ENGAGE | AUGUST 1

Wonderful W5

Start your master plan at QUB

The Vikings splash down at Tayto Park

AUGUST 2017

Committed to Excellence

ENGAGE | AUGUST 2

The Vikings splash down at Tayto ParkEveryone’s favourite spud was back on OOH to promote the new Viking Voyage ride at Tayto Park. With the school holidays underway, the park is the perfect place to spend a day making memories. The theme park is home to Ireland’s only rollercoasters, as well as a host of exotic animals in the zoo, and if you’re lucky you might even meet Mr Tayto himself!

The latest addition to the theme park is the brand new Viking Voyage ride. With 1.7 million litres of water, a Viking village, 5 replica Viking ships and 20 life-sized Vikings, visitors will feel like they’ve gone back in time on this thrilling ride.

To ensure awareness of the new ride and its proximity to Belfast, Tayto Park used bold imagery on its OOH. 48 Sheets across Belfast built awareness of the campaign, while the Backlit 192 Sheet at the SSE Arena targeted the huge volume of traffic using the M3 flyover and Queen’s Quay, with a double-sided display.

This campaign was planned by Vizeum and PML NI.

Wonderful W5The eight weeks of summer holidays can feel like an eternity, especially to parents in Northern Ireland where the weather can’t be relied on! Thankfully, W5 were active on OOH to inspire children and parents like, with summer activities for the days when the sun doesn’t shine.

This summer, the interactive science discovery centre has a host of exhibitions and shows to entertain and enthrall children of all ages. From Robothespian Goes Live to Big Bang Theatre and the Spacebase multisensory zone, there will be something to entertain little kids and big kids alike!

To promote the wide range of shows and entertainment on option, as well as the brand new birthday party packages available, W5 used 48 Sheets, 96 Sheets and T-Sides across Greater Belfast. The high impact static OOH formats on key arterial routes ensured campaign visibility to people travelling through the city, while bus T-Sides helped to build coverage outside the city centre.

CAMPAIGN NEWS

ENGAGE | AUGUST 3

Literary inspiration in BellaghyIf you’re feeling inspired to visit more cultural surroundings this summer, there is no better place than the home of one of the greatest Irish poets and playwrights, Seamus Heaney. His birth place in Bellaghy is now a fitting tribute to the man who won the Nobel Prize in Literature in 1995, cementing his position in history.

Developed by Mid Ulster District Council, Seamus Heaney HomePlace is a purpose-built arts and literary centre, which celebrates the life and work of the late poet and Nobel Laureate and contributes to his legacy.

Opened in September 2016, HomePlace features an interactive exhibition, arranged over two floors and filled with personal stories and artefacts, dozens of

family photographs, video recordings from friends, neighbours, world leaders, cultural figures, and the voice of the poet himself. HomePlace also includes a recreation of the poet’s Dublin study, an exhibition space and a café.

To promote the venue to a wide audience across Belfast, Derry~Londonderry and Magherafelt, 48 Sheets on key arterial routes were employed. To add further impact, a Backlit 48 Sheet at Ormeau Avenue exposed large numbers of commuters in Belfast to the campaign which featured a visitor testimonial.

The campaign was planned by Adhaus and PML NI.

CAMPAIGN NEWS

ENGAGE | AUGUST 4

Start your master plan at QUBThroughout May and June, Belfast gears up for student Graduations, with ceremonies taking place daily to celebrate and honour the achievements of thousands of students each year. For many, Graduation marks the end of student life and an introduction into the working world. However, there are large numbers of students who want to continue their education.

Queen’s University Belfast ran a campaign to target Graduates, encouraging them to consider starting their master plan, with Postgraduate study. The campaign strapline is a clever play on words, while the iconic Lanyon Building of Queen’s provides a strong visual backdrop. The campaign also incorporates a social element, with a hashtag and a link to the QUB website.

The highly targeted campaign employed a wide range of formats. Digital Screens at Belfast International Airport, 6 Sheets and a backlit display at the baggage reclaim belt at Belfast City Airport targeted potential further education students returning to Northern Ireland, as well as those jetting off on holiday. High impact Backlit 48 Sheets and roadside 6 Sheets built campaign coverage across key locations close to Queen’s University and Ulster University campuses at a crucial time for those considering further education options.

The campaign was planned by ASG & Partners and PML NI.

CAMPAIGN NEWS

ENGAGE | AUGUST 5

Awards season is here!It’s always good to see hard work recognised, and this year there is double the opportunity!

