Big Impact For The Big Year Ahead2013 UK City of Culture Derry/Londonderry: big year ahead calls for ooh with big impact! Page 2

firmus energy makes a firm return to oohFun and eccentric creatives firmly imprint the message on the target audience’s mind Page 2

Argento Tries Something NewIntroducing Kiosks to leading contemporary jeweller’s latest campaign Page 3

LMC Beefs Up PromotionThe power of out of home media as an important public communication tool Page 3

Your monthly definitive guide to the best in ooh advertising

Volume 4 / Issue 3 March 2013

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2013 sees Derry/Londonderry become the first ever UK City of Culture; a year-long celebration of the City’s unique creativity, diversity and heritage. The City will play host to an impressive list of highly anticipated events, and the big year ahead calls for out of home media with big impact to match!

AV Browne, the creative and media agency for the Northern Ireland Tourist Board (NITB) initiative, together with PML NI, have created a strong, multi-format campaign in cycles 5 and 6 to raise further awareness of what’s on this year in Derry/Londonderry.

Aiming to drive visitors to the City and its events, the NITB campaign employed a combination of Exploding T-Sides and Commuter 6 Sheets in Belfast, A2 Back of Drivers in key towns, as well as Streetliners in Derry/Londonderry.

To create seriously big impact for the big year ahead, the campaign utilised the unmissable King Street Banner; the largest out of home media format in Belfast City Centre, measuring a whopping 200m2.

The front illumination, head on positioning and creative space of the high impact banner makes it clearly visible day and night to approximately 292,500 vehicles per cycle. The King Street Banner is a superb format for campaigns wanting to achieve big impact in Belfast City Centre; perfect for NITB and the UK City of Culture Derry/Londonderry.

Big Impact For The Big Year Ahead

firmus energy has made a firm return to out of home media in cycle 6 with another fantastically bold and eye catching campaign!

Following on from the energy provider’s cycles 2 and 4 campaigns, the cycle 6 campaign employs a mix of 48 sheets and 6 sheets in key towns across the province. In the same style as the previous campaigns, the fun and eccentric creative features bold statements of “Hugetastic value” and “Tremendenormous savings”; firmly imprinting the message on the target audience’s mind.

firmus energy Makes A Firm Return To ooh

Agency: AV Browne ooh Specialist: PML NI

Agency: Genesis Advertising ooh Specialist: PML NI

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Leading contemporary jewellery brand Argento, have continued to build on the strengths of their previous out of home media campaigns this year with a new campaign in cycle 6.

Employing Streetliners and Supersides across Greater Belfast and Derry City, the brand opted to “try something new” in this campaign, as per the tagline of the refreshing creative! A first for Argento, the cycle 6 campaign also employs Phone Kiosks in Belfast.

Kiosks provide excellent coverage of urban areas and places with high pedestrian footfall such as Belfast City Centre, where they

also provide proximity to the flagship Argento store on Royal Avenue. Many are situated on main roads, allowing people travelling by car, bus and bike to be targeted. Plus, their eye-level positioning makes the adverts unavoidable and attention grabbing.

Introducing Kiosks to Argento’s out of home media campaign will reinforce its message and improve recall, as a result of the increased coverage and frequency this format delivers. JNOR states that the Kiosk element alone will deliver an average coverage of 21.2% of All Adults 15+, with frequency of 4 times.

Following the recent horsemeat scandal that has rocked the food industries across Europe, the Livestock Meat Commission has seized the opportunity to both reiterate and assure the public of the quality, trustworthiness and passion for local beef in Northern Ireland.

Exclusively employing Point of Sale 6 sheets at key supermarkets across the province, the cycle 4 and 5 campaign targeted male and female shoppers using two creatives, featuring the tag lines of “I trust it” and “I love it”, above visuals of mouth-watering steaks. However, the clear focus of both creatives is the ‘Farm Quality Assured’ seal of approval LMC accredits to worthy beef producers.

The campaign aimed to raise awareness of the ‘Farm Quality Assured’ scheme, encouraging consumers to look for the logo on packs in store; thereby giving consumers peace of mind in choosing the best foods for their families.

A well planned and timely campaign that shows the power of out of home media as an important public communication tool Agency: Genesis Advertising. ooh Specialist: PML NI.

