Out of Home (OOH) agency Talon, in partnership with EssenceMediacom, part of WPP Media, Boots Ireland and participating media owners, have launched a nationwide OOH campaign in support of Boots’ new brand platform, “Give It Some Boots”.
Designed to reach consumers at key moments along the path to purchase, the campaign combines high-impact special builds, contextual placements and programmatic OOH to bring the platform to life beyond the store environment.
At the centre of the campaign is a media-first special build in Dundrum Town Centre, where a giant Boots shopping bag has been suspended from the ceiling, bursting with a selection of the retailer’s most recognisable beauty, wellness, and healthcare products. Positioned strategically within high-footfall mall space, the eye-catching installation serves as an unmissable visual signpost, capturing shopper attention and driving foot traffic directly into Boots flagship store at Dundrum Town Centre.
Supporting the activity are three fully wrapped Adshel Live executions, strategically positioned close to Boots locations. Spanning both shopping centre and roadside environments, the placements were selected to engage consumers at moments of heightened shopping intent and drive relevance close to store.
The campaign is further amplified through a nationwide OOH rollout supported by a programmatic digital OOH layer powered by Talon’s Atlas platform, enabling Boots to stay visible throughout the consumer journey while extending the reach of the wider campaign. The OOH presence forms part of a broader integrated campaign, supported through AV, Audio, and social activity.
The campaign creative was developed by Ogilvy, while Eclipse Media engineered and built the media-first hanging Boots shopping bag installation in Dundrum Town Centre. Sipit provided the Dundrum Town Centre media space, while Bauer Media Outdoor provided the Wrapped Adshel Live locations.
“Give It Some Boots’ is all about celebrating the everyday moments where our customers rely on us for beauty, health, and wellness. Bringing our iconic shopping bag to life in such an unmissable way at Dundrum Town Centre allows us to connect with Irish shoppers with energy, warmth, and impact right at the moment of purchase decision”, said Linda Nolan, director of marketing, Boots Ireland.
According to Aisling Baker, EssenceMediacom, part of WPP Media: “Our goal was to design a media strategy that balances high-impact fame with tactical proximity. By pairing the eye-catching Dundrum special build with contextually targeted Adshel Live placements and programmatic DOOH, we’ve created a multi-layered campaign that captures attention, drives recall, and guides high-intent shoppers directly into store.
Emily Gillick, client manager at Talon added: ” Boots is one of Ireland’s most recognisable retail brands, so we wanted to create an OOH campaign that felt as bold and familiar as the brand itself. The giant shopping bag in Dundrum immediately grabs attention, while the wider OOH strategy ensures the campaign remains relevant at multiple stages of the shopping journey. It’s a great example of how creativity, context and proximity can work together to build both fame and action.”.
