McLean Bookmakers on
to a winner!
A first for local business, to promote launch of brand new betting app.
Page 2
Red Bull new flavours
take wing
Three new exciting flavours launched using ooh media.
Page 3
Moy Park tees up tasty
campaign
Top poultry brand adopts tasty new creative for latest ooh campaign
Page 5
Making the right
consumer connection
Sonia Totten from JCDecaux discusses fantastic rail opportunities.
A.McLean Bookmakers are certainly on to a winner with a carefully executed out of home media campaign in cycle 7, a first for the local business, to promote the launch of their brand new betting app for smartphone users.
Harnessing the unparalleled brand building power of out of home media, the local bookmaker tasked PML to pinpoint the males aged 18-34 target market, who recommended a combination of Adshel 6 sheets and washroom posters. Laura Blair, Account Executive at PML, explains the rationale for the format selection; “Adshel is extremely effective in reaching younger audiences, such as males aged 18-34, of which over 45,000 travel by bus each week and are 27% more likely to notice bus stop advertising according to TGI NI 2012. The roadside positioning means the message of the campaign is delivered to pedestrians and motorists, not just bus users.”
JNOR analysis of the campaign concluded the Adshel element alone achieved coverage of 56% of males aged 18-34 across Northern Ireland, delivering the campaign message to them an average of 12 times per person. With minimum average bus waiting times approximately 10 mins in NI, the A.McLean Bookmaker campaign took full advantage of this dwell time to engage with the target market, by enabling people to download the app via a QR code featured on the Adshel 6 sheet posters. According to the latest OFCOM report, 34% of adults in Northern Ireland now own a smartphone; an increase of 62% since 2011.
Washroom posters played a key role in the campaign, carefully located in sports bars across the province. Laura continues, “Out of home media in the right place, at the right time, is always the aim. Washroom posters enabled A.McLeans Bookmakers to reach male 18-34 sports fans, at the place and time they were watching the football match, or horse racing, rugby etc. Taking advantage of the male camaraderie in such social situations, word of mouth for the app with this ooh media format was inevitable, resulting in increased uptake.”
New Red Bull flavours take wing
Three exciting new flavours from energy drinks brand Red Bull have taken wing following a large multi-format ooh campaign, both in the North and South of Ireland.
As reported by Brand Republic last year, rapid growth in the energy drinks market is “buoyed by innovation” and has become the third largest category within the UK soft drinks market. The launch of the three Red Bull ‘Editions’, Cranberry, Blueberry and Lime, takes advantage of the opportunity for yet further growth by the world’s leading energy drinks brand.
Clear Blue Water, media agency for Red Bull in Ireland, appreciate out of home media as the ideal advertising medium for keeping a brand at the forefront of the consumer’s mind; reaching them at various points throughout their daily routine and most importantly, reaching the consumer in the last mile to purchase and at the point of sale – the best advertising medium for targeting busy people on the move, in need of an energising refreshment!
Employing a multi-format campaign across Belfast and Derry/ Londonderry consisting of 96 Sheets, 96 Sheet Golden Squares, 48 Sheets, Super Rears, 6 Sheets including both roadside and point-of-sale panels, enabled Red Bull to rapidly gain outstanding coverage and frequency for the new products. JNOR analysis of the cycle 8 campaign reported total NI coverage of 60.5% among the principle target market, Adults 15-34. Average frequency with which the campaign was seen by the target market in Greater Belfast was 29 times; firmly establishing the three new Red Bull flavours in the target market’s mind.
Volume 4 / Issue 4 / April 2013 3
ooh + NPD deliver for Domino’s Pizza
Point of purchase push for Low Low
Announcing very strong Q1 2013 performance in sales, in both the UK and Ireland (up 6.6% and 8.2% respectively), Domino’s Pizza has credited new product development supported by increasing marketing spend as the recipe to success.
Most recently, and closer to home, Domino’s Pizza utilised a NI-wide cycle 8 Kiosk campaign with Arena Media and PML, to penetrate urban areas to promote their newest product development, the Hot-Dog Stuffed Crust. The creative prominently featured the Domino’s web address. A key area for the brand, sales taken through all online platforms in the UK are up 38.4% to £82.4m in Q1 2013. The creative also featured tasty product imagery. The visual power of ooh media makes it an obvious choice for food brands, tapping into consumers’ impulse to purchase.
In a province-wide campaign through media agency Vizeum, Low Low used Purchase Points to target main shoppers entering the major supermarkets in key towns to drive awareness of the brand.
This superb format now boasts larger creative space, new fascias and distribution has been redeveloped to give the best ever coverage of the Tesco NI store network; the province’s leading supermarket.
Opting for the ‘Power Pack’ approach, Low Low targeted the top 20 Tesco NI stores with the new Trolley Handles, enabling the brand to stay with the consumer throughout the duration of their shop, and at that exact point the consumer decides to become a customer.
