Hot Wheels and Fibre Deals
Chloe Hylands, Marketing Manager, PML Group Northern Ireland with this week’s Out \ Look on Out of Home In this issue:
Hot Wheels and Fibre Deals
In today's competitive marketplace, effective communication and targeted marketing strategies are crucial for brands seeking to engage diverse audiences and foster customer loyalty.
Fibrus, a leading broadband provider, has exemplified these principles through its recent campaign aimed at residents in Newcastle, Enniskillen, and Coleraine. Fibrus utilised tailored messaging and localised engagement to drive brand recognition and customer loyalty.
The campaign, focused on localised messaging, delivered a personalised experience that makes customers feel recognised and valued. This approach is instrumental in building brand loyalty, as customers are more likely to remain committed to a brand that acknowledges their unique identities and needs.
Targeted advertising, as employed by Fibrus, stands out in a crowded marketplace. It offers high visibility and creates lasting impressions. The ability to craft messages that resonate with specific communities ensures that Fibrus is perceived not just as a broadband provider, but as a brand that understands and responds to the local communities. This kind of engagement is crucial in turning casual observers into committed customers, as it demonstrates a level of care and attention that is highly valued by consumers.
One of the most significant aspects of Fibrus’ campaign is its strategic use of OOH advertising. Unlike other advertising mediums such as television, social media, and radio, which can be easily skipped or ignored, OOH advertising has a unique ability to capture attention in everyday environments. People may choose not to watch TV ads, scroll past social media posts, or tune out radio commercials, but they cannot avoid the advertisements they encounter while going about their daily routines outside the home.
Fibrus effectively capitalised on this by incorporating innovative creative elements into their OOH ads. For instance, the use of a flame design on the wheels of buses symbolises the speed and reliability of the 'fibrefast' broadband service. This not only reinforces the core message of the campaign but also creates a visually striking and memorable impression on potential customers.
In addition to the targeted messaging and creative OOH strategies, Fibrus has maintained an always-on?presence in these towns through permanent 48-sheet holding sites. The benefits of such long-term visibility are well-documented. Repeated exposure to a brand’s messaging fosters familiarity and trust, which are essential components of customer loyalty. The Journal of Advertising Research found that 82% of consumers feel more positive about a brand after being repeatedly exposed to its ads, indicating that consistent advertising plays a crucial role in fostering trust and familiarity.
By consistently engaging with their audience over time, Fibrus deepens its connection with the community, ensuring that the brand remains top-of-mind for potential customers when they consider switching broadband providers.
The campaign is not just about advertising - it is about understanding and connecting with diverse audiences in a meaningful way. As a brand, Fibrus recognises that unlocking new customer growth requires more than just broad outreach; it demands a nuanced understanding of local communities. By tailoring their approach to each town, Fibrus has demonstrated an ability to adapt and resonate with various demographics, driving both engagement and tangible results.
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The campaign was planned by Genesis.
“We at Genesis are thrilled to be spearheading this vibrant campaign for Fibrus, bringing their ‘fibrefast’ message to life on local buses in Newcastle, Enniskillen, and Coleraine. It’s an exciting opportunity to connect with communities in a meaningful way, enhancing local visibility with Fibrus’ signature green design. This campaign perfectly aligns with our mission to create impactful and locally resonant advertising that drives real results.”
Craig Brown, Media Manager at Genesis Advertising
“Fibrus has truly hit the mark with this campaign. The town service wrap is a brilliant choice, transforming everyday buses into vibrant, attention-grabbing advertisements that effectively showcases its high-speed broadband service to local communities.
The localised messaging and creative design not only make the campaign memorable but also perfectly capture Fibrus’ commitment to supporting and connecting with these communities. It’s a fantastic example of a brand going the extra mile to genuinely connect and leave a lasting impression with it’s audience.”
Clare Ferris, Senior Client Manager, PML Group NI
“It’s been great to see Fibrus harness the power of this uniquely local bus advertising opportunity. After years of utilising Global’s other highly targeted products such as phone kiosk advertising and 6 sheets, the wrapped bus format represents a natural step for Fibrus to make a bigger impact within the local communities in which they deliver services.
