ooh always on media

Engage NI
ooh always on media
Volume 2 Issue 1 January 2014
Invest NI encourages
everyone to ‘Go for It’
this year
Exciting digital
opportunities at Victoria
Square launched
New Year, new you?
coolfmjobs.co.uk
launch campaign
Invest NI encourages everyone to ‘Go for It’
this year
Invest NI has kick-started the New Year with a
strong campaign encouraging people to start
their own business with support from Go for It.
The Invest NI cycle 2 campaign by Genesis
Advertising and PML NI, utilised the high
impact banner in George Best Belfast City
Airport. Situated in the main concourse, the
banner reaches the high volumes of business
air passengers that form 58% of the 2.7 million
people travelling via George Best Belfast City
Airport every year.
In addition to this, the campaign made excellent
use of the overhead panels in the business
lounge at Belfast International Airport, again
targeting business travellers with the Go for It
business start-up message.
The multi-format campaign employed 48
Sheets and HD 48 Sheets across NI to target
people on the move. Ambient media in the
form of A3 posters in Jobcentres meant the
campaign could reach jobseekers with the
message that self-employment could be the
right path for them.
Three eye-catching executions featured three
different local entrepreneurs who got their
businesses up and running with the help of Go
for It.
Go for it provides practical support to those
starting a business, including expert help with
writing a business plan. Go for It is supported
by Invest NI and nibusinessinfo.co.uk.
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Exciting digital opportunities at Victoria Square
launched
Fraser. Many eateries and cafes also draw the large number
of visitors day and night, including Starbucks, Wagamama,
The Ivory and TGI Fridays.
The high calibre of stores, eateries, Odeon Cinema, as well
as the landmark dome and architecture draws a strong
ABC1 audience, forming 61% of all visitors (TGI NI, 2013).
The level of total visitors has steadily increased by 14%
during 2009-2013 (Victoria Square, 2014). Adults aged 1534 yrs account for 45% of visitors (TGI NI, 2013).
JCDecaux have this month launched exciting digital
opportunities at Northern Ireland’s premier retail and
leisure destination, Victoria Square; enabling advertisers to
reach 200,000 visitors per week (JCDecaux, 2014).
Victoria Square, located in Belfast City Centre, offers many
exclusive designer labels and high-end high street brands
such as Kurt Geiger, Apple, and anchor tenant House of
A network of 5x digital HD-ready 6 sheet screens, measuring
55 inches, are situated in key locations throughout Victoria
Square. One of the double-sided units is located on the
lower ground floor by Accessorise and Hugo Boss, reaching
shoppers coming to and from the direction of Cornmarket.
Another double sided unit is located by Hollister and Levi,
targeting shoppers walking to and from Anne Street. A
single sided unit greets shoppers on the upper ground floor
coming to and from River Island towards House of Fraser
(to the right) or Fossil (to the left).
In addition to this fantastic network, the digital opportunities
also include Northern Ireland’s largest out of home media
digital screen, measuring 2.8m x 3.8m. Located at the height
of the upper ground floor on elevator column, directly under
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Continued...
the landmark dome, this panel is unmissable to shoppers
passing through Victoria Square.
Both the network of 5 digital screens and the large screen
operate on a 10 second slot on a 1 minute loop and can offer
the flexibility of day part advertising. Both types of screens
support static images and animated movie files.
(JCDecaux & Posterscope, 2013).
These exciting digital opportunities are immediately
available to the market and are already proving very popular;
early planning is strongly recommended. To discuss these
superb screens for your next campaign, please contact a
member of the PML NI team today on (+44) 28 90 333 714
or email clientservicebelfast@pml-ni.com
Digital out of home media is growing; providing targeted,
flexible, high quality opportunities to reach target audiences.
Digital ooh is viewed for 60% longer than the static equivalent
At a glance
APPROX 200,000
FOOTFALL PER WEEK
ABC1 61% OF VISITORS ARE ABC1
AS NI’s MOST PRESTIGIOUS RETAIL
& LEISURE DESTINATION
60%
DIGITAL VIEWED LONGER
THAN STATIC EQUIVALENT
NETWORK
5 X DIGITAL SCREENS
3.8m x
2.8m
NI’s LARGEST
DIGITAL SCREEN
10 SECONDS SLOTS
ON A 1 MINUTE LOOP
FLEXIBILITY
DAY - PART AND WEEK PART
AVAILABLE
ARTWORK CONVERSION
INCLUDED FOC
HIGH DEMAND EXPECTED
EARLY PLANNING ADVISED
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Aer Lingus campaign takes off
Aer Lingus started the New Year with a
Backlit T-Side campaign in Greater Belfast,
promoting the Belfast City to London route.
