H1 / 2013

Get Out MoreWhile the basic principles of creating effective out of home ads have remained relatively constant over the years, the creative applications and innovation surrounding the medium continue to evolve constantly. The diversity of opportunities available to advertisers has grown in tandem with the advancement in technologies surrounding the medium.

Over the 6 months we have seen numerous examples of how out of home can offer (and is delivering) so much more than traditional paper poster campaigns. Granted, there is nothing new about this and yes, outdoor has always been a very innovative medium. What is different now, and worth highlighting, is the massive improvement in the quality and breadth of options. But why use innovation in a campaign at all? What function does it serve? These are relevant questions, especially as it often means a client moving budget from traditional and tried and tested formats or even using hard to come by additional finance. Different clients and campaigns have different expectations from using a piece of innovation or creativity in their campaign but most are looking for one or more of the following:

1. To create a buzz around the campaign and earn some additional word of mouth exposure, especially via social media

2. Highlight or extenuate the physical nature of their product e.g. its shape or packaging 3. Gain greater interaction with their target audience

At PML Group, we see a lot of requests from clients about getting closer to their audience, engaging with them and getting feedback from them. Through the work we have carried out on their behalf and which you will see in the Showcase, we are meeting these needs with outstanding results. So, a big thank you to our clients for allowing us to make it all happen!

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#GlucosePowered oohRecent Lucozade innovation came in the form of a bubbling liquid filled Adshel along with 3D Science lab and 3D smoke producing Jet pack 48 Sheets, which ran both in Dublin, Cork and Belfast. Multi-faces were taken on Adshel and Metropanel 6 Sheets as well as a face each on either side of the syncing Metropoles at the East Link which were displayed at the same time.

Super Rears, Banners, and a Pearse Station domination encompassing the new escalator panels and the Connolly Gallery completed the burst. The campaign was planned by Carat and PML, with creative treatment by DDFH&B.

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Think outside advertisingMcDonald’s were behind a number of special build creatives in the first half of 2013. The first consisted of a simple yet very effective 48 sheet with the tagline ‘Think Outside the Lunchbox’ the word lunchbox being spelt out in small 3D lunchboxes across the billboard.

More recently, the scrolling nature of the Metropoles were used to full effect to display two new smoothie flavours. The campaign was placed by Mediaworks through Source out of home with creative by Cawley Nea TBWA. Click here for the scrolling video.

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Ulster Bank Paints a Pretty PosterIn cycle 8 Ulster Bank placed a giant paint roller on a 48 Sheet in Rathmines to promote its mortgage offering. A simple but effective idea that really caught the eye. Media by MediaVest and PML with creative by Ogilvy.

The Merchant HotelThe Merchant Hotel has added a touch of its characteristic style to a 2D special build framing the 48 sheet on Waring Street, located metres from the luxurious 5 star hotel in Belfast City Centre.

One of the creatives featured an Art Deco design promoting a month of special celebrations at Bert’s Jazz Bar in honour of the hugely anticipated film release, The Great Gatsby. The gold coloured design complemented the ornate gold frame and reflected the blend of the main Hotel’s renowned Victorian architecture with that of Bert’s Art Deco style.

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02 Pushes the LimitsTo promote O2’s new unlimited offer, MediaVest and PML collaborated on a heavyweight out of home campaign during May. The striking designs featured on a wide range of formats including 48 Sheets, 96 Sheets, Golden Squares, Metropoles, 6 Sheets, i-Lines, Adtowers and a number of transport formats. In addition to this, special build Adshels and large formats as well as spangley Golden Squares rounded off the highly impactful campaign.

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IKEA makes room for oohIKEA brought the indoors out on the street. Using Adshel panels on Dublin’s Camden and Baggot Streets, the retailer showed the untidiness that a lack of storage solutions can bring by packing real clothes into the bus shelter panel with their simple alternative displayed alongside. Vizeum and Source out of home were responsible for the campaign with creative by Mother UK.

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Liberty Insurance in touch screen first on dPodsA new element to the dPod format emerged in early 2013, with the first interactive campaigns featuring in Swords and Dundrum. Liberty Insurance launched a driving game initiative in cycle 6 where the public used touch screen buttons on the dPod to move a car around the road and complete certain tasks. Floor stickers and the prize of an iPad encouraged uptake in the mall. Click here to see the video.

