DEL bluetooth campaign DEL strengthen campaign with Bluetooth interactivity
Stena Line bigger & better Featuring on Northern Ireland’s first HD 96 Sheet BT extend backlit coverage BT snapped up new backlit panels PML Group Innovation Showcase
The best innovative campaigns from PML in 2012
Around the World The world is becoming
The Christmas jumpers are back in the wardrobe for another year and the holidays seem like a distant memory.
2012 was undoubtedly a difficult year for the media industry. In spite of the challenges, including the Government budget freeze at the beginning of 2012, the performance of the out of home advertising sector in Northern Ireland remained relatively steadfast. PML Group analysis of the sector reports that the overall performance for the year was on a level with 2011, held up by a particularly strong first half. The sector saw a 17% uplift in the level of activity from the tourism & travel category and a 14% increase in the level of activity by financial advertisers. In contrast, analysis of the drinks categories suggests a 24% reduction in the value of alcohol display in out of home, and a 10% contraction in soft drinks activity for 2012 compared to 2011.
For 2013, there are plans to develop further high quality large format Backlit and HD displays at key locations in Belfast. Work will be done to expand media opportunities available within the NI train network. In terms of Point of Purchase targeting, CBS Outdoor plan to further expand the range of formats available within Tesco stores. These are welcomed steps forward by the industry in terms of investment to improve the overall strength and quality of out of home media offering in Northern Ireland.
As it is the 25th anniversary of the opening of the PML NI division. We look forward to both celebrating and building upon our strengths as we continue to work closely with our clients throughout this year and beyond.
Best wishes, health and prosperity for 2013. From everyone at PML Group.
Hello 2013
The Department for Employment and Learning ran an interactive out of home media campaign in cycle 2.
The province-wide multi-format campaign consisted of 2 creatives on 48 Sheets and Adshel to target both employers and employees in promoting foundation degrees at local colleges. JNOR anticipates the campaign, carefully planned by PML NI, achieved a remarkable 65.1% coverage and 17.2 frequency among All Adults aged 18+. To further engage with the target audience at key locations, the campaign features 5 Adshel panels enabled with Bluetooth technology. These panels broadcast the campaign message to commuters waiting at the bus stops and passing pedestrians with Bluetooth activated devices, who choose to accept to download the message.
Out of home media continues to prove flexible, engaging and innovative. A growing number of brand are utilising technology such as Bluetooth, QR codes, NFC and AR to bring their campaigns to life, and achieve outstanding recall through enhanced direct engagement with target audiences.
Getting the New Year off to a great start, leading ferry operator Stena Line returns to out of home media, promoting their ships as the best ferry experience on the Irish Sea and their January sale.
Fitting the ‘Bigger & Better’ tagline of the first of two creatives, the campaign employs the newly constructed HD 96 Sheet on Great George’s Street, Belfast; the first of its size in Northern Ireland.
HD displays involve printing onto a single lightweight vinyl that is pulled taught around a specially designed frame attached to the hoarding, ensuring a better clarity and crispness to the creative on display, as well as reducing the likelihood of display issues, even during poor weather conditions, that can occur with traditional ‘paper and paste’ panels.
The HD 96 Sheet’s location on Great George’s Street (Belfast) is ideal for showing off this impressive, ‘statement’ out of home media format to the campaign’s wide remit of target audiences from across the province, as well as Greater Belfast. Based on DRD 2009 traffic data, it is estimated over 14 million vehicles will pass Northern Ireland’s first HD 96 Sheet every year.
A truly ‘Bigger & Better’ campaign!
Media Agency: Ardmore Advertising. ooh Specialist: PML NI
Bigger & Better - NI’s first HD 96 Sheet
A strong out of home advertiser during 2012, BT has this month snapped up two newly constructed backlit opportunities.
January begins the year long celebrations for the Derry UK City of Culture initiative. BT showed its support by displaying a ‘Celebrate’ message on the backlit 48 Sheet at Queen’s Quay, Derry. BT is the first advertiser to feature on this newly constructed panel.
Building on the strength of their fantastic 2012 campaign for the BT Infinity broadband product, BT has seized the opportunity to be the first advertiser on the new backlit 96 Sheet on Grosvenor Road, at the junction of Durham Street in Belfast City Centre. This is a terrific new panel that catches a huge volume of traffic travelling into the City Centre from M1, Westlink and West of the City. Furthermore, upcoming traffic flow developments to turn the Grosvenor Road into a one way carriageway into the City Centre, means this site will only grow the number of people it reaches.
Aer Lingus campaign takes off this month
A terrific heavyweight campaign across Greater Belfast by Irish airliner Aer Lingus, takes off this month using a combination of Adshel, T-Sides, Backlit T-Sides and the stand-out Sydenham By-Pass Cluster site to promote their great value London route, now flying from the George Best Belfast City Airport.
Backlit T-Sides were added to the Transit out of home media repertoire in late 2011 and has proved to be an excellent format for brands looking to emphasise their key message to consumers. The displays provide the same excellent creative canvas, coverage and frequency for which standard T-Sides have long been praised; the addition of internal back lighting makes the campaign message unmissable to consumers and road users on dark winter mornings and evenings.
