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2012 -- A special year
Outdoor or out-of-home as it’s become known has seen its share of changes in the last decade or
so. Backlighting has moved to large formats improving display presentation day and night. Point of
Purchase has become a key battleground for FMCG brands introducing new formats and terminology
(Shopper Marketing). Digital screens have been introduced in retail and commuter environments.
Ooh is the original ‘‘mobile’’ medium. But as phones have developed we’ve seen
the emergence of Smart Posters. Interactivity has evolved from hotlines to text
messaging onto social media, QR codes, image recognition and most recent of all NFC. Interactions
are now active rather than passive with posters acting as a gateway to further brand experiences.
The area we’re focusing on here is innovation in ooh. To make a splash, stand out
from the crowd and create engagement were goals of many if not all of the campaigns
featured, whether by special builds, dominations, or experiential.
We’ve compiled a selection of innovative and impactful ooh from the last year or so. We’ve loved
working with you on these campaigns.
So you can see that there’s a lot happening in our world. As for 2013 - watch this space!
All @ PML Group
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SPECIAL BUILD
The Dictator proclaims his greatness in Dublin
Denny use all the right ingredients
Kerry Group employed the use of a multi-format outdoor
campaign to promote their ‘Take a Closer Look’ 100%
natural ingredients range including 2D special builds of a
magnifying glass on 48 Sheets and Golden Squares.
1
In these troubled times it’s reassuring to see a political figure so
self-assured. An imposing portrait of Admiral General Aladeen,
complete with massive beard, was proudly displayed on Golden
Squares in Dublin on Wexford Street, Pearse Street and Rathmines
to promote Paramount Pictures ‘The Dictator’ starring Sacha Baron
Cohen. A real man of the people!
M&Ms go missing from Camden Street
‘Red’ & ‘Yellow’ disappeared from a bus shelter on Camden Street! The
M&M characters had been there to support a digital Adshel special which
allowed fans to take and upload their photos to Facebook in a show of
support for the Irish football team under the banner ‘‘put ‘m’ under pressure". A campaign was soon launched to find ‘Red & Yellow‘ on Twitter and
Facebook, with photos of the characters appearing in locations such as
Johnnie Fox’s pub cheering on the Ireland team.
2
Adidas celebrates the big Euro kick off
Here’s one of the five outsize Adidas football boots
on view last summer. The giant models were created
by Eclipse Media and placed on top of bus shelters
in Dublin, Cork and Galway to coincide with the Euro
2012 championship in Poland and Ukraine.
3
BMW reaches new heights with 3 Series Launch
The billboard campaign for the new BMW 3 Series featured a special build
of a hurdler leaping over a 2D model of the car at key sites in Dublin.
All that Glitters could be Gold
To celebrate 25 years, the National Lottery gave an extra chance to win on all their games in August which they promoted with a
nationwide 48 Sheet billboard campaign. Some of these featured a glittering rainbow. They were created using Spangleys which
are reflective foil discs, which are fitted to clear batons and attached to the site, forming part of the overall creative. They move
freely in the breeze to create a delicate eye catching shimmer effect and created just the right feel for the birthday celebrations.
4
Cadbury blew everyone away with Adshel fan specials
at 12 locations in Dublin. Air boxes within the 6 Sheet
units blew coloured foil around attracting the eye.
Ladbrokes Spangleys Golden Square
5
Mad Hair Day? - Paramount Films top off Luas Column
6
Special builds from Pepsi, Guinness, Bulmers and Cadbury Dairy Milk.
Benylin Runs A Monster Campaign
Johnson & Johnson used ooh to ‘‘Help shift
the Phlegm’’. Featuring what we can only
describe as a ‘distinctive’ character, the burst
was seen on T-Sides, retail 6 Sheets (Malls
and PurchasePoints) and digital signage at the
Dundrum Centre and Pavilions Swords (dPods)
and LCD Screens at The Square, Tallaght.
A life-size model of the character was displayed
crouching atop a Luas Column at St Stephen’s
Green. Created by Eclipse Media he’s certainly
caused a stir. Reports of potential shoppers
refusing to leave the trams remain unverified.