The tightly targeted nature of these bus services presents the opportunity to tailor campaign messaging and really drive increase relevancy, which in turn should see an increased likelihood of audiences taking action”.
Rebecca Rodgers, Head of Agency and Specialist at Global
Countdown to Kick-Off
Countdown to Kick-Off Guinness recently launched an innovative and engaging campaign to coincide with the return of Premier League games, marking its new role as the official beer partner. Recognising the nation's passion for football—with 80% of the UK population identifying as fans (Statista), Guinness sought to connect with this enthusiastic audience through a strategically designed, multi-format advertising plan.
The campaign was strategically deployed across various OOH platforms, including Adshel Live, Streethub, and Retail Digital, particularly in proximity to bars and high footfall areas throughout Northern Ireland. This approach ensured maximum visibility and engagement, directly targeting the football-loving audience at the right time and place.
One of the most compelling aspects of this campaign was the use of a Liveposter Dynamic countdown,?that built anticipation for the Premier League’s kick-off. This real-time countdown not only heightened excitement for the first match but also served as a powerful reminder for fans. By incorporating real-time elements, Guinness created a personal and memorable connection with its audience, making the campaign both relatable and impactful.
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Recent technological advancements have significantly enhanced the effectiveness of OOH advertising, especially during major social and sporting events. The dynamic creativity employed in this campaign exemplifies how relevant and timely content can lead to impactful results. By integrating real-time data and events, the campaign effectively captured the attention of its target audience, making the message more engaging and memorable.
The campaign's success was further amplified by its multi-format approach.?The creative execution featured strong branding, easily recognisable from a distance, and prominently displayed the Premier League branding. This use of varied formats allowed Guinness to deliver different messages and reach diverse audience segments, demonstrating the importance of a multi-faceted OOH strategy.?
Different formats excel at delivering specific messages and reaching distinct audiences. To effectively communicate with consumers, it is essential for brands to utilise a variety of OOH touchpoints.?
Supporting the campaign's strategy, recent Media Impact research conducted with Ipsos B&A highlighted the effectiveness of dynamic DOOH advertising during major sporting events. The study revealed that 70% of respondents found dynamic messaging informative, 68% noted that it stands out from other forms of advertising, and 43% indicated that it increases their likelihood of engaging with the sponsoring brand. These findings underscore the importance of dynamic campaigns in capturing audience attention and driving brand engagement.
Dynamic advertising’s flexibility is key to its success, enabling brands to be in the right place at the right time. In an era where digital screens dominate, OOH advertising asserts its relevance by aligning with in-the-moment events. This dynamic approach bridges the gap between OOH and digital platforms, offering a seamless connection between the two and enhancing the overall impact of the campaign.
It is imperative for brands to leverage the versatility of OOH advertising, not only for its ability to connect with audiences in a meaningful way but also for its potential to integrate with other digital platforms. By utilising the full spectrum of OOH’s capabilities, brands like Guinness can create campaigns that resonate deeply with their target audience, ensuring a lasting impact and driving meaningful engagement.
￡1.2 Billion Tourism Boost to NI
The latest tourism statistics for Northern Ireland, released by NISRA, offer an encouraging snapshot of the industry's recovery and growth in 2023, marking the first complete set of data since the COVID-19 pandemic. These figures offer critical insights into the current state of tourism, underscoring its significance as a vital contributor to the region's economy.
In 2023, Northern Ireland recorded an estimated 5.4 million overnight trips, generating a substantial expenditure of ￡1.2 billion. This includes visits from both external tourists and local residents. External visitors alone accounted for 3.3 million of these trips, contributing ￡0.9 billion in expenditure. Meanwhile, domestic tourism remained a significant contributor, with 2.1 million trips made by local residents, comprising 40% of the total overnight trips. This underscores the essential role that domestic tourism plays in sustaining the industry.
Hotel occupancy rates in Northern Ireland for 2023 stood at 64%, reflecting a strong demand for accommodation. Guest houses, bed & breakfasts, and other guest accommodations had an estimated occupancy rate of 38%. These figures indicate a steady recovery in the hospitality sector, with room for growth as the industry continues to rebound.
