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Out \ Look: All Out for Easter

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

All Out for Easter

The last few months have offered opportunities for brands to leverage Out of Home as an event-based marketing channel. Valentine’s Day, St. Patrick’s Day and now Easter Outdoor activity has shown brands are acutely aware of OOH as a location medium and its capacity to be hyper-relevant to events happening across the physical and virtual landscape.

As part of our Media Impact Study results, key occasions were noted to be crucial opportunities for brands to influence the buying decisions of consumers. Over Easter weekend, an array of brands once again tapped into the opportunities available to them to drive mental availability for their audiences.

Cadbury Worldwide Hide

Cadbury’s Worldwide Hide campaign returned to once again show that generosity is at the heart of the chocolate brand. The Easter egg hiding experience encouraged consumers to hide an egg for someone they love, while the online facility returned enabled the public to hide an Easter egg anywhere in the world with personalised clue to help a loved one find it.

Planned by Spark Foundry and PML, with creative from VCCP, the campaign’s Outdoor elements are running across Mall Digital, Digipanels, Digital Kiosks and SuperValu Screens.

Avonmore Fresh Cream

Tirlán’s Avonmore Fresh Cream ran across a mix of classic and digital formats including Mall Digital, Digital Kiosks, SuperValu Screens, Purchase Points, Baskets & Pop Ads. Planned by Carat and PML, with creative from Goosebump, the enticing creative displays an inviting home dessert creation. Incorporating seasonal chocolate flanked by fruit, encased in dollops of the fresh cream, ‘The Cream that makes Easter’ is a tagline we’re inclined to believe.


Knowing that the Bank Holiday weekend provides prime opportunity to finally get out and ‘discover the home of home inspiration’, IKEA’s campaign set out to remind parents that there’s no risk to bringing the kids along for your browsing journey.

Planned by dentsu X and PML copy encouraged families to visit, explaining that there’s an abundance of free activities to keep them busy while you experience the brand’s offerings including “everything you need from a sieve to a sofa”.

The campaign is running across 48 Sheets, Metropoles, Supersides, Commuter dPod, Digital Kiosks, and Bus Shelters.


The bow-wrapped gold bunny has long been a signature shelf occupant throughout the Easter period and beyond. This Easter, Lindt brought its iconic confection to Outdoor once again, advertising on Mall Digital formats throughout cycle 7. Planned by Starcom and Source out of home, the creative taps into the joy of chocolate giving with the tagline ‘make your Easter sparkle’.                                                                                                          McDonald’s Latte

Paralleling seasonal drink items like the Shamrock shake, McDonald’s offerings continue to endure as a seasonal staple in the QSR landscape, often generating a buzz across social media.

Signalling Easter, the iconic Hot Cross Bun has been transformed and latte-fied for McDonald’s McCafé. Planned by Source OOH and Zenith, with creative from Leo Burnett, the campaign has been on display on Outdoor panels in the lead up Easter, running across Bus Shelters, Adshel, and Mall Digital formats.

Dunnes Stores

Planned by Carat and PML, with creative from The Public House, Dunnes Stores ‘Make Easter Simply Better’ campaign induces appetite appeal with images of Sunday roasts.

Running across T-Sides, Metropoles, Digipoles, 48 Sheets, & classic and digital 6s, the campaign evokes a sense of anticipation toward the Easter dining table, with a nod toward the cost-conscious consumer reminding that discounts can be made with a full trolley shop at Dunnes.

National Lottery

National Lottery returned for the Easter edition of their ever-popular raffle over the weekend, tempting consumers with a chance to become an overnight millionaire.

Planned by Starcom and Source out of home, the campaign targeted bank holiday travellers and shoppers alike, displaying across airport and retail formats including Aerpods, Skybridge/Skyscreens, Mall Digital, Digitower, dPod Commuter, and Applegreen Screens.

Eager Eyes on GAA Championships

As the pulse of the nation starts to build tempo with excitement for the GAA Hurling and Football Championships, the Out of Home landscape once again provides a brand canvas ready to capture the attention of sports fans across the country.

Recent iQ research, conducted in partnership with Ipsos B&A, uncovers the mood of the capital as it prepares for the championships, kicking off this Saturday as Connaught’s bracket begins with London vs Galway. The data shows 41% intend to partake in the spectacles, whether through the buzz of the stadium or the glow of screens in pubs and bars, affirming the GAA’s deep roots in the Irish sports tradition.

Breaking out the demographic data is more revealing. 35–54-year-olds push above the total % at 43% and 44% indicating their intention to watch or attend, while male responses peak out with 58% ready to immerse in the action.

Moreover, the 35-44 age group emerges as super fans, 45% of whom are eager for stadium experiences. Younger audiences aged 18–24 years show a 61% propensity to gather in pubs and bars.

A similar story is told amongst 25-34s and 45-54s, with 47% and 50% noting the same respectively. Many intend to venture out of the home to another family or friends house to view in a social setting at 37%, peaking at 45% of 35–44-year-olds. The male category again comes out ahead with 40% and 28% noting to view live at a stadium and at a family/friend’s house. Only 1% marked their intention to avoid viewing matches, peaking at 4% of 18-24s.

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.

For drinks brands, CGA by NiQ 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.

To create an OOH campaign that captures the spirit of the GAA championships and resonates with viewers, contact PML Group at info@pmlgroup.ie.

Heinz sets up ‘Smackable’ Ketchup Stations

In the streets of Chicago – where the culinary faux pas of adding ketchup to hot dogs is widely acknowledged – Heinz has stirred the pot with some saucy OOH innovation that’s as inventive as it is cheeky.

The “Smack for Heinz,” activation cleverly counters eateries that forgo the iconic condiment, placing special six sheet billboards equipped with ketchup packet dispensers right where it’s needed.


The interactive billboards come complete with QR codes that lead to a site where consumers are encouraged to share their frustrations of other restaurants skimping on Heinz, deepening engagement and broadening the campaign’s reach.

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