engage - pml-ni.com 1_april 2010.pdf · engage issue 1, april 2010 ... media director, fire imc the...

PML Group // 01 668 2900 // [email protected] // www.pmlgroup.ie

Sian Price, Group Product Manager Ballygowan, Britvic Ireland said;

‘‘For the launch of Ballygowan Pink we had to rapidly create awareness of three distinct messages: the link between Ballygowan and the Marie Keating

Foundation, the ‘B part of it’ cam-paign and the introduction of new Bal-lygowan Pink bottles.

Outdoor was an important component of cross media communica-tions strategy to drive high

levels of awareness in a very short period of time.

The large formats and Adshel specials were particularly effective in achieving cut-through linking the Pink bottles to the ‘B part of it’ message and we saw an immediate uplift in rate of sale when the advertising campaign began.’’

Ballygowan in the pink

EngageIssue 1, April 2010

Ballygowan recently unveiled a major new campaign to raise much needed funds for breast cancer awareness on the island of Ireland.

Supporting the Marie Keating Foundation and its campaign partner in Northern Ireland, Action Cancer, the B a l l y g o w a n ‘B Part of It’ c a m p a i g n also hopes to promote the i m p o r t a n c e of early detection in saving lives.

The campaign launched on Adshel and 48 Sheets and some shelters incorporated Contravision wraps. The Contravision design came top of 100 campaigns researched in February according to Poster Impact research results. The campaign also ran on TV, radio and online.

The campaign was planned by OMD Ireland with creative by McConnellsintegrated.

Tesco have used a range of arguments to encourage ROI consumers to shop at home. The campaign ran on 48 Sheets and 6 Sheets in County Louth, a good example of how OOH can be used at a local level.

Current Campaigns ROI

Bringing Out of Hometo your Desktop

Welcome to the first issue of Engage, your monthly update on the Out of Home Market.

Strategic use of Out of Home


Engage Issue 1April 2010

Simon Learman, Executive Creative Director, McCann Erickson London, is to chair the 23rd Outdoor Advertising Awards.

He has helped create some of the best loved advertising campaigns for Guinness, Volkswagen, Sony, Budweiser, Vodafone and Heinz. Joining Learman on this year’s

OMA judging panel are:

Aidan Greene, Managing Director, MediaVest

Brian Swords, President of IAPI and Managing Director, Cawley Nea/TBWA

Catherine Donnelly, freelance copywriter and author

Diamantis Economou, Marketing Director, Reckitt Benckiser Ireland

James Barry, President, OMA and Managing Director, Bravo Outdoor

Stephen Lamb, Media Director, Fire IMC

The awards take place on April 22nd.

Our exclusive iQ planning tool (based on over 60,000 individual respondents) allows us to extract key information on specific target audiences.

Target Audience: 15-24 year olds

If you would like to learn more about this audience or iQ in general please contact [email protected]

Judges announced for OMA AwardsCurrent Campaigns NI

Improving your OOH iQ

40% use the bus as their main mode of daily transport in Dublin.

Consequently, recall levels of Adshel and T-Sides are both above 50% for this audience.

47% attend a gym at least once during a 2 week cycle.

60% spend 2 hours or more per week in shopping malls.

Blue coloured creative generates highest awareness among this age group at 51%.


Path to Purchase OOH offers a wide range of format options in the point of sale area. Erin & Denny have both used a combination of these options to great effect in recent times, utilising formats including Purchase Points, the new Trolley Bay Banners, Trolley Handles and Store Points.

A host of other formats, such as Citybox, Floor Graphics and Shopping Baskets, are also available to target the shopper.

For further details please contact us at PML Group.

Clockwise from top right: Erin Supervalu Scroller, Erin Purchase Point, Erin Trolley Handles, Denny Store Points, Denny Trolley Handles, Denny Trolley Bay Banners.



The Square goes Digitalby Sandra DoyleRetail & Transit Sales Manager, CBS Outdoor Ireland

The future of Outdoor has arrived

in the form of CBS Outdoor Digital Media.

