Volume 7. Issue 7 – July 2016

eir sets Sport Free McDonald’s Monopoly is Unbelievably Huge

Why add Twitter to OOH?

Engage

New Movie Tanks

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eir sets Sport Free

Following on from its acquisition of Setanta Sports Ireland last year, eir has launched eir Sport and the eir Sport Pack, which is being offered for free to its 370,000 broadband customers.

The channels that make up the eir Sport Pack are eir Sport 1 and eir Sport 2; BT Sport 1, BT Sport 2, BT Sport Europe and BT Sport ESPN.

eir is promoting the launch of eir Sport on Out of Home, running an extensive campaign on a range of formats that include Adshel, 48, 96 and 240 Sheets, Golden Square, T-Sides, dPods, Metropanel and Commuter Squares. The Outdoor promotion was planned by Vizeum and Source out of home, with creative by DDFH&B.

Unveiling eir Sport at the launch on 5th July, Managing Director of eir’s consumer division, Jon Florsheim, said, “eir Sport is the new name in Irish broadcasting. Last year we introduced a fresh and modern identity to signal our ambition and evolution. Today is the most tangible proof point yet of our transformation as we become a broadcaster, supplying an amazing range of live sport to customers throughout Ireland.”

eir also announced that it has secured a range of additional Irish broadcasting rights to various sporting events, including all the Republic of Ireland rights to the 2019 Rugby World Cup and 2017 Women’s Rugby World Cup.

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Return of the Blue Tang Gang

Snacks along the Tracks

The friendly-but-forgetful fish begins a search for her long-lost parents. Here’s hoping people have better recall of the posters which appear on Backlit 48 Sheets in Dublin, Cork and Limerick, Adshel and Metropanel 6 Sheets. Digital featured in the form of green Screen and Aerpods. Cityboxes in Malls were also used which are a very popular format for family movies. The centrepiece of the campaign was a Wrapped Shelter on Camden street which encompassed a faux water tank.

There is a natural symmetry between regular cinema goers and Outdoor with 86.9% of them recalling some form of OOH in the past week.

The campaign was planned by OMD and Source out of home with creative by Irish International and special install by Eclipse Media.

Denny took to the Luas to promote the new Fire & Smoke Chicken Snacking Pots range, inspired by authentic cooking processes all the way from the America.

The campaign targeted commuters on the go in Dublin’s Deep Southside with slick copy by Goosebump on Columns, Strapline and Portrait Panels. Sampling at key stations added theatre to the message. The campaign was planned by Vizeum and Source out of home.

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If you find public transport a headache, then good news – Nurofen Express offers quick relief. Copy from Allen Creative promises effect in 10 minutes – faster than Balally to St. Stephen’s Green on the Luas according to the Skylines in-tram.

The campaign, which was planned by ZenithOptimedia and PML, also appears on Luas Columns, main city Adshel, Commutercards in Dublin Bus, Arrow and DART carriages, and dPods in stations and malls.

Recent research from Empathy Research indicates that almost half of all grocery shoppers (49%) now purchase painkillers in the three main multiples – SuperValu, Tesco and Dunnes Stores.

RB’s Nurofen Express takes the fast track to target commuters

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The highly anticipated and much talked about reboot of Ghostbusters was released in Irish cinemas on 11th July.

Directed by Paul Feig, the film stars Melissa McCarthy, Kristen Wiig, Kate McKinnon and Leslie Jones as parapsychologists who start a ghost-catching business in New York City.

In the lead up to the film’s release, Sony Pictures ran an Outdoor promotion that primarily included digital formats and it is the largest digital campaign to date for 2016. Planned by OMD and Source out of home, Ghostbusters was advertised on DigiTower, Commuter and Retail dPods, Transvision, AerPods, Orbscreens and the Green Screen at Stephen’s Green Shopping Centre. The campaign also incorporated classic OOH formats, running on AdTalk.

