Engage is Source ooh / PML Group’s monthly update on the out of home advertising market in Ireland.

In this month's issue:

Dairygold spreads its wings, Guinness tops Posters of Distinction 2011, NITB promote an eventful 2012 on ooh, Dublin Does Fridays as LVA goes daypart, Sean McCrave reflects on six yers with IAPI and win a Family Pass to the Republic of Ireland v Czech Republic match at Aviva Stadium!

To add your name to our Engage mailing list please e-mail james@pmlgroup.ie

Nescafé Gold Blend has lifted the lid on its latest ooh campaign in the run up to Valentine's Day. Eclipse Media have created an animated lighting sequence on 48 Sheets at four key Dublin locations - Macken Street, Talbot Street, Terenure and NCR.

The campaign also features on Metropoles, roadside and retail 6 Sheets along with bus sides and rears. Planning by Mindshare and Source out of home.

To view a video of the lighting special click the image (right).

Click below to view our Posterwatch Market Review 2011.

Posterwatch provides the most comprehensive information on the out of home market in Ireland. It measures the formats, weights, value and timing of every out of home campaign, both North and South, every cycle.

For more information on Posterwatch please contact James Byrne or Colum Harmon on 01 668 2900.

RTÉ has launched its big new talent show, The Voice of Ireland, with a large scale ooh campaign to the fore. The creative, featuring the show's judging panel can be seen around town on a host of formats including 48 Sheets, 6 Sheets, Metropoles and Mega Sides.

Out of home is the ideal medium for launches such as this. It reaches a mass audience and builds coverage quickly and using a mix of formats will increase frequency at the same time. The large canvass of out of home is perfect for presenting a strong, clear message or to familiarise the public with a new product, or in this case, a TV show.

"The promotion of RTÉ programmes such as The Voice of Ireland, using a combination of TV Promos and Outdoor is a proven success. Outdoor offers RTÉ big brand feel and the mix, variety and location of formats allows for specific audience targeting, matching our audience engagement requirements."
Daragh Hennessy, Marketing Manager, RTÉ Television

The Voice of Ireland can be seen on RTÉ One on Sunday at 6.30pm.

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Hailey Kierse of Permanent TSB puts the finishing touches to their recent 48 Sheet campaign. It is the first time in a number of years that the bank have used large formats in their out of home executions. Also pictured are at the launch are (l-r) Daniele Simioni, JCDecaux; Jessica King, Mindshare; Louise Gillan, Source out of home; David Byrne, Permanent TSB.

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Guinness were the first client to use the new Airvertise inflatable special format in Ireland.   Source out of home worked closely with Airvertise over the past few months to bring this project from conception stages to final implementation on street. Drawing on the expertise of JCDecaux, a posting mechanism was hit on that would work in the Irish market.

HD posters provided an excellent platform to work with as the inflatable section is held in place using hooks and rails, all of which is hidden behind the poster. Solar powered sensors check the pressure of the inflatable section on a regular basis and any dip in pressure is registered and the unit is automatically inflated to the optimum pressure level. The Airvertise inflatable is deflated after it is removed from the board and is packaged compactly, thus offering a special which can be easily stored and is fully reusable.  

For more information on Airvertise and other out of home innovations contact Source out of home by clicking here.

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Standing out from the crowd is simple with discounted deals on new Commuter Train Wraps.

The new to market offering comes in a variety of train wrap formats on DART, Arrow and Commuter service trains - each at 40% discount.

Rail Doors

Media Offer: €4,800 for 4 Double Doors (per cycle)
Production: €2,400 for 4 Double Doors

ColourTrain

Media Offer: €36k (3 months)
€60k (6 months)
€100k (12 months)
Production: €38k (4 carriages), €65k (8 carriages)

Rail King

Media Offer: €9,000 for 4 Kings (per cycle)
Production: €4,600 for 4 Kings

Also new to the market is the attention grabbing Megasquare format, now available on Dublin Bus for the first time.

Now offered at a Print inclusive rate of 5 for €10K or 10 for €18K.

For more information on Commuter Train or Megasquare formats contact your Source out of home representative.

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Luas Tram wraps are now available on both Green and Red lines and have been discounted from €300,000 per annum to the following:

12 months €175,000
6 months €87,500
3 months €43,750
Production €34,000 (Estimated)

For more information on Luas Tram wraps contact your Source out of home representative.

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Click below to view Explore, our new quarterly update featuring extracts from PML Group's research services plus items of interest from outside of Ireland.

In this quarter's issue we look at the top three recalled and rated out of home campaigns for 2011 to date. (Jan - Aug). We also take a look at Shoppers with kids via our iQ research system and investigate attitudes to out of home advertising across a range of different environments such as supermarkets and train stations.

McDonald’s, one of the most regular and long standing out of home advertisers, are once again employing the medium to promote their new 1955 burger. They have been  very adept at using out of home to both highlight local franchises in particular areas and to draw attention to product and price offerings on a wider scale. Commenting on the 1955 campaign, Claire Lynch, Senior brand Manager for McDonald’s said:

“In 1955 Ray Kroc opened his first McDonald's restaurant in Des Plaines Illinois. To celebrate this, McDonald's have launched the 1955 burger. The 1955 burger is reminiscent of old-style burgers and celebrates the heritage of the McDonald's brand, evoking memories of the good old days of 1950's America. Outdoor forms an integral part of our communications platform for the 1955 burger as it allows us to use salivating food photography and to build coverage and awareness of our new campaign.”