Over the past number of years the media industry has witnessed significant developments in the Digital arena in the UK, with CBS Outdoor launching digital signage on the London Underground and Westfield Shopping Mall.

In the Irish market the digital revolution is pivotalin engaging with consumersat the right time and in the right place.

Offering a completely fresh and hugely impactful means of delivering client’s core messages, the time is now ripe for Digital Out of Home.

With our knowledge and experience in Digital from our colleagues in CBS Outdoor London, the key to a successful digital campaign is creating for the format, the audience and the surrounding environment. Simply transferring TV copy to screens is not enough, a truly impactful campaign utilises creative where the visuals speak for themselves, no sound required, 10 seconds of pure imagery and branding, creating a uniquely memorable bond with the audience.

On March 1st CBS Outdoor’sbrand new digital formats

consists of 30 Digital Escalator Panels (DEPs) and 5 portrait 51’’

LCD screens locat-ed in the hub of the centre, delivering both high volumes of footfall and dwell time.

Offering a 10 second spot in a 30 second loop for DEPs and a 60 second loop for LCDs, each panel continually c o m m u n i c a t e s clients messages throughout a two week cycle.

The Square Digital is the first step

towards building invaluable ‘connection moments’ with consumers in a retail environment.

went live in The Square Shopping Centre, Tallaght. A prime location, The Square offers 65,000 square metres of retail space, boasting 170 retail outlets and 3 0 0 , 0 0 0 c o n s u m e r s passing through each week.

It is the perfect arena to launch this media first, offering the reach of a diverse audience, rangingfrom main shop-pers to teens. Along with coretenants Tesco,Dunnes and Debenhams,The Square also housesa host of Telecoms, Fashion and Leisure outlets, deliveringan array of demographic groups in a relevant environment. The digital offering

For more info onDigital OOH call AmbientPlus on 01 668 2900.

CBS Outdoor’s Digital offering at The Square Shopping Centre. Click for Video

It offers a completely fresh

and hugely impactful means

of delivering client’s core messages


http://ambientplus.ie/digital.html

http://ambientplus.ie/digital.html


Germany - Fisch Franke

A living Poster! Filled with water and real fish, this eye catching execution for a German seafood restaurant can’t help but be noticed.

Agency: Publicis Frankfurt

Denmark - Copenhagen Zoo

Vinyl print creates the illusion of a giant constrictor snake squeezing a Copenhagen City bus.

Agency: Bates Y&R

Around the WorldTaking a look at recent Out of Home Innovations from Abroad.

Dubai - Metro

Utilising discarded cars in Dubai, Metro messages are handwritten on, as if people hadn’t abandoned the

country after the recent financial collapse.

Agency: Saatchi & Saatchi Dubai, UAE

USA - McDonald’s

This installation was placed on the banks of the Chicago River, which is dyed green each year in

celebration of St. Patrick’s Day. A perfect way to promote McDonald’s seasonal Shamrock Shake.

Agency: Leo Burnett Chicago



ROI Top 10 ProductsCadbury Créme Egg Aviva Specsavers McDonald’s EurosaverChorus NTL - BroadbandAXA InsuranceCoors LightLucozade EnergyKellogg’s Special KNicorette

123456789

10

Value€672,759€641,754€554,501€513,897€489,947€402,645€395,244€390,483€384,037€378,579

MethodologyThe 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’s exclusive Posterwatch service, which monitors 100% of roadside and transport panels (interior and exterior) every two weeks. The figures also include Ambient Media. For further details on 15 years of Posterwatch data please contact either: Colum Harmon, [email protected] or James Byrne, [email protected].

Top value campaigns from five and ten years ago.

To take advantage of PML Group’s 40,000 plus stock of campaign photographs please contact us on (01) 668 2900.

