Rachel Uses Initiative to get to Vegas! Group_Engage_September 2012.pdfVolume 3 / Issue 8 September 2012 Rachel Uses Initiative to get to Vegas! Rachel Hynes of Initiative was the

Volume 3 / Issue 8September 2012

Rachel Uses Initiative to get to Vegas!

Rachel Hynes of Initiative was the big winner of a trip to Las Vegas as we celebrated 30 years in business last week. The evening began with a showcase of out of home media throughout Dublin city centre. This took the form of a trail which incorporated many formats and showed participants how the likes of sound shelters, QR codes and Blippar could be used in their ooh campaigns, via a series of challenges.

Events then moved on to the Davenport Hotel where a casino night maintained the Vegas theme throughout. The three finalists from the trail, Initiative, Carat and Vizeum then battled it out for the prizes with Rachel taking the amazing trip.

PML Group MD, Jimmy Cashen, expressed his gratitude to clients, media owners and colleagues past and present for their support over 30 years. Thanks to all who took part and those who came along for the ‘afters’. We hope a good time was had by all. You can decide for yourself as some photos from the event can be seen on twitter via #powerofooh or on our Facebook page.

Good luck in Vegas Rachel!

BT Infinity Rollercoaster

A Shining Example Of Ooh Innovation.

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Paint The Town Black

Source deliver for Guinness Arthurs Day campaign.

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Ooh Works A Treat For Cadbury

Cadbury use ooh to launch five new products.

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Feast your eyes on this!

Moy Park use eye catching bus shelter wrap .

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Competition: Win tickets to Gift Grub Live!

Win tickets to Gift Grub Live

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Volume 3 / Issue 8September 2012

BT have rolled out a fantastic multi-format campaign across Northern Ireland for BT Infinity, featuring exciting special builds at their two backlit 96 sheet locations in Belfast.

The campaign incorporates a mix of Roadside, Retail and Transport media formats including the new Metro Mega Square bus format. The jewel in the crown however, is the special build at Great George’s Street approaching the Westlink, one of Belfast’s busiest thoroughfares.

A complex build, featuring a steel rollercoaster track swooping over the display, complete with thrill-seeking characters seated inside a carbon fibre carriage, the message for BT’s ‘fastest ever fibre broadband’ is driven home both day and night.

BT Infinity Rollercoaster

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Twinned with a second special build on Ormeau Road, which features a 2D cut-out of the same rollercoaster theme, the two displays tie in with the new television advert and are sure to deliver lasting impact.

Speaking of the latest campaign, Don Brennan, Head of Consumer Marketing at BT Northern Ireland, said, ‘We’re constantly challenging our creative, production and media agencies to come up with new and innovative concepts that really grab people’s attention and get our message across in the Out Of Home Media space. The current campaign is our most ambitious to date and really pushes the boundaries in relation to what is possible on static media. Feedback and awareness have been fantastic in the first few weeks and we’re delighted with the end result’.

Darren Jackson, General Manager of PML Group NI, said, ‘One of the distinct advantages of out of home media is the endless possibilities to create innovative, sensational campaigns that engage audiences in a memorable way. We are delighted to have been involved once again with BT Northern Ireland in developing their latest out of home campaign for BT Infinity.’”

Creative Agency AV Browne. Media Planning Maxus Communications. OOH Media Planning & Buying PML NI. Construction of Special Builds Eclipse Media.

Volume 3 / Issue 8September 2012

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Some of the biggest names in rock and pop yesterday played intimate shows across Ireland as part of the Arthur’s Day Celebrations. Mika, Primal Scream, Mumford & Sons, and Fatboy Slim, were among the artists taking part in 500 music events nationwide.

