arrival, KLM launched its maiden campaign in March-April 2015.

The campaign achieved a stand-out presence in Belfast by employing the high impact Mega Full Wrap on two double-decker Metro buses. The superb creative featured a KLM aeroplane sitting on the runway ready for take-off. The clever design was brought to life by incorporating the front landing gear of the aircraft with the actual front wheels of the bus. The campaign was delivered by Havas, Posterscope UK and PML NI.

OOH I Like... KLM

Maria McCann, Account Manager PML NI

FlashbackGuinness has long held a proud partnership with the Ireland rugby team. Flick back a few pages to see how the Diageo-owned brand is supporting the boys in green in this year’s Rugby World Cup.

Looking back to the previous tournament in 2011, Guinness utilised the powerful Backlit 48 Sheet on Belfast’s Ormeau Road. The tagline of ‘made of legendary stuff’ above the players standing shoulder to shoulder, alongside the image of a pint of Guinness clearly connects the brand to the team, encapsulating the pride of the people for both.

A great example of a successful branding campaign.

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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The future of Out of Home (OOH) advertising 2050By Strangeneon

Today a colleague asked what my opinion was for the future of OOH advertising in 2050? It is a fascinating question that in my opinion cannot be answered without considering the macro factors that will shape our planet over the next 35 years.

Fortunately Business Insider have done a great job at pulling together the 15 awesome and 15 terrifying things to expect in 2050 and I highly recommend reading these.

35 years into the future is a really tricky magnitude of time to predict and Amara’s Law instantly springs to mind. Simply put it states;

“We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run”

So with this in mind here is a shot in the dark about what we could expect for the OOH industry in 2050. All opinions are my own and I fully acknowledge that they may be completely and wildly wrong;

All OOH advertising will be traded digitally (whether the actual display medium is a screen, a printed poster or a display technology that hasn’t yet been invented).

OOH messages will be fully personalised and addressable at a one to one level.

Advanced AI will manage the entire process – setting up parameters, creating the adverts, trading, optimising in response to real time feedback loops (where people are going, what they are doing, what they buy – after seeing an advert).

Digital ‘frames’ are created in a virtual copy of the world (the ‘on world’). Advertising within these frames is traded and served in real time. Viewed through digitally enhanced contact lenses (or direct corneal implants). Huge amounts of utility and service are available through the digital overlay of the on world and it is the default mode for most people most of the time. People can turn off the digital overlay whenever they want but advertising outside of the overlay will be strictly banned to preserve the resources and splendor of the ‘off world’. Google operate the entire ‘on world’ operating system.

Automated vehicles (driver-less cars, drones etc) travel around the city performing tasks for people. On the way to the supermarket a digital message pings an automated vehicle a time and location limited price based offer for Rice Brand X (the machine to machine version of a roadside billboard). The vehicle knows the customer has no preference of rice brand and that price is the determining factor. The vehicle takes the offer, the supermarket is automatically informed and the robots at the store switch brands in the shopping basket before it is automatically loaded into the vehicle.

Perhaps it will take longer than 35 years but I am confident in some form we will see this kind of reality. The question is what new opportunities and businesses will this create and how can you be a part of #futureOOH?

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2Machine to Human communication will overtake human to human communication.

The entire experience will become virtual.

Machine to Machine communication eventually overtakes Machine to Human communication.

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Current Campaigns

University of Ulster // Agency: ASG // OOH Specialist: PML NI //

Galgorm Resort & Spa // Agency: Walker Communications // OOH Specialist: PML NI //

Grand Opera House // Agency: Adhaus // OOH Specialist: PML NI //

Budweiser // Agency: Vizeum // OOH Specialist: PML NI //

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SodaStream sparkling campaignSodaStream sells devices that allow you to make home-made sparkling water from any tap water. Two bus shelters were rebranded with the joyful colours of SodaStream devices. Incredible Aquariums with rich bubbles surprised the audience and reminded all the passers-by to make their water more fun!

Click image to view video.

McDonald's: Unexpected

McDonald's has appeared to make a car fly through one of its drive thru outlets, in a stunt devised to promote its Good Times campaign.The activity targeted a number of families driving through a McDonald's car park in south west London to order their meals. As they went to pay, staff in-formed them that their bills had already been picked up by a mystery benefactor who was driving in front of them in the queue.

Once their interest was piqued, the car appeared to take off and fly through the air.Click on the video icon to view video.

Agency: The Marketing Store

Mini Theatre: The Trunk Theater The Trunk Theater is an invention of a Slovenian theater called Mini The-atre. It demonstrates a true power of theater as it amuses people when being least amused stuck in traffic jams.