Two prestigious industry award events are taking place this October, the PANI Awards and Outdoor Advertising Awards. Both awards, now open for entries, will recognise the best campaigns in a number of hotly contested categories. Entry forms and further information are available online at https://paniawards.com and www.outdoorawards.ie.

The deadline for entries for the PANI Awards is Sunday 13th August at midnight. The Outdoor Advertising Awards deadline was recently extended, with a new closing date of 4th August.

If you require any assistance with your entry or photographs, contact your PML Group representative.

CAMPAIGN NEWS

Boost your protein intake with BoostThe health and wellbeing sector continues to grow rapidly and consumers are becoming more aware of their diet and lifestyle. In response to consumer demand for healthy and convenient foods, Boost launched a protein drink in January. Tapping into a gap in the market for a convenient alternative to traditional protein shakes, Boost innovated to create the product, which comes in two flavours; Strawberry and Chocolate.

To promote the product in Northern Ireland, Boost used 6 Sheets in strategic locations. Rail 6 Sheets reached the busy commuter audience, while roadside 6 Sheets close to convenience retailers placed advertising on the path to purchase. This tactical campaign featured the price point on the product itself, as well as a reminder that the product is available in local outlets.

CAMPAIGN NEWS

ENGAGE | AUGUST 6

Flashback: Superbowl SundayAmerican Football is one of the fastest growing sports in the UK, and this campaign from 2004 was a reminder for the greatest show on turf - the Superbowl. Quite often for people in the UK, the Superbowl is more about the half time show, or which advertiser is paying millions to appear in one of the many ad breaks. This campaign with a grassy sofa was a reminder for the people who planned to stay awake to see the most watched American TV broadcast of the year.

OOH I Like: Pure Gym launches in LisburnTo mark the opening of a new branch of Pure Gym in Lisburn, the chain used highly targeted OOH solutions to offer a special opening rate to would-be gym goers.

Pure Gym used 6 Sheets, Phone Kiosks and a 48 Sheet to build coverage for people living and working close to the Laganbank location, offering monthly membership from £14.99. The creative was very simple with key information designed to stand out, ensuring clarity for the passing pedestrian and vehicular traffic.

OPINION

PML Group has a database of over 75,000 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.

FLASHBACK

Lorraine McNaughtonMarketing & Account Executive

PML Group NI

ENGAGE | AUGUST 7

JCDecaux research highlights the power of DOOH in the right locations It’s been a busy few months for us here in JCDecaux. Back in May we added Fairhill Shopping Centre to our digital portfolio and in July Ards Shopping Centre followed suit. The introduction of these new locations, in addition to our existing units in Victoria Square has brought the total number of JCDecaux 70” i-Vision screens in Northern Ireland on offer to 10. As a result of this expansion advertisers can currently reach over 800,000 shoppers per cycle on our premium digital network. And the good news is that we are continuing to invest in our digital offering with Forestside coming on board in mid-August. Based on feedback and demand, we will also be adding another 2 new screens in both Victoria Square and Ards in August. This will bring the total number of JCDecaux 70” screens up to 16, reaching a combined audience of over 1 million shoppers per cycle. This is great news for advertisers because DOOH offers endless possibilities for both creativity and campaign flexibility. Our clients now have more premium locations available to engage with consumers.

In order for us to gain a greater understanding of our shopping centre audiences and the influence that our digital screens have on their behaviour we recently conducted two in-depth research studies in the South which ran concurrently in three shopping centres where we have a digital presence.

The first study, conducted by Behaviour & Attitudes, provided information on consumer sentiment around DOOH and the effect it has on their shopping patterns via face-to-face exit interviewing. The second study involved setting up sensors on selected screens in each of the three centres to measure key metrics such as audience numbers, demographics, dwell time and attention time with the digital screens. The research

revealed that DOOH formats prove highly beneficial when it comes to brand perception, campaign recall and driving consumers towards purchase.

In terms demographics, 60% of shoppers were female and 40% were male. They were generally evenly split in terms of age and 62% fell into the ABC1 cohort. Shoppers tended to be loyal to the shopping centres surveyed. 61% visited the surveyed shopping centres most often. The average stay was 74 minutes and the average spend was €55. 58% identified as main shopper which makes this audience very powerful purchasing decision makers.

The research also showed that 60% of shoppers passed within 10 metres of at least one of our digital screens. When shoppers were asked about what ads they remembered in the centres, 40% spontaneously recalled campaigns. This figure increased to 68% when shoppers were prompted about campaigns on display that day.