Argento Tries Something New

LMC Beefs Up Promotion Of Local Produce

Agency: Adhaus Media. ooh Specialist: PML NI

Agency: Genesis Advertising. ooh Specialist: PML NI.

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FlashbackA previous 6 sheet campaign from the Livestock Meat Commission in cycle 1 2000, focusing on the health benefits of beef. Although still true, LMC’s message today clearly focuses on quality and encourages consumers to choose ‘Farm Quality Assured’ local beef.

Current Campaigns

JNOR, the definitive out of home media industry tool for analysing the coverage and frequency of a campaign, provided real food for thought to attendees of the latest industry event hosted by PANI, the Publicity Association of Northern Ireland.

The sell-out business breakfast, which took place on 5th March, was well attended by a cross-section of the industry including advertising agencies, media owners and out of home media specialists. Philip Sherwood, CEO of JNOR, and committee members, Mark Irwin of Ardmore Advertising and Tony Axon of Navigator Blue, gave interesting insights into the complexity and volume of research that goes into producing the unprecedented level of accountability that JNOR delivers to planners and buyers of out of home media campaigns.

For further information on JNOR or the effectiveness of any of your campaigns, please feel free to contact a member of the PML NI team on 028 90 333 714.

JNOR food for thought at pani business breakfast

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Methodology: The figures contained in this report are based on published Media Owner rate cards and refer to display values only. The figures are drawn from PML Group’s exclusive Posterwatch service, which monitor’s 100% of roadside, transport and main ambient formats every two weeks. For further Posterwatch information, please contact Mark Fleming on 028 90 333 714 or email mark@pml-ni.com.

TOP Products

TOP Categories

1 KFC £ 130k

2 Aer Lingus £ 103k

3 Coca Cola £ 91k

4 McDonald's £ 88k

5 BVCB - Backin' Belfast £ 87k

6 Northern Ireland Tourist Board £ 75k

7 PSNI - Domestic Burglary £ 71k

8 Spar £ 63k

9 Danske Bank - App £ 56k

10 Cadbury - Crispello £ 43k

11 Linwoods - Seeds £ 41k

12 Subway £ 41k

13 Cadbury - Creme Egg £ 40k

14 Hughes Insurance £ 40k

15 Trocaire £ 38k

1 Tourism & Travel £ 442k

2 Political & Advisory £ 404k

3 QSR's £ 290k

4 Retail Outlets £ 241k

5 Motor Trade £ 235k

6 Finance £ 225k

7 Soft Drinks £ 123k

8 Confectionery £ 115k

9 Food £ 96k

10 Entertainment £ 73k

11 Telecoms £ 65k

12 Industry & Commerce £ 63k

13 Beers & Ciders £ 54k

14 Fuel £ 48k

15 Leisure & Sport £ 43k

February 2013 (Cycles 3 – 4)

£0 £20,000 £40,000 £60,000 £80,000 £100,000 £120,000 £140,000

KFC

Aer Lingus

Coca Cola

McDonald's

BVCB - Backin' Belfast

Northern Ireland Tourist Board

PSNI - Domestic Burglary

Spar

Danske Bank - App

Cadbury - Crispello

Linwoods - Seeds

Subway

Cadbury - Creme Egg

Hughes Insurance

Trocaire

SMALL FORMAT LARGE FORMAT AMBIENT TRANSPORT

£0 £50,000 £100,000£150,000£200,000£250,000£300,000£350,000£400,000£450,000£500,000

Tourism & Travel

Political & Advisory

QSR's

Retail Outlets

Motor Trade

Finance

Soft Drinks

Confectionery

Food

Entertainment

Telecoms

Industry & Commerce

Beers & Ciders

Fuel

Leisure & Sport

Small Format Large Format Ambient Transport

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Your monthly guide to the best in ooh advertising

Around The World: Taking a look at eco innovations from abroad

Billboard Generates Drinking Water Out of Thin Air in Desert of Peru

Lima, Peru, gets about half an inch of rainfall per year. Yet the atmospheric humidity is around 98 percent. UTEC, the country’s major university of engineering and technology, took this peculiar problem and—with help from ad agency Mayo Draftfcb—devised a unique solution: a billboard that draws moisture out of that humid air and turns it into potable drinking water.

