Marketing experts PML Group looks at the FMCG brands that dominated the OOH market during the month of July
Heinz Meanz 150 years
Heinz is celebrating 150 years of clean plates this year with a new campaign promoting the role Heinz plays in making food tastier through its most iconic product, Heinz Tomato Ketchup.
OOH executions show single empty plates through history, from the metal dishes of the 1800s through to the simple, undecorated plates of modern times.
Big brand presence formats, 96 sheets and 48 sheets, were selected, alongside Adshel and POS format Adbox, in a bid to highlight the important role that Heinz plays in consumers’ enjoying their meals.
Media: Starcom - Creative: Hogarth WW - OOH Agency: Source out of home
Cadbury inventor finalists go to the polls
Cadbury launched an Out of Home campaign to drive engagement in the final stage of its inventor competition. Cadbury’s three finalists, whose creations, Choca-latte, Simply the Zest and Raspberry Shortcake, went on sale in May, featured in their own campaign, encouraging the public to vote on which of the three bars will become a permeant fixture in Cadbury’s range.
Roscommon teenager and Choca-latte inventor Callum Clogher will compete against two other finalists to see whose bar will be become a permanent product for Cadbury.
Running on 48 sheets, Adbox, retail digital and Digipanels, the Callum OOH executions were given an upweighted presence in his home county to ensure local support. The winner will be announced in September.
Media: Carat - Creative: VCCP - OOH Agency: PML
Supervalu’s scented shelter
SuperValu’s weekly deals on OOH enticed audiences with special offers. Across 48 sheets and 6 sheets nationally, the creative hosts a range of SuperValu products with price pointing included.
The campaign went one step further to disrupt the senses of passers-by on Aston Quay by creating a Smelter - a scented bus shelter. The shelter disperses a fruity raspberry scent to coincide with its berries creative, adding an immersive experience to the campaign. Proximity targeting was a key planning tool for the campaign, with panels selected near store locations and Locomizer affinity groups were identified to trigger consideration and action.
Media: Starcom - Creative: TBWA\Dublin - OOH Agency: Source out of home
Meet Lidl’s Big Save Families
Lidl introduced us to the Big Save Families in its latest advertising wave as the campaign follows five different families on their savings journey.
With the Gernons family, the anchor of the outdoor execution, a rolling figure shows how much the family has saved so far as they strive towards their saving goal.
Within its launch cycle, the campaign was placed in front of a number of the supermarket brand’s key audiences via classic and digital formats in roadside, commuter and retail environs. To reinforce the big savings message, the campaign coincided with the launch of the TV ad.
Formats of note include a transit special in Pearse Street station featuring overhead banners, bus shelter wraps dotting arterial routes into the city, and a Luas tram wrap and internal domination, which ran during the summer and will be live until the end of the September.
Media: Mediaworks - Creative: BBDO - OOH Agency: Source out of home
PML Group is engaged in the data-led planning and buying of out-of-home media and digital out-of-home media on behalf of Ireland’s leading media agencies, media independents, advertising agencies and advertisers. Posterwatch is PML Group’s market intelligence service, offering clients a 100% view on the OOH market, fuelled by the PAB monitoring service. It measures the formats, weights, value and timing of every out-of-home campaign in every cycle.
For more information, contact James Byrne, marketing manager. Email: [email protected] T: (01) 668 2900
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