Who ya gonna call?

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McDonald’s is running its ‘Unbelievably Huge’ campaign across cycles 14 and 15, building up to the fast-food giant’s launch of its globally successful Monopoly promotion into the Irish market.

The campaign is rolling out on Outdoor, TV, Cinema and social platforms and has been preceded by a weeklong series of social teasers, in which a new film suggesting that something huge was imminent was released every day in the build-up.

The OOH element of the campaign is a tease and reveal promotion. In cycle 14 the campaign creative included a part of the Monopoly figures towering over the game’s mascot, Mr. Monopoly, along with the McDonald’s logo and the copy line ‘Something unbelievable huge is coming’. In cycle 15 the creative has changed to the huge game figures appearing in full on the posters alongside a McDonald’s restaurant, announcing that ‘Monopoly Prize Mania’ has arrived in Ireland and ‘It’s unbelievably huge’.

Cawley Nea\TBWA are behind the creative for this campaign and Mediaworks worked with Source out of home on the OOH planning. The nationwide promotion on OOH includes a variety of formats, such as Adshel and Adshel Vinyl Wraps, Commuter Points, Golden Squares, 48 and 96 Sheets, Premiere and HD 48 Sheets and Metropoles. A branded McDonald’s Pedibus was also used on Friday 22nd July. Irish Rugby star Mike McCarthy and 98fm's Luke O'Faolain, along with five 98FM listeners and their friends, travelled around Dublin for the Monopoly Prize Mania Pedi-Bike Challenge.

According to Des Creedon, creative director at Cawley Nea\TBWA: “McDonald’s and Monopoly have had a perfect partnership across many countries from all over the world. In fact, the highly-anticipated promotion has taken on a cult-like status in many markets, with consumers looking forward to the game coming to McDonald’s every year. This year is the first time that the people of Ireland will get to play, so it’s going to be the start of something ‘Unbelievably Huge’ in this country.”

Creedon adds: “The aim is to get the Irish population excited about participating in the biggest game to hit our shores in many a year. It’s going to be huge and a complete ‘prize mania’!”

McDonald’s Monopoly is Unbelievably Huge

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An exciting new sponsorship campaign has been unveiled by Electric Ireland for Team Ireland at the Rio Olympics.

'The Power Within' posters by Cawley Nea\TBWA feature boxers Paddy Barnes and Michael Conlon, gymnast Kieran Behan, rowing pair Sinead Jennings Claire Lambe, and swimmer Fiona Doyle. The large format billboard national campaign planned by Mediavest and PML is running on 48 Sheets, 96 Sheets, Golden Squares and Metropoles including signage in some of the athlete’s home towns and training bases.

Electric Ireland is building on its strong partnership with the Olympic Council of Ireland having successfully sponsored the Team for the London 2012 Olympics. The campaign won the Best Sponsorship accolade at the prestigious European Sponsorship Awards.

President of the Olympic Council of Ireland, Pat Hickey commented, "The OCI is delighted to have Electric Ireland on board again as an official sponsor of Team Ireland. Electric Ireland is helping us to ensure that Team Ireland is given every opportunity to maximise and enjoy the Olympic experience."

Head of Marketing at Electric Ireland, Lisa Browne added, " With the biggest ever Olympic team travelling to Rio, excitement is already building with the qualification of the Men’s hockey team and the reintroduction of golf to the Olympic sports programme. We hope that our campaign will inspire the Irish public to get behind the athletes when they take to the world stage in Rio in August."

Electric Ireland’s supersize messages of support to our Olympians.

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Why add Twitter to OOH?Gemma Proctor, Research Manager, Twitter

We like to think of Twitter as something that compliments and adds to the strengths of other media - a bridge not an island. This is particularly true for Out of Home (OOH). It enjoys a symbiotic relationship with, and has much in common with Twitter.