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In case you were having difficulty deciding what way you were going to pay your TV license this year, An Post have taken a number of Super Rears and Bus Tails to remind us all of our options. Bus tails are of course an excellent method of communicating at eye level with motorists and pedestrians alike, and in a city centre environment. So, no excuses for not paying up … and sure they’ve heard them all anyway haven’t they?!

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Another successful Arthur’s Day took place on September 22nd and, again, out of home had a major role to play both before and after the event.

The flexibility of the medium was exhibited by way of a mid-cycle re-post whereby the message changed from a pre-Arthur’s Day information type message to a post-Arthur’s Day ‘Thanks’ message. Its one of the many ways that out of home can adapt to the individual nature of campaigns and clients.

The campaign was managed by Carat and Source out of home.

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Dublin GAA sponsor Vodafone are showing their support for the Dubs as the final of the 2011 All-Ireland football championship fast approaches.

The "It's more than a game" campaign is currently running in the lead up to the final on September 18th, where the Dublin will take on Kerry.  Featuring star player Bernard Brogan, the campaign is running on a range of out of home formats including Bus Wrap (right), Luas Straplines, 6 Sheets and AdTowers.

The campaign was planned by OMD and Source out of home.

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PML Group, of which Source out of home is a part, has released its half year report on the out of home market, covering cycles 1-13 2011. The figures contained in the report are derived from PML Group’s Posterwatch service.

Some headline points from the report are that Unilever were the top spending advertisers in H1 2011 and Telecoms was the most active category on the medium in the same period. The full report can be downloaded below.

As if there wasn't enough reason to hope for sunnier skies Budweiser has launched an app that will guarantee a free pint of beer during summer days when temperatures reach 20°C.

With the new Budweiser Ice Cold Index app, the hotter the day the less you pay for a pint of Budweiser Ice Cold. If the weather conditions are right, consumers will enjoy a free pint. There will be €2 off when it's 18°C or 19°C outside, and for 16°C or 17° weather, there will be €1 off at participating Index bars. You can check the day's offer via the app, which will update you on the temperature of your region each day at 1pm. The promotion runs until the end of
August.

The campaign is running on a range of outdoor formats including roadside 6 Sheets, billboards, T-Sides, in-bar media, Transvision screens and admobiles in the main cities. Posters featuring the tagline "The hotter the day, the less you pay" are fronted by US bearded hipster 'weather man' Scott Campbell who also appears in the TV ad shot in South Africa.

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If you travelled through Connolly station during cycle 10 you could not have failed to notice the significant advertising and promotional material publicising Vodafone's new Cherry Points loyalty reward scheme.

Connolly was adorned with hanging banners, wrapped ticket barriers, floor graphics, decorated glass and even a giant cherry. Although Connolly was the hub of the out of home push, there was also extensive activity on other formats such as 6 Sheets, transport internals and a Luas column special complete with rotating cherry on top!

"As Vodafone Cherry Points is so unique in the market we wanted to reflect this in our creative and media approach. We wanted to do something really different, impactful and fun and are delighted with how the campaign has turned out. We worked with an Irish illustrator on the creative and have had lots of fun trying to visualise to our customers what Cherry Points is all about and all the possibilities the program brings. It was great to be given the opportunity to run a media first with the revolving cherry on the luas column in Stephen's Green and it's proven to be a very engaging and central part of the campaign."
Sarah Pritchard, Vodafone

In the photo (right): Gavin McGuinness, Source out of home; Aoife Joyce, OMD; Sarah Pritchard, Vodafone; Paul Fisher, RMG Target.

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Out of home media is playing a prominent role as Carlsberg lager launches its new tagline, 'That Calls for a Carlsberg'. Special 48 Sheets, 96 Sheets and Golden Squares have been developed to run in conjunction with a regular multi-format and Ambient campaign to highlight the change to the ooh audience.

Source out of home have worked in conjunction with Diageo, Initiative and Eclipse Media to develop the special ooh executions, which are running in both the Republic and North of Ireland during cycle 8.

Ross Molloy (Account Manager, Initiative) and Karen Murphy (Senior Brand Manager, Carlsberg) are joined by Louise Gillen (General Manager, Source) in the photo, right.

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The momentum behind digital out of home advertising continues to gather pace with the introduction of dpods to Dundrum Town Centre. CBS Outdoor have announced details of the new format, comprising of 22 pods (35 screens) throughout the busy centre. Each screen will run on a 60 second loop with 6 x 10 second spots available.

With a footfall of 19 million people in 2010, among a largely ABC1 audience, the centre and
the dpods offer a new and exciting method in communicating with key demographics at point of sale. Commenting on the launch, Colin Leahy, Managing Director of CBS Outdoor, said:

"CBSO Digital will go live in Dundrum Town Centre in May. The reaction to the launch has been very strong from agencies, poster specialists and advertisers. Our new formats will allow advertisers to interact and engage with consumers in the most dynamic shopping mall in Ireland."

The dpods are available for booking from cycle 10 (May 9th) onwards. Creative executions for Dundrum can also be used on digital units in The Square, Tallaght. For further details on costs and availability please contact your Source out of home representative.

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Vodafone ran on 50 Dublin Bus Super Rears in March to promote its new Blackberry Pay as you Go promotion. Being one of the largest Super Rear campaigns in recent times uaranteed a hi-vis presence on the capital's streets, which is particularly important in such a competitive arena as smartphones.

The campaign, which also ran on T-Sides, Adshel and Cityboxes, was planned by OMD and Source out of home. High 5-Oohs all round!

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