With consumers typically spending 45mins to complete their shopping (TGI Northern Ireland 2012), the Trolley Handle format enjoys an outstanding dwell time; empowering Low Low to engage with the 39% of shoppers who switch brands in store from their intended purchase according to POPAI UK & Ireland (2012).
Moy Park tees up tasty campaign ahead of Irish Open
Northern Ireland’s leading food company, Moy Park, has teed up a tasty new creative for its latest out of home media campaign, ahead of the top poultry brand’s sponsorship of the 2013 Irish Open.
Speaking to the Ulster Grocer this month, Andrew Nethercott, Director of Brand Marketing at Moy Park explained that sponsoring the 2013 Irish Open provides an excellent opportunity to showcase both Moy Park and Northern Ireland’s fantastic produce. Creative and media agency for the brand, AV Browne, have intelligently reflected this in the new creatives developed for the latest Moy Park out of home media campaign.
Utilising the outstanding canvas that is large format out of home media, the multi-format cycle 7 and cycle 9 campaign featured tempting images of roast Moy Park chicken against the backdrop of green hills under the tagline “the home of Irish chicken”; appealing to proud, local taste buds! The illumination of the backlit 48 sheet and 96 sheet added a fitting warmth to the creative.
Roadside and point of purchase 6 Sheets were employed during both cycles to reach consumers on the move, en route to supermarkets and convenience shops. Two creatives were used: one promoting the on-pack competition for a luxury sun, sea and golf break to Dubai; driving consumers to pick up packs in-store. The other design echoed the large format creative by also featuring roast Moy Park chicken with vibrant vegetables cleverly arranged to mimic a golfing fairway under the tongue-in-cheek tagline “Birdie”.
A wonderful creative approach and mix of out of home media formats to keep Moy Park at the forefront of local shoppers’ minds.
Volume 4 / Issue 4 / April 2013 5
ooh I like...Boost
Current Campaigns
A perfect use of large format which only ooh can deliver. Great images and simple punchy, amusing taglines with a sense of ‘retro’. The 144 sheet is a great example of how the design of the poster is matched to the huge size of the format. With three equally humorous designs on 6 sheets, 48 sheets, and one on a 144 sheet, Boost Drinks Ltd is a new advertiser on these formats in Northern Ireland.
MARK FLEMING
NI Rail: Making the right consumer connections
This month we get down to brass tacks on Rail 6 Sheets with Sonia Totten, Senior Sales Executive for JCDecaux in Northern Ireland.
The rail audience in Northern Ireland is connected, highly mobile and increasing in numbers year-on-year. 11.2 million passenger journeys were made on NI Railways in 2012, a 5% increase on 2011.
Since 2011, JCDecaux has managed the contract for advertising at rail stations in Northern Ireland. This was a great addition to our large format portfolio across the province, but is an addition that fits perfectly into the wider global portfolio for JCDecaux. We have transport media in 30 countries worldwide. Transport hubs provide important consumer connections and railway stations are no exception.
167,000 consumer connections were made with NI Railways media in the past week. Rail passengers are at a point of high dwell time and are in a positive mindset when travelling. They readily look for information and are willing and open to consume and engage with messages. Not only that, rail passengers have ‘down time’ on their commute, which allows them to remain connected online via increased smartphone ownership.
• One in five NI Railways commuters couldn’t live without the internet on their mobile phone
Research from JCDecaux UK shows that 61% of commuters are influenced to buy something within a rail station and of these 27% are specifically influenced by the advertising in the station. 49% of adults make a purchase within a rail station at least once a week – including hot drinks, savoury snacks, food on the go, cold drinks and confectionary.
Volume 4 / Issue 4 / April 2013 7
NI Rail: Making the right consumer connections
• 29% of adults in Northern Ireland say they often buy on impulse but the NI Railways commuter is 38% more likely than the average to agree with this
Our Rail 6 sheet panels are located in the busiest rail hubs in Belfast – Great Victoria Street and Central Station. In Greater Belfast, they deliver over 1 million audience contacts every. These are connected consumer contacts. Great Victoria Street station is a short walk to some of Belfast’s best shopping and entertainment venues – 3.8 million rail and bus commuters visit the station in a year. Central Station sees 1.9 million commuters per year, including those travelling on the Enterprise service to and from Dublin. 28,000 adults from the Republic have taken the train to Belfast in the past month.
Our Rail 6 sheets are eye-catching, backlit and scrolling panels. They are placed at key focal locations in rail stations for maximum visibility. Make the right consumer connections by simply adding them to your media schedule.
A picture speaks a thousand words. Both Ford (for Fiesta) and Volkswagen (for Golf) seemed to have adopted this approach to their large format campaigns in 2005!
Flashback
Sources: ROI TGI 2012, NI TGI 2012, Department for Regional Development provisional 2012 rail passenger journeys, JCDecaux UK Connected Commuter Research
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.
