Campaign Objectives

Launch Xtra-vision’s rental plan

Concentrate on one ‘Big Idea’

Create impact

Involve the consumer

Create consumer/brand relationships

“Make it Simple. Make it Memorable. Make it Inviting.

Make it Fun to Read” – Leo Burnett

Research Findings

Target market

Planning and perception

Awareness and interest

OOH effectiveness

Consumer behaviour

Urban/Rural divide

The Family

Growth in “family togetherness”

Collective decision making

Reach the family as a whole

Reach individual segments

The Big Idea

Key components;

Humour

Family

Home setting

Key Messages;

Excellent entertainment

Engrossing

Never look back

Interactive Element

Live Augmented Reality

The story of the creative

Involving the audience

Creating excitement

Sharing through WOM & Social Media

Our Strategy

Examined on Store by Store basis

Identify unique characteristics

Looked at factors within Counties

Key Locations

Wanted a cohesive Media Plan

To Achieve maximum coverage

Our Strategy

Combining variety of Formats

Large Formats

Street Formats

POS Formats

Targeting Consumers

Stages of daily routine

Stages of consumer

behaviour

Varying levels of detail

Rationale for Formats

Layout of Towns

Road Networks

Population Distribution

Consumer Habits

Cavan Town

Advertising space

Shop front location

Creating a presence

Cavan Town

Rationale for Formats

Rationale for Formats

Variety of formats

Stores connected by routes

Wider audience

Limerick City

Recommended Formats

48 Sheets

High impact

Brand awareness

Strategic positioning

City Impact

Replace billboards in small

towns

Routes serve key locations

Recommended Formats

POPAd Trolleys

45min dwell time

Can deliver detail

Viewer demographic

SuperValu Digital Screens

Repetition near POS

Provide extra coverage

Transport

Luas

Straplines and Portraits

Offer dwell time

Dublin Bus

T-sides and Supersides

Variety of coverage

Transport

Bus Eireann Routes

Super Rears used

Target high traffic roads

nationally

Give coverage overlap

City Impacts

Path to purchase

Serve key locations

Recommended Formats

Adshel Bus Shelters

Street presence

Prime locations

More dwell time

Adshel Connect Phone boxes

Maintain presence in small towns

Media Plan Budget Distribution of budget

Itemised store by store

Average per store ~ €1400

18% spend in Dublin

Causes for variation per store

Recommendations

Distribution of Budget

Thank You

Any Questions?