OOH always on media

Engage NI
OOH always on media
Volume 4 Issue 2 — March 2016
Q Radio takes to the
streets
The Country Garage
drives message to
commuters
Trócaire Lent 2016
Q Radio takes to the streets
“A real focal point for the campaign and not only brought strong visual
presence, but literally brought the sound of our station onto the streets."
Orla Ross, Q Radio
Q Radio launched a fantastic multi-format OOH campaign in
January and February celebrating the station’s new brand
identity.
48 Sheets and 192 Sheet were selected to provide impact,
while the 6 Sheets provided the required message frequency
among target audiences.
The campaign by RLA and PML NI targeted Greater Belfast
and selected main towns with an effective mix of 48 Sheets,
6 Sheets, as well as the 192 Sheet on Great Patrick Street
and the Howard Street Adshel Wrap in Belfast City Centre.
However, the Howard Street Adshel Wrap Special was the
true highlight of the campaign. The unique special build,
closely developed with Clear Channel, incorporated a digital
radio and speakers into the Adshel Wrap that played the
popular radio station between 8am-8pm. DJ Ibe Sesay also
broadcasted his show live from the location using the Q
Radio bus.
Speaking of the rationale behind the campaign, Julie
McCartney from RLA explained how formats such as the
2
Q Radio takes to the streets
“We are delighted to have worked with Q Radio and PML to create
this innovative, interactive and exciting media first for Ireland."
Julie McCartney, RLA
Julie described the Howard Street Adshel Wrap as “the
perfect canvas for the vibrant creative, giving a strong
on street presence – and what better way to convert new
listeners than to get them to listen to the station! We are
delighted to have worked with Q Radio and PML to create this
innovative, interactive and exciting media first for Ireland.”
Passers-by were encouraged to upload their selfie in front of
the impactful OOH display for a chance to win £1000. People
could also download the Q Radio app to their smart device
via the NFC tag or QR Code embedded in the fully wrapped
bus shelter.
L-R Nicola McNaughton, PML Group. Orla Ross, Q Radio. Julie McCartney, RLA
Orla Ross, Agency Sales Director at Q Radio, said, “We were
tremendously excited at the opportunity this high impact
and technology-enabled platform brought to an already
strong multi-media, brand campaign. This high profile site
in Howard Street, Belfast provided a real focal point for the
campaign and not only brought strong visual presence, but
literally brought the sound of our station onto the streets.”
3
The Country Garage drives message to commuters
One of Northern Ireland’s leading BMW dealerships, The Country Garage, intelligently employed Out of Home media to drive
its message to commuters this month.
The stand-out creative featured various eye-catching visuals, the main purpose of which was to showcase several BMW
models and the corresponding finance offers for each.
The campaign by Transparency Communications and PML NI utilised the ‘Shelter Wrap’ at the new Park & Ride facility in
Ballymartin; the first time the format has ever been employed at this location.
The Shelter Wrap consists of vinyl wrapping the inside and outside of a glass bus shelter, which does not have a 6 Sheet
present. This is a great addition to the OOH market, enabling advertisers to target specific locations and audiences with
impact, where Adshel 6 Sheets and Adshel Wraps do not currently exist.
This campaign by The Country Garage is a perfect example of how the Shelter Wrap format can be used with great effect.
4
Trócaire Lent 2016
Trócaire returned to Northern Ireland’s OOH media with yet
another powerful campaign for this year’s Lent.
The campaign by Mediaworks and PML NI consisted of 48
Sheets and the high impact King Street Domination, which
consists of four consecutive 96 Sheets adjacent to the
charity’s offices in Belfast City Centre.
Three eye-catching creatives were utilised across the 48
Sheets that provided coverage of Greater Belfast, DerryLondonderry and key towns in Northern Ireland.
The creatives featured real Trócaire supporters with a
striking statement of how their donations have helped
those in need. For example, the builder who “gave children
lifesaving vaccines” and the little boy who “built shelters for
the earthquake survivors”.
All three creatives were used in the King Street Domination,
as the unique format provides the perfect canvas for
showcasing multiple designs.