For the last few weeks striking duotone posters, both North and South have helped build up the anticipation. The campaign consisted of a wide range ooh formats including billboards (48 and 96 Sheets, Metropoles and Golden Squares), 6 sheets (Adshel and Metropanels) and Bus externals (T-Sides and City Impacts). Three key Dublin railway bridges at Ballybough, Pearse Street and Drumcondra also featured the tagline ‘Paint the Town Black’. The campaign was placed by Carat via Source out of home, with creative by Saatchi & Saatchi in London.

The Day the Town was Painted Black

Volume 3 / Issue 8September 2012

Ooh Works A Treat For Cadbury Out of home media has the power to deliver a campaign’s message straight to the target audience, on the path to purchase, as well as building brand awareness and coverage fast; making it the perfect medium to launch a new product or in this case, five new products!

Cadbury, one of the UK & Ireland’s best loved chocolate brands, has launched five new tasty treats in Northern Ireland wide campaigns across cycles 19 and 20, employing a mix of Adshel, Connect 6 and 48 Sheets. Cadbury Popcorn and Cadbury Pretzels featured in cycle 19 campaigns, while Cadbury Mini Bubbly, Cadbury Golden Biscuit Crunch and Cadbury Toffee Popcorn bar feature in the cycle 20 campaign. The fun and quirky creatives make the formats ‘pop’, easily catching the eye of consumers waiting for buses, travelling on main roads, pedestrian areas and in close proximity to food retailers across the province, helping Cadbury to establish a strong footing in the local market for these exciting new snacks.

Valeo Foods home baking brand Odlums is encouraging consumers to bake at home. According to Atomic, who is the creative agency ‘Cake Club launched with an outdoor, press, PR and online campaign designed to drive subscription through a web or mobile app. Imagery and design throughout is young, fun and feminine, making the brand immediately more relevant and appealing to a young, image conscious audience.’ The campaign, which is planned by Starcom and Source out of home is running nationally on billboards and Adshel 6 Sheets.

Odlum’s launches Cake Club

Volume 3 / Issue 8September 2012

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To celebrate the launch of Shoe Garden Arnotts sent its own prince Charming around Dublin on 20th September. Word is he 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! The campaign was planned by Mediabrands and PML.

Three Eco Cabs ran for a week in Dublin to promote Disney’s latest 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.

If the shoe fits...

Ecocabs suit perfectly

Volume 3 / Issue 8September 2012

Lyle Bailie International and PML NI together have served up an eye catching bus shelter wrap for Ireland’s favourite chicken brand, Moy Park. The exciting 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.

The vibrant bus shelter wrap is visible from Sydenham Bypass, one of Belfast’s busiest carriageways, and is located directly at the entrance to the Airport, which reaches 2.7million air passengers per year (DRDNI 2011); enticing travellers with images of delicious Moy Park chicken wraps and stir fry, hitting home the message that even the busiest of lives can enjoy good, locally produced, food.

Feast your eyes on this!

In the right place, at the right time to reach young people!As the busy back to school/Uni period starts again, many advertisers seek to attract young people to a variety of brands, from FMCG to financial services. The key to engaging with this lucrative yet often elusive market lies in the power out of home media has to reach young people in the right place, at the right time.

As the perfect formats for targeting young audiences, NI TGI 2012 research shows that 60.9% of 15-18 year olds in Northern Ireland recall seeing Adshel advertising in the past week and 20.9% of Metro and 38.2% Ulsterbus’ most frequent users fall into this age category; the highest proportion among all bus users across the province. Due to their pedestrian and urban locations, Kiosks also perform particularly well in reaching young people, who are 70% more likely than the average NI adult to spend 9-11 hours out of home at the weekend according to NI TGI 2011 data.

JNOR, the leading coverage and frequency tool specific to the out of home media industry, anticipates the average medium weight, NI-wide 6 Sheet campaign targeted to young people will achieve coverage of 65.7% of the audience and expose them to the campaign message an average of 12 times.

The First Trust cycle 19 campaign specifically targeted young people aged 11-18 years old using Adshel, Kiosks, T-Side and A2 Back of Driver formats featuring a clear creative relevant to the target audience to promote their Student Account offer. Magners Comedy Core also opted for Adshel to promote the event taking place at Mandela Hall, Queen’s University Belfast.