In Q4 2013, the Backlit T-Side pack was
expanded to 25 displays, giving broader
coverage by the format in Greater Belfast,
as well as the benefit of advertiser
exclusivity. This pack has been further
expanded by Exterion Media to now stand
at 30 panels, as of cycle 1 2014.
Backlit T-Sides have proved to be an
excellent format for brands seeking to
reach their target audience with impact.
The format provides the same excellent
creative canvas, coverage and frequency
that make standard T-Sides so effective.
However Backlit T-Sides have the added
benefit of internal back-lighting that makes
the campaign message unmissable to
consumers and road users on dark winter
mornings and evenings.
A well timed campaign by Aer Lingus as
holiday makers and business travellers
alike, focus on what travel plans the year
ahead holds!
The ooh activity was planned by Mediavest
and PML NI.
CBS Outdoor Rebrands to Exterion Media
This month, CBS Outdoor rebranded to Exterion Media following the out of home media provider’s acquisition by private
equity firm, Platinum Equity.
The acquisition by Platinum Equity took place in September 2013. The rebranding of CBSO reached completion when the
Exterion Media name came into effect on 20th January 2014.
Exterion Media will continue to operate the existing portfolio of 48 Sheets, Point of Sale and Transport formats that was
previously provided under the CBS Outdoor name.
From everyone at PML Group, we wish Exterion Media every success as they embark on this exciting new chapter.
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Bow Street Mall say a big thank you with large format
The November edition of Engage NI featured
the clever campaign for Bow Street Mall in the
shopping centre’s support of the ‘Movember
initiative’ that raises money and awareness
for male cancers.
Cycle 1 2014, Bow Street Mall used a
prominently positioned 48 sheet on Linenhall
Street to say a big thank you to the people of
Lisburn who helped raise a total of £2,581.
The creative features Alan, who raised the
most money by an individual!
The campaign was planned by mxb and PML
NI.
New Year, new you? coolfmjobs.co.uk launch campaign
Coolfmjobs.co.uk has launched a well-timed 48 sheet campaign
in cycles 1 and 2 targeting people interested in changing jobs this
January.
More and more recruitment agencies and large employers are
benefitting from the power of out of home media in reaching the
right people, at the right time, in the right place.
Research from OCS (2012) revealed that 66% of people aged 25-34
years old think about work while travelling to their place of work.
Furthermore, one third of this age group also think about work
while on their journey home.
The Outdoor Consumer Survey (OCS) is a survey by Posterscope
UK and PML Group of over 2,600 adults in Ireland. In addition
to lifestyle, OCS also investigates the moods and emotions of
respondents at key points in their daily lives as well as their
attitudes to out of home advertising across a range of different
environments such as supermarkets and train stations.
With the hangover of
Christmas’ expenses and
New
Year’s
resolutions,
January has always been a peak time for people seeking new employment
opportunities. Google Trends for January 2013 and 2014 revealed that more people
in the UK and Ireland were searching online for jobs this month than this time last
year, and more than any other time during the last 12 months.
More locally, figures released this month by the Department of Enterprise, Trade and
Investment revealed that the number of unemployment benefit claimants has fallen for the 11th consecutive month in
Northern Ireland.
The campaign for coolfmjobs.co.uk by Adhaus Media and PML NI has employed carefully selected 48 Sheet sites at George
Best Belfast City Airport, as well as Belfast’s Ormeau Road, Chichester Street and Dublin Road; ensuring strong coverage
and frequency for the campaign’s message.
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ooh I Like...
Leading energy drink,
Lucozade
ran
an
outstanding ooh media
campaign in cycle 11 2013
with Carat Ireland and
PML NI. The ooh element
reinforced the radio and
TV activity also running at
this time by utilising the
brand building power of
out of home media as well
as impressive innovative
special builds to generate
serious talkability for the
brand.
The campaign covered Greater Belfast and consisted of 48
Sheets, a 96 Sheet Golden Square, 6 Sheets, and a bus Mega
Rear, as well as two fantastic 48 Sheet and 6 Sheet specials.