7
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Gamification
Digital screens enable game play and more. Cadbury used
them to take photos of willing commuters who then had
the chance to enter a draw for Olympic tickets. Integration
with social media (Facebook) enabled more touch points.
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Empowering Outdoor
The Electric Ireland’s Powering Kindness Week was created to generate goodwill and kindness in aid of three charities: Focus Ireland
Special Olympics Ireland and Concern Worldwide.
Electric Ireland along with MediaVest and PML have cleverly used out of home and social media to engage with the people of Ireland
and truly reward them for their generosity. The idea was simple... Do a good deed; upload it to: www.poweringkindness.ie dedicate the
deed to one of the above charities and be in with a chance to see your deed in lights (literally!!)
E-Voting that works
Blippar was used on out of home executions for Nestlé’s
Kit Kat Chunky. The campaign played an important role
in selecting Peanut Butter as the Chunky Champion.
an
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Turn your ooh interactive with easy links such as QR codes
12
Gamification
Digital screens enable game play and more.
13
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Fun & Games from Cadbury
Cadbury celebrated a media first with an interactive digital game on dPods
in the Dundrum Town Centre. The Screach experience allowed shoppers to
interact with a ‘Move the Square’ puzzle on CBS dPod screens. Shoppers
were able to control and play the game by downloading the free app on
their smartphone.
DIGITAL
15
Real time - re
al easy
Nokia Lumia shines on digital ooh
Nokia launched their new Lumia range with Windows
Phone on a variety of digital formats. As well as dPod
and Transvision screens, great use was made of the
escalator Digiwall in The Square Tallaght. To watch a
video click here.
Outdoor does Daypart
Dublin Does Fridays is a campaign by the LVA (Licensed Vintners
Association) to promote and support Dublin pubs. The campaign
seeks to remind people that there is no place in the world like a
Dublin pub on a Friday evening. As part of the campaign special
daypart stings were secured on Transvision screens on Wednesday
and Thursday evenings.
16
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AMBIENT
Any Time, Any
Place
Ecocabs suit perfectly
Three Ecocabs ran for a week in Dublin to promote Disney’s film release ‘A Few Best Men’. The slapstick comedy follows a groom and
his three best men who travel to the Australian outback for the wedding. The Eco Cabs targeted events including the premiere night at
Cineworld and the Navy Vs Notre Dame gridiron matchup at The Aviva.
Uniformed brand ambassadors wore traxedos (tracksuit tuxedos no less) to add to the fun theme of the movie and gave info on the
movie to passengers availing of the free service.
See a video of the campaign devised by OMD and AmbientPlus here.
Bank of Ireland a Winner Either Way
Being sponsor of both teams, Bank of Ireland
couldn’t lose in the final of the Heineken Cup at
Twickenham between Leinster and Ulster.
Luas commuters welcome a good drenching
Last summer Britvic Ireland celebrated the launch of new Juicy Drench with
a sampling campaign at 5 different locations during weekday afternoons,
including Connolly station, Heuston station, Red Cow on the Red line and Stillorgan and Balally on the Green line. Overall there were 60,000 free samples
given out via the Juicy Drench sampling squad.
19
If the shoe fits...
To celebrate the launch of Shoe Garden Arnotts sent two prince
Charming’s around Dublin on 20th September. Word is they spent
the day either travelling on the Luas or Dart or wandering through
the central shopping districts. Ladies who tweeted a photo of him
along with the hashtag #arnottsprincecharming were entered
into a competition for a chance to win a pair of designer shoes.
20
Belvita giveaway for Luas
Commuters
To promote it’s new range of breakfast
biscuits Kraft Foods set up distribution
stands at five Luas stations: Heuston
Sandyford, Connolly, Balally and Red
Cow. By all accounts, the sampling was
a great success, leading to extra stock
being required.
21
48 stirs things up
48 is Ireland’s mobile phone network specially for 18 to 22
year olds (which neatly comes to 48 months). The theme
for 48, developed by Brando, is ‘Go Conquer’ because when
you’re that age that’s what you do - conquer new things.
