Engage nI

ooh always on media

Volume 3 Issue 4 — April 2015

New arrival KLM launches maiden campaign

Introducing Hop House 13 Lager

Moy Park campaign packs a pouch

NI Economy Overview 2015

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New arrival KLM launches maiden campaign

Dutch national carrier KLM has landed in Northern Ireland, offering new routes from Belfast City Airport from 18th May 2015. To herald the new arrival, KLM launched its maiden campaign by Havas, Posterscope UK and PML NI in cycles 6 and 7 (9th March - 5th April).

The campaign certainly achieved a stand-out presence in Belfast by employing the high impact Mega Full Wrap on 2 double-decker Metro bus. The impact of these formats was intensified by the superb creative, which featured a KLM aeroplane sitting on the runway ready for take-off. The clever design brought to life the creative by incorporating

the front landing gear of the aeroplane with the actual front wheels of the bus.

The Mega Rear portion of the format also effectively utilised the creative space by showing the lights of the runway stretched out in front of the viewer.

The campaign also featured a strong mix of 48 Sheets and Backlit 48 Sheets on main roads and arterial routes, as well as Commuter Cards, A2 Back of Drivers and airport 6 Sheets, to effectively target large volumes of people across Greater Belfast.

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Introducing Hop House 13 LagerLast month, Guinness launched an exciting new beer called Hop House 13 Lager in a multi-format campaign across Greater Belfast and key towns.

Part of the Diageo portfolio, Hop House 13 boasts ‘more hops, more taste, more character’, as stated in the fresh creative donning all formats of the brand’s debut out of home media campaign.

The cycle 7 campaign by Carat and Source ooh employed a mixture of 96 Sheet Golden Squares, 48 Sheets, 6 Sheets and Glowboxes to effectively establish the Hop House 13 Lager brand on the lips of the target audience.

Market research analysts Mintel, noted in 2014 that the Irish lager market has “experienced a strong level of innovation in terms of flavour, packaging and new product launches”. The new Hop House 13 Lager by Guinness is a reflection of this trend and is well positioned to capture the reported widening target audiences of the local beer market.

Spar Omagh half marathon, 5k fun run & walkSpar celebrated the 26th year of the Omagh Marathon and 5k Fun Run & Walk with a multi-format campaign in March.

The campaign by Genesis Advertising used both 48 Sheets and 6 Sheets in the town to raise awareness and encourage locals to sign up to the 2015 events organised by Omagh Harriers Athletic Club.

Congratulations to everyone who participated in the Spar Omagh Half Marathon and 5K Fun Run & Walk!

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Moy Park campaign packs a pouch

Moy Park ran Purchase Point Pouch Special Builds in cycle 8 in three major shopping centres in Dublin - Stillorgan Village, Blanchardstown and Clarehall along with one at Tesco Knocknagoney, one of the largest Tesco stores in Northern Ireland.. Slightly different to other Pouch specials, as there was a transparent section on one side of the pouch which scrolled to give the impression that the chicken was cooking.

The campaign, planned by AV Browne and PML also featured on standard Purchase Points and Mall 6 Sheets, Backlit Metropoles and PopAd Trolley Handles in ROI, and POS 6 Sheets, 96 Sheets and airport signage in NI.

For more information on innovation and special builds please get in contact with your PML representaive.

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With the General Election just around the corner on Thursday 7th May, the Electoral Commission has rolled out a multi-format campaign across Northern Ireland to ensure everyone is registered to vote.

The cycle 8 campaign by Lyle Bailie International consisted of 48 Sheets, 6 Sheets, Adtalk Phone Kiosks and Streetliners to reach all adults in key towns and cities across Northern Ireland.

Robert Fleege famously said, “The poster is finished, when you can’t find a single element to remove”, and this can certainly be said of the creative for the Electoral Commission campaign. Its effectiveness is in its simplicity. The pale, lilac and white backgrounds provide a stark contrast to the jarring statement “You can’t vote”, in large typeface. The sheer boldness of the principle of the statement also catches your attention, causing you to absorb the message.

ooh I Like... You Can’t Vote

Mark Fleming, Operations Manager PML NI

FlashbackCan anyone remember a time before the supermarket price war began?

The industry is regarded as one of the most fiercely competitive in retail, with a few major players vying for the largest share of a market that is witnessing a change in how consumers buy and perceive retailers.