This Lent, the UK Government will match donations to
Trocaire pound for pound through the UK Aid initiative.
5
The best just got better
The recent acquisition of PML Group by global OOH specialist
Posterscope was marked with a bold, multi-format Out of
Home media campaign in Belfast and Dublin.
PML Group, founded in 1982, is the leading OOH specialist
in both Northern Ireland and the Republic of Ireland. Jimmy
Cashen will remain as CEO and will report into Annie Rickard,
Global President Posterscope.
Posterscope has annual billings in excess of US$3 billion and
has over 800 staff working in 32 different countries around
the world.
Speaking of the acquisition, Jimmy said, “This development
is great news for PML and our clients, adding fresh thinking
and innovation from Posterscope. We share the same values
and philosophy and have worked successfully with Annie
Rickard and her team for many years. We are excited to be
part of the best OOH global network. This will provide us
with more services and give us international scope in our
evolving medium.”
Annie Rickard added, “Posterscope has worked in
partnership with PML for many years and consolidating this
position is the next step of that partnership. I’m delighted
to have Jimmy Cashen and his management team join our
network. We believe that our investment in technology, data
and insight will complement PML’s existing tools and will
accelerate the growth of the OOH medium in Ireland.”
6
OOH I Like... Queen’s University Belfast
Queen’s
University
ran
a stunning and inspiring
OOH campaign in February,
promoting the institution’s
postgraduate open day.
The campaign by ASG and PML NI utilised the high impact
Backlit 96 Sheet at the junction of Great Victoria Street and
Bruce Street in Belfast City Centre to maximum effect, due to
the striking creative depicting the contemplative silhouette
of a person against the backdrop of Belfast at night.
As a member of the Russell
Group, Queen’s is one of the UK’s
24 leading research-intensive
universities, ranking 8th in the
Emma McCarthy,
UK according to the Research
Account Manager
Excellence Framework in 2014.
PML NI
QUB is also ranked number 1
in the UK for participation in
Knowledge Transfer Partnerships and overall, is among the
top one per cent of global universities (QS World Rankings
UNESCO IAU 2013).
The new Big Digital Screen at Shaftesbury Square in Belfast
Centre was also employed, bringing to life the outstanding
creative of the campaign.
Commuter Cards also reached audiences on the move; ideal
for this campaign message, as 39% people think about
work while travelling to or from their place of employment
according to OCS 2014 research.
Overall, the Queen’s University campaign is an excellent
example of how to use OOH media to create a memorable
impact on the target audience.
A university of this calibre calls for an OOH campaign to
match.
Let’s face it - we all committed more than a few crimes of
fashion in the 1990’s. But luckily, most of these are long
forgotten by now.
Flashback
Unfortunately for Ellesse, we like to take photos. And
archive them. And then share them each month with our
lovely Engage readers! Sorry Ellesse.
Perhaps we are wrong. Maybe the epitome of style in 1998
really was wearing an all-white tracksuit on the deck of a
speedboat...
PML Group has a database of over 46,000 design images for
Out of Home media campaigns that ran in Northern Ireland
since 1998. For more information, contact Mark Fleming
mark@pmlgroup-ni.com
7
The Future of Outdoor Advertising
Nadja Lossgott, Creative Director, AMV BBDO
Nadja Lossgott is a Creative Director at AMV BBDO in London.
In 2010 she was part of the team that won a Black Pencil for
the Trillion Dollar Flyer campaign, and followed up in 2015 with
seven Pencils for Guinness’ Sapeurs. Nadja will be a judge on
the 2016 D&AD Outdoor Advertising Jury.
But the gift of new technology can also be a curse; we all
know about adblockers. Here again, Outdoor looks like the
future.
Another one of my favourite pieces from last year (I’m not
really going out on a limb here) was the ‘Nazis Against Nazis’
In the article below, Nadja explores the past, present and
rally. A simple stunt, this piece of Outdoor transcended its
future of Out Of Home Advertising. Whether it’s digital
medium, slipped past the adblockers and found it’s way into
billboards, branded experiences or traditional posters, Outdoor
the news and popular culture. Just like Security Moms did.
