Home News Out Look: Vodafone adopt Tunnel Vision for Rugby World Cup Activation

Out \ Look: Vodafone adopt Tunnel Vision for Rugby World Cup Activation

James Byrne, marketing manager, PML Group with this week’s Out \ Look on Out of Home

Vodafone adopt Tunnel Vision for Rugby World Cup Activation

The Sky’s the Limit for Ireland at the tournament

In a special activation at Dublin Airport for Vodafone, created by Folk Wunderman Thompson, fans heading to France are experiencing what it is like to walk from the tunnel on to the pitch and finding out what it means to be part of #TeamOfUs. The thirty-one-foot-long virtual tunnel provides a truly immersive sensory experience for air travellers.

“At Vodafone, we take great pride in being the principal sponsor of Irish Rugby since 2016. Our #TeamOfUs platform works to create the most interconnected team and fanbase on the planet and through this collaboration with PML & daa our aim is to help the many Irish fans travelling to France feel the connection to team in a fun and unique way. We are excited to join them all in celebrating what we hope is yet another special moment in history”, says Orla Nagle, head of brand, Vodafone Ireland.

Sarah McNicholas, Account Director with Carat gives some rationale into the activation;

“With so many supporters making the trip to the games, the airport was the perfect place to target them to create a buzz and an excitement as they start their journey to France. We wanted to match high visibility with really impactful creative to grab the attention of passers-by. The SkyBridge in particular offered a unique opportunity.”

Leonard Miller – Head of Media Sales at Dublin Airport comments;

“daa is proud to showcase Vodafone Ireland’s captivating ‘Vodafone Sport’ campaign, dedicated to Ireland’s Rugby World Cup journey, on Dublin Airport’s digital advertising network. This includes our Digital AerPods Network and the spectacular Digital SkyBridge screens, the largest immersive digital advertising site in Ireland. This partnership underscores our commitment to delivering engaging and relevant content to passengers travelling from Dublin Airport to the Rugby World Cup matches in France while offering brands a unique platform to connect with their audience. Vodafone Ireland’s campaign certainly captivated passengers travelling for the Ireland versus Romania game in Bordeaux.”

The wider nationwide OOH campaign building coverage, also planned by Carat and PML, is predominately large format and entitled “Connections you can always rely on” and centres on one core family value – reliability. It encompasses classic and digital billboards along with the Connolly Station Gallery.

 New KitKat campaign invites people to have a break from Tech Frustrations

Playing on its famed ‘Have a Break’ tagline, the Nestlé brand is encouraging people not to let tech issues disrupt their day.

Planned by Zenith and Source out of home, 48 Sheet and 6 Sheet posters feature two chocolate fingers portraying a pause button while motion digital on mall iVisions, Orbscreens and Applegreen Digihubs display the tagline animated with a flashing cursor along with the frustration often associated with predictive text.

“We know that the daily routine can sometimes be a bit of a struggle, and so, we’re reminding Irish consumers to take the opportunity to pause and have a break.  The inclusion of Digital 6s allows us to play with KitKat’s iconic ‘Have a Break…’ tagline which is so well established, that we don’t need to spell it out entirely!  Similarly, distinctive brand assets such as the KitKat fingers lend themselves so well to the 6 Sheet format, creatively acting as a visual short-hand to communicate the core message, encouraging consumers to pause their busy routine to enjoy a few minutes break” – Maria McKenna, Marketing Manager – Confectionery, Nestlé Ireland

“KitKat is back on our screens and on our streets!  Our new multi-channel campaign launched earlier this month and includes OOH, in particular 48 Sheets and 6 Sheets, within in our communications mix.  On-Street formats are a key feature of the campaign, allowing us to build reach and frequency amongst our core audience while also delivering against our impulse shoppers, a key cohort in the confectionery segment” – Debbie Kiely, Client Director, Zenith

The iconic tagline ‘Have a Break, Have a KitKat’ was coined in 1958 by the advertising agency J Walter Thompson, and today is widely recognised around the world – KitKat is sold in 88 countries worldwide.

Two in Three Visit a Pub Each Cycle

Our latest iQ research into audience behaviour looked at visits to pubs and bars in the capital. It points to greater attendance in the city’s watering holes among the 25-44 age group, with lower levels of attendance among the younger 18-24 age group and the older 45-54 demographic.

All in all, two thirds (67%) of the sample of 300 18-54 year olds, have visited a bar or pub in the past two weeks, with almost one in three (30%), having been more than once.

The chart below indexes how each ten-year age bracket indexes against these averages. When it comes to attending once a week, the 25-34 age group index highest but for more than once a week, it is the slightly older 35-44s who index highest, perhaps reflecting a greater level of disposable income among that group.

75% of males have visited a pub in the past two weeks, compared to 60% of females.

As we enter Q4, these figures are bound to increase as the Halloween and Christmas party season gets into full swing. All roads lead to the city centre for pubbing and clubbing and OOH offers a unique opportunity to engage revellers as they make their way to meet friends, family and colleagues across the city’s world-renowned bars.

Planning Tip: Proximity and path to purchase targeting can be deployed on OOH to capture and communicate with this valuable audience.


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