ONSTAGE BRINGING YOU THE LATEST IN THE WORLD OF OUTDOOR » ISSUE 01
INSIDE 2011 SPECIALISTS’ VIEW
OUTDOOR EFFECTIVENESS 03
BRAVO WINS ‘MEDIA BRAND OF THE YEAR’ AT INAUGURAL MEDIA AWARDS We were delighted to have been awarded ‘Media Brand of the Year’ at the Media Awards held in the Burlington Hotel on March 31st. We want to take this opportunity to say thanks to all you guys – CIE, Clients, Media Agencies and Outdoor Specialists, particularly those participating in the campaign who have made the story of the transition from the dying days of Titan to the success of Bravo possible.
`50 FOR 50’ SUPER REAR OFFER HAS MASSIVE IMPACT
CYCLE 11 - DEALS AVAILABLE FOR THE UNICYCLE
Our `50 for 50’ offer on Dublin Bus Super Rears has been a massive success. At €50,000 for 50 Super Rears for a month, it’s no wonder. Kellogg’s, Tesco and Unilever have been first out of the blocks to avail of this exceptional deal and there are a few more takers coming up in the next few Cycles.
Cycle 11 this year is a funny one - it’s a one-week cycle (May 23-29). This is in order to synchronise with our UK brethren, who have made changes due to the Olympic Games in 2012.
RAIL ADS RESEARCH
ANGELS WILL FALL
WIN WIN WIN! LIKE OUR FACEBOOK PAGE or FOLLOW US ON TWITTER to have a chance to win two tickets to the Dublin Super Cup 30-31 July 2011 featuring Man City, Celtic, Inter Milan and an Airtricity League of Ireland selection.
THE COLOUR BUS IS BACK!
After a break of some 5 seasons, please welcome back to the stage the Colour Bus. Yes, these dramatic high impact buses are coming soon to a street near you. Historically, these buses have featured vinyl on all four This can be a very good thing for you. sides, except for the windows. Contact us to avail of special deals However, this time around the back we have for this special cycle. 2 windows can also be covered.
SIMON DURHAM OF KINETIC AND COLUM HARMON OF PML GROUP LOOK AHEAD TO WHAT THE REST OF THE YEAR HAS IN STORE FOR OUTDOOR. Simon Durham, Managing Director, Kinetic Ireland
Colum Harmon, Marketing Manager, PML Group
Out of Home performed relatively well in Q1 this year with increased spend from a number of categories - Political & Social Organisations (due to the General Election), Entertainment & the Media with new movie releases, Confectionery & Food and finally Motor, as is traditional in Q1.
The out of home sector has reason to be more optimistic for the remainder of 2011 and into the future than we have been over recent years. The market has performed solidly at the beginning of 2011, helped in part by the election, but more so by consistent activity by the likes of the telecoms and food categories.
OOH continues to offer great value - in particular the 1 Week Cycle in Cycle 11 brings more flexibility to the medium. The upcoming trips by President Obama and the Queen will further help the quieter Summer period. New digital formats (dpods) will be launching in Cycle 10 at the Dundrum Shopping Centre which will interest advertisers as will the roll-out of Transvisions to the main regional stations. The Luas expansion to West Tallaght will bring additional audiences to the OOH. Innovations still continue to add impact and the announcement that ColourBuses are back on the market is well received. Overall, there is plenty to be positive about in the OOH market and we expect the market will be on par to back 3% by the end of the year.
Our own iQ research and research from other sources indicate that Irish people are spending a great deal of time out of home and using mobile technologies and smartphones on the move. In short, the out of home audience are moving from passive observers to active participants. Point of sale opportunities are expanding as advertisers look to communicate with decision makers at the point and time of purchase. This is especially true of the FMCG category. Having been through a large decline in revenues over the last few years, it is the above factors, among others, that lead us to believe we are through the worst and we would expect the market to at least hold its own in 2011 and possibly see small growth on 2010. With such a variety of traditional, ambient and digital formats now available under the out of home umbrella, our sector is in a strong position to meet the needs of all advertisers in 2011 and beyond.
STRONG AND GROWING BRANDS INVEST MOST IN OUTDOOR ADVERTISING It seems that whether you are a strong established brand, like Carlsberg, or a young and growing brand, like Fran and Jane, you should bias your adspend in favour of Outdoor. And it’s not just us who says so! Our friends in the Outdoor Media Centre (formerly the Outdoor Advertising Association, the UK industry body for Outdoor contractors) have completed a body of research in conjunction with Millward Brown and Mindshare. This is a major piece of work using the Brandz database (this covers 6,000 international brands with standardised metrics and outputs) and Nielsen adspend data between 2005 and 2009. The study combined the Brandz data for 326 UK brands across 25 different categories with the brand’s estimated spend by media channel to gain an understanding of the relationship between the two. The study delivered four major conclusions: 01 Outdoor builds brands by establishing firm foundations. The basis for strong brands is fame – and Outdoor generates this. 02 Outdoor sustains strong brands and grows young brands (Strong and growing brands typically have the highest share of spend in Outdoor).
