Bank The Weekend Feeling
Chloe Hylands, Marketing Manager, PML Group Northern Ireland with this week’s Out \ Look on Out of Home In this issue:
Make The Switch
In a bid to attract new customers, Danske Bank is offering ￡200 to anyone who switches their current account to them using the Current Account Switch Service. The process is designed to be quick and hassle-free, with online applications taking just 10 minutes.
The overall objective of the?campaign is to raise awareness of the switch offer. The target audience is broad, encompassing adults with existing current accounts. This province-wide campaign aims to appeal to all demographics, ensuring a presence in branch towns across Northern Ireland.
To raise awareness and promote the offer, Danske Bank has launched a prominent OOH advertising campaign. The campaign features bold and vibrant ads across various formats, including Roadside, Bus (utilising the new T-Side Plus for a striking 2D effect), and Digital.
The campaign was created and planned by Krow.?The creative stands out and captures attention by using bright colours and unique visuals.
In Northern Ireland, Large advertising sites, Bus stops, Small advertising sites, and Buses are among the most recalled formats (TGI, 2023). This campaign effectively utilises a mix of these formats to engage the audience. ?
OOH advertising is known for its high impact and wide reach in public spaces. It's a medium that people can't ignore, making it particularly effective at capturing attention.
By leveraging these impactful formats, Danske Bank aims to make a strong impression and encourage a significant number of account switches. The combination of a compelling offer and a robust advertising strategy sets the stage for a successful OOH campaign.
Spin 4 Simon
This week, we held a highly successful bake sale at the PML offices to raise funds for the Simon Community, supporting their efforts to help the homeless.
The event featured an array of delicious treats, including cookies, buns, sausage rolls, and even a Guinness cake, putting our baking skills to the test. The day was a tremendous success, drawing in people from near and far who were eager for some treats and keen to support the cause. Thanks to everyone who attended and contributed to our chosen charity. ?
The Simon Community does vital work for the homeless, a cause we are deeply passionate about as homelessness remains to be a huge problem in Belfast. Their mission is simple yet profound: to end homelessness. Operating across Northern Ireland, they provide preventive services, temporary accommodations, and specialised support, aiming to offer immediate assistance and long-term solutions to break the cycle of homelessness.
So far through our online Just Giving page we have raised?￡515 and are 51% towards our fundraising goal of ￡1000. Additionally, we received numerous cash donations on the day, boosting our goal by a further ￡130.
Next Thursday 30th May, we will be cycling on spin bikes outside the Better Gym in Belfast City Centre from 11 am to 3 pm. We’ve been preparing for this event as if it’s the Tour de France! We would love to see familiar faces come by to support us as we pedal towards our goal. For more information about the Simon Community and their work, please visit their?website. ?
Bank The Weekend Feeling?
Who doesn’t love a long weekend? An extra day to binge watch your favourite Netflix show, do the DIY project you have been putting off or weather permitting, have a BBQ and soak up the sun. In anticipation of the upcoming weekend, Rockshore, a Diageo brand sets out to be part of the weekend festivities by tapping into the relevancy of the holiday.
The OOH campaign is live across a range of formats including Backlit 48 Sheets, Roadside Digital, Retail Digital, T-Sides and Glowboxes. The advertisement highlights a striking image of the sea paired with an enticing visual of the beer, capturing its refreshing essence.
Rockshore connects with its audience by delivering genuine messages at opportune moments. It is vitally important for brands to understand their customers and what appeals to them, which is why this campaign works so well. ?
Context = relevancy. ?
Significant consumer events, like bank holidays, offer prime opportunities for brands to shape purchasing decisions last minute. The increased traffic during these weekends presents Rockshore with a substantial chance to impact buying choices by maintaining a strong mental presence among shoppers. As people tend to be in a better mood during holidays it presents the perfect moment for targeting, as they are in less of a rush and are more receptive to advertising messages.
By tapping into relevance, Rockshore creates a connection with its audience. Adding relevant content was studied in a three-stage research study by Liveposter, JCDecaux and Clear Channel, named The Moments of Truth. The research revealed that adding relevance increases ad recall by 17%.
Aligning content with the audience interests directly translates into improved sales, the study revealed that it had a 16% uplift in the sales effect.
To enhance your advertising with contextual OOH, contact us at [email protected]
Little Amal?
Last week, ‘Little Amal’ a 12-foot puppet of a 10-year-old Syrian child graced the streets of Belfast. The puppet serves as a universal symbol of human rights, with the name meaning ‘hope’ in Arabic. She was created by the Handspring Puppet Company, as the centre piece of an impactful art project. Since 2021, Amal has travelled through 160 towns and cities in 15 countries, receiving warm welcomes from individuals on the streets and millions online. ?
Arriving at the River Lagan last Thursday, Little Amal sparked an exciting atmosphere among the public, drawing people’s attention to her touching message of hope.
The campaign was created and planned by Ardmore.?To ensure maximum exposure for the journey,?high-impact formats such as 48 Sheets, Backlit sites, Impact Wraps, Bus, Retail and Roadside Digital were utilised.
Additionally, a Digivan was used on the day of the event to gain further traction for the walk. This fully mobile format equipped with sound and motion capabilities, proved ideal for reaching this audience as it can be moved as and when needed. ?
The visit of Little Amal proved to be a success, drawing in many to the streets of Belfast. The efforts of Belfast City Council and its advertising efforts through high-impact formats and a mobile Digivan, ensured optimal visibility for the event, magnifying its impact and influence with the community.
76% of DOOH consumers take action post-exposure?
Findings unveiled by The Out of Home Advertising Association have highlighted the effectiveness of DOOH advertising in captivating consumers. The OAAA is the national trade association for the OOH advertising industry, which had the survey conducted by the Harris Poll.
The study found that 76% of consumers have acted upon seeing DOOH ads, including watching video programming (38%), visiting restaurants (36%), making in-store purchases (30%), engaging in word-of-mouth conversations (30%), and visiting stores (29%).
John Gerzema, CEO of The Harris Poll, underscores DOOH's capacity to drive consumer actions and generate shareable content. When compared to other media, DOOH boasts a 73% favourability rate, while 80% of consumers are more inclined to act if the content is engaging or visually appealing.?
Directional DOOH ads drive foot traffic to businesses, with 51% of those who notice the ads?visiting the?business, resulting in an impressive 93% making a purchase. Consumers place significant value on contextual DOOH ads, especially those showcasing time-specific discounts. Specifically, 86% of consumers find grocery deals useful, 84% appreciate restaurant deals, and 81% value weather-responsive offers. Time-sensitive promotions resonate strongly, with 80% finding them useful. ?
?Anna Bager, President & CEO of OAAA, emphasized the significance of these findings, stating, “Digital out of home not only captures consumers’ attention but also drives meaningful actions, making it an indispensable tool for marketers seeking to engage and influence consumers.”?