Two great examples of how clever use of out of home media can be used to deliver a message to a specific audience by location and age.

Volume 3 / Issue 8September 2012

70%McDonald’s Wrap // Format: T-Side Creative: Cawley Nea TBWA // Media: Mediaworks

70%Total Recall (Sony Pictures) // Format: T-Side Creative: Irish International // Media: OMD Ireland

7.84/10UPC On Demand TV // Format: Luas Tram Wrap Creative: Irish International // Media: Carat

7.36/10The Watch (20th Century Fox) // Format: Super Rear Creative: Adept Advertising // Media: Vizeum

Top 3 Recalled Campaigns Top 3 Rated Designs

63%Gum Litter Taskforce // Format: CityboxCreative: Focus Advertising // Media: MediaVest

7.32/10Lidl Supermarket // Format: 96 SheetCreative: Chemistry // Media: Mediaworks

Below are the top recalled and rated posters for August 2012. This information is extracted from PML Group’s post campaign research service, Poster Impact. This exclusive service to PML Group clients includes 50 campaigns per cycle across traditional, digital and ambient ooh campaigns and has now covered more than 11,450 campaigns to date among over 81,200 individual respondents. For further information on Poster Impact please contact Colum Harmon on 01 668 2900.

Top ROI Campaigns - August 2012

Volume 3 / Issue 8September 2012

ROI Top 10 ProductsDenny Deli Style HamGuinness - Arthur’s DayUPC - On Demand TVKellogg’s Back to SchoolCadbury Dairy MilkPepsi MaxGum Litter TaskforceCoors LightVodafone Top UpCoke Zero

123456789

10

Value435,177384,203289,305284,058249,649245,894214,647208,836206,406202,753

August 2012 (Cycles 17 - 18)

€€€€€€€€€€

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 and transport panels (interior and exterior) every two weeks. The figures also include Ambient & Digital media. For further details on 15 years of Posterwatch data please contact either: Colum Harmon [email protected] or James Byrne [email protected]

ROI Top 10 CategoriesFoodBeers & Ciders Tourism & TravelRetail OutletsTelecomsFilmsFinanceSoft DrinksMediaConfectionery

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10

Value1,899,4691,300,6691,266,1581,163,1741,085,454

988,107890,582857,280849,026812,984

€€€€€€€€€€

NI Top 10 ProductsDigital UK - SwitchoverHarp LagerMcDonald’sNorthern BankD.O.E - Road SafetyAxa InsuranceNorthern Ireland Tourist BoardKFCCoca ZeroAer Lingus

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10

Value179,216119,511107,445106,880103,707

98,84584,71065,93057,57551,345

££££££££££

So Dublin failed to defend Sam this year but we still believe (well, some of us anyway!). Last week’s All-Ireland fever reminded us of this great poster from 2002. Inspiration for 2013?

FlashbackSept. 2002 Bank Of Ireland

€0.m €0.5m €1.m €1.5m

Food

Beers & Ciders

Tourism & Travel

Retail Outlets

Telecoms

Films

Finance

Soft Drinks

Media

Confectionery

Small Format Large Format Transport Ambient Digital

€0 €100,000 €200,000 €300,000 €400,000

Denny Deli Style Ham

Guinness - Arthur's Day

UPC - On Demand TV

Kellogg's Back to School

Cadbury Dairy Milk

Pepsi Max

Gum Litter Taskforce

Coors Light

Vodafone Top Up

Coke Zero

Small Format Large Format Transport Ambient Digital

Volume 3 / Issue 8September 2012

Contact James Byrne [email protected] for the best international out of home innovations or visit www.pml.ie to view our innovation database.

