SPECIAL BUILD INTERACTIVE DIGITAL AMBIENT ILLUMINATION DOMINATION EXPERIENTIAL
2012 -- A special year Outdoor or out-of-home as it s become known has seen its share of changes in the last decade or so. Backlighting has moved to large formats improving display presentation day and night. Point of Purchase has become a key battleground for FMCG brands introducing new formats and terminology (Shopper Marketing). Digital screens have been introduced in retail and commuter environments. Ooh is the original mobile medium. But as phones have developed we ve seen the emergence of Smart Posters. Interactivity has evolved from hotlines to text messaging onto social media, QR codes, image recognition and most recent of all NFC. Interactions are now active rather than passive with posters acting as a gateway to further brand experiences. The area we re focusing on here is innovation in ooh. To make a splash, stand out from the crowd and create engagement were goals of many if not all of the campaigns featured, whether by special builds, dominations, or experiential. We ve compiled a selection of innovative and impactful ooh from the last year or so. We ve loved working with you on these campaigns. So you can see that there s a lot happening in our world. As for 2013 - watch this space! All @ PML Group
SPECIAL BUILD INTERACTIVE DIGITAL AMBIENT ILLUMINATION DOMINATION EXPERIENTIAL
SPECIAL BUILD Denny use all the right ingredients Kerry Group employed the use of a multi-format outdoor campaign to promote their Take a Closer Look 100% natural ingredients range including 2D special builds of a magnifying glass on 48 Sheets and Golden Squares. The Dictator proclaims his greatness in Dublin In these troubled times it s reassuring to see a political figure so self-assured. An imposing portrait of Admiral General Aladeen, complete with massive beard, was proudly displayed on Golden Squares in Dublin on Wexford Street, Pearse Street and Rathmines to promote Paramount Pictures The Dictator starring Sacha Baron Cohen. A real man of the people! 1
M&Ms go missing from Camden Street Red & Yellow disappeared from a bus shelter on Camden Street! The M&M characters had been there to support a digital Adshel special which allowed fans to take and upload their photos to Facebook in a show of support for the Irish football team under the banner put m under pressure". A campaign was soon launched to find Red & Yellow on Twitter and Facebook, with photos of the characters appearing in locations such as Johnnie Fox s pub cheering on the Ireland team. 2
Adidas celebrates the big Euro kick off Here s one of the five outsize Adidas football boots on view last summer. The giant models were created by Eclipse Media and placed on top of bus shelters in Dublin, Cork and Galway to coincide with the Euro 2012 championship in Poland and Ukraine. BMW reaches new heights with 3 Series Launch The billboard campaign for the new BMW 3 Series featured a special build of a hurdler leaping over a 2D model of the car at key sites in Dublin. 3
4 All that Glitters could be Gold To celebrate 25 years, the National Lottery gave an extra chance to win on all their games in August which they promoted with a nationwide 48 Sheet billboard campaign. Some of these featured a glittering rainbow. They were created using Spangleys which are reflective foil discs, which are fitted to clear batons and attached to the site, forming part of the overall creative. They move freely in the breeze to create a delicate eye catching shimmer effect and created just the right feel for the birthday celebrations.
Cadbury blew everyone away with Adshel fan specials at 12 locations in Dublin. Air boxes within the 6 Sheet units blew coloured foil around attracting the eye. Ladbrokes Spangleys Golden Square 5 Mad Hair Day? - Paramount Films top off Luas Column
