Home News Out Look: Re-turn scheme prompts behavioural change via OOH

Out \ Look: Re-turn scheme prompts behavioural change via OOH

Aaron Poole, marketing executive, PML Group with this week’s Out \ Look on Out of Home

Re-turn scheme prompts behavioural change via OOH

The day retailers have been preparing for months landed on Thursday as Ireland’s new Deposit Return Scheme for cans and bottles came into effect.

The new scheme means plastic bottles, aluminium or steel cans that feature the ‘Re-Turn’ logo will have a refundable deposit applied to them. When the empty, undamaged containers are returned to a participating store, customers will be issued with a voucher that can either be used for a cash refund of the deposit or towards their shopping in-store.

The scheme’s launch is marked On Outdoor by a multiformat campaign. Planned by Zenith, part of Core and Source out of home, with creative from The Tenth Man, the creative demonstrates the new Re-turn machines in a playful animated manner, encouraging consumers to ‘Bring it Back’. The campaign is live across 48 Sheets Transvisions, Digipanels and classic 6s incl. bus shelters and Adshel panels.

A large format banner has also been erected at Re-turn’s Ballymount headquarters, enveloping the building with similar creative that displays to oncoming traffic as they exit the Red Cow Interchange.

The campaign aims to change recycling behaviours by promoting awareness and getting people to think about how it recycling will impact future generations. “We know deposit return schemes work,” notes Ciaran Foley, Re-turn CEO, “They operate effectively in over 40 countries around the world, including 15 in Europe, where the average EU collection rate is 92%.”

By featuring contextual callouts in Dublin, Cork, Limerick and Galway the campaign is availing of Outdoor’s facility to form a tangible connection its consumers. This initiation of behavioural change at a national scale looks to contribute to the scheme’s goal of increasing Irish recycling levels to the EU-recommended 77% by 2025.

“We appreciate that this is a big behavioural change and are delighted to see that we have such support” says Foley, “We have no doubt that Ireland will embrace this change and support our efforts to achieve EU recycling targets and reduce litter and waste.”

For new launches OOH has the reach, consumer trust and noticeability needed to generate mental availability. PML Group’s iQ research noted OOH helped 65% of consumers discover new brands, while 69% agree that they trust brands they see advertised on OOH.

50% to visit pubs/bars for Six Nations series

The latest CGA by NIQ’s OPUS figures have revealed that 1 every 2 Irish consumers intend to visit the on-trade throughout the duration of the Six Nations tournament. Ireland’s campaign is scheduled to kick off the tournament in a first round against France this evening at Marseille’s Stade Velodrome.

The figures show sporting occasions are a key footfall driver for the Irish on-premise and should be a priority for brands and outlets, particularly the most popular tournaments. Alongside the Six Nations over half of consumers also visit for Premier League Football (51%), closely followed by UEFA Champions League Football (40%).

For drinks brands, the data highlighted a 70% likelihood of consumers spending €20+ in one sitting when they’re watching live sports – higher than any other occasion. In terms of preference for where they go, 92% of consumers opt for pubs and bars both with and without food options, while 40% prefer to watch at sports bars.

“It can be game-changing for drinks brands and suppliers to comprehend the preferences of live sport consumers, especially during pivotal events like the Six Nations Rugby,”  notes Sian Brennan, client director for CGA Ireland, “Understanding shifting tastes and behaviours forearms them to take full advantage of the opportunities.”

For sports tournaments, brands can leverage Out of Home as the ultimate event-based marketing channel. Contextually relevant Dynamic DOOH can facilitate optimised messaging in the run up to the match, during the game, and post-final whistle to generate physical and mental availability.

Our iQ research conducted during the previous Six Nations tournament found 8 out of 10 of respondents found contextual content informative while nearly two thirds described it as memorable / appealing. 70% described the creative as effective, standing out and different. This is in line with previous studies that proved that Digital Out of Home campaigns that focus on delivering contextually relevant content significantly increase ad recall and sales response. Our OCS study also noted 75% of rugby fans are interested in DOOH messaging that is relevant to live sporting events.

To discuss optimising your OOH for the Six Nations games, contact us at info@pmlgroup.ie.

New Head of Design appointed at PML Group     

We are delighted to announce the appointment of Conor Moore as the new Head of Design at PML Group. Conor joins the team following a period as Senior Creative for NAAMA Studios in the UK and previous design and creative roles in the Irish market for Life Style Sports and BoyleSports. Conor is a graduate of Creative Media from DkIT.

Conor joins Michaela Nagle in our Create team. Services offered by Create include OOH artwork creation, animation for DOOH, creative pre-testing and design consultation.

To avail of these services and more, feel free to contact Conor or Michaela at GraphicDesign@pmlgroup.ie

January 2024 Showcase

What caught consumer’s attention in January?💡

New Year’s resolutions, behavioural change, new product launches and driving IRL to URL were some of the standout themes on Outdoor throughout the first month of the year. Our monthly reel showcases some of the great work that can be achieved when the medium is leveraged effectively, delivering many different strategic objectives for brands.

Are you getting enough attention? Get in touch with us at info@pmlgroup.ie.

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