Niche targeting took the form of logo stamps at student
venues.
National Lottery gears up for Mother’s Day
National Lottery geared up for Mother’s Day with a campaign by
DDFH&B, Starcom and Source out of home. Running on Promobikes
equipped with card displays, Mother’s Day greetings cards were given
away free, just needing the addition of a National Lottery scratchcard
to make the perfect gift on Mother’s Day.
22
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ILLUMINATION
24
Lights, camera
, action!
BT Infinity Rollercoaster
Special build at Great George’s Street approaching the
Westlink, one of Belfast’s busiest thoroughfares.
25
Made of More
Love is in the Air
Nescafé’s Gold Blend lifted the lid on its latest ooh
campaign in the run up to Valentine’s Day.
26
Guinness brought their recent billboard campaign to life
with animated Illumin8 specials. Dynamic lighting was
used on both the ‘Spider web’ and ‘Fireflies’ designs.
Check out the video here.
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Reclaim the s
treets!
DOMIN
ATION
28
Dairygold Spreads its Wings
An integrated campaign to highlight the diverse uses of Dairygold.
Combining the twin shopper marketing strategies of appetite appeal
and offering solutions, the posters sure got the taste buds going and
put people on the path to purchase.
The ooh element of the campaign comprised Adshel, Floor Graphics,
Mallscape, Purchase Point and Trolley Bays. 48 Sheets add impact,
especially on selected multi-site locations such as this JCDecaux
location in Terenure (pictured).
29
Janey M.A.C!
Brown Thomas Opens Cosmetics Outlet On Henry Street
M.A.C Rocks Dublin with an ooh campaign promoting Brown Thomas Grafton
Street and a new location at BT2 Henry Street, which is now open. The vivid posters
added a splash of colour with station blitzes in Connolly, Tara Street and Pearse
Stations, while 48 Sheets and Golden Squares added a roadside presence.
30
First Class Luas for Microsoft &
Universal McCann
Kudos to the team at Universal McCann in
securing a major media first for Microsoft.
To promote their “New World of Work"
day-long event last April, Microsoft, through
UM and PML organised their own private,
branded Luas tram and stops with JCDecaux.
The event started at the St. Stephen’s Green
Luas stop, and took attending passengers to
Sandyford where the company’s main campus is located.
The campaign included posting of Luas Columns and shelter wraps. On board, passengers were offered free access Wi-Fi along
with complimentary breakfast. Additional
touches includes bespoke tram and stop
branding as well as an internal domination designed by McCann Erickson with additional floor graphics and window stickers
encompassing QR codes.
31
32
Are You 7UP For Christmas?
7UP went big on ooh during the Christmas
season. The campaign encompassed a wide
range of formats from roadside 48 Sheets
and A1 posters in bars, to Luas Columns
and digital signage targeting commuters
(Transvisions) and holiday shoppers (dPods,
C-Store and SuperValu Screens).
The famous green branding could be seen on
Cityboxes, Cinema 6 Sheets, Adshel and various forms of exterior bus panels. The centrepieces of the activity are dominations in
Dublin’s Connolly and Heuston stations.
33
Created by Irish international, the poster
message was a call to action to drive offline
online by ‘‘showing you’re up for Christmas
at 7UP.ie’’ On the website you were able to
design a jumper or upload a photo. The campaign supports the Simon Community.
A feast for the eyes
The new format at George Best Belfast City Airport is the latest ingredient
in Moy Park’s successful ‘Fast Lives Need Flavour’ campaign, which has
incorporated a number of out of home formats throughout the year; ideal
for targeting busy people on the move.
34
Northbound Platform
NITB encourages Dublin commuters to take a trip.
35
Liberty Insurance gets the show on the road
Roadside ooh provides a combination of high coverage and frequency generating instant
impact and building immediate new brand awareness. Outdoor works extremely well as a
lead medium during intro phases.
Liberty Insurance introduced itself to the Irish public in late February with a heavy weight
burst across key formats.
Creative agency Rothco conceived the ‘‘Hello Ireland" posters while Mediaworks and Source
out of home co-ordinated planning and buying.