6 Special builds from Pepsi, Guinness, Bulmers and Cadbury Dairy Milk.
Benylin Runs A Monster Campaign Johnson & Johnson used ooh to Help shift the Phlegm. Featuring what we can only describe as a distinctive character, the burst was seen on T-Sides, retail 6 Sheets (Malls and PurchasePoints) and digital signage at the Dundrum Centre and Pavilions Swords (dpods) and LCD Screens at The Square, Tallaght. A life-size model of the character was displayed crouching atop a Luas Column at St Stephen s Green. Created by Eclipse Media he s certainly caused a stir. Reports of potential shoppers refusing to leave the trams remain unverified. 7
SPECIAL BUILD INTERACTIVE DIGITAL AMBIENT ILLUMINATION DOMINATION EXPERIENTIAL
Gamification Digital screens enable game play and more. Cadbury used them to take photos of willing commuters who then had the chance to enter a draw for Olympic tickets. Integration with social media (Facebook) enabled more touch points. INTERACTIVE 9
Empowering Outdoor The Electric Ireland s Powering Kindness Week was created to generate goodwill and kindness in aid of three charities: Focus Ireland Special Olympics Ireland and Concern Worldwide. Electric Ireland along with MediaVest and PML have cleverly used out of home and social media to engage with the people of Ireland and truly reward them for their generosity. The idea was simple... Do a good deed; upload it to: www.poweringkindness.ie dedicate the deed to one of the above charities and be in with a chance to see your deed in lights (literally!!)
E-Voting that works Blippar was used on out of home executions for Nestlé s Kit Kat Chunky. The campaign played an important role in selecting Peanut Butter as the Chunky Champion. Check out how Blippar can work for your campaign here! 11
12 Turn your ooh interactive with easy links such as QR codes
13 Gamification Digital screens enable game play and more.
SPECIAL BUILD INTERACTIVE DIGITAL AMBIENT ILLUMINATION DOMINATION EXPERIENTIAL
Fun & Games from Cadbury Cadbury celebrated a media first with an interactive digital game on dpods in the Dundrum Town Centre. The Screach experience allowed shoppers to interact with a Move the Square puzzle on CBS dpod screens. Shoppers were able to control and play the game by downloading the free app on their smartphone. DIGITAL Real time - real easy 15
Nokia Lumia shines on digital ooh Nokia launched their new Lumia range with Windows Phone on a variety of digital formats. As well as dpod and Transvision screens, great use was made of the escalator Digiwall in The Square Tallaght. To watch a video click here. Outdoor does Daypart Dublin Does Fridays is a campaign by the LVA (Licensed Vintners Association) to promote and support Dublin pubs. The campaign seeks to remind people that there is no place in the world like a Dublin pub on a Friday evening. As part of the campaign special daypart stings were secured on Transvision screens on Wednesday and Thursday evenings. 16
SPECIAL BUILD INTERACTIVE DIGITAL AMBIENT ILLUMINATION DOMINATION EXPERIENTIAL
AMBIENT Any Time, Any Place Ecocabs suit perfectly Three Ecocabs ran for a week in Dublin to promote Disney s film release A Few Best Men. The slapstick comedy follows a groom and his three best men who travel to the Australian outback for the wedding. The Eco Cabs targeted events including the premiere night at Cineworld and the Navy Vs Notre Dame gridiron matchup at The Aviva. Uniformed brand ambassadors wore traxedos (tracksuit tuxedos no less) to add to the fun theme of the movie and gave info on the movie to passengers availing of the free service. See a video of the campaign devised by OMD and AmbientPlus here.
