James Byrne, marketing manager PML Group with this week’s Out Look on Out of Home.
Making an IMPACT
In May, PML Group’s IMPACT research programme measured the effectiveness of 120 OOH advertising campaigns across cycles 9, 10 and 11. Key metrics investigated by IMAPCT include campaign recall, design rating, message understanding, relevance, and response.
Among the top performing campaigns for the month across the various metrics were JUST EAT, featuring new brand ambassador Katy Perry, the Kit-Kat Bites variant, Chef’s BBQ campaign with Paul McGrath and Guinness 0.0.
When it comes to recall, McDonald’s are a consistently strong OOH performer and in May their Wraps campaign was the highest recalled by the sample of 300 Dublin adults. It came out just ahead of Carlsberg in second place and JUST EAT in third.
Creative is a hugely important driver of effectiveness on OOH. Over the decades of conducting our IMPACT research, we have found that ads featuring people or famous faces are relatable for consumers and they will notice them and like them. In May, the top scoring creative ratings were for Smirnoff, Chef and Kellogg’s Cúl Camps, all featuring people in some context.
Appetite appeal was certainly to the fore when it came to call to action with the three ads most likely to be acted upon all food based – namely Philadelphia, Kit-Kat Bites and JUST EAT. Attractive product shots at point of sale are highly effective in driving immediate response.
Out of Home ads live or die by their ability to be absorbed quickly and to get the central message across clearly. In a nutshell, they need to be easy to understand. Brands that did that best in May, according to the IMPACT research, were Guinness 0.0, Kit-Kat Bites and SuperValu.
For the sample in May, the three most relevant campaigns for them were JUST EAT, Kit-Kat Bites and Centra’s Choices campaign.
IMPACT is a PML Group service, measuring post-campaign effectiveness of OOH campaigns. Research is conducted independently by Ipsos. IMPACT was first initiated in 1996 and to date has researched more than 22,000 OOH ad campaigns.
Nurofen delivers Long Lasting Advertising
When devising the ‘long lasting’ OOH campaign for the launch of Nurofen Long Lasting the idea emerged that longer pain relief requires a longer poster. So, the brand initiated a takeover of the 240 Sheets in Ranelagh & Terenure. Comprising five 48 Sheets the 30-metre-wide displays incorporated a special extended build showcasing the 12-hour relief* effect of the capsules.
Pioneering pain relief technology for over three decades, Nurofen provides effective pain relief from a wide range of symptoms including migraine, headache to rheumatic pain to help you get on with your day.
Nurofen Long Lasting capsules have been specially designed to bring a controlled release of ibuprofen, providing a lasting relief for up to 12 hours*. Helping to relieve symptoms of muscular aches, strains and pains the campaign launch coincided with the Women’s Mini Marathon in Dublin & Cork City Marathon.
Planned by Zenith and PML, the wider campaign encompassed classic and digital formats, running on 48 Sheets, Digital Bridges, Transvisions in major stations, Bus Shelters, Purchase Points and T-Sides. Out of Home is the perfect medium to launch a new product as it can build awareness and mental availability quickly through coverage and frequency with high impact always-on formats.
(Chris Collins, JCDecaux, Scott Margetson, Johnny Ross, Zenith, Orla Patton, Pat Cassidy, PML Group, Peter Mulvihill, Reckitt)
Peter Mulvihill, Nurofen Brand & Activation Manager: “The Nurofen Long Lasting OOH special build proved a fantastic fit for communicating our launch campaign’s Key Visual in a creative and impactful way. Having the creative in place across two sites in back-to-back campaigns allowed us to efficiently maximise the impact of the special build throughout our wider NPD launch campaign which focused on driving awareness of Nurofen Long Lasting’s duration benefit.”
Johnny Ross, Client Director Zenith “OOH is a powerful way to build brand fame. Running on Ireland’s longest OOH panel, on the longest day of the year built on the creative message for Nurofen Long Lasting.
The special build demonstrated how the product works in a memorable and eye-catching way, enhanced by the 3D extension of the familiar Nurofen target beyond the confines of the 240 Sheet”
PML Group’s ‘Special Effects’ research study in autumn 2021 showed how compelling the case is for including special builds in Outdoor campaigns. Standout topline findings from that study were:
- 78% of respondents agree specials make a brand seem innovative
- 68% likely to tell others about good specials they have seen
- 64% likely to use the product advertised in the future
- 44% of 16-24s likely to post on social media about a special they’ve seen
*Up to 12 hours pain relief refers to a 2 x 300mg capsule dose. Nurofen Long Lasting 300 mg Prolonged Release Hard Capsules contain ibuprofen. For backache and muscular pain and period pain. ALWAYS READ THE LABEL. Date of Preparation: July 2022, RB-M-106689
OOH delivers as Littlewoods Ireland rebrands as Very
Very has taken to the streets to announce its new name and service enhancements. The retail group now offers next-day delivery and free click-and-collect option.
A go-to medium for rebranding purposes, OOH facilitates message dissemination quickly to a large, diverse audience. Planned by dentsu X and PML, and comprising large format, 6 Sheets and T-Sides, the roadside campaign delivers instant coverage and heightened awareness to drive traffic. The announcement coincided with the final of All-Ireland Senior Hurling Championship of which Very is a sponsor.
Very estimates that it has more than 350,000 customers and delivers 2m parcels in Ireland annually. Its lifestyle website attracts 38m visits per year, with annual sales exceeding €125m.
Speaking at the launch of Very in Ireland, Rossa Butler, managing director for Ireland at Very, said: “We have a 40-year history serving families in Ireland as well as a passion for reinvention, having transformed from offline to online, catalogue to digital, and fashion to lifestyle retailer. Today’s announcement is the latest chapter in our story.”
Smithwick’s Experience Re-opens in Kilkenny
The fresh red paint is barely dry on the newly refurbished Smithwick’s Experience door on Parliament Street, Kilkenny as the exhibition re-opened to the public on Friday July 15.
An OOH burst across the city created by Boys+Girls and planned by PHD and Source out of home generated a palpable sense of excitement and anticipation as the beloved exhibition returned after two years as one of the Marble City’s favourite tourist attractions.
The iconic mural on the wall of the Smithwick’s Experience Kilkenny has also been refreshed with vibrant street art. Designed and created by renowned street artist Garreth Joyce and the team at Headcase Marketing, the mural, situated on Parliament Street, celebrates the many riches that Kilkenny possesses, presenting a unique visual interpretation of the historic city.
Diageo Marketing Director Hilary Quinn spoke of the delight to be renewing the Smithwick’s Experience mural and to be working with such a talented Irish artist to bring it to life.
“Smithwick’s has been part of Kilkenny since 1710 and will continue to be our spiritual home. We would like to thank Kilkenny County Council for their support on this project,” she said.
With the reopening, guided tours will now resume at regular intervals, five days a week throughout July and August and visitors will be able to experience first-hand the rich history of brewing in Kilkenny and the legacy of the Smithwick brand as one of Ireland’s favourite beverages.
This IKEA dynamic campaign from the UK brought a smile to our faces this week. Seventeen different creative executions across Digital OOH screens up and down the country. An excellent example of visually striking, contextually relevant content that involves the consumer, and yet keeps the brand product offering at the heart of the message. Dynamic triggers for the campaign include time, weather, and location.