A key takeaway from the statistics is the distribution of tourism businesses across Northern Ireland. Of the 5,845 tourism-related businesses operating in 2023, over three-quarters (77%) were located outside of Belfast City Council, underscoring the regional economic impact of tourism beyond the capital.
Economy Minister Conor Murphy welcomed these figures, recognising tourism as a major economic driver for the region. He acknowledged the sector's resilience and the significant economic boost provided by the ￡1.2 billion in tourism expenditure. The Minister expressed optimism about the industry's future, highlighting his commitment to supporting its continued growth. He emphasised the importance of a balanced, sustainable approach to economic development, aligned with his vision of a productive, regionally balanced, and net-zero economy.
The Minister's plans include close collaboration with industry stakeholders through the newly established Tourism Partnership Board, which aims to co-design and co-deliver an Action Plan to further enhance Northern Ireland's tourism sector. Looking ahead, there is much anticipation surrounding upcoming events such as the return of the Irish Open in Newcastle and The Open in Portrush in 2025. The Minister goes on to say these events, along with new hotels, attractions, and experiences fuelled by City Deal tourism projects, promise to strengthen Northern Ireland's tourism offerings.
These developments emphasise the potential for Outdoor advertising to be a key driver in capitalising on Northern Ireland's growing tourism industry. With millions of visitors and local tourists exploring the region, Outdoor advertising provides a unique opportunity to reach diverse audiences in real-time. Strategically placed advertisements can capture the attention of tourists at key locations, enhancing visibility for local businesses and attractions. As Northern Ireland's tourism sector continues to expand, Outdoor advertising will be pivotal in fostering further economic success by showcasing the region's attractions, events, and hospitality offerings to a wide and engaged audience. ?
OOH Drives Seasonal Spending
As summer draws to a close, anticipation for the upcoming seasonal events and holidays begins to build. With Halloween, Black Friday, and yes even Christmas on the horizon, consumers are preparing to increase their spending. As these key shopping periods approach, people are eager to allocate their money wisely, ensuring their spending aligns with the festivities and promotions of the season.
Retailers have already started decorating their stores for Halloween, signalling the beginning of a busy and financially demanding time of year. This seasonal shift highlights the substantial impact that holidays and events have on consumer behaviour. For brands, taking advantage of these peak spending periods is essential. Just as individuals should avoid last-minute shopping, businesses must plan their marketing strategies well in advance to effectively reach their target audiences.
Recent research conducted by PML Group in collaboration with Ipsos B&A provides valuable insights into the effectiveness of various outdoor advertising formats during these high-spending periods. According to this research, Bus Stop advertising is rated as the most effective format by 63% of respondents, with 27% of respondents considering these ads extremely effective. This demonstrates the strong impact that Bus Stop advertisements have on consumers.
Billboards and Bus formats also show significant effectiveness, with 62% of respondents rating them positively. Among individuals aged 45-54, 70% found billboards to be effective, and 23% rated them as extremely effective. Examining other mediums such as social media ads, they received a 24% rating for extreme effectiveness, indicating the substantial influence Outdoor ads have.
For the 18-24 age group, Social Media ads and Bus Stop ads are rated similarly, with 67% finding Social Media ads effective and 61% rating Bus Stop ads as effective. Despite the prevalent use of social media in this age group, outdoor advertising formats also prove to be effective.
Outdoor advertising also has a strong appeal with higher socio-economic groups. Within the AB demographic, 70% rated billboards as effective, with a notable 25% considering them extremely effective. Gender differences further illustrate the impact of various advertising formats. While 64% of women found Social Media ads effective, 67% preferred Bus Stop advertisements. Moreover, 31% of females rated Bus Stops as extremely effective compared to 22% for social media ads. For males, billboards were notably impactful, with 29% rating them as extremely effective.
As businesses prepare for the holiday season, it is evident that the effectiveness of Outdoor advertising should be a key focus of their marketing strategies. Strategic planning and targeted Outdoor advertising campaigns can significantly enhance a brand's reach and impact during these crucial spending periods.
Get in touch with your PML contact today to?discover how we can align your campaign with upcoming seasonal events.