Bank of Ireland a Winner Either Way Being sponsor of both teams, Bank of Ireland couldn t lose in the final of the Heineken Cup at Twickenham between Leinster and Ulster. Luas commuters welcome a good drenching Last summer Britvic Ireland celebrated the launch of new Juicy Drench with a sampling campaign at 5 different locations during weekday afternoons, including Connolly station, Heuston station, Red Cow on the Red line and Stillorgan and Balally on the Green line. Overall there were 60,000 free samples given out via the Juicy Drench sampling squad. 19
If the shoe fits... To celebrate the launch of Shoe Garden Arnotts sent two prince Charming s around Dublin on 20th September. Word is they spent the day either travelling on the Luas or Dart or wandering through the central shopping districts. Ladies who tweeted a photo of him along with the hashtag #arnottsprincecharming were entered into a competition for a chance to win a pair of designer shoes. 20
Belvita giveaway for Luas Commuters To promote it s new range of breakfast biscuits Kraft Foods set up distribution stands at five Luas stations: Heuston Sandyford, Connolly, Balally and Red Cow. By all accounts, the sampling was a great success, leading to extra stock being required. 21
48 stirs things up 48 is Ireland s mobile phone network specially for 18 to 22 year olds (which neatly comes to 48 months). The theme for 48, developed by Brando, is Go Conquer because when you re that age that s what you do - conquer new things. Niche targeting took the form of logo stamps at student venues. National Lottery gears up for Mother s Day National Lottery geared up for Mother s Day with a campaign by DDFH&B, Starcom and Source out of home. Running on Promobikes equipped with card displays, Mother s Day greetings cards were given away free, just needing the addition of a National Lottery scratchcard to make the perfect gift on Mother s Day. 22
SPECIAL BUILD INTERACTIVE DIGITAL AMBIENT ILLUMINATION DOMINATION EXPERIENTIAL
ILLUMINATION Lights, camera, action! 24
25 BT Infinity Rollercoaster Special build at Great George s Street approaching the Westlink, one of Belfast s busiest thoroughfares.
Love is in the Air Nescafé s Gold Blend lifted the lid on its latest ooh campaign in the run up to Valentine s Day. Made of More Guinness brought their recent billboard campaign to life with animated Illumin8 specials. Dynamic lighting was used on both the Spider web and Fireflies designs. Check out the video here. 26
SPECIAL BUILD INTERACTIVE DIGITAL AMBIENT ILLUMINATION DOMINATION EXPERIENTIAL
Reclaim the streets! DOMINATION 28
Dairygold Spreads its Wings An integrated campaign to highlight the diverse uses of Dairygold. Combining the twin shopper marketing strategies of appetite appeal and offering solutions, the posters sure got the taste buds going and put people on the path to purchase. The ooh element of the campaign comprised Adshel, Floor Graphics, Mallscape, Purchase Point and Trolley Bays. 48 Sheets add impact, especially on selected multi-site locations such as this JCDecaux location in Terenure (pictured). 29
Janey M.A.C! Brown Thomas Opens Cosmetics Outlet On Henry Street M.A.C Rocks Dublin with an ooh campaign promoting Brown Thomas Grafton Street and a new location at BT2 Henry Street, which is now open. The vivid posters added a splash of colour with station blitzes in Connolly, Tara Street and Pearse Stations, while 48 Sheets and Golden Squares added a roadside presence. 30
First Class Luas for Microsoft & Universal McCann Kudos to the team at Universal McCann in securing a major media first for Microsoft. To promote their New World of Work" day-long event last April, Microsoft, through UM and PML organised their own private, branded Luas tram and stops with JCDecaux. The event started at the St. Stephen s Green Luas stop, and took attending passengers to Sandyford where the company s main campus is located. The campaign included posting of Luas Columns and shelter wraps. On board, passengers were offered free access Wi-Fi along with complimentary breakfast. Additional touches includes bespoke tram and stop branding as well as an internal domination designed by McCann Erickson with additional floor graphics and window stickers encompassing QR codes. 31
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Are You 7UP For Christmas? 7UP went big on ooh during the Christmas season. The campaign encompassed a wide range of formats from roadside 48 Sheets and A1 posters in bars, to Luas Columns and digital signage targeting commuters (Transvisions) and holiday shoppers (dpods, C-Store and SuperValu Screens). The famous green branding could be seen on Cityboxes, Cinema 6 Sheets, Adshel and various forms of exterior bus panels. The centrepieces of the activity are dominations in Dublin s Connolly and Heuston stations. 33 Created by Irish international, the poster message was a call to action to drive offline online by showing you re up for Christmas at 7UP.ie On the website you were able to design a jumper or upload a photo. The campaign supports the Simon Community.
34 A feast for the eyes The new format at George Best Belfast City Airport is the latest ingredient in Moy Park s successful Fast Lives Need Flavour campaign, which has incorporated a number of out of home formats throughout the year; ideal for targeting busy people on the move.