Dynamic content is a core strength of DOOH. The research highlighted the strong correlation between digital and positive brand perception. When it came to driving consumers towards purchase, DOOH, again proved powerful in terms point of purchase advertising and target audience delivery. 49% of shoppers found an appealing brand and a product they would love to buy, 41% considered purchasing the product being advertised and 28% of shoppers revealed that digitals ads on display prompted an impulse purchase on the day.

The results from our research demonstrates the power of DOOH in the right retail environment. We believe that DOOH has a bright future in Northern Ireland and we will be adding more premium locations to our portfolio in the near future. Watch this space!

Claire O’Sullivan Market Research Executive JCDecaux

CAMPAIGN NEWSOPINION

ENGAGE | AUGUST 8

Our Month In Tweets

ENGAGE | AUGUST 9

Emerging tech is causing advertising to become increasingly multi-sensory and fully immersive as it moves off screen, writes the MD of MKTG

Technophiles the world over are looking forward to a day when all forms of content are freed from its present confinement within the four edges of a screen; to be fully multi-sensory, 360-immersive, and at some point beyond the far off horizon, indistinguishable from the real world. The message will not be contained by the medium.

How far are we from such a horizon, and are we sprinting or strolling there are questions that a lot of clever people in white lab coats are posing.

VR may take us a few tantalising strides closer. Some will groan heavily at yet another mention of this particular tech, but if we move our focus away from the headsets and instead look at how the content can be deployed and enjoyed, then interesting signposts emerge.

Earlier this year I was at the launch of the Allianz-sponsored Drone Racing League. A world championship heat will be taking place in the capital as part of London Tech Week this June. Sky were also present to announce their ownership of the broadcast rights. They intend to show the proceedings from an entirely different perspective; those with a heavy dispensation towards all things geek will already know that drone racers pilot their craft through goggles linked to a Go-Pro camera mounted on the drone. This means that home viewers with a Sky package and VR headsets can get closer into the action in an immersive sense – a pilot’s eye view.

Such an approach could have big implications for all large-scale event occasions in the future.

Can’t get a ticket to the Champions League Final? Experience it at home

through the headsets from multiple immersive perspectives; as a player, the referee, from the dug out, in the crowd.

Home viewing of sports is set to become a little less passive. It should also open up new channels for a broadcaster to sell to individual brands. A brand taking a behind the scenes approach may wish to sponsor the home dug-out experience for instance. Another, wishing to build on their brand ambassador program may look to extend their sponsorship rights to create an immersive viewing experience using the footage from a micro camera mounted on their player.

Such a way of viewing sport would be very intriguing technologically as you could mix live footage with VR as an exclusive to the home viewer: One could easily imagine Antonio Conte virtually tapping you on the shoulder during a live broadcast telling you to get your boots on.

Meanwhile, there are tech companies who have taken an active dislike to those clunky goggles. Globally there are circa 200 companies developing goggles-free VR to achieve a more inclusive, mass participatory approach.

Dassault Systèmes has long been a pioneer in 3D experience. At its Paris HQ, the Cubic Immersion Room offers an experience where every surface, including the floor, is a screen. The technology, known in the business as a “Cave” (Cave Automatic Virtual Environment), required that users wore a headset featuring several antennae which calibrated the graphic render on the screens with every movement around the room to more accurately create the illusion of perspective. When I visited, I was able to walk, with several other colleagues, around an unfolding render of Paris, stroll up any boulevard, go into any building, take the stairs or lift and walk into any room

– the experience fell just short of being able to order a croissant.

Fast-forward to the present day, and the French giant has been doing interesting integrations with VR headsets and Immersion Rooms. This includes advancements that are far superior to commercially available VR such as the ability to see your own body. Users can recognise and interact with other people also wearing the headsets in the Cave. Not in an atavistic sense either; you can meet a colleague in the room and recognize that it is your colleague and not a graphic construct.

The practical application of this technology is being used in a myriad ways; an architect through to a product designer can construct, test and more importantly collaborate and discuss their grand vision with their colleagues

GUEST ARTICLE:

Why in the future all advertising will be experienced Michael Brown / MD of MKTG

GUEST ARTICLE

Continued

ENGAGE | AUGUST 10

GUEST ARTICLE:

Why in the future all advertising will be experienced

GUEST ARTICLE

in the Cave before a single foundation stone is laid, or a patent applied for.