Flash back

ROI Top 10 CategoriesFoodRetail OutletsTelecomsBeers & CidersEntertainmentHealth & HygieneMotor TradeFinanceTourism & TravelSoft Drinks

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10

Value€3,385,948€2,356,444€2,321,316€2,287,957€2,098,641€1,886,097€1,706,197€1,588,933€1,468,946€1,395,788

2000 (Jan/Feb) eircom(Value - £453,064)

2005 (Jan/Feb) The Irish Times (Value - €382,819)

NI Top 10 ProductsKFCUlster BankMcDonald’sOxfamHarp LagerNI Human Rights Consort.easyJetNI Fire & Rescue ServiceNorthern BankSurf

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10

Value£280,770£206,916£193,485£133,925£122,902£120,965£115,645£115,400£113,032£106,105

POSTERWATCHPOSTERWATCH Jan - Feb 2010 (Cycles 1 - 4)

ROI Ambient Top 5Living TVJagermeisterCoors LightGuinness RugbyDenny Foods

12345

Value€128,710€121,200€120,100€117,285€109,136




ProductMars Galaxy BubblesBen & Jerry Ice CreamTayto CrispsCadbury GAACadbury Creme Egg

Grand Total

12345

Total Spend€72,765€82,957€84,034€205,387€672,759

€1,117,902

Category analysis: Confectionery Jan-Feb 2010 (Cycle 1-4)Top five total spends and format breakdown


Long term availability A number of iconic sites in Dublin are available for long term advertising opportunities. For more info call 01 668 2900.

Grafton StreetThis exciting opportunity, in the heart of Dublin’s Grafton Street, is all about location and brand domination.

Pearse StreetBlacklit to ensure stand-out, this Pearse Street location is a premium OOH advertising venue.

Bachelor’s WalkOn the corner of O’Connell bridge, this iconic site looks out over one of the busiest areas in the city.



Pfizer scoops top design for 2009

Good FridayEaster SundayF1 Grand Prix MalaysiaIrish Grand National, FairyhouseEnglish Grand National, AintreeGolf, US Masters TournamentSchools re-openWhitney Houston, The O2Snooker World Championships, SheffieldGreat Ireland Run, Phoenix ParkF1 Grand Prix, ChinaGAA National Football League Finals, Croke ParkVirgin London MarathonRhythm & Roots Festival, Kilkenny

Event GuideApril

2nd 4th4th5th

10th8th-11th

12th17th-20th

17th-May 3rd18th18th

24th/25th

25th30th-May 3rd

Belfast City MarathonBank HolidaySpanish Grand Prix, BarcelonaRod Stewart, The O2FA Cup Final, WembleyF1 Grand Prix, MonacoDublin City Soul FestivalAlicia Keys, The O2Heineken Cup Rugby Final, ParisChampions League Soccer Final, MadridCork RegattaIrish 2000 Guineas, The CurraghTennis, French Open, ParisTrinity RegattaF1 Grand Prix, Istanbul

May3rd 3rd9th

11th15th16th

20th-23rd21st

22nd22nd22nd

22nd-23rd23rd-June 6th

29th30th

Overall Winner

Category Health & Hygiene

Advertiser Pfizer Anti-Smoking

Rating 8.49/10 Timing October 2009 Creative Cawley Nea/TBWA Media OMD Ireland

Pfizer has been announced as the overall winner of the Posters of Distinction awards for 2009. The ‘Lose The Smoker In You’ 6 Sheet design was the top rated poster design as judged by the respondents in our Poster Impact surveys during 2009. A total of 1,300 individual poster designs were rated across the year, among 7,800 different respondents.

Posters of Distinction acknowledges the most highly rated Out of Home designs of the year, as chosen by the general public. The results are based on PML Group’s post campaign research service, Poster Impact. Research has been carried out on over 8,000 Out of Home campaigns by PML Group since 1996, in conjunction with Ipsos MRBI.

For more information on all the category winners - Click here: www.pml.ie

Did you know you can now follow PML Group on Twitter? Simply click here and follow us!


http://twitter.com/PMLGroup

engage - pml-ni.com 1_april 2010.pdf · engage issue 1, april 2010 ... media director, fire imc the...

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