The 48 Sheet special featured the ‘science dude’ from the
TV and radio adverts, with illumination, as well as 2D and 3D
elements to catch the attention of passers-by on Belfast’s
Ormeau Road. Situated on Wellington Place in Belfast City
Centre, the 6 Sheet gave the appearance of the ‘scuba-diver
dude’ emerging from the blue sea in an Adshel panel that
was actually partially filled with aerated water!
Lucozade cleverly included a hashtagged message,
‘#glucosepowered’, to encourage Twitter interaction and
sharing by the target audience.
A great example of integrated multi-media advertising
powered by ooh media!
Flashback
In 2004, Ribena gave a new meaning
to ‘a hot blackcurrant’ with this odd
concoction - Ribena with chilli pepper?!
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@pmlgroupni.com
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Are You Experienced?
Albi Larkin, formerly of this parish before he co-founded Mixtape Marketing, gives us an insight into the growing area of Experiential
Marketing.
The rise of Experiential over the past few years has been
steady. What was once the industry buzz word du jour is
now an important part of the marketing mix, it is taking up
residence on media plans and commanding healthy slices
of campaign budgets. However to many people it is still
not clear what exactly it is. To be fair, there is no scientific
definition, good experiential can come in a multitude of
forms. In a nutshell Experiential Marketing is about creating
a positive brand experience with consumers. To some, this is
the simple act of handing out free samples, to others it is an
elaborate event that engages a wider audience, it is both of
these things and more.
If you compare it to
what is happening in
your own living room,
where once you were
happy to sit down
on your armchair,
turn on, tune in and
drop out. The living
room experience now
consists, of sit down,
turn on Smart HD
TV, turn on Netflix,
take
out
Smart
Phone, open Twitter,
comment on the
season finalé and share your opinions with everyone! People
are no longer just happy to passively observe something, they
want to experience it, preferably in surround sound with 3D
and they want to share the experience with others. The same
applies to consumers in the ooh environment, they want
interaction, be that either with a touchscreen in a 6 sheet that
can surprise and entertain them, or with engaging on street
or in a mall theatre that draws them in and captures their
imagination. A clever piece of experiential ooh can embellish
a traditional ooh campaign and can achieve amazing cut
through.
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Are You Experienced?
Experiential can be scaled to any budget and can give a great
return on investment. We carried out some work with Pat
Cassidy in Ambient Plus for Red Bull Editions that involved
creating and locating giant ice blocks with cans encased on
college campuses as an experiential stunt. It was really a
small part of a greater campaign to launch a new product.
The activation got great cut through with students, resulting
in lots of digital traffic on social media as students shared
their experience of breaking up ice blocks to free their
samples, and press coverage as the buzz was spread on
websites such as JOE.ie.
A common misconception is that Experiential Marketing can
only be done well by brands with a certain personality. However
it can work best when it is a bit out of the blue. Last year at the
Ploughing Championships we worked on a wonderful piece
of experiential with PML Group for Harpic. The insight fuelling
the campaign was the idea that the toilets at the Ploughing
Championship,
or
any festival for that
matter,are usually a
pretty grim place to
be. Harpic installed
their own area of
Harpic Luxury Loos,
the area was branded
beautifully and the toilet areas kept spotlessly clean by
a special team of Harpic cleaners. The Harpic Hunk; the
fireman from the TV spot, was on hand for photo opps with
the public and there were promo staff handing out free
product and engaging with the public. The execution was a
great success for the brand, creating a positive impression
with thousands of consumers in their target market during
the festival. The campaign achieved great traction on social
media as people shared their joy at being spared the usual
festival toilet horror show by Harpic.
There is a very natural fit between ooh and Experiential. As
people are going about their daily routine, whether it be on
street, on public transport or in a shopping mall, if you can
create an experience that makes them smile or makes them
think, you are creating an emotional response that is almost
impossible to achieve with traditional mass communication.