Formats included Billboards - 48 Sheet, 96 Sheet, Golden Square; 6 Sheets - Adshel &
Metropanels; Transport & Travel - stand out Mega Squares on Dublin Bus and City Impacts
on Bus Eireann sides in other main cities; Luas Columns on red and green lines.
Planes, Trains and Automobiles...
A wrapped colour train; a Luas tram domination; an Aircoach Megaside
and Super Rear; a Dublin Bus Mega Square. These were among the
myriad of transport and roadside formats used by Emirates Airlines
to promote the launch of their Dublin-Dubai route.
37
In A Galaxy Not Too Far Away
Samsung took over the entrance and tunnel at Connolly Station for the
launch of the Galaxy Note II.
38
Laya Healthcare launched on Outdoor and took over key stations - Pearse,
Heuston and Kent Station Cork.
39
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e!
ey will com
If you build it th
Who’s your Daddy?
In the build-up to Father’s Day, The National
Lottery promoted it’s upcoming Millionaire
Raffle as the perfect present. DDFH&B came
up with this cool interactive Adshel campaign.
On the parallel panels several (easy to remove)
stickers were put up of pieces of clothing.
Passers-by were then encouraged to ‘‘dressup dad".
EXPER
IENTIA
41
L
Red Bull Cliff Diving comes to Inis Mór
To promote the next stage of the world series event, special 3D effect floor
mats were brought to Centra stores nationwide. The roadshow was organised
by Richmond Marketing, Clear Blue Water and PML. The breathtaking dives
involve daring spins and somersaults from a height of 27 metres. The divers
hit the water after just three seconds at a speed of 85kph.
42
Ladbrokes Lucky Pants dispense some cheer
To drive traffic to its Facebook page, Ladbrokes installed special ‘Lucky
Pants‘ dispensing units in two bus shelters at Charlotte Way and Dorset
Street, Dublin. The creative features former Republic of Ireland striker
Tony Cascarino in all his y-fronted glory and passers-by could push a
button and get their very own pair of Ladbrokes lucky pants.
43
Kelkin Dispenses some Cheer
Two dispensing 6 sheet units, one in Ballincollig Shopping Centre
and one in Cornelscourt Shopping Centre promoted the breakfast
bar. The campaign proved to be a huge success with just over
19,000 bars being dispensed.
Ideas are our lifeblood
We’d appreciate yours.
Speak to our dedicated creative service and innovation teams @
01 668 2900 / [email protected].
There really are no limits.
Client
Campaign
SPECIAL BUILD
Format
Media Agency
Creative Agency Specialist
4
Paramount Films
The Dictator
Golden Square
The Media Bureau
Created internationally
PML
4
Kerry Group
Denny Deli Style Ham
Golden Square
Vizeum
DDFH&B
Source out of home
5
Mars Ireland
M&M’s
6 Sheet
MediaVest
Irish International
PML Group
6
Adidas
Adidas Predator
6 Sheet
Carat
Name Studio
PML
6
BMW
BMW 3 Series
48 Sheet
Carat
Chemistry
PML
7
National Lottery
25th Anniversary
48 Sheet
Starcom
DDFH&B
Source out of home
8
Mondelez
Cadbury Dairy Milk
6 Sheet
PHD
Publicis
PML
8
Ladbrokes
Lucky Pants
Golden Square
Starcom
Rothco
Source out of home
8
Paramount Films
Madagascar 3
Luas Column (Wrapped)
The Media Bureau
Created internationally
PML
9
Mondelez
Cadbury Chocolate
Purchase Point
PHD
Publicis
PML
9
Bulmers