OOH and Twitter both attract a valuable, predominantly urban audience who are regularly on the go. They lend themselves to being consumed at speed and essentially show people what’s happening now - on the streets and in the world.

Twitter’s audience is curious about what’s happening in the world and are in ‘discovery mode’ when they come to the platform. Twitter users are effectively saying ‘look at that’ to each other throughout the day and (fuelled by the Retweet and user generosity) this helps the best, most interesting, surprising or amusing stuff get shared instantly and widely on Twitter - whatever that may be.

And quite often what gets shared is the OOH that users see in their everyday life. In recent months campaigns from the likes of Match.com, Protein World and JustEat have been widely shared and poured over on Twitter after using the blank creative canvas and commonality of OOH to ignite a conversation.

But as well as this ‘look at that’ factor, we wanted to know specifically what paid-for Twitter activity adds to OOH campaigns. As a result, we carried out research amongst consumers during the Rugby World Cup last October with research agency MTM London. The research captured their behaviour via a diary in order to understand exactly where they had travelled so we knew what Out of Home media they had potentially been exposed to.

We found that paid Twitter activity adds three important things to OOH:

1. Personal RelevanceWhile OOH is a great channel for public relevance and broad reach, Twitter adds a strong sense of personal relevance. Research we conducted previously looking at this with Neuro Insight found that when UK users were actively using Twitter, i.e., Tweeting, searching or replying, the strength of brain activity was 51% above the online norm reflecting the immersive and engaging nature of the whole Twitter experience.

Twitter allows advertisers to increase their relevance to consumers by focusing their campaigns on consumers who are interested in what they have to offer through the use of tools like geo, keyword and interest targeting. A message targeted at people to whom it has particular resonance is more likely to elicit a strong emotional response. And it's all delivered on a personal mobile device - adding to that sense of personal relevance.

Twitter can be targeted in nuanced, specific ways (such as by passion, interest or local area) and our research shows that exposure to both Twitter & OOH campaigns means that consumers are twice as likely to feel closer to the brand and are 220% more likely to agree that the brand feels relevant to me (vs the control group).

2. Depth Twitter provides an instant mobile platform for people to explore things that catch their attention - including of course OOH. Users can see OOH activity and then immediately seek out or follow a brand or hashtag, see what others are saying about it or start or join a conversation about it on Twitter.

Those exposed to both Twitter & OOH campaigns over the research period were 3X more likely to have searched for the brand online (vs the control group).

And Tweets themselves can provide greater depth, by using videos or links to more information. This depth compliments the high impact nature of OOH where simplicity and singularity of messaging is so important.

3. Awareness (via a multi-Media effect) The simple, visual formats and short lines of OOH work particularly well on Twitter which is a creative canvas that now offers so much more than 140 characters. This means that OOH materials - be they static or digital - can be transferred to and adapted for Twitter very easily to help ‘sweat’ an Out of Home asset. This simple extension of a plan helps create the sense that an OOH campaign is ‘everywhere’ while adding further awareness. As a result, our research showed that during the Rugby World Cup there was as 47% increase in brand association when exposed to both Twitter & OOH and almost two thirds agreed that the Twitter element of the campaign made the brand feel ‘more of the moment.’

So when starting with an OOH activity, Twitter can genuinely add value. But because the relationship between Twitter and OOH is genuinely symbiotic it can work the other way around too. Specifically, Twitter can be a fantastic creative asset for OOH campaigns.

Twitter has agile, relevant, real time and increasingly video content from brands and a treasure trove of fascinating data. All of which can be repurposed easily, quickly and with impact to create OOH assets in an increasingly digital OOH world.

This article first appeared in Outsmart:http://www.outsmart.org.uk/blog/why-add-twitter-ooh

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Our month in tweets

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I just love this. The vibrant creative caught my eye immediately when it went up in the last cycle. Pride festival is such a great celebration and campaign that Smirnoff is embracing. The pride flag as the backdrop brings great energy and warmth through its associations to the creative. I was impressed too with the snappy and witty copy in the creative, which is no easy task to get right in just a few words. What I also like is the product is still front and centre in the creative and the whole piece is a nod to its ‘we’re open’ campaign, which has been running for a number of months. With this creative I say a big kudos to Smirnoff for spreading a positive ‘pride not prejudice’ message and creating something more disruptive than the norm.