Advertising is here to stay. What’s more, Nadja argues, it will
Just like Gaytms. And just like the Marathon Walker for Water
outlast other forms of media which are currently under threat.
for Africa. It’s just a woman entered into a race carrying a
bucket of water and a message that this is how far women
walk for water. So Simple. (click here to view video)
‘Outdoor’ often feels like both
advertising’s past and its future.
You can’t accuse Outdoor of being reluctant to change. A
quick look at the Outdoor award categories gives you a clue.
There’s ambient, ambient digital screens, interactive Outdoor
experiences, live events, non-formatted digital Outdoor,
special builds. The list goes on.
Buskers have been used to release albums. Billboards have
been turned into benches. Pepsi turned Uber Taxis into Back
to the Future Deloreans. And the incredibly poignant New
York Gun Store campaign was a pop-up store.
It’s all quite meta. Is it the event that counts? Or is it the after
image that counts, as the idea travels around the internet
landing up on blogs, Facebook feeds and news sites?
And then there’s advertising’s past. The intrusive, inflexibile
and mute billboards. They feel like throwbacks to the old
way of doing things. A flat image with an unyielding rule that
the consumer can take in no more than eight words (unless
they’re Economist readers). How boring. How old school. Until
you remember 2015's ‘Shot on iPhone 6’ campaign. Simple,
traditional and utterly un-missable pieces of art in the urban
landscape.
It proves our past can be our friend too.
A recent piece I loved was BA’s brilliant ‘Magic of Flying’
billboard. The idea is like a roll-call of adland’s favourite
buzzwords: real-time data, interactivity, some digital, and
lots of collaboration. And it all comes together in a beautifully
evocative ode to our childlike wonder for flight. It’s the kind
of idea you just know is routinely invoked by CDs in every
creative department, “give me some of that.”
They’re the kind of ideas creatives love to make.
There is a piece of research that has always stayed with me.
In focus groups people will remember seeing a brand’s new
television ad, even though no such ad has been on air. It turns
out that what people are recalling is the billboards they pass
each and every day. People don’t forget billboards. Although
they sometimes mislable them.
They might not be shiny, they might not be new, but billboards
are real workhorses. We shouldn’t dismiss them. The other
good thing about billboards is you can’t adblock the view.
I’m really looking forward to seeing all the new work that
will come through this year. I hope there’s room for both the
future and the past.
8
Current Campaigns
Ulster Bank // Format: Backlit 96 Sheet //
Agency: Mediavest // OOH Specialist: Source out of home
Grand Opera House // Format: Adtalk Phone Kiosk //
Agency: Adhaus // OOH Specialist: PML NI //
PUIG – Paco Rabanne // Format: Digital OOH //
Agency: Havas Media // OOH Specialist: PML NI //
Phoenix Natural Gas // Format: 96 Sheet //
Agency: Ardmore Advertising // OOH Specialist: PML NI //
9
SSE: Who are you?
The SSE Arena played big games of "Who Are
You?" at Waterloo Station giving people the
change to win tickets to SSE Presents The Who!
Agency: Materials_UK
Zoolander No2
Paramount Pictures partnered with JCDecaux
to transform a walkway in Milan’s Metro into
a paparazzi lined red carpet while in Australia,
bus shelters became selfie mirrors. The
ridiculously good looking campaign brought the
world of “high fashion” to the streets of Sydney,
Melbourne, Brisbane, Adelaide and Perth.
Passers-by were encouraged to pose with Derek
and Hansel, take a selfie and share Blue-Steel
pouts across the country.
McCafé Snow Report
Skiers, snowboarders and tourists commuting to Whistler
ski resort get a tasty update of the current snowfall levels by
whipped cream and foam peaks. Great reactive messaging
combined with a strong visual metaphor creates strong
resonance.
What's Your Biggest Regret?
A chalkboard stood in the middle of New York City asking
passersby to write down their biggest regrets. As the board
filled up, they noticed that all of these responses had one
alarming thing in common.
