Campaign Highlights of 2024
Northern Ireland Edition
Chloe Hylands, Marketing Manager, PML Group Northern Ireland with this week’s Out \ Look on Out of Home In this issue:
Campaign Highlights of 2024
We are on the home stretch towards Christmas. With the average household spending around ￡728 on Christmas gifts (Statista, 2024), it’s a crucial moment for brands to ramp up their advertising efforts. With that in mind, Kingsbridge is embracing the festive spirit with this stunning bow-themed special, situated right outside the hospital. ?
While every campaign has its charm, here are some of our highlights from this year. We hope they spark some creative ideas for your 2025 planning!
Belfast City Council - Belfast 24
Belfast City Council’s tear-away pencil campaign is a clever and creative twist on outdoor advertising. Using an Impact Wrap, it brought sustainability and fun together in a way that really stood out. It featured a tear-away design, letting people interact with the ad and take something home—an eco-friendly, plantable pencil. After all, who doesn’t love a freebie?
Guinness - Premier League
Guinness, the official beer partner of the Premier League, kicked off an exciting real-time Dynamic countdown that had fans buzzing ahead of the first match. This clever campaign didn’t just build anticipation—it also served as a fun reminder for fans to get match-ready. By tapping into real-time moments, Guinness created a campaign that felt personal, relatable, and unforgettable.
Barista Bar - Bring it On
Barista Bar brewed up some excitement with their coffee campaign, "Bring It On," inspiring everyone to tackle the day with a cup of their coffee in hand. The T-Side+ brought the campaign to life with a quirky 2D effect that looked just like a window cleaner in action. It was a creative and playful twist on bus advertising—definitely one way to brighten up the daily commute.
Danske Bank - Personal Current Accounts Danske Bank introduced a ￡200 offer for anyone switching their current account, aiming to attract new customers. To spread the word, they launched a bold and vibrant OOH advertising campaign across multiple formats. From eye-catching Backlits to Buses sporting the new T-Side Plus, the campaign was all about grabbing attention. OOH advertising is perfect for high? impact in busy public spaces, and Danske Bank nailed it, sparking plenty of interest and encouraging people to make the switch.
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Translink - Grand Central Station Opening Ahead of the Grand Central Station opening, Translink launched a vibrant OOH advertising campaign to build excitement and raise awareness about the new hub. The campaign used a variety of formats, including 48 Sheets, 96 Sheets, Backlit sites, and Digital, all designed to grab the public's attention. With this multi-format approach, Translink made sure that both locals and visitors were in the know about the exciting new transportation option on offer.
GetSetGo - OOH Sponsorship Special GetSetGo built brand awareness with a Backlit 96 Sheet, featuring an illuminated 3D element. The long-term special could easily be updated by simply replacing the backlit vinyl. Additionally, an outdoor domination of Belfast International Airport captured the attention of thousands of arriving and departing passengers each week.
Maxol - Bags More? At PML, we're big fans of a well-executed proximity campaign, and this one really stands out. By aligning OOH campaigns with key moments in the shopper journey—from raising broad awareness to targeting consumers near stores—brands can effectively influence purchasing decisions at every stage. Maxol truly nailed it with this campaign, boosting awareness, engaging with consumers, and ultimately driving more sales.
Event Guide Q1 2025
As we wrap up the year and look ahead to 2025, it's the perfect time to start planning your OOH campaigns for the new year. To get the best results, we recommend securing premium placements early on, which can help lock in better rates and ensure your brand stands out when it matters most.
As always, relevance is key. Whether it’s leveraging upcoming events, seasonal trends, or even real-time data, integrating these elements into your campaigns ensures they resonate with your audience. Keep in mind that creativity combined with strategic targeting can really make your campaign shine.
To kickstart your planning, we've put together a guide to key events in Q1 of 2025—offering opportunities to align your brand with the right moments.
Let’s make 2025 your most impactful year yet!