This is all very well for the present day, but there is an emerging technology whose potential has had VC investors and technology gurus foaming with enthusiasm: Lightvert’s Echo technology is a light-triggered illusion capable of creating large scale graphics, seemingly in empty space. The images exist only in the user’s eye and not in reality.

The roll out of Echo displays is not limited by user uptake of wearable and mobile tech, or in fact the current planning laws and policies that currently govern Lightvert’s primary target customer; the Out of Home advertising industry.

Chief executive Daniel Sidden believes the world is now ready for Echo, citing that emerging mobile tech will enable interaction with the digital realm on a more natural and fluent level.

Sidden argues that: “Visual and audio based mixed reality technologies, such as HoloLens and Google’s new audio assistant technology will become ubiquitous and the opportunities for Digital OOH in this area alone are clearly phenomenal.”

As this technology becomes yet more sophisticated, we should begin to see exciting developments for advertising. Technically any surface, or gesture, or motion sensor could be used to trigger content while people are out and about in the built environment or any open space.

That content might be an evolution of Echo’s static graphic renders into moving imagery, and from there, a further evolution into 360-immersive micro experiences. Sidden is unequivocal about the ability of content to break out from its present day limitations. “Media that was once previously confined to screens will be integrated into our every day actions and be capable of working with us and for us at all times, eliminating the barrier between physical and digital engagement.”

There you have it folks: the day is not far off when all advertising will be experienced.

This article first appeared in Campaign Magazine

ENGAGE | AUGUST 11

Planet OOHCadbury’s Animatronic Cow

Cadbury Dairy Milk took to the Southbank, London with an animatronic cow in order to promote its Buttons brand’s bovine adoption scheme.

It took a team more than 6,000 hours to create the aptly-named ‘Buttons’. Her qualities, according to brand manager David McDermott, include “a fully swishing tail” and a “life-sized udder”.

“We really want to showcase the fun and different personalities that cows can have,” said McDermott. “We know from research that we’ve done that a lot of families haven’t actually met a cow before so we thought it would be nice to meet [one] in an urban environment.”

Village phone box turned into office in ‘Better Call Saul’ stunt

A village, with a population of just 700, was the surprise chosen location for a stunt to promote AMC’s ‘Better Call Saul‘. Saul in Gloucestershire briefly became the home to Saul Goodman’s

‘new’ office. The phone box office of the fictional attorney, first seen in Breaking Bad, tells the back story of the show’s main character, with chairs depicting a waiting room and a sign detailing how passersby can receive “legal advice.”

FINN.no highlights ocean pollution at Oslo bus shelter | JCDecaux Norway

To help save the ocean from plastic waste, FINN.no aims to buy 6000 sacks of plastic litter that people collect from the Norwegian coast.

They also collaborated with JCDecaux Norway to fill up a bus shelter panel in Oslo with plastic to highlight ocean pollution.

ENGAGE | AUGUST 12

June on Out of HomeElectric Ireland had the largest OOH campaign in June, with a continuation of its popular ‘Bunny’ creative featuring tactical campaign messaging. The energy supplier used a range of formats to promote the savings available to a wide audience across Northern Ireland. Compared to other advertisers in the Top 15, Electric Ireland also made the biggest investment on DOOH formats.

Stena Line was the second largest campaign, with promotion of its on-board perks, enticing would-be holidaymakers to travel to Scotland during the summer. The activity accounted for the strong position of the Tourism and Travel category, which ended the month with 13% SOV.

At a category level, there was growth for eight of the 15 top categories active on OOH for the month, with Leisure & Sport, and Confectionary & Snacking increasing by 275% and 279% respectively. By contrast, the Finance sector contracted by 56% and the Retail Outlets sector also reduced by 23% for the period.

The Soft Drinks category was the largest for the month following several campaigns for Lucozade, Coca Cola, Robinsons Fruit Squash and Orangina. The category ended June with 14% SOV and a YOY increase in rate card display value of 74%.

Campaigns from Hop House 13, Carlsberg Lager and Guinness delivered a strong performance for the Beers and Ciders category, which saw uplift of 25% and resulted

in 10% SOV.

The Women’s Rugby World Cup is being jointly hosted by Belfast and Dublin. To promote the matches, which start on 9th August, an OOH campaign was employed with dramatic visuals to boost interest in the event and inspire the next generation of players. A double sided 192 Sheet, 48 Sheets and 6 Sheets on key arterial routes were used to promote the campaign which placed 15th within the top Advertisers analysis.

Did you knOOH?

