viewpoint:
A definitive insight into the Irish Out of Home industry
A definitive insight into the UK Out of Home industry
05
Nov 10
viewpoint the space
Eclipse Media share with us some tips for
a tribute to niamh cleary
great OOH innovations
JCDecaux’s fond memories of Niamh
posters that caught his attention
innovations in OOH
Andrew Dunn from Mediacom notes
02-03
looking back Simon Durham, Managing Director, Kinetic Ireland As the year draws to a close, our minds focus on how the market performed in overall terms and also what to expect for 2011. Our view for 2010 is that the overall market will be back approximately -4%. However, the medium has benefited from increased spend with a number of clients such as UPC, Sky, McDonalds, Specsavers, VHI and Ulster Bank to name but a few. Mobile spend has returned albeit not at the previous levels. The launch of Emobile from Eircom and the Mobile Broadband battle has certainly helped. Interestingly, the Northern Ireland market is performing well and is up 10% on last year. The UK market has recovered more quickly than RoI, which is boosting NI spend. Bravo Outdoor has retained the CIE contract following a competitive pitch in which all the media owners tendered. We look forward to working
Innovations are still very much a key showcase for the medium. Smarties really embraced the Halloween theme with 3D Smarties on Luas Columns and by turning the Luas into a ‘Ghost’ train with wrapped seat covers, floor and window graphics. Deep River Rock had a media first on Out of Home when they ran a campaign for one day on Guinness Arthur’s Day playing on the fact that Guinness was not the only Irish drink to be celebrated. The campaign ran on Citylights, Commuterlites, Tsides, Transvision and ambient formats and demonstrated the effectiveness and flexibility of the medium. Further on, Eclipse Media share with us some great innovation tips and ideas. For 2011, the Kinetic view (before the budget!) is that another challenging year lies ahead. The prospect of a general election doesn’t have a positive effect on OOH as the political
“Kinetic continues to develop and offer cuttingedge tools and services. We have recently launched Kinetic Create - our Innovations division” with them and are excited to learn about their vision for all the CIE formats. Congratulations to all at Bravo! Kinetic continues to develop and offer cutting-edge tools and services. We have recently launched Kinetic