The Sydenham By-Pass Cluster is a unique site comprising of seven continuous 48 Sheets and one additional 48 Sheet, situated less than 1km from George Best Belfast City Airport. Clearly visible to all four lanes of traffic on the Sydenham By-Pass, the site is passed by 21.3 million vehicles every month heading for the airport, Belfast, North Down and the motorways (Source: DRD, 2009). The coverage and frequency of the campaign is supported by Adshel, delivering the message to commuters, pedestrians and road users across the Greater Belfast area.
A strong multi-format campaign from Aer Lingus, media agency Clear Blue Water and out of home specialist PML NI, that will deliver the core message to the target audiences during January; the key time for booking summer holidays and Valentines breaks.
Flashback
118 118
Directory assistance service 118 118, employed a province-wide 48 sheet campaign in cycle 1 to support the company’s rebrand. Keeping the famous men with moustaches, the rebrand focuses instead on 118 118’s strength in bringing businesses and people together. Adopting a variety of designs to reflect the variety of businesses and services that work with 118 118, the campaign’s creative sense of humour certainly makes it memorable! Media Agency: ZenithOptimedia ooh Specialist: PML NI
Christmas 2002 had just ended and advertising for Creme Eggs was already on display, as this 96 Sheet from January 2003 shows! Easter is closer than you think – just 5 cycles away!
PML Group 2012 Innovation Showcase
Out of home media continues to develop, embracing new technologies and proving to be both flexible and innovative in providing brands the best medium to directly, and memorably, engage with the target audience of any campaign.
PML Group has compiled a selection of innovative and impactful out of home media campaigns from over the last year. Below is a glimpse of just some of the exciting campaigns featured in the PML Group Innovation Showcase, now available on www.pml-ni. com. We have thoroughly enjoyed working with our clients on these exemplar campaigns and look forward to continuing our work in 2013.
Special build
Johnson & Johnson brand Benylin, used ooh to ‘‘Help shift the Phlegm’’. Featuring what we can only describe as a ‘distinctive’ character, the campaign employed T-Sides, retail 6 Sheets (Malls and PurchasePoints) and digital signage at the Dundrum Centre and Pavilions Swords (dPods), as well as LCD Screens at The Square, Tallaght. A special build, 3D 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! Interaction
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.
GSK ran running a campaign North and South to promote its cash competition. Adshel units incorporated digital screens and billboards featured scrolling tickertape messages. The campaign utilised mid-cycle posting and also made great use of daypart messages on 15 dooh formats such as dPods, Transvisions and C-Store Screens.
Ambient
To promote the next stage of the Red Bull Cliff Diving world series event in Inis Mór, special 3D effect floor graphics were brought to Centra stores across ROI. The roadshow was organised by Richmond Marketing, Clear Blue Water and PML Group.
Interaction
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 and transport panels (interior and exterior) every two weeks. For further Posterwatch information, please contact Mark Fleming on 028 90 333 714 or email and mark@pml-ni.com.
Posterwatch Report NI
December 2012 (Cycles 25 – 26)
TOP Products
TOP Categories
1 Coca Cola £ 290k 2 KFC £ 191k 3 Tesco £ 166k 4 Danske Bank £ 130k 5 Guinness £ 107k 6 Safe Food £ 92k 7 Lunns Jewellers £ 82k 8 DOE - Road Safety £ 82k 9 Carlsberg Lager £ 82k10 Spar £ 81k
11 Mc Donald’s £ 64k 12 Peugeot 208 Active £ 64k 13 BT Consumer - Broadband £ 64k 14 Northern Ireland Tourist Board £ 58k
15 USPCA £ 49k
1 Retail Outlets £ 927k 2 Political & Advisory £ 401k 3 Soft Drinks £ 327k
4 QSRs £ 299k
5 Tourism & Travel £ 264k 6 Beers & Orders £ 199k
7 Finance £ 205k
8 Motor Trade £ 176k
9 Telecoms £ 172k
10 Entertainment £ 162k
11 Films £ 72k
12 Leisure & Sport £ 68k
13 Food £ 61k
14 Media £ 51k
15 Hot Drinks £ 46k
£k £100k £200k £300k £400k £500k £600k £700k £800k £900k Retail Outlets
Political & Advisory Soft Drinks QSRs Tourism & Travel Beers & Ciders Finance Motor Trade Telecoms Entertainment Films Leisure & Sport Food Media Hot Drinks
Small Format Larger Format Ambient Transport
£k £50k £100k £150k £200k £250k Coca Cola KFC Tesco Danske Bank Guinness Safe Food Lunns Jewellers DOE - Road Safety Carlsberg Lager Spar McDonald's Peugeot 208 Active BT Consumer - Broadband Northern Ireland Tourist Board USPCA
Kit-Kat: No WiFi Zone
“The world is becoming one big WiFi zone. It’s available in bars, restaurants, trains, airports, supermarkets.. There’s even WiFi on Mount Everest. Result? People are constantly online. Time for a break. So we created a Free No-WiFi Zone. In a radius of 5 meters, we blocked all signals so people could escape e-mails, updates, tags or likes. Instead, they could enjoy a good old newspaper or a hardcover book. Some even had a real conversation. Whilst eating a Kit Kat of course.”