Agency: Cossette, Vancouver, Canada
Agency: A Plus
10
Oreo Wonder Vault
On Tuesday, February 2, for one day only, a
glimpse into the mysterious Oreo Wonder Vault
popped up in New York City to officially release
a first taste of the latest limited edition flavour
before it hits shelves. Lucky passers-by got to
take a peek into an imaginary world of flavour,
by pulling a lever and watching their pack of
not-yet-available limited edition cookies "travel"
directly into their hands.
Agency: Weber Shandwick
Amsterdam Airport Schiphol: Baggage
A baggage car from Amsterdam Airport
Schiphol gets lost like a tourist in Antwerp.
It’s an advertising stunt for Schiphol because
"Schiphol, is closer than you think." Especially
for people in Belgium who are accustomed to
depart from Belgium Airports. The baggage car
is driving through the main square, attracting
all kinds of attention. The Dutch driver
goes around asking how to get to Schiphol.
Some people were helpful with instructions.
Agency: Fama Volat, Netherlands
Purdy: Paint Any Surface with Ease
Deutsch did some fun Out of Home work
recently for Purdy—the Sherwin-Williams
professional painting supplies brand—
showing the versatility and accuracy of its
paintbrushes in action.
The really eye-catching execution advertises
Purdy's XL brushes, which can paint on
practically any surface. To communicate this,
the agency used XLs to paint over a billboardsize section of an ordinary New York City
street—covering materials including brick,
glass, wood, metal and plastic.
Agency: Deutsch
11
January 2016 // Cycle 1 - 2
Top Products
£0
£20,000
£40,000
£60,000
£80,000
£100,000
£120,000
BT Package
Phoenix Natural Gas
Guinness - Hop House 13
KFC
McDonald's
Dublin Airport
Brennans Bread
Coca Cola
Weight Watchers
Thomas Cook Travel
Subway
Abbey Insurance
Ulster Bank - Mortgages
CCS - National Living Wage
Jet2.com
Small Format
Small Format
Large Format
Large Format
1 BT Package
£ 114k
2 Phoenix Natural Gas
£ 101k
3 Guinness - Hop House 13
£ 99k
4 KFC
£ 92k
5 McDonald's
£ 87k
6 Dublin Airport
£ 65k
7 Brennans Bread
£ 65k
8 Coca Cola
£ 62k
9 Weight Watchers
£ 60k
10 Thomas Cook Travel
£ 59k
11 Subway
£ 57k
12 Abbey Insurance
£ 57k
13 Ulster Bank - Mortgages
£ 55k
14 CCS - National Living Wage
£ 49k
15 Jet2.com
£ 44k
Ambient
Ambient
Transport
Transport
Digital
Digital
12
January 2016 // Cycle 1 - 2
Top
Categories
Top
Products
£0
% Change on 2015
5%
Tourism & Travel
2%
Retail Outlets
£50,000 £100,000 £150,000 £200,000 £250,000 £300,000 £350,000 £400,000 £450,000 £500,000
QSR
-6%
-46%
Finance
-33%
Political & Advisory
43%
Media
36%
Telecoms
Beers & Ciders
8%
Soft Drinks
590%
35%
Energy
18%
Motor Trade
68%
Food
Entertainment
22%
-17%
Health & Hygiene
-46%
Construction-Property
Small Format
Small Format
1 Tourism & Travel
Large Format
Large Format
Display Value
£ 464k
2 Retail Outlets
£ 310k
3 QSR
£ 270k
4 Finance
£ 269k
5 Political & Advisory
£ 205k
6 Media
£ 188k
7 Telecoms
£ 177k
8 Beers & Ciders
£ 155k
9 Soft Drinks
£ 154k
10 Energy
£ 151k
11 Motor Trade
£ 133k
12 Food
£ 109k
13 Entertainment
£ 70k
14 Health & Hygiene
£ 65k
15 Construction-Property
£ 64k
Ambient
Ambient
Transport
Transport
Digital
Digital
The Soft Drinks category experienced the largest year-on-year
increase in rate card display value for the period, at a whopping
590%. This was largely due to multi-format campaigns by
Coca-Cola and Ballygowan Spring Water.