03 Outdoor brands are more confident (by this we mean that brands that project themselves in Outdoor are perceived to be more trustworthy, confident, desirable and assertive). 04 Outdoor drives search volumes better than TV, press or radio.
There is a welter of information in the study results. For a copy of the summary presentation, click on this link. If you would like us to deliver the presentation to you and/or your team, just mail Adrian O’Farrell at email@example.com.
71% described their state of mind during their rail journey as relaxed, while the words most used to describe their time in the station are ‘Receptive to information’ and ‘Relaxed’.
RAIL COMMUTERS SEE THEIR JOURNEY AS RELAXED ‘ME’ TIME UK research outlines how rail advertising reaches commuters when they are in a relaxed mood, receptive to information. This research piece (Source: Other Lines of Enquiry) examines the disposition of rail commuters revealing that they view rail as a trusted and uncluttered advertising environment. 71% described their state of mind during their normal journey as relaxed, while the words most used to describe their time in the station are ‘Receptive to information’ and ‘Relaxed’. Given that it is established that higher relaxation tends to result in higher awareness, this is a key USP for rail advertising. Given that commuters have the dwell time in station (only 24% don’t usually have time to read the ads at rail stations) and are increasingly tooled up with Smartphones or mobile broadband, it comes as no surprise that 48% of rail passengers have contacted an advertiser directly, with a further 25% considering doing so. As the penetration of Smartphones increases, this figure will surely
increase. Rail users see their rail dwell time as a chance to get shopping out of the way, freeing up precious leisure time. The survey also found that 46% of passengers agree that ‘Posters give the commuter something interesting to look at’, while 41% think posters can improve the look of a station. Importantly, commuters feel that the rail environment is both trusted and uncluttered, combining ‘lack of clutter’ (ahead of even cinema) and ‘trust’ (ahead of even TV). They also feel positively disposed towards rail as a ‘green’ mode of transport. The strength of this connection, allied to the significant audience size (43 million rail journeys per annum) and the quality of the audience (Dart users are 57% ABC1) lend rail advertising real power to affect behaviour. For a full presentation on the Rail commuter and how Rail advertising connects with them, contact Adrian O’Farrell at firstname.lastname@example.org or your Bravo contact.
Note When using JNOR to run rail coverage and frequency figures, bear in mind that in the research methodology does not include those who remain in the train whilst in-station.
ANGELS FALL AS TRANSVISION USED TO AUGMENT REALITY Check out what Lynx did with Transvision in the UK. How good is this? To celebrate the launch of Lynx Excite, the new fragrance that is “so tempting even angels will fall,” Lynx created an Augmented Reality campaign to run on large format digital billboards at London Victoria Station and the Birmingham Bullring Centre. “Angel Ambush” features members of the public on the billboard itself as virtual angels interact with them. This is the first time an augmented reality campaign has run on large format digital billboards in the UK. To interact, members of the public stand on a designated spot in front of the screen where a camera captures the scene and
displays it on the digital site. The participant then watches as angels appear to plummet from the sky landing right next to them in a cloud of dust and debris before flirting with them adoringly. Created by Mindshare Invention and produced by Grand Visual, the Unilever campaign blends live, real life footage with live-action studio footage of the Lynx angels. The activity is managed through live vision mixing and involves a complex integration of bespoke software with existing media owner infrastructure. Floor media was designed to create anchor points enabling the digital angels to seemingly interact with real people.
Check out this great video on YouTube: http://youtu.be/rFuUFeQIdpk
Only one question, then. Who’s going to be the first to do something like this on Transvision in Dublin?!
VOLKSWAGEN BANKS ON OUR INTERCITY ROUTES
AN EPIC BATTLE DESERVES AN EPIC STAGE
Volkswagen Bank is a new bank in Ireland (what a wild notion!) launched by the German car manufacturer. To ensure impact for their launch in Ireland they bought a combination of Dublin Bus and Bus Eireann Intercity Super Rears.
We loved the Gnomeo and Juliet takeover of Connolly Station in Cycle 3. E1 Films used lots of great touchpoints to create a visual feast for passengers including the main entrance canopy, Transvision, the 6 Sheet Gallery and the ticket barriers. Kudos to Zenith and PML.
Research demonstrates the impact that these mobile billboards generate. And with the major arteries now bypassing 48 Sheets in the approaches to Dublin, there has never been a better time to include Bus Eireann Super Rears in your plan.
Check out this video our friends in PML pulled together on it: Click here to view...
JOHNSON AND JOHNSON FOREVER BLOWING BUBBLES
LOOKING FOR INSPIRATION? Nice to see someone in Weightwatchersâ€™ ad agency pulling their weight!
Well, maybe not forever, but for a fortnight at any rate. Check out the special build that we did for Johnson and Johnson along with Vizeum, Source and Eclipse Media. Click here to view the video...
For lots more examples of outstanding creative for bus click on this link.
Published on Apr 28, 2011