Around The World Taking a look at out of home innovations from abroad

Picking up Gold!Campaign:The Sunday TimesRich List

Creative Agency: CHI & Partners

Picking up Silver Campaign:Legoland Windsor Resort, Mini Breaks

Creative Team: Ben McCarthy & Seb Housden

Picking up Bronze Campaign:TG4 - One Drama After Another

Creative Team: John Kilkenny, Des Creedon, Darragh Carey, Ger Roe

Campaign:TELE2 - ONLY FREE IS CHEAPER

Creative Team: Martin Ringqvist, Ted Mellström

The 50th Kinsale Sharks Awards took place on the 14th - 15th of September. Below are some of the well deserved winners of the Out Of Home advertising categories.

Volume 3 / Issue 7July 2012

PML Group // +353 1 668 2900 // [email protected] // www.pmlgroup.ie

PML NI // +44 28 90 333 714 // [email protected] // www.pml-ni.com

www.sourceooh.ie // www.ambientplus.ie // www.pab.ie

1 31 Dec - 13 Jan 14 01 Jul - 14 Jul

2 14 Jan - 27 Jan 15 15 Jul - 28 Jul

3 28 Jan - 10 Feb 16 29 Jul - 11 Aug

4 11 Feb - 24 Feb 17 12 Aug - 25 Aug

5 25 Feb - 10 Mar 18 26 Aug - 08 Sep

6 11 Mar - 24 Mar 19 09 Sep - 22 Sep

7 25 Mar - 07 Apr 20 23 Sep - 06 Oct

8 08 Apr - 21 Apr 21 07 Oct - 20 Oct

9 22 Apr - 05 May 22 21 Oct - 03 Nov

10 06 May - 19 May 23 04 Nov - 17 Nov

11 20 May - 02 Jun 24 18 Nov - 01 Dec

12 03 Jun - 16 Jun 25 02 Dec - 15 Dec

13 17 Jun - 30 Jun 26 16 Dec - 29 Dec

2013 Cycle Calendar

Volume 3 / Issue 7July 2012

After selling over 45,000 tickets across Ireland with the first Gift Grub Live stage production, Mario Rosenstock returned earlier this year with a totally new show - Gift Grub Live 2. After a summer break, the show returns for one final run of dates around the country this autumn.

For the chance to win a pair of tickets to see the show on Saturday 27th October please answer the following question:

What radio station does Mario appear on each morning?

A) RTÉ 2FMB) Today FMC) Highland Radio

Email answers to: [email protected]

Guess the station - and win!

Event Guide

Back Catalogue

To view previous issues of Engage click here

PML Group // +353 1 668 2900 // [email protected] // www.pmlgroup.ie

PML NI // +44 28 90 333 714 // [email protected] // www.pml-ni.com

www.sourceooh.ie // www.ambientplus.ie // www.pab.ie

October December5th RaboDirect PRO12: Ulster v Connacht 7th Heineken Cup: Connacht Rugby v Biarritz6th RaboDirect PRO12: Leinster v Munster 8th Heineken Cup: Munster Rugby v Saracens12th World Cup Qualifier Ireland v Germany 15th Heineken Cup: Leinster Rugby v Clermont Auvergne16th World Cup Qualifier Faroes v Ireland 15th Heineken Cup: Ulster Rugby v Northampton Saints28th - 31st Guinness Cork Jazz Festival, Cork 25th Christmas Day28th Lord of The Rings in Concert, The O2 26th St. Stephen’s Day29th National Lottery Dublin City Marathon 28th Lexus Chase 29th October Bank Holiday 29th RaboDirect PRO12: Munster v Ulster

29th RaboDirect PRO12: Leinster v ConnachtNovember10th Guinness Series: Ireland v South Africa January16th-18th Dublin Book Festival 2012 22nd-27th Temple Bar Tradfest17th Guinness Series: Ireland Wolfhounds v Fiji24th Guinness Series: Ireland v Argentina February

2nd RBS 6 Nations: Wales v Ireland10th RBS 6 Nations: Ireland v England