Bulmers deCider
48 Sheet
Vizeum
Havas
PML
9
PepsiCo
Pepsi Max
48 Sheet
ZenithOptimedia
Irish International
PML
9
Diageo
Some are Made of More
48 Sheet
Carat
AMV BBDO
Source out of home
10
Johnson & Johnson
Help shift the Phlegm
Luas Column (Special Build)
Vizeum
JWT London
Source out of home
INTERACTIVE
12
Mondelez
Cadbury Chocolate
6 Sheet
PHD
Publicis
PML
13
Electric Ireland
Power Kindness Week
Golden Square
MediaVest
Irish International
PML
14
Nestlé
Nestlé Kit Kat Chunky
6 Sheet
MindShare
DDFH&B
Source out of home
15
Microsoft
Office 365
Luas Tram Domination
UM
McCann Dublin
PML
16
Mars Ireland
M&M's
6 Sheet
MediaVest
Irish International
PML Group
DIGITAL
18
Mondelez
Cadbury Dairy Milk
dPod
PHD
Publicis
PML
19
Licensed Vintners Association
Dublin Does Fridays
Transvision
Carat
Cawley Nea/TBWA and
Cybercom
PML
19
Nokia
Nokia Lumia
Digital Escalator Panel
Carat
DDFH&B
PML
Client
AMBIENT
Campaign
Format
Media Agency
Creative Agency Specialist
21
Disney Pictures
A Few Best Men
Eco Cabs
OMD
Created internationally
Source out of home
22
Bank of Ireland
Heineken Cup Final Twickenham
Mobile
Carat
Irish International
PML
22
Britvic
Juicy Drench
Ambient Special
Mindshare
Mixtape Marketing
PML
23
Arnotts
The Shoe Garden
Actors
Initiative
Dragon / Initiative
PML
24
Mondelez
Kraft Belvita
Ambient Special
PHD
DDFH&B
PML
25
Telefonica
48
Logo Stamps
MediaVest
Brando
PML
25
Lidl
Sligo Store opening
Smart Cars
Mediaworks
Lidl
Source out of home
25
National Lottery
Mother's Day
Promobikes
Starcom
DDFH&B
Source out of home
ILLUMINATION
27
Diageo
28
Northern Ireland Tourist Board Be part of NI 2012
Budweiser
Golden Square
Carat
Anomaly
Source out of home
Backlit
AV Browne
AV Browne
PML NI
28
BT
BT Infinity Broadband
96 Sheet
Maxus
AV Browne
PML NI
29
Diageo
Guinness Draught
Golden Square
Carat
AMV BBDO
Source out of home
29
Nestlé
Nescafé Gold Blend
48 Sheet
Mindshare
Publicis
Source out of home
DOMINATION
31
UPC
On Demand
Luas Tram Wrap
Carat
Irish International
PML
32
Kerry Group
Dairygold
144 Sheet
Vizeum
McCann Dublin
Source out of home
33
Brown Thomas
MAC - Rocks Colour!
Station Domination
Carat
Cody/Delahunty
PML
34
Microsoft
Office 365
Luas Tram Domination
UM
McCann Dublin
PML
35
Microsoft
Office 365
Luas Tram Domination
UM
McCann Dublin
PML
36
7Up
Up for Christmas
Station Domination
ZenithOptimedia
Irish International
PML
37
Moy Park
Irish Chicken
38
Northern Ireland Tourist Board Be part of ni 2012
Airport
Lyle Bailie
Lyle Bailie
PML NI
Luas Wrap
AV Browne
AV Browne
PML NI
39
Liberty Insurance
Hello Ireland
Various
Mediaworks
Rothco
Source out of home
40
Emirates
Fly Emirates Keep Discovering
Dart Wrap
MediaVest
Studio AM
PML
41
Samsung
Galaxy Note 2
Connolly Special
Starcom
Cheil
Source out of home
42
Laya Healthcare
3 months free
Pearse Domination
Carat
H+A Connect
PML
EXPERIENTIAL
44
National Lottery
Father's Day
6 Sheet
Starcom
DDFH&B
Source out of home
45
Richmond Marketing
Red Bull Cliff Diving
Ambient
Clear Blue Water
Richmond Marketing
PML
46
Kelkin
Kelkin Oat & Honey Granola Bar
Purchase Point
Javelin
Javelin
PML
46
Ladbrokes
Lucky Pants
6 Sheet
Starcom
Rothco
Source out of home
CREATIVE
UNIQUE
DIFFERENT
First Floor
Harmony Court
Harmony Row
Dublin 2
+353 1 668 2900
[email protected]