Advertising Agency: Mayo Draftfcb

Ingenious Green Billboards That Make Advertising Eco-Friendly

Natural beauty and skin care company Burt’s Bees created a billboard made from coupons to promote their new line of moisturizers. Once the tear-off paper was removed, a woman’s face was revealed with rehydrated skin. A massive piece of vinyl sheeting remained and was given to the Durham School of the Arts in North Carolina to be used as a rain catchment system so farmers could recycle 6,300 gallons of rainwater per year. Click image to view video.

Click image to view video.

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Nedbank – Power to the people (the world’s first Solar Powered Billboard)

Nedbank created a billboard that actually gave back to the community. By attaching solar panels, the billboard was able to supply energy to the school that feed 1100 kids, in one of South Africa’s poorest townships.

Advertising Agency: Net#Work BBDO, South Africa

Creative Director: Julian Watt

Brewed with only national ingredients and an open mind

100 kilograms of live moss were shaped into graphic elements that symbolize Beck’s brand ingredients

- young, free, open-minded, innovative and trend-setting, and then installed consecutively on a 5x9m OOH panels.

Advertising Agency: Lowe Swing Communications, Sofia, Bulgaria

Creative Director: Emanuela Chahinian

Around The World: Taking a look at eco innovations from abroad“Shredded Wheat” - crop circle advertising by UK agency CURB

McDonald’s new insanely effective viral ad is actually illegal to remove

McDonald’s possibly official seed bomb ad by designer Sean Click can go anywhere for free and is illegal to dig up in California. It just might be the world’s most effective form of viral advertising.

Do The Green Thing WWF Earth Hour poster campaign: Enjoy Responsibly by Dan and Rachael

Creative environmental charity Do The Green Thing has announced that it to run 23 custom-designed posters, one each day in March in the build-up to WWF Earth Hour on 23 March.

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Back Catalogue:Click here to view previous issues!

Engage ROITo get monthly updates on latest ooh campaigns and new offerings in the Ireland market click here to subscribe to ROI Engage.

Your Guide To All That’s On!Competition!This month, we are giving away a lovely bottle of champagne courtesy of JCDecaux! Please note all entries must be received by mid-cycle 8, Monday 15th April at 4pm!

For the chance to win this month’s competition, please answer the following question correctly:

2013 sees Derry/Londonderry become the first ever UK City of Culture, with a year of celebrations and impressive events taking place in the City. The cycle 6 campaign for the initiative has utilised a big impact banner at which extremely busy location in Belfast City Centre?

A) King Street

B) Queen’s Bridge

C) Princess Gardens

Please email answers to kathryn@pml-ni.com by Monday 15th April, 4pm!

Congratulations to last month’s winner Kerstie Forsyth at Power NI; two tickets to Queen and Ben Elton’s ‘We Will Rock You’ 10th Anniversary World Arena Tour are on their way to you!

March26th - 30th Calamity Jane. GOH

29th Biffy Clyro. Odyssey Arena

30th - 31st Royal Ballet. Millennium Forum

April1st-6th The Full Monty. GOH

3rd-4th Olly Murs. Odyssey Arena

5-6th The City of Londonderry Highland Dance Festival.

Everglades Hotel, Derry

6th Ellie Goulding. Waterfront Hall

12th Milton Jones. Ulster Hall

13th Mickey Flanaghan. Waterfront Hall

14th Alfie Boe. Odyssey Arena

16th-20th The Sound of Music. GOH

May2-6th City of Derry Jazz & Big Band Festival. Various Derry

4th Russell Kane. Ulster Hall

4th Grand Vintage Ball. Ebrington Pavillion, Derry

5th Liam Ball Triathlon. Derry

6th Belfast City Marathon. Belfast

10th Eric Clapton. Odyssey Arena

10-12th Battle of the Atlantic Commemoration.

Ebrington/All Saints, Clooney

14th Loudon Wainwright III. Millennium Forum

12th-18th NW200. Portstewart, Portrush and Coleraine

15th-19th James and the Giant Peach. GOH

21st Alicia Keys. Odyssey Arena

25th Eddie Izzard. Odyssey Arena

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Your monthly guide to the best in ooh advertising

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