Advertising Agency:
JWT Amsterdam, the Netherlands Creative Director:
Bas Korsten
The Transport Accident Commission: #Homesafely campaign
“The #Homesafely campaign for The Transport Accident Commission (TAC) by Naked Communications Melbourne allows the public to send personalized road safety messages to their loved ones via outdoor billboards and radio ads. Users visit the #Homesafely website (www.homesafely.com.au), write or record their message, then select when and where their message should be displayed to coincide with the recipient’s commute. Messages are also published to Twitter with the hashtag #Homesafely.”
Advertising Agency: Creative Director:
Naked Communications Melbourne Sesh Moodley
Around The World:
Taking a look at new innovations from abroad
Kiss FM: International Radio Festival “Listen to Kiss FM from Melbourne Australia
at the International Radio Festival in Zurich. Ambient created by TBWA, Zurich.”
Advertising Agency: TBWA Zurich
Allen Solly: Twitter billboard sampling “The twitter powered billboard from India
was created to launch a new clothing collection at Allen Solly. The billboard houses about 60 shirts, each rigged with a solenoid and the new collection graphic behind it, and with every tweet, a random solenoid would inch forward, helping to punch the shirts from the billboard, revealing the new collection andrewarding the tweeter who knocked it off the wall with a sample.”
Around The World:
Taking a look at new innovations from abroad
Sainsbury’s: Will the lights work? “Sainsbury’s brought to life the ‘Will the
lights work’ Christmas moment with 6-sheet and 48-sheet posters that light up, and interactive 6-sheets that invite passers-by to flick the switch and see if the fairy lights twinkle. The special builds, part of the ‘Christmas Days at Sainsbury’s’ campaign, ran in London, Edinburgh, Glasgow, Manchester, Leeds and Birmingham and was created by Posterscope, PHD and JCDecaux.”
Allen Solly: twitter billboard sampling “The end of the world is near. If you have
not prepared so far, this might be your last chance to save yourself, with this brand new getaway car. On Tuesday December 18th 2012 SEAT placed the brand new SEAT Leon FR in an emergency survival box, at the Winterthur main station. This car is full of innovations and protects it’s driver both actively and passively to meet highest driving safety standards.” Advertising Agency:
Saatchi & Saatchi, Zürich, Switzerland Creative Director:
Jürg Aemmer
Lighting Warehouse:
When your product is part of the media. “Lighting Warehouse in the #1 light chain store in Israel, that known for selling decorative house lamps and bulbs. We attached stickers to real bus stations and placed them over a burnt light bulb.” Advertising Agency:
ACW Grey, Israel Creative Director: Moti Rubinstein
Back Catalogue:
Click here to view previous issues!Your Guide To All That’s On!
Competition!
To celebrate the New Year, we are giving away a lovely bottle of Moet & Chandon champagne! Please note all entries must be received by Monday 11th February at 4pm!
For the chance to win this month’s competition, please answer the following question correctly:
PML NI celebrates a special birthday in 2013. How long have we operated in Northern Ireland?
A) 25 years B) 30 years C) 50 years
Please email answers to kathryn@pml-ni.com by Monday 11th February!
Congratulations to last month’s winner Don Brennan @ BT; two tickets to Bon Jovi are on their way to you!
January
8th - 27th 50 Shades of Red, White and Blue. MAC
28-9th Feb Starlight Express. Millennium Forum
30th Donny and Marie Live. Odyssey Arena
30th - 2nd Feb
The Nutcracker. GOH
31st- 2nd Feb
David Meade. MAC
February
1st - 2nd Maire, a woman of Derry. Millennium Forum
2nd Six Nations Rugby Wales v Ireland. Millennium Stadium
4th - 9th The Rat Pack - Live from Las Vegas.GOH
8th - 10th Adelaide Motorcycle Festival.Kings Hall
9th - 16th Chinese Culture week.Various Derry
10th Jimmy Carr.Millennium Forum
10th Six Nations Rugby Ireland v England.Aviva Stadium
11th - 12th Freedom of the City.Millennium Forum
12th Ronan Keating.Waterfront Hall
20th Example.Odyssey Arena
21st The Killers. Odyssey Arena
24th Six Nations Rugby Ireland v Scotland.Murrayfield
24th Little Mix.Waterfront Hall
26th - 2nd Mar
Give My Head Peace. GOH 27th - 28th X Factor Live Tour.Odyssey Arena
March
1st - 2nd Tommy Tiernan. Ebrington Pavilion, Derry
1st -9th City of Derry Drama Festival. Waterside Theatre
4th - 6th The Script. Odyssey Arena
14th-24th Six Nations Rugby Ireland v France. Aviva Stadium
7th - 11th One Direction. Odyssey Arena
13th - 14th Girls Aloud.Odyssey Arena
13th - 17th Translations.Millennium Forum
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