35 Northbound Platform NITB encourages Dublin commuters to take a trip.
Liberty Insurance gets the show on the road Roadside ooh provides a combination of high coverage and frequency generating instant impact and building immediate new brand awareness. Outdoor works extremely well as a lead medium during intro phases. Liberty Insurance introduced itself to the Irish public in late February with a heavy weight burst across key formats. Creative agency Rothco conceived the Hello Ireland" posters while Mediaworks and Source out of home co-ordinated planning and buying. Formats included Billboards - 48 Sheet, 96 Sheet, Golden Square; 6 Sheets - Adshel & Metropanels; Transport & Travel - stand out Mega Squares on Dublin Bus and City Impacts on Bus Eireann sides in other main cities; Luas Columns on red and green lines.
37 Planes, Trains and Automobiles... A wrapped colour train; a Luas tram domination; an Aircoach Megaside and Super Rear; a Dublin Bus Mega Square. These were among the myriad of transport and roadside formats used by Emirates Airlines to promote the launch of their Dublin-Dubai route.
38 In A Galaxy Not Too Far Away Samsung took over the entrance and tunnel at Connolly Station for the launch of the Galaxy Note II.
39 Laya Healthcare launched on Outdoor and took over key stations - Pearse, Heuston and Kent Station Cork.
SPECIAL BUILD INTERACTIVE DIGITAL AMBIENT ILLUMINATION DOMINATION EXPERIENTIAL
If you build it they will come! Who s your Daddy? In the build-up to Father s Day, The National Lottery promoted it s upcoming Millionaire Raffle as the perfect present. DDFH&B came up with this cool interactive Adshel campaign. On the parallel panels several (easy to remove) stickers were put up of pieces of clothing. Passers-by were then encouraged to dressup dad". EXPERIENTIAL 41
Red Bull Cliff Diving comes to Inis Mór To promote the next stage of the world series event, special 3D effect floor mats were brought to Centra stores nationwide. The roadshow was organised by Richmond Marketing, Clear Blue Water and PML. The breathtaking dives involve daring spins and somersaults from a height of 27 metres. The divers hit the water after just three seconds at a speed of 85kph. 42
Ladbrokes Lucky Pants dispense some cheer To drive traffic to its Facebook page, Ladbrokes installed special Lucky Pants dispensing units in two bus shelters at Charlotte Way and Dorset Street, Dublin. The creative features former Republic of Ireland striker Tony Cascarino in all his y-fronted glory and passers-by could push a button and get their very own pair of Ladbrokes lucky pants. Kelkin Dispenses some Cheer Two dispensing 6 sheet units, one in Ballincollig Shopping Centre and one in Cornelscourt Shopping Centre promoted the breakfast bar. The campaign proved to be a huge success with just over 19,000 bars being dispensed. 43
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.