This was the first touch screen campaign on dPods in Ireland and was delivered by Mediaworks, In the Company of Huskies and Source ooh.

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AIB use dooh to launch ‘The Lab’AIB also ran on touch screen dPods to launch the Lab in Dundrum Centre. Based on the user’s interaction with the dPods, a ‘tech age’ is provided and the user is directed towards the outlet. AIB branding also appeared on the Store Directory ‘iFind’ units located in the mall. The agencies involved were Starcom, Source out of home and Rothco.Click here to see the video.

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Joyville UnrestrainedCadbury’s campaign for Creme Egg tickled our taste buds. Running on a combination of roadside, transport and retail formats they sure added to temptation along the path to purchase. The colourful and eye catching designs were thanks to Publicis while media was by PHD through PML.

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M&MsAs part of their St.Patrick’s day themed campaign, M&Ms used a mobile digital unit incorporating a live Twitter feed of messages using the hashtag #KMII or Kiss Me I’m Irish. This was displayed in high footfall City Centre locations including Grafton Street (pictured). MediaVest and PML were responsible for the campaign.

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Confessions of a studentIn keeping with their previous student orintated campaigns, 48 took the opportunity to visit DCU, UCD and Trinity on Valentines day this year, complete with mobile display unit.

The students would Tweet stories of previous dating experiences, which were uploaded to the unit. Campaign by MediaVest and PML.

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Revive decides to showbiz and tellThe power of digital media on advertising is undeniable. GSK took an innovative approach when launching ‘Lucozade Revive’. In an Irish media first, Carat Ireland, together with the Daily Mail Showbiz, had live feeds posted onto dPod screens in both Dundrum and the Pavilions. Carat Ireland and PML Group also developed the concept of sponsoring the “RTÉ ten” Transvision showbiz news, which again was a media first. This was first time a campaign of this kind had happened in Ireland. The video can be seen here.

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Breakfast is ServedKellogg’s ran branded cups in Dublin cafés to promote their Nutri-Grain Breakfast Biscuits. The campaign was devised by the Innovation Team in PML with Carat.

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Durex gets closerDurex used 6 Sheets and Eco Cabs to promote their Ultra Thin Feel condoms. Selected Adshels incorporated digital screens with a pulsing animation and the tagline “intensely close”. The campaign was planned by ZenithOptimedia and PML with creative by Havas.

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Red Bull wing itThis Red Bull ice sculpture campaign was one of our favourites this year. View the video here to find out all about it.

“The Red Bull Editions campaign hit the streets on April 8th. We chose outdoor for its ability to deliver scale, impact and engagement amongst our target audience. By using a multi format mix we were able to deliver fantastic cut through with the use of large formats such as Super Rears, 48 sheets and Golden Squares while delivering frequency and point of purchase messaging with various 6 sheet formats. Our ambient Ice Sculptures in the campus’ got great levels of engagement amongst the students and overall we are delighted with all elements of the campaign.”Clare Connaughton, Client Director, Clear Blue Water

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Cuisine de France use their loaf.Cuisine de France launched the next phase of its ‘Say Bonjour’ campaign by renaming Dublin’s Baggot Street as Baguette Street. A giant 3D baguette created by Eclipse Media was placed on top of a bus shelter. The campaign was planned by Initiative Media and PML and creative concepts by Rothco. Mobile 6 Sheets, 48 Sheet and sampling with brand ambassadors completed the transformation.

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NITB celebrate St. Patrick’s DayNorthern Irish Tourist Board have been a continuing presence on the streets of Dublin, targeting sports, music and cultural events. AV Browne manage the clients campaigns, along with Source out of home.

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7Up Free — Spray the town green7Up was in the giving mood with a competition for tickets to a private gig in The Village headlined by The Coronas over St. Patrick’s weekend. The campaign developed, by Irish International, entitled “Irish It Up”, drove contestants online where they could design their own Irish themed t-shirt. The campaign, which was planned by ZenithOptimedia and PML, featured on formats including 48 Sheets, 96 Sheets, Golden Squares, Luas Columns and T-Sides. A graffiti special on Camden Street provided the centrepiece. Click the here to see the time-lapse video.

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Ralph cuts a dash in DublinUsing cardboard cut-outs Disney Pictures brought the eponymous hero of their animated feature Wreck-It Ralph to the streets of Dublin. The campaign was brought to life by OMD, Irish International and Source out of home.