Many advertisers contributed to the combined rate card
display value for the Tourism & Travel category, which held the
largest share of voice for cycles 1-2 2016 at 14%. January is
traditionally a peak period for the tourism and travel industry.
With Christmas a distant memory and the wintery weather
becoming too much, people’s attentions turn to booking
some summer sun, city breaks or even romantic getaways
for Valentine’s Day . Active in this period were Aer Lingus,
Emirates and Thomas Cook Travel under the Airtours brand,
which also featured in the Top 15 Advertisers for January.
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,
transport (interior and exterior), ambient and digital formats every two weeks, a total of over 5,400 panels. For further
Posterwatch information, please contact Mark Fleming on 028 9033 3174 or email mark@pmlgroup-ni.com.
13
Event Guide
Competition
March
This month, 1 lucky winner will receive four tickets to a
performance of Disney on Ice Silver Anniversary Celebration,
taking place at the SSE Arena from 25th-27th March.
17th
St. Patrick's Day
25th
Good Friday
25th - 27th Disney on Ice Silver Anniversary Celebration.
SSE Arena
27th
Easter Sunday
27th
Harlem Gospel Choir. Millennium Forum
28th
Easter Monday
28th 1st Apr
Feis Doire Cholmcille. Millennium Forum
29th - 16th The 39 Steps. The Lyric Theatre
April
April
Year of Food Theme - Brewing & Distilling
1st - 2nd
Brendan Cole - A Night To Remember.
Grand Opera House
2nd
World Illustration Awards 2015 Exhibition.
Roe Vally Arts & Cultural Centre
2nd - 3rd
Dubshed. Eikon Exhibition Centre
3rd
Festival of Colours. Titanic Exhibition Centre
3rd
The Sessions - Re-Staging of The Beatles at
Abbey Road Studios. SSE Arena
4th - 9th
Rocky Horror Picture Show. Grand Opera House
5th - 6th
Madame de Markievicz on Trial.
The Lyric Theatre
6th
Muse. SSE Arena
8th
Newton Faulkner. Limelight
10th
TQ10K and 1 Mile Fun Run. Titanic Quarter
11th - 27th Annual Motorbike Road Racing Exhibition.
August
Ballymoney Museum and Town Hall
12th - 16th Nine to Five. Grand Opera House
15th
The Magic of Motown. SSE Arena
For your chance to win, just answer the following question
correctly:
The Country Garage wrapped in vinyl the bus shelter at the
Ballymartin Park & Ride in a clever OOH campaign this month.
The bus shelter at this location does not any have 6 Sheets.
What is the term for this format?
A) Shelter Wrap
B) Shelter Panini
C) Shelter Sandwich
Please email your answer to kathryn@pmlgroup-ni.com –all
entries must be received by 5pm Friday 11th March at the
latest.
Prize courtesy of Clear Channel Northern Ireland.
Last Month’s Winner
15th - 16th The History of the Peace (accordin' to my ma).
Millennium Forum
Congratulations to Rachael Crawford, Laura Blair, Fiona Kerr,
Lauren McNerlin and Fiona Brady, winners of last month’s Engage
NI competition. We hope you all enjoyed the Wedding Journal
Show!
Back Catalogue:
Engage ROI
Click here to view previous issues!
To get monthly updates on latest OOH campaigns and new
offerings in the Ireland market click here to subscribe to
Engage ROI.
Engage nI
Engage nIEngage nI
OOH always on media
Volume 3 Issue 8 — November 2015
OOH always on media
Volume 3 Issue 9 — December 2015
Henderson Group
defibrillator network
Electric Ireland
launches in
Northern Ireland
Why brands should
stop neglecting ‘the
Refreshing festive
last mile’
cheer from 7UP
Victoria Square
lights up for
Christmas
OOH always on media
A Lidl bit of magic
Volume 4 Issue 1 — January 2016
this Christmas
Danske Bank dominates
Ireland’s first roadside
Digital OOH screen
The Wedding Journal
Show is back!
Resolutions for outdoor
advertisers
14