Aaron Poole, Marketing Insights Manager, PML Group, with this week’s Out \ Look on Out of Home
Sky is backing the launch of new Sky Original drama WAR with a multi-format OOH campaign spanning 48 Sheets, 6 Sheets and T-Sides, alongside a Lift Doors special at Dundrum Town Centre.
The eight-part legal drama launched on Sky and NOW on 2 October, starring Dominic West and Sienna Miller as Morgan Henderson and Carla Duval, an estranged couple whose divorce draws two rival London law firms into conflict. Created by George Kay, WAR has been commissioned for two series by Sky and HBO.
Planned by Starcom, the wider OOH rollout went live from 5 October after the Dundrum activation launched the previous week. Across 48 Sheets, 6 Sheets and T-Sides, West and Miller appear on opposing sides of the creative alongside the WAR title and “Take Sides. Take Everything.” line.
Maria Williams, Media Manager at Sky, said: “WAR presented an opportunity to showcase the strength of Sky Originals through premium storytelling, impactful creative and prestige talent, starring Sienna Miller and Dominic West. As one of Sky’s most anticipated original dramas of the year, the campaign generated buzz ahead of launch and established WAR as a true cultural talking point.
“High-impact OOH, including a fully wrapped lift takeover in Dundrum, amplified that momentum at scale, creating standout visibility at one of Ireland’s highest-footfall retail destinations and making WAR impossible to miss.”
At Dundrum Town Centre, PML Group’s Create team adapted the campaign artwork to work with the lift format, positioning West and Miller across the two doors. When closed, the pair appear together; as the doors open, they are pulled apart, using the movement of the lift to play directly into the campaign line, “Take Sides. Take Everything.” The treatment continues across the lift cars and inside the lift.
The wider campaign also reflects the value of appearing across multiple formats. PML Group’s Multi-Format Effect research found that 69% of people are more likely to notice an ad when they encounter it in multiple places, while analysis of 2025 IMPACT results found recall for multi-format campaigns indexing more than 40 points above single-format activity.
The Dundrum special remains live until 11 October, while the wider 48 Sheet, 6 Sheet and T-Side campaign continues through to 18 October.
OOHpinion: Where the Week Takes Us
The commute remains one of the most important journeys in the week, but it is only one of them. It sits alongside the supermarket run, a coffee on the way somewhere else, an evening out, a trip through the airport or a Saturday spent around the shops. For Outdoor, that fuller week matters because each of those journeys creates a different opportunity to meet people in the real world.
Budget 2027 offered a useful reminder of how central movement remains to everyday life. The Government has announced a comprehensive review of the TaxSaver commuter scheme, while major investment is also planned across DART+, BusConnects, Cork commuter rail and MetroLink. For OOH, the significance is not that commuting matters less. It is that the commute sits within a much broader picture of movement across the week.
Our own iQ research with Ipsos B&A gives some shape to that picture. Earlier in the year, seven in ten noted as expecting to visit a shopping centre over the following fortnight, 62% planned to visit a restaurant or café and 67% expected to do a major grocery shop in-store. At the same time, 23% expected to order groceries online.
Those behaviours overlap, of course, but that is part of the point. People move between work, shopping, leisure and other parts of daily life, and OOH has opportunities to reach them across each of those environments.
More recent indicators show plenty of activity in those physical spaces. CSO data for August recorded retail sales volumes 4.3% ahead of the same month last year. Dundrum Town Centre co-owner Hammerson has also reported a 7% year-on-year increase in footfall, supported by new openings, upgrades and refurbishments.
Travel adds another part to that picture. Dublin Airport recorded its busiest summer on record this year, with just over 11.3 million passengers passing through during June, July and August, up 1.8% on 2025. More than 100,000 passengers used the airport every day across the three-month period. What changes across those journeys is the reason behind them, and that has consequences for how advertising is encountered.
Our Reminder Effect research in July found that 68% of Dubliners aged 16 to 54 said they were more likely to notice an ad when it related to what they were doing at the time. Reaching someone travelling to work is a different moment from reaching that same person while shopping, heading for dinner or beginning a holiday. The audience may be the same, but the context is not.
That is where the breadth of the OOH landscape becomes particularly useful. Roadside, retail, transport and leisure environments allow brands to build presence across several parts of somebody’s week, while format, location and creative can be chosen around the role each moment needs to play.
Those journeys will continue to evolve as Ireland’s transport infrastructure develops. Investment in DART+, BusConnects, Cork commuter rail and MetroLink will create new connections, while the construction involved will also alter existing routes and movement patterns along the way.
For Out of Home, the opportunity is to understand the whole week rather than focus on one familiar journey within it. That means planning around where people are going, what they are doing when they get there, and the different moments that connect the two.