The colourful creative made this campaign pop and stand out whatever street it was on, which is why I think it worked perfectly on OOH. The multiple taglines used across different formats also meant they were different, engaging and encouraging the consumer to look at it for longer. Lastly, while it may sound simple it is not always something every OOH campaign gets right which is having the creative well adapted to each format. With this, there was a clear hierarchy of messages that was nicely translated across each format.

OOH I Like: Smirnoff PrideCaroline Keyes, Brand Manager - Seasonal Chocolate & Ice-Cream, Mars Ireland

What do you think of the creative?

In your view, why does the campaign work on OOH?

Diageo //Creative: 72andSunny // Media: Carat // Specialist: Source out of home //

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Today, many people get their news in 140 characters or from pop culture sites like Buzzfeed. But Het Parool is a Dutch paper that still believes the news should be reported fully, and from all sides of the issue, giving their readers a richer experience and more knowledge about current events.

In this campaign, part of a news story was displayed on a standard outdoor billboard, then more copy was added via a supplemental board. This addition completed the headline, adding deeper context and clarity to the news story.Agency: J. WALTER THOMPSON. AMSTERDAM

VisitScotland took over one of the most well-known beaches in Scotland – West Sands in St Andrews – to stage a stunt of Olympic proportions. Using the beach from the famous 1981 film, Chariots of Fire – the artwork illustrates how locations across Scotland can trigger countless different memories for different people. The campaign was executed by MKTG UK.

The Museum of Science and Industry – inspired by its Brick by Brick exhibit – placed architectural spectacles front and centre throughout the Windy City. With a full-build shelter on Michigan Avenue which looked as though it was made entirely out of LEGOs and featured a LEGO bus stop sign and LEGO bird perched on the roof.

To promote its Italian Roast Espresso, Douwe Egberts Omnia teamed up with JCDecaux Hungary to install 5 panels that greeted people in Italian in the centre of Budapest.

Het Parool - The Full Story

Chariots of Fire Remembered in St Andrews

Brick by Brick exhibit Omnia: a taste of Italy

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Top Rated DesignsTop Recalled Campaigns

June // Cycle 12 - 13

69% 1st

66%

64%

2nd

3rd

Tesco // Format: Adshel // Creative: Rothco // Media: Initiative // Specialist: PML //

McDonald's Wraps // Format: T-Side Creative: Cawley Nea\TBWA // Media: Mediaworks // Specialist: Source out of home //

Gum Litter Taskforce // Format: T-Side Creative: AMV BBDO // Media: Mediavest Specialist: PML // Planning: Mediacom

Smirnoff Vodka // Format: Adshel // Creative: 72andSunny // Media: Carat // Specialist: Source out of home //

Carlsberg Football // Format: 48 Sheet Creative: Irish International // Media: Carat // Specialist: Source out of home //

Tayto Park // Format: 48 Sheet Creative: Amp Visual // Media: Vizeum Specialist: Source out of home //

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The retail sector continues to perform well on Out of Home as Retail Outlets were once again the highest spending category on Out of Home for June (cycles 12 and 13), followed by Films and Soft Drinks.

Retail Outlets had a significant market share of 11% in June, with supermarket chains being the strongest subcategory for the month. Lidl, Tesco and SuperValu all ran Outdoor campaigns and both SuperValu’s and Tesco’s OOH promotions included media firsts.