Due to the continued rise of discounters such as LIDL, as well as the growth in the convenience store market, we can certainly expect to see more value-focused campaigns from supermarkets like this one from Sainsbury’s in January 2005, boasting the total number of lower prices during the previous year. 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

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PML Group has collated a handy Economic Overview, designed to give anyone working in media, advertising, branding or marketing a quick and easy update on the key economic matters affecting consumers and businesses in Northern Ireland. For more information, please contact Kathryn Lindsay on (+44) 028 90 333 714 or email kathryn@pmlgroup-ni.com

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Why you (clients/agencies) should all be buying and using more postersBy Kevin Chesters, Executive Planning Director, mcgarrybowen London

My last blog talked about how you should vote in the General Election for the bloke with the best poster. It got me thinking about posters in general. And I came to a pretty clear conclusion: I absolutely bloody love posters.

I’ll spend the next few minutes telling you why you should be considering them for your next campaign because there is an amazing emotional argument for them. But considering we all know that less people are watching telly and more media spend is going into it then there is also a potential media inflation argument too.

For starters, posters are brilliant. They’re the last true broadcast medium on earth. TV has become too fragmented and ultra-targeted, radio has too; and don’t get me started on programmatic and the web. Blimey. Posters are a return to the brilliant era of the common good, societal cohesion; a triumph of the pulpit and soapbox. Pretty much everything ace that any of the adland champions ever did worked brilliantly on a poster, from “Management Trainee, Aged 42” to “Hello Boys”.

Posters are also the only medium that selflessly demand nothing from you in return. TV ads interrupt your content, so do radio ads. Digital display follows you around the web like some spurned spotty adolescent begging for sex. Even print ads break up the lovely uniform nature of articles you are reading. But posters just interrupt you with a beautiful gay abandon, unignorable and gloriously invasive. Interrupting nothing but the view and landscape. Demanding pretty much nothing in return.

Now traditionally everyone slagged them off because supposedly they were wasteful or you couldn’t prove ROI. Received wisdom, largely. Seismic innovations in technology of planning, booking and emerging digital formats have eradicated all these supposed downsides. Outdoor is now beautifully plannable, targeted to within an inch of its life and can do all sorts of things that the 48s and 96s of yesteryear couldn’t even dream of.

Smartphone proliferation also now means that in the last five years posters have become one of the best DR mechanisms too – three quarters of us search for stuff on our smartphones when we’re out and about. And when we’re out and about, we’re not watching telly.

So, in the words of Freddie Mercury: they had the time, they had the power, they‘ve yet to have their finest hour… radi… No, posters. Outdoor. Digital and traditional.

Have I convinced you yet?

Well if my hyperbole and eloquence haven’t convinced you, then I think pretty soon that simple pounds and pence might. We know from Thinkbox that audiences went down 4.5% in 2014, and we know from the media owners like ITV that revenues went up 6%. So simple maths will tell you that more money chasing less audience will give you an pretty worrying inflationary figure.

So, basically in terms my gran would understand, you could soon be paying more for the same thing or paying the same to get less. The same is not true, however, of posters. Same number of eyeballs seeing those posters out there.

And I’m not down on telly. Posters work brilliantly alongside telly too. One of my media colleagues told me the other day that it’s statistically proved that they extend the reach of TV campaigns and also improve the effectiveness of a TV campaign when bought together.

So, posters. Effective. Efficient. And not potentially inflating at a slightly worrying rate depending on whose figures you use. Worth thinking about. Unless all the political parties have already bought them all. Bloody politicians.

(Next time: How I absolutely adore big telly ads...)

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Current Campaigns

Diageo (Captain Morgan) // Agency: Carat //

ooh Specialist: Source out of home NI //

Translink // Agency: Ardmore Advertising // ooh Specialist: PML NI //

SuperValu // Agency: Walker Communications // ooh Specialist: PML NI //

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Birds eye launches iFreeze, iSave campaignBirds Eye has launched its iFreeze, iSave campaign in the UK. Aiming to help consumers save money through encouraging them to become more freezer-savvy, the brand is collaborating with a coalition of partners to raise awareness of Britain’s food waste issues. To mark the launch of the campaign, a 20-foot billboard made entirely of ice and cash was erected at Southbank’s Observation Point to highlight the savings consumers could enjoy by becoming more freezer-savvy.

