Online insurance brand its4women.ie and its agency BConnected Media have teamed up with Adbarrier to launch the first Out Of Home (OOH) in-carpark display targeting female motorists in Ireland.
The €300,000 campaign will run in car parks across Dublin, Limerick, Kildare, Wexford, Kilkenny, Sligo, Galway, Westmeath and Cork until the end of 2019.
The ‘Its4Women’ brand, which provides car, travel and home insurance, has been operating in the insurance market in Ireland for the last ten years. It is one of MCL InsureTech’s flagship brands and has played a key role in its handling of over €80m of online car insurance policies and securing approximately 5% of the Irish market.
According to Stephen Lamb, Director of BConnected Media, MCL InsureTech’s media agency: “We were looking for a unique and innovative Out Of Home advertising solution and Adbarrier provides exactly that. With the backing of almost 150 car parks nationwide and the support of the main car park operators Adbarrier has a reach of over 2m people per month in Ireland. It offers us a direct route to our target audience of female drivers.”
Darren Kelly, Founder, Adbarrier Out Of Home, outlines the concept: “We are a new innovative Irish start up business and the medium is a fresh look for the Out Of Home (OOH) industry. Adbarrier Ireland is a dynamic patent pending, data-driven alternative to existing Out Of Home options that offers complete measurability as a cornerstone of its competitive offering. With the first datasets on its use due to be released in Q2, the Adbarrier team see the unique data points it provides as its major selling point.”
He adds: “Adbarrier Out Of Home is a high impact and uniquely measurable medium. With the majority of the participating carparks based in shopping centres or near major shopping centres, busy shopping strips, busy suburban car parks, brands have the ability to influence and re-enforce their message that targets a much sought-after sector of consumers both before and after making purchase. For both media buying agencies and brands it offers a quality mix across channels and for certain brands will be a key part of their campaigns.”