TOP Products
TOP Categories
1 Diet Coke £ 141k
2 KFC £ 128K
3 Northern Ireland Tourist Board £ 111k 4 AXA Insurance £ 93k 5 BT Consumer - Infinity £ 87k
6 Spar £ 81k
7 Aer Lingus £ 79k 8 Volvo V40 £ 77k 9 Danske Bank - App £ 72k 10 Santander - Current Account £ 67k 11 Mc Donald’s £ 57k 12 First Trust Bank - Mortgages £ 54k 13 Virgin Media - Broadband £ 51k 14 Post Office - Mortgages £ 50k 15 Historical Institution Abuse Inquiry £ 47k
1 Finance £ 586k 2 Tourism & Travel £ 542k 3 Retail Outlets £ 476k 4 Political & Advisory £ 396k 5 Motor Trade £ 360k 6 Telecoms £ 264k 7 QSR’s £ 235k 8 Soft Drinks £ 198k 9 Entertainment £ 165k 10 Fuel £ 114k 11 Films £ 92k 12 Food £ 82k
13 Beers & Ciders £ 80k 14 Leisure & Sport £ 77k 15 Wines & Spirits £ 68k
March 2013 (Cycle 5-7)
£0 £20,000 £40,000 £60,000 £80,000 £100,000 £120,000 £140,000 £160,000
SMALL FORMAT LARGE FORMAT AMBIENT TRANSPORT
£0 £100,000 £200,000 £300,000 £400,000 £500,000 £600,000
Small Format Large Format Ambient Transport
Volume 4 / Issue 4 / April 2013 9
Around The World:
Taking a look at new innovations from abroad
Dove: Hiding girl
McCann Erickson Israel is covering up a girl’s body to highlight the social problem Dove is trying to tackle
Advertising Agency: McCann Erickson Israel
Metservice: Real Time Weather Browser
A billboard that shows the weather accurately is a creation of Y&R Auckland
Advertising Agency: Y&R New Zealand
McDonald’s: McCuckoo clock
How do you remind people to enjoy a freshly made McDonald’s Breakfast before work? McDonald’s used a device that is something intrusive, something familiar, something McDonald’s in the busiest transit location in Taipei – The Taipei Main Station. Every morning from 4:00am to 10:30am, McDonald’s announces the time with a Hot McMuffin Cuckoo clock. Watch the video here.
Advertising Agency: Leo Burnett Taiwan Creative Director: Jin Yang
Wilkinson: Smooth Valentine’s Day
A poster of a stubbled face was placed in the centre of a busy square, when passers-by took one of the hairs they found it was a rose. Watch the video here.
Back Catalogue:
Click here to view previous issues!
This month’s competition is for x2 tickets to Tennent’s Vital 2013! Please note all entries must be received by mid-cycle 11, Friday 24th May at 4pm!
For the chance to win this month’s competition, please complete the following simple steps:
Please note – this competition is open to Over 18s only, and is not endorsed by any third party
Entering by Facebook
1. Go to facebook.com/pmlgroupni 2. Like our page
3. Like and share the competition image below Entering by Twitter
1. Go to twitter.com 2. Follow us @pmlgroupni
3. Retweet the competition image below
Congratulations to last month’s winner Mark Irwin at Ardmore Advertising; a lovely bottle of champagne is on its way to you!
May
2nd-6th City of Derry Jazz & Big Band Festival. Various Derry
4th Russell Kane. Ulster Hall
4th Grand Vintage Ball. Ebrington Pavilion
5th Liam Ball Triathlon. Derry
6th Belfast City Marathon. Belfast
10th Eric Clapton. Odyssey Arena
10th - 12th Battle of the Atlantic Commemoration. Ebrington / All Saints
Clooney
14th Loudon Wainwright III. Millennium Forum
14th Meatloaf. Odyssey Arena
12th - 18th International NW200. Portstewart, Portrush and Coleraine
15th - 19th James and the Giant Peach. GOH
21st Alicia Keys. Odyssey Arena
25th Eddie Izzard. Odyssey Arena
24th - 26th BBC Radio 1 Big Weekend. Ebrington Pavilion, Derry
June
4th - 15th Hairspray. GOH
7th - 9th The Return of Colmcille. Various Derry
9th Columbia Canticles. St. Columb’s Cathedral
12th - 15th We will rock you. Odyssey Arena
15th Phil Coulter & Friends live with the Ulster Orchestra. Ebrington
Square, Derry
17th - 22nd 9 to 5 The Musical. GOH
24th Brodsky Quartet. Drapers Hall, Derry
26th Blondie. Waterfront Hall
26th - 27th Rod Stewart. Odyssey Arena
26th - 30th Celtronic - The City as a Dancefloor. Various Derry
July
6th 68th All Ireland Pipe Band Championship. St. Columb’s Park, Derry
19th - 21st Glasgowbury. Sperrin Mountains
August
1st - 10th World Police and Fire Games. Various Venues
Engage ROI
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Volume 4 / Issue 4 / April 2013 11