Agency: Pristop Ljubljana

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Motor Accident Commission of South Australia: FINE / FINED Lenticular AdShelThe simple act of looking down at a mobile phone has become a strong mnemonic for tuning out. For onlookers it's a very obvious behaviour. This campaign highlights that when you look down at your mobile phone while driving it makes

you more vulnerable to a variety of negative consequences, including being judged by others or being caught by the police.

Agency: Cummins&Partners South Australia

To warn drivers that alcohol and driving don't match, Itaipava Zero via Y&R Sao Paulo turned parking lots walls into media using only stickers. A simple and creative idea which caught people's attention on the

time they were boarding their cars. Click image to view video.

Agency: Y&R Sao Paulo

Itaipava 0%: Illusion Sticker

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August 2015 // Cycle 16 - 17Top Products

1 McDonald's £ 206k

2 BT Sport £ 156k

3 Coca Cola £ 136k

4 KFC £ 124k

5 AXA Insurance £ 87k

6 Fanta Rock Shandy £ 73k

7 Coors Light £ 61k

8 Lucozade Energy £ 59k

9 Ulster Bank - Mortgages £ 55k

10 Carlsberg Lager £ 50k

11 Sky Sports £ 49k

12 MCD - Tennent's Vital £ 48k

13 Spar £ 44k

14 SSE Airtricity £ 42k

15 Guinness £ 41k

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

McDonald'sBT Sport

Coca ColaKFC

AXA InsuranceFanta Rock Shandy

Coors LightLucozade Energy

Ulster Bank - MortgagesCarlsberg Lager

Sky SportsMCD - Tennent's Vital

SparSSE Airtricity

Guinness

Small Format Large Format Ambient Transport Digital

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August 2015 // Cycle 16 - 17Top ProductsTop Banking

1 Ulster Bank - Mortgages £ 55k

2 Bank of Ireland - Business Banking £ 12k

3 Danske Bank - Mortgages £ 3k

4 Nationwide BS - Branding £ 2k

5 First Trust Bank - Mortgages £ 2k

Display Value

£0 £10,000 £20,000 £30,000 £40,000 £50,000 £60,000

Ulster Bank - Mortgages

Bank of Ireland - Business Banking

Danske Bank - Mortgages

Nationwide BS - Branding

First Trust Bank - Mortgages

Small Format Large Format Ambient Transport Digital

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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!

This month, one lucky winner will receive 4 tickets to see Snow White and The Seven Dwarfs in the Grand Opera House on Friday 11th December. To enter, just answer the following question correctly:

JCDecaux has unveiled its exciting and ambitious programme to revamp some of the best known and most iconic large format sites in Northern Ireland OOH media. The work will include the introduction of backlit large format displays under the JCDecaux Premiére brand. Which of the following loca-tions in Derry/Londonderry will host one of the new Premiére Backlit 48 Sheets?

A) GARDEN CITYB) PATIO TOWNC) BACK YARD VILLAGE

Please email your answer to Kathryn@pmlgroup-ni.com – all entries must be received by 4pm Monday 19th October, the start of cycle 22.

Last Month’s WinnerCongratulations to Siobhán Murphy of Henderson Group, winner of last month’s Engage NI competition. We hope you enjoyed the Florence & The Machine gig at the SSE Arena!

October4th - 5th Bill Bailey. Ulster Hall

6th - 31st The Night Alive. Lyric Theatre

7th Rob Rouse. Mandela Hall

7th - 10th Sunset Boulevard. GOH

7th - 10th Tommy Sands - The Ballad of a Songman. GOH

8th - 10th The Matchmaker. Millennium Forum

9th The Andy Sheppard Quartet. MAC

9th Oct - 1st Nov

Ulster Bank Belfast International Arts Festival. Various

10th Belfast Giants v Coventry Blaze. SSE Arena

11th Lulu. Waterfront Hall

11th Way Back Then. Millennium Forum

11th James Bay. Ulster Hall

12th Snooker Legends 2015. Waterfront Hall

13th - 17th The Curious Incident of the Dog in the Night-Time. GOH

15th - 17th Sherlock Holmes & The Ripper Murders. GOH

16th - 17th Belfast Giants v Cardiff Devils. SSE Arena

20th - 22nd One Direction. SSE Arena

20th - 24th Mydidae. MAC

21st - 22nd The Kitchen. GOH

23rd Ulster V Cardiff Blues. Kingspan Stadium

23rd - 24th Belfast Giants v Sheffield Stealers. SSE Arena

23rd - 24th HALLO by Martin Zimmerman. MAC

27th - 29th Leper & Chip. Lyric Theatre

30th - 31st Northern Ireland Festival Of Racing. Down Royal Racecourse

30th Oct - 1st Nov

Turandot. GOH

31st Oct Carnival of Delights. MAC

31st Oct- 1st Nov

Belfast Film and Comic Con. SSE Arena

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