Client Campaign Format Media Agency Creative Agency Specialist SPECIAL BUILD 4 Paramount Films The Dictator Golden Square The Media Bureau Created internationally PML 4 Kerry Group Denny Deli Style Ham Golden Square Vizeum DDFH&B Source out of home 5 Mars Ireland M&M s 6 Sheet MediaVest Irish International PML Group 6 Adidas Adidas Predator 6 Sheet Carat Name Studio PML 6 BMW BMW 3 Series 48 Sheet Carat Chemistry PML 7 National Lottery 25th Anniversary 48 Sheet Starcom DDFH&B Source out of home 8 Mondelez Cadbury Dairy Milk 6 Sheet PHD Publicis PML 8 Ladbrokes Lucky Pants Golden Square Starcom Rothco Source out of home 8 Paramount Films Madagascar 3 Luas Column (Wrapped) The Media Bureau Created internationally PML 9 Mondelez Cadbury Chocolate Purchase Point PHD Publicis PML 9 Bulmers Bulmers decider 48 Sheet Vizeum Havas PML 9 PepsiCo Pepsi Max 48 Sheet ZenithOptimedia Irish International PML 9 Diageo Some are Made of More 48 Sheet Carat AMV BBDO Source out of home 10 Johnson & Johnson Help shift the Phlegm Luas Column (Special Build) Vizeum JWT London Source out of home INTERACTIVE 12 Mondelez Cadbury Chocolate 6 Sheet PHD Publicis PML 13 Electric Ireland Power Kindness Week Golden Square MediaVest Irish International PML 14 Nestlé Nestlé Kit Kat Chunky 6 Sheet MindShare DDFH&B Source out of home 15 Microsoft Office 365 Luas Tram Domination UM McCann Dublin PML 16 Mars Ireland M&M's 6 Sheet MediaVest Irish International PML Group DIGITAL 18 Mondelez Cadbury Dairy Milk dpod PHD Publicis PML 19 Licensed Vintners Association Dublin Does Fridays Transvision Carat Cawley Nea/TBWA and PML Cybercom 19 Nokia Nokia Lumia Digital Escalator Panel Carat DDFH&B PML
Client Campaign Format Media Agency Creative Agency Specialist AMBIENT 21 Disney Pictures A Few Best Men Eco Cabs OMD Created internationally Source out of home 22 Bank of Ireland Heineken Cup Final Twickenham Mobile Carat Irish International PML 22 Britvic Juicy Drench Ambient Special Mindshare Mixtape Marketing PML 23 Arnotts The Shoe Garden Actors Initiative Dragon / Initiative PML 24 Mondelez Kraft Belvita Ambient Special PHD DDFH&B PML 25 Telefonica 48 Logo Stamps MediaVest Brando PML 25 Lidl Sligo Store opening Smart Cars Mediaworks Lidl Source out of home 25 National Lottery Mother's Day Promobikes Starcom DDFH&B Source out of home ILLUMINATION 27 Diageo Budweiser Golden Square Carat Anomaly Source out of home 28 Northern Ireland Tourist Board Be part of NI 2012 Backlit AV Browne AV Browne PML NI 28 BT BT Infinity Broadband 96 Sheet Maxus AV Browne PML NI 29 Diageo Guinness Draught Golden Square Carat AMV BBDO Source out of home 29 Nestlé Nescafé Gold Blend 48 Sheet Mindshare Publicis Source out of home DOMINATION 31 UPC On Demand Luas Tram Wrap Carat Irish International PML 32 Kerry Group Dairygold 144 Sheet Vizeum McCann Dublin Source out of home 33 Brown Thomas MAC - Rocks Colour! Station Domination Carat Cody/Delahunty PML 34 Microsoft Office 365 Luas Tram Domination UM McCann Dublin PML 35 Microsoft Office 365 Luas Tram Domination UM McCann Dublin PML 36 7Up Up for Christmas Station Domination ZenithOptimedia Irish International PML 37 Moy Park Irish Chicken Airport Lyle Bailie Lyle Bailie PML NI 38 Northern Ireland Tourist Board Be part of ni 2012 Luas Wrap AV Browne AV Browne PML NI 39 Liberty Insurance Hello Ireland Various Mediaworks Rothco Source out of home 40 Emirates Fly Emirates Keep Discovering Dart Wrap MediaVest Studio AM PML 41 Samsung Galaxy Note 2 Connolly Special Starcom Cheil Source out of home 42 Laya Healthcare 3 months free Pearse Domination Carat H+A Connect PML EXPERIENTIAL 44 National Lottery Father's Day 6 Sheet Starcom DDFH&B Source out of home 45 Richmond Marketing Red Bull Cliff Diving Ambient Clear Blue Water Richmond Marketing PML 46 Kelkin Kelkin Oat & Honey Granola Bar Purchase Point Javelin Javelin PML 46 Ladbrokes Lucky Pants 6 Sheet Starcom Rothco Source out of home
CREATIVE UNIQUE DIFFERENT First Floor Harmony Court Harmony Row Dublin 2 +353 1 668 2900 info@pmlgroup.ie