June: Cycles 12-13Excellence in OOH Intelligence

ENGAGE | AUGUST 13

1 Electric Ireland £116k

2 Stena Line £107k

3 Lucozade Energy £102k

4 Lucozade Sport £100k

5 Vodafone Consumer £91k

6 Guinness £89k

7 Coca Cola £81k

8 Hop House 13 £78k

9 Robinsons Fruit Squash £74k

10 KFC - Ricebox £66k

11 EE £55k

12 Carlsberg Lager £54k

13 Abbey Insurance £52k

14 Orangina £49k

15 Event - Women’s Rugby World Cup £47kMethodology: 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 (exterior), ambient and digital formats every two weeks, a total of over 5,400 OOH displays. For further Posterwatch information, please contact Mark Fleming on 028 9033 3174 or email:mark@pmlgroup-ni.com.

Did you knOOH?

Small Format Large Format Transport Ambient/AirportDigital

£K £50K £100K

Electric Ireland

Stena Line

Lucozade Energy

Lucozade Sport

Vodafone Consumer

Guinness

Coca Cola

Hop House 13

Robinsons Fruit Squash

KFC - Ricebox

EE

Carlsberg Lager

Abbey Insurance

Orangina

Event - Women's Rugby World Cup

June: Cycles 12-13 TOP PRODUCTSExcellence in OOH Intelligence

ENGAGE | AUGUST 14

Small Format Large Format Transport Ambient/AirportDigital

1 Soft Drinks £481,872 6 Motor Trade £201,796 11 Finance £137,036

2 Tourism & Travel £422,850 7 Telecoms £170,861 12 Leisure & Sport £90,485

3 Retail Outlets £366,067 8 Energy £153,053 13 Confectionery & Snacking £86,414

4 Beers & Ciders £320,380 9 Political & Advisory £150,692 14 Industry & Commerce £57,168

5 QSR £220,410 10 Entertainment £147,627 15 Media £56,132

£0K £50K £100K £150K £200K £250K £300K £350K £400K £450K £500K

Soft Drinks

Tourism & Travel

Retail Outlets

Beers & Ciders

QSR

Motor Trade

Telecoms

Energy

Political & Advisory

Entertainment

Finance

Leisure & Sport

Confectionery & Snacking

Industry & Commerce

Media

Did you knOOH?

June: Cycles 12-13 TOP CATEGORIESExcellence in OOH Intelligence

ENGAGE | AUGUST 15

WIN!

THE EVENT GUIDE COMPETITION

This month, we’re giving away two tickets to Belfast Vital, taking place at Boucher Road Playing Fields.

This year Muse and Tiesto are the headline acts at the popular festival in South of the city. Providing support for Muse, Biffy Clyro will return to Belfast on Wednesday 23rd August, along with Nothing but Thieves. Clean Bandit, Robin Schulz and Sigala will perform on Saturday 26th August ahead of popular DJ, Tiesto.

To be in with a chance of winning the tickets, courtesy of JCDecaux, simply answer the following question:

According to research by JCDecaux, what percentage of shoppers pass within 10 metres of a Digital Screen in shopping centres?

a) 60% b) 65% c) 70%

Send your answers to lorraine@pmlgroup-ni.com Closing date: Friday 18th August at 5pm.

Last Month’s Winner: Congratulations to Siobhan Lavery from ICAN who won four tickets to The Ladykillers,

AUGUSTVarious Dates Waterpark, Enniskillen Lough Erne

4th Bat Night at Ardress House Portadown

3rd - 13th Belfast Féile Féile an Phobail

3rd July - 25th Summer Dance Camp (Various Dates) Aurora Studios Belfast

3rd - 6th Bricklive Titanic Exhibition Centre

3rd - 13th EastSide Arts Festival Belfast

5th - 13th Heart of the Glens Festival Cushendall

9th - 19th Annie The MAC

13th Springhill Family Fun Day Springhill, Magherafelt

26th Belfast Vital Boucher Road Playing Fields

27th Belfast Mela Botanic Gardens

SEPTEMBER2nd - 3rd Air Waves Portrush Portrush

4th Northern Ireland v. Czech Republic Windsor Park

5th - 7th PAW Patrol Live SSE Arena

8th G4 Millennium Forum

6th - 10th Hillsborough International Oyster Festival Hillsborough

17th Deep RiverRock Belfast City Half Marathon Belfast

22nd Culture Night Various

26th The Australian Pink Floyd Show SSE Arena

OCTOBER4th - 5th John Bishop SSE Arena