SuperValu used several special digital screens as part of their Good Food Karma campaign, which were located at the galleries in Pearse Street and Connolly Station. Tesco’s cycle 12 campaign focused on its Irish meat products and featured locally grown grass on 96 Sheets and 6 Sheet panels on Adshel. The supermarket sector as a whole has increased investment on OOH by almost 200% in 2016 with Tesco, one of the top advertisers for June, the largest investor from the sector.

Summer is regularly a busy season for the Films category on OOH, with many movies being released during the summer blockbuster period. Warner Brothers and eOne Films both feature in the top 10 spending advertisers for June and films they promoted on Outdoor include Now You See Me 2, Elvis & Nixon, Gods of Egypt, The Legend of Tarzan and The Conjuring 2.

Summer is also not surprisingly a popular period for soft drinks. The Soft Drinks category had a market share of 6.8% and PepsiCo and Coca Cola were the fifth and seventh highest spending advertisers

respectively. PepsiCo continued to promote its new soft drink 7UP Mojito Free and Pepsi Max Cherry, plus its juice drink, Naked Juice. Tying in with the Euros, Coca Cola ran a football giveaway campaign on OOH.

Food and Confectionery & Snacking were the fourth and fifth largest categories to spend on Outdoor. A variety of products from the Food sector were active in June, including Florette Salads, Fruitfield Jam, Avonmore Supermilk and Chef Tomato Ketchup. Within the Confectionery & Snacking category, ice cream brands Haagen-Dazs and HB were strongly promoted in June and other campaigns in the sector included Cadbury Crunchie, Carr’s Crackers, Tayto Park and King Crisps.

Beers & Ciders was the sixth biggest category to spend in June at 6.2%. Diageo was the highest spending advertiser for the month with a market share of 5.6% and advertised Carlsberg Football, Guinness Hop House 13, Budweiser and Smithwick’s. Smirnoff Vodka also ran on OOH across cycles 12 and 13, with its cycle 13 campaign running creative to tie in with Dublin Pride weekend.

Irish Distillers Pernod Ricard was the second biggest advertiser for the month, advertising Jameson, Campo Viejo, Tia Maria and Absolut. The Wines & Spirits category also featured in the top 10 for June, in the tenth spot at 5.2%.

QSRs, Tourism & Travel and Health & Hygiene were other categories that featured in the Top 10 for June.

June on Out of Home

Amy Burke, Marketing Executive, PML Group

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Top Campaigns

1 Gum Litter Taskforce €403k

2 Tesco €347k

3 Coca Cola Range €309k

4 Carr's Crackers €281k

5 Carlsberg Football €276k

6 7UP Mojito Free €254k

7 McDonald's Wraps €250k

8 Three - Football €229k

9 Bord Gais Energy €208k

10 Burger King - Chicken Nuggets €204k

11 Lidl €202k

12 Mazda MX-5 €200k

13 Jameson Caskmates €191k

14 Avonmore Super Milk €187k

15 Smirnoff Vodka €181k

Display Value

June 2016 // Cycles 12 - 13

Small Format Large Format Transport Ambient/NicheDigital

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 and transport panels (interior and exterior) every two weeks; a total of over 20,000 panels. The figures also include Ambient & Digital media. For further details on 20 years of Posterwatch data please contact either: Colum colum@pmlgroup.ie or James james@pmlgroup.ie