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Nurofen get Hands OnOn the 20th May graffiti artist Sums brought a billboard on Dublin’s Cuffe Street to life for Reckitt Benckiser’s Nurofen brand. The call to action drove passers by to the Nurofen Ireland Facebook page where they could win €1,500 by describing their ‘Big Life’ dream. ZenithOptimedia and PML brought the campaign to the streets. See the video here.

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Nescafé lifts the lidNescafé Gold Blend lifted the lid on a great campaign which included special sequenced lighting on select 48 Sheets. Nescafé was looked after by Source out of home while Mindshare were the media agency involved.

Click here to see the 48 Sheet in action.

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UPC wows DublinUPC was making capital out of its 50mb broadband standard offering in a major ooh burst this January. The posters created by Irish international feature the Dublin cityscape above the Liffey in iconic blue. Planned by Carat and PML, the big impact campaign ran on large formats and included illuminated specials.

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All hail the LUAS!LUAS tram wraps have become a regular feature of the advertising landscape in Dublin city over the last 18 months or so and in 2013 we have seen some great examples. These included McDonalds (Mediaworks), Samsung (OMD), The Irish Times (PHD), and eMobile (Vizeum). PML and Source were the specialists involved

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Wings for all TastesThe Red Bull family is growing. The Irish public now have the chance to enjoy the energising effect of Red Bull in the form of three brand new flavours. Clear Blue Water and PML planned the campaign for Richmond Marketing. Specially wrapped Luas Columns became mega cans and provided an added 10ft high wow factor while Mobile 6 Sheets gave an enhanced on-street presence.

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Use me, I’m outdoorMs. Green appeared in a (seductive!) pose to promote an M&Ms competition to win a date with her in New York. Formats including 48 Sheets, Supersides, Adshel Contravision and Aircoach Mega Rears were used. Mediavest and Irish International take a bow. PML managed the campaign.

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It’s a wrap!Fully wrapped Adshel units have been very popular in 2013, giving added impact to an ooh campaign. Some examples can be seen here for Paramount (Media Bureau), RTÉ (Vizeum), L’Oreal (Zenith) and Disney (OMD). PML and Source out of home were the specialists involved.

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BT SportBT utilised the brand building power of ooh media for the large scale, UK-wide launch of their exciting new product, BT Sport; the ‘game changing’ sports TV channels from the leading communications service provider. The striking creative by AMV intelligently capitalised on the superb creative space offered by the Adshel Wrap format in key locations, adding to the impressive impact generated by the multi-format campaign that ran across Northern Ireland. The media agency was Maxus while the campaign was planned by PML NI.

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Escalator panels — the perfect platformNot shy of innovation, Samsung took to the new Pearse Station escalator panels to showcase the features of the Samsung Galaxy S4. Each panel displayed a different creative and this along with a escalator wrap and 6 sheet gallery gave Samsung the perfect platform to target commuters going to and from the busy train station. Media was handled by Starcom with creative coming from Cheil in the UK, Source ooh was the specialist.

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Creating marvellous out of homeCadbury say you can spot signs of Joyville around you all the time and this was certainly the case in cycles 10 and 11 with numerous ooh formats bringing Joyville’s “marvellous creations” to life. The ads display the new Jelly Popping Candy Shells and Cookie Nut Crunch chocolate bars. Dublin Bus passengers were greeted in VIP style as they stepped off the bus onto the purple carpet with Joyville entertainers handing them product samples. Media planning was managed by PHD and PML. Click here to see the video.

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GLT scores a Slam DunkThe Gum Litter Taskforce campaign began in spectacular style on Grafton Street. Since the launch on the 2nd of May, GLT has travelled the country with Mobile Adtowers and Ecocabs communicating the “Bin it your way” message in the process. The campaign achieved national coverage with a great tie in between roadside and mobile formats. Focus Advertising provided creative for the campaign which was managed by MediaVest and PML.

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Ideas are our lifeblood

We’d appreciate yours.

Speak to our dedicated creative service and innovation teams @ 01 668 2900 / pat@ambientplus.ie.

There really are no limits.

CREATIVE UNIQUE DIFFERENT

First FloorHarmony CourtHarmony RowDublin 2

+353 1 668 2900info@pmlgroup.ie