The billboard contained £700 in coins and notes – the amount the average family wastes every year on food – was made with more than four tonnes of ice and took over a month to freeze, and a further eight days to build. As the ice block melted, passers-by were able to collect cash that was previously positioned in a fish design.

Agency: Havas Worldwide

Dove Stunt Asks Women to Classify Themselves as

‘Beautiful’ or ‘Average’In Dove’s latest stunt to shed light on how women perceive themselves, the brand labelled double doorways of buildings in five major cities -- San Francisco, Sao Paulo, Shanghai, London and Delhi -- with the words “Beautiful” and “Average” and filmed what women would do when they encountered the different signposts. As it goes with most Dove revelations, the result was eye-opening: the majority of them chose to walk through the “average” entryways, with some only making the “beautiful” exception when they were striding through with a friend or loved one -- someone they deemed worthy of the description.

Agency: Ogilvy & Mather

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A Two-Sided Word Puzzle on London Streets Takes on Homeless StereotypesTo promote its Nightstop programme, in which volunteers offer homeless people ages 16 to 25 spare beds, homelessness charity Depaul UK launched a poster campaign that uses the architecture of buildings to help win the hearts and minds of passersby.

Viewed as a single page, the left side of the poster reads like a laundry list of preconceived ideas about the homeless. But stepping back to read the full text of both sides straight across changes the message, which includes a number to contact for those wanting to volunteer.

Agency: Publicis

Calvin Klein / Justin Bieber Poster Dispenser

For Calvin Klein, JCDecaux The Netherlands, turned two CIPs in the city centre of Amsterdam into great Justin Bieber Poster Dispensers.

Passersby could grab a free poster out of the two dispensers that were implemented at Rembrandt Square and in the P.C. Hooftstraat. The Special was such a success that all 400 available posters were handed out in just 1 day.

Agency: Posterscope with Monsterscore

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March 2015 // Cycle 5 - 7Top Products

1 Phoenix Natural Gas £ 196k

2 PHA - Health Protection £ 153k

3 Coca Cola Life £ 124k

4 KFC £ 121k

5 Zoopla Property Search £ 113k

6 Odyssey Arena £ 91k

7 Carlsberg Lager £ 88k

8 Abbey Insurance £ 87k

9 Jet2.com £ 85k

10 Harp Lager £ 72k

11 Spar £ 72k

12 McDonald's £ 70k

13 DSD - Benefit Fraud £ 67k

14 Coca Cola £ 67k

15 firmus energy £ 65k

Small Format Large Format TransportAmbient Digital

£0 £25,000 £50,000 £75,000 £100,000 £125,000 £150,000 £175,000 £200,000

Phoenix Natural GasPHA - Health Protection

Coca Cola LifeKFC

Zoopla Property SearchOdyssey ArenaCarlsberg Lager

Abbey InsuranceJet2.com

Harp LagerSpar

McDonald'sDSD - Benefit Fraud

Coca Colafirmus energy

Small Format Large Format Ambient Transport Digital

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March 2015 // Cycle 5 - 7Top ProductsTop Categories

1 Political & Advisory £ 631k

2 Finance £ 524k

3 Tourism & Travel £ 499k

4 Retail Outlets £ 419k

5 QSR £ 298k

6 Beers & Ciders £ 297k

7 Energy £ 266k

8 Entertainment £ 224k

9 Soft Drinks £ 219k

10 Construction-Property £ 163k

11 Media £ 114k

12 Motor Trade £ 109k

13 Telecoms £ 92k

14 Industry & Commerce £ 78k

15 Food £ 58k

Display Value

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 12,200 panels. For further Posterwatch information, please contact Mark Fleming on 028 9033 3174 or email mark@pmlgroup-ni.com.

Small Format Large Format TransportAmbient Digital

The Beers & Ciders category enjoyed the largest year-on-year increase in rate card display value for the period cycle 5-7. Campaigns from several brands contributed to the value of this category. Clonmel 1650, the new lager from the people who produce Magners as the creatives highlight, returned to Northern Ireland’s out of home media in cycle 7. Likewise, Guinness utilised the power of ooh media to launch the brand’s new Hop House 13 Lager. A reflection of the growing trend for new lagers spurred on by the rise of craft beers, as reported by a wealth of market research analysts and experts across the drinks industry.