€k €50k €100k €150k €200k €250k €300k €350k €400k €450k

GUM LITTER TASKFORCETESCO

COCA COLA RANGECARR'S CRACKERS

CARLSBERG FOOTBALL7UP MOJITO FREE

MCDONALD'S WRAPSTHREE - FOOTBALL

BORD GAIS ENERGYBURGER KING - CHICKEN NUGGETS

LIDLMAZDA MX-5

JAMESON CASKMATESAVONMORE SUPER MILK

SMIRNOFF VODKA

Small Large Transport Digital Ambient

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Top Categories

1 Retail Outlets €1,697k

2 Films €1,140k

3 Beers & Ciders €1,023k

4 Food €1,021k

5 Soft Drinks €1,010k

6 Confectionery & Snacking €951k

7 QSRs €927k

8 Tourism & Travel €836k

9 Health & Hygiene €792k

10 Wines & Spirits €774k

11 Motor Trade €747k

12 Political & Advisory €645k

13 Telecoms €638k

14 Entertainment €572k

15 Finance €499k

Display Value

Small Format Large Format Transport Ambient/NicheDigital

June 2016 // Cycles 12 - 13

€k €200k €400k €600k €800k €1,000k €1,200k €1,400k €1,600k

RETAIL OUTLETSFILMS

BEERS & CIDERSFOOD

SOFT DRINKSCONFECTIONERY & SNACKING

QSRSTOURISM & TRAVELHEALTH & HYGIENE

WINES & SPIRITSMOTOR TRADE

POLITICAL & ADVISORYTELECOMS

ENTERTAINMENTFINANCE

Small Large Transport Digital Ambient

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Amy Schumer has proven herself one of the entertainment industry's leading forces as a standup comedian, actress, writer, producer and director. And now she's bringing that talent to a European live tour.To be in with a chance of winning a pair of Sunday tickets tell us:

Amy wrote what 2015 comedy feature:a) Trainwreck b) Inside Outc) Mad Max: Fury Road

Send your answers to: competitions@pmlgroup.ie. Closing date: Friday 12th August

Last Month’s WinnerCongratulations to Alan Barnewell from Mediavest who won tickets to Longitude.

Volume 7. Issue 3 – March 2016

Get in Session with Avonmore Protein Milk

Tesco’s Fun Size Easter Eggs

Why brands should stop neglecting ‘the last mile’

Engage

OOH always on media

Volume 7. Issue 4 – April 2016

Wrigley's Extra arrives in Style

Midnight Special Lights up the Darkness

Census Campaign Makes its Mark

Engage

OOH always on media

Competition

NI EngageTo get monthly updates on latest OOH campaigns and new offerings in the Northern Ireland market click here to subscribe to NI Engage.

Back Catalogue:Click here to view previous issues!

Engage nI

OOH always on mediaVolume 4 Issue 5 — June 2016

7UP Mojitos tickle tastebudsFocus on...Buses go where people go

A sweet idea from MCS Recruitment

Volume 7. Issue 5 – May 2016

Say Hello to Mojito... of the 7UP kind

Gum Litter Taskforce launches 2016 campaign on OOH

What MWC 2016 means for Outdoor advertisers

Engage

OOH always on media

July29th - 31st Indiependence Festival. Mitchelstown, Cork

August1st August Bank Holiday

5th - 14th Kilkenny Arts Festival. Kilkenny City

5th - 21st Rio 2016 Olympics. Rio de Janeiro

6th - 7th Dublin Comic Con. Convention Centre

14th - 21st Fleadh Cheoil na hÉireann. Ennis, Clare

17th - 23rd Rose of Tralee. Tralee

18th - 27th Belsonic Festival. Titanic Belfast

19th - 21st Another Love Story. Killyon Manor, Co. Meath

20th - 28th National Heritage Week

28th Dublin City Triathlon. Phoenix Park

29th - 11th Sept

US Open. New York

September2nd - 4th Electric Picnic. Stradbally, Co. Laois

3rd Aer Lingus College Football Classic: Boston College v Georgia Tech. Aviva Stadium

4th GAA Hurling All-Ireland Senior Championship Final. Croke Park

5th FIFA World Cup Qualifying: Serbia v Ireland. Belgrade

7th - 18th Paralympic Games. Rio de Janeiro

10th World Suicide Prevention Day (WHO)

11th GAA Liberty Insurance Camogie All-Ireland Senior Championship Final. Croke Park

15th - 2nd Oct

Oktoberfest. George's Dock, IFSC

16th Culture Night. Dublin

18th GAA Football All-Ireland Senior Championship Final. Croke Park

Event Guide