Advertiser: Samsung
Creative: Rothco // Media Agency: Starcom
ooh Specialist: Source ooh
Advertiser: Richmond Marketing
Creative: Richmond Marketing
Media Agency: Clear Blue Water
ooh Specialist: PML
Advertiser: Reckitt Benckiser
Media Agency: ZenithOptimedia
ooh Specialist: PML
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Current Campaigns
Advertiser: Department for Social Development
Agency: Navigator Blue
ooh Specialist: PML NI
Advertiser: First Trust
Agency: Genesis Advertising
ooh Specialist: PML NI
Advertiser: Department of Enterprise, Trade and Investment
Agency: Navigator Blue
ooh Specialist: PML NI
Advertiser: Translink ‘Y Link’
Agency: Ardmore Advertising
ooh Specialist: PML NI
Advertiser: Glasgow Film and Comedy Festival
Agency: Spirit Media
ooh Specialist: Open -Outdoor and PML NI
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A Flaming Billboard ‘Grills’ A Slab
Of Meat To Promote Steakhouse
To drum up some publicity for the steakhouse Double Grill&Bar,
Russian agency RA Voskhod placed a steak on a billboard and
“grilled” it by lighting it aflame. The burning billboard certainly
attracted a lot of attention, and we wonder if the agency managed
to make the steak smell as good as it looks. What do you think—is
this a great marketing strategy, or is it just too over the top? Click
here to view video.
Country: Russia // Agency: RA Voskhod
Money talks for Wolf of Wall Street
Security guards protect outdoor ads filled with cash for The Wolf
of Wall Street promotion.
Real AUS$100 notes to the value of $10,000 were placed in
6 Sheet panels. The cash swirls behind an image of the film’s
protagonist Jordan Belfort, played by Leonardo DiCaprio in the
film about greed and corporate excess in the 80s and 90s. Click
here to view video.
Country: Australia // Agency: Roadshow
Gym’s elevator doors double
as innovative ad space
To generate some positive buzz for the Eliane Indiani
Fitness Centre, the Brazil-based studio pinned a floorto-ceiling sized picture of a muscular man in the
elevator and two large decals of dumbbells onto the lift
doors. The posters were strategically placed so that it
gives an illusion of a bodybuilder doing some serious
weight-lifting.
Country: Brazil // Agency: Molotov
Billboard Bags
MailChimp & Plywood People collaborated to upcycle
vinyl billboards to create carry bags. Click here to view
video
Country: US // Agency: DesignLab
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The poster that turned into wrapping
paper
Coca-Cola and Duval Guillaume Modem created posters made
entirely of wrapping paper, allowing people passing by to tear
off a piece of paper to wrap their presents. The iconic line “open
happiness” is printed on this specially crafted wrapping paper,
because nothing says it more like a present waiting to be opened.
The billboards were installed in the shopping malls of Belgium’s
largest cities right before Christmas. Click here to view video.
Country: Belgium // Agency: Duval Guillaume Modem
Viral Ad Shows People Walking And
Dancing On ‘Water’
Shot by film company KIX for Hong Leong Bank, the ad ‘Can You
Walk on Water? (Non-Newtonian Fluid Pool)’ shows people walking,
running and dancing across a pool of ‘oobleck’ in Kuala Lumpur,
Malaysia. For the uninformed, ‘oobleck’ is a non-Newtonian fluid
made from corn starch and water. As shown in the video, which
has since gone viral, it allows people to walk, dance, and even
cycle over the mixture. The video was released on 7 January 2014,
and has received over 16 million views. Would you like to try this
out one day?
Country: Malaysia // Agency: KIX
In Frozen Chicago, Giant Sunbathing Woman Lifts Spirits and
Crushes Cars
There’s a marauding devil baby
scaring people on the streets of
New York
Temperatures dropped dramatically in Chicago recently
, and so did a pair of 16-foot-long, 400-pound flip-flops.
They were kicked off, or at least looked to have been,
by a bikini-clad vacationer soaking up the sun in a giant
wallscape promoting Arizona tourism. Click here to view
video.
How do you go about promoting a horror movie about a devil
child? There are all the usual routes--TV ads, billboards,
websites, trailers--but perhaps the best way to convey the
spirit of the film is to actually scare the living hell out of
people with an actual devil baby. Click here to view video.
