Cadbury’s Eggperiential Hunt hits Dublin

Cadbury’s Eggperiential Hunt hits Dundrum
With the hunt for the white crème eggs really heating up and everyone scrambling to find one, Cadbury surprised the unsuspecting shoppers of Dundrum, Dublin with the opportunity to find the elusive eggs.
On Saturday 3rd February, four hunts took place over the course of the day with each hunt resulting in one lucky hunter winning €1,000.
A total domination of the dPod located outside the Schuh store in Dundrum Town Centre was used to build awareness of the hunt, indicate the start times and more importantly provide a map of the centre with the location of the white creme egg being revealed. Promo staff were on hand at the dPod and the 4 hidden locations where the much sought after white Crème eggs were located.
The activation married the Mall Digital OOH format and experiential activity as the dPod acted as the facilitator and focus of the hunt. The activation was a great success with hunters gathering around the dPod for the eggs’ locations and taking off as soon as they were revealed.
The innovation team at PML Group’s (Posterscope’s Irish office) were hugely excited to be involved in creating the egg hunt in partnership with Carat and Mondeléz while our in-house creative team, Design +, animated the digital creative for the hunt.
Their iQ research intelligence shows that 68% of respondents agree that experiential activations allows a brand to create a real-life connection with its consumers.

Countdown to a Millionaire in dynamic DOOH first

In an Irish media first, Posterscope’s Irish office PML Group has delivered dynamic Digital Out of Home at scale in a campaign using its proprietary Dynamic platform.
Working in conjunction with Starcom and creative agency, Rothco, PML Group rolled out its new capabilities with a National Lottery campaign which encompassed a live countdown clock to the Millionaire Raffle which took place on New Year’s Eve. The winning €1 Million ticket was sold in Wexford.
The Dynamic platform enables digital campaigns to run seamlessly across multiple networks and media owners. It uses a range of available data sources to optimise the communication across the day, week or campaign period and provides full control over the content without the need to individually supply media owners’ systems. Research has shown that OOH using dynamic digital content boosts overall effectiveness by an average 19%.
The live countdown clock featured on the Clear Channel’s new Tesco Live screens, the city centre street side Orbscreen network, and mall digital encompassing Exterion Media’s dPods and JCDecaux’s iVision. Supplementing the dynamic digital was a heavyweight national 6 Sheet campaign comprising Bus Shelters, Adshel and Adboxes.
Speaking of the campaign, PML Group’s Managing Director Geoff Lyons said, “Our proprietary Dynamic platform allows us to deliver contextually relevant advertising at scale and in real time across multiple DOOH networks for our clients using a multitude of scheduling and content triggers. This technology is the perfect tool enabling us to deliver on brief for the National Lottery driving excitement and awareness at screen right through to purchase. This campaign encompassed advertising across the entire OOH sphere using an array of formats in classic and digital whilst cleverly utilising our Dynamic platform allowing for live content served across a variety of digital screens at the right time and in the right place. “

PML Group release OOH planning guide for 2017 for the Irish market

PML’s latest OOH Planning Guide is available to download here. It contains all the essential information required to become even more of an expert on all things Out of Home, including:

  • Out of Home formats
  • The digital OOH scene
  • Important dates and rates
  • PML Group tools and services
  • The market in both Northern Ireland and Republic of Ireland

Via: PML Group

‘Say What You See’ in PML Group’s New OOH Campaign

In its new out of home campaign PML Group is using the promotion to interact with the media community in Ireland and the public in general, as well as highlighting the creative possibilities when using OOH advertising.

The OOH specialist has used three strong and clear images on separate OOH formats. When combined, these three images represent a popular catchphrase and PML is asking the public to guess this phrase.
Once people seen all three images and figured out the answer, they can enter the competition on a dedicated website for the campaign The competition will run until 29 June, with the winner receiving an iPad.
Taking inspiration from the game show Catchphrase, the hashtag #SayWhatYouSee is present on all formats in the campaign to encourage interaction about the campaign on social media sites.
The campaign emphasises how OOH is a key advertising format that can be used by a variety of businesses to communicate their message to target audiences.
“The campaign highlights the creative possibilities for OOH advertising and its ability to arouse interest and connect with the population in their daily lives,” said Colum Harmon, marketing director at PML Group.
It is live around Dublin for the month of June and a variety of OOH formats have been used in this promotion.
The campaign is also running in Cork, using six sheet and 48 sheet formats.
Via: Business and Leadership

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