Out of Home (OOH) media specialist Posterplan Ireland, has partnered with Wavemaker on a number of executions to highlight Mr. Green’s sponsorship of Grá ar an Trá, Ireland’s first dating show as Gaelige which premiered on Virgin Media on September 25th.
In an effort to capture the target audience’s interest, Posterplan and Wavemaker, successfully rebranded Stephen’s Green into “Mr Green’s Green”. The transformation also featured various Luas-related elements, such as a unique Luas Column installation featuring Mr. Green’s iconic hat perched atop, a partial tram wrap adorned with Mr. Green branding, and some guerilla activations that posed as signage. Additionally, light projections showcased Mr Green on the Stephens Green arch, and the Stephens Green shopping centre underwent a stunning transformation as it embraced the “Green” theme.
According to Megan Daley, senior account manager at Posterplan Ireland: “It’s been an incredible experience collaborating with Wavemaker and Mr. Green on their debut in the Irish Out of Home market after 2 years.
“From the Luas Column installation to the captivating light projections and the takeover of Stephens Green, we took great pleasure in crafting a visually striking focal point that amplifies their sponsorship of Grá ar an Trá at one of the prime hotspots for their target audience,” she says.
Andrew McCleave, head of marketing 888|William Hill said: “We are absolutely delighted with Mr Green ‘Gra ar an Tra’ campaign to take over St Stephen’s Green and change it to Mr. Green’s Green was a brilliant idea, in what is one of Dublin’s key footfall and iconic areas. The team at Poster plan and Wavemaker have done a phenomenal job and one we are delighted with.”
Niall McGee, account director, Wavemaker adds: “We wanted to amplify the sponsorship of Grá ar an Tra by Mr. Green and what better way than using stand out OOH formats and a special build, wrap and projections as a takeover in one of Dublin’s most known areas. It was great to see the campaign run across a mix of formats in and around such a commuter dense area. It was a brilliant example of bringing the sponsorship of Gra ar an Tra from the TV screens and right onto the streets of Dublin.
Client: Mr. Green
Senior Client Manager: Megan Daley
Media Owners: JCDecaux, Orb, Image Zoo & Pzazz
Production Specialist: Eclipse Media