The Finance category continues to hold one of the largest shares of voice for the local ooh media market. Campaigns by insurance advertisers, as well as banks, mainly contribute to the value of this highly competitive category. Ulster Bank ran a large format ooh media campaign in cycle 7 promoting fixed rate mortgage products. The Council of Mortgage Lenders Northern Ireland recently reported a strong upward year-on-year trend in 2014, with growth across all borrower types and half of mortgages going to first time buyers. Furthermore, the Construction & Property category also saw a substantial increase of 66% in rate card display value. Northern Ireland’s housing market out-performed other UK regions in March, according to the latest Royal Institution of Chartered Surveyors (RICS) survey. The increased ooh media activity by advertisers with the Finance and Construction & Property categories highlight the rising demand for mortgages and property in NI, as the economic recovery continues.

£ £100,000 £200,000 £300,000 £400,000 £500,000 £600,000 £700,000

Political & AdvisoryFinance

Tourism & TravelRetail Outlets

QSRBeers & Ciders

EnergyEntertainment

Soft DrinksConstruction-Property

MediaMotor Trade

TelecomsIndustry & Commerce

Food

Small Format Large Format Ambient Transport Digital

-24%

2%

-5%

-22%

82%

112%

79%

44%

42%

66%

-57%

-37%

-24%

-28%

-40%

% Change on 2014

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CompetitionEvent Guide

Engage ROITo get monthly updates on latest ooh campaigns and new offerings in the Ireland market click here to subscribe to Engage ROI.

Back Catalogue:Click here to view previous issues!

This month, we have a fantastic £50 voucher for House of Fraser courtesy of Exterion Media for one lucky winner. To enter, just answer the following question correctly.

Dutch national carrier KLM launched its maiden ooh media campaign for Northern Ireland last month to announce their arrival at Belfast City Airport. To achieve stand-out presence in Belfast, the brand turned a double-decker Metro bus into a KLM liveried aeroplane using which high impact bus format?

A) Mega WrapB) Mega ToastieC) Mega Panini

Please email your answer to kathryn@pmlgroup-ni.com – all entries must be received by 4pm Monday 18th May, the start of cycle 11.

Last Month’s WinnerCongratulations to Louise Carey of Cancer Focus Northern Ireland, winner of last month’s Engage NI competition. We hope you enjoy the lovely bottle of Laurent-Perrier champagne!

May1st - 4th Festival of Fools. Various, Belfast

2nd - 3rd MCM Comic Con Belfast. Kings Hall, Belfast

4th Bank Holiday

4th Belfast City Marathon. Belfast

4th Jamie Cullum Jazz Festival. Millennium Forum

4th - 5th Take That. Odyssey Arena

4th - 9th The Producers. GOH

6th Bryan Ferry. Waterfront Hall

7th Tommy Tiernan. Slieve Donard Hotel, Newcastle

9th Ulster V Munster. Kingspan Stadium

10th - 16th

International North West 200. Portrush / Coleraine / Portstewart

13th - 15th

Balmoral Show. Balmoral Park, Lisburn

22nd - 23rd

Stewart Lee A Room With A Stew. GOH

22nd - 24th

Top Gear. Odyssey Arena

28th - 31st

Irish Open 2015. Royal County Down Golf Club

30th May AVA Festival. T13 Urban Sports Academy

30th May Guinness PRO12 Final. Kingspan Stadium

30th May 5 Seconds of Summer. Odyssey Arena

June5th - 6th Christy Moore with Mairtin O’Connor Band.

Waterfront Hall

7th The Gaslight Anthem. Limelight Complex

16th - 20th

Mamma Mia!. Odyssey Arena

20th - 21st

Festival Lough Erne. Enniskillen

Engage nI

ooh always on media

Volume 3 Issue 1 — January 2015

‘Appy New Year from Danske Bank

Beacon marketing: The key need-to-knows

Hail the Crabbies cab!

Engage nI

ooh always on media

Volume 3 Issue 2 — February 2015

First Trust’s exciting offer for switchers

Red Bull crashed ice picks up pace

Aer Lingus brightens up Belfast

Engage nI

ooh always on media

Volume 3 Issue 3 — March 2015

West Coast Cooler in totes amazing style for Belfast Fashion Week

Say cheese! digital out of home based on human emotion

Get in touch with your inner tube