Country: US// Agency: Off Madison Ave
Country: US// Agency: Thinkmodo
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December 2013 // Cycle 25 - 26
Top Products
£k
£50k
£100k
£150k
£200k
£250k
Coca Cola
KFC
Harp Lager
Lunn's Jewellers
Queen's University Belfast
Safe Food
McDonald's
Carlsberg Lager
Film - The Hobbit - Warner Bros
7UP
Heineken
Spar
Ford Transit Connect
Policing & Community Safety Partnership
Vanrath Recruitment
Small Format
Small Format
1 Coca Cola
Large Format
Ambient
Large Format
Transport
Ambient
Transport
Display Value
€ 290k
2 KFC
€ 177k
3 Harp Lager
€ 86k
4 Lunn’s Jewellers
€ 68k
5 Queen’s University Belfast
€ 61k
6 Safe Food
€ 59k
7 McDonald’s
€ 56k
8 Carlsberg Lager
€ 56k
9 Film - The Hobbit - Warner Bros
€ 55k
10 7UP
€ 51k
11 Heineken
€ 47k
12 Spar
€ 45k
13 Ford Transit Connect
€ 39k
14 Policing & Community Safety Partnership
€ 39k
15 Vanrath Recruitment
€ 38k
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; a total of 5,000 panels. For
further Posterwatch information, please contact Mark
Fleming on 028 90333 714 or mark@pmlgroup-ni.com
mark@pmlgroup-ni.com.
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December 2013 // Cycle 25 - 26
Top
Categories
Top
Products
£k
£100k
£200k
£300k
£400k
£500k
Retail Outlets
Soft Drinks
Political & Advisory
QSR
Tourism & Travel
Beers & Ciders
Entertainment
Motor Trade
Finance
Films
Wines & Spirits
Education
Industry & Commerce
Telecoms
Media
Small Format
Small Format
1 Retail Outlets
Large Format
Large Format
Ambient
Transport
Ambient
Transport
Display Value
€ 580k
2 Soft Drinks
€ 346k
3 Political & Advisory
€ 272k
4 QSR
€ 240k
5 Tourism & Travel
€ 234k
6 Beers & Ciders
€ 213k
7 Entertainment
€ 162k
8 Motor Trade
€ 140k
9 Finance
€ 105k
10 Films
€ 95k
11 Wines & Spirits
€ 85k
12 Education
€ 72k
13 Industry & Commerce
€ 67k
14 Telecoms
€ 67k
15 Media
€ 63k
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Event Guide
Competition
February
This month we have 4 tickets for a box at the Grand Opera
House see the much-loved classic Hello Dolly on 1st March
2014! For the chance to win this month’s competition,
please answer the following question correctly.
7th
Ulster v Ospreys. Ravenhill, Belfast
11th
Fiddler on the Roof. GOH
8th
Six Nations Ireland v Wales. Aviva Stadium
13th
Sarah Millican. Waterfront Hall
14th
Ulster v Scarlets. Ravenhill, Belfast
15th
X Factor Live Tour. Odyssey Arena
15th
Neil Delamere. Waterfront Hall
17th
The 1975. Waterfront Hall
19th
The Overtones. Ulster Hall
20th
Premier League Darts. Odyssey Arena
21st
Macbeth. GOH
22nd
Six Nations England v Ireland. Twickenham
Stadium
March
2nd
Ellie Goulding. Odyssey Arena
7th
Belfast Giants v Cardiff Devils. Odyssey Arena
8th
Russell Howard. Odyssey Arena
8th
Six Nations Ireland v Italy. Aviva Stadium
JCDecaux have this month launched an exciting network
of digital portrait screens, as well as Northern Ireland’s
largest digital out of home screen, at the province’s
premier retail and leisure destination, Victoria Square. The
exclusive designer labels and high-end high street clothing,
eateries and on-site Odeon cinema draw 200,000 visitors
per week to the vibrant landmark in Belfast City Centre.
What proportion of visitors do ABC1 consumers account
for?
9th
Shane Filan. Waterfront Hall
13th
Belfast Royal Academy Concert. Waterfront
Hall
14th
Six Nations Ireland v France. Stade de France
15th
Kodaline. Waterfront Hall
16th
Peter Corry. GOH
17th
St. Patrick’s Day
This
17th 22nd
Derren Brown - Infamous. GOH
Last Month’s Winner
25th
The Wanted. Odyssey Arena
27th
Miranda Hart. Odyssey Arena
29th
Gary Barlow. Odyssey Arena
A) 61% ABC1 consumers
B) 6.1% ACB1 consumers
C) 0.61% ABC1 consumers
Please email your answer to kathryn@pml-ni.com - all
entries must be received by Friday 14th February at 4pm!
month’s
prize
is
courtesy
of
JCDecaux.
Congratulations to Amy Bennington of Power NI, winner of
last month’s Engage NI competition. We hope you enjoyed
your tickets to the panto, Sleeping Beauty and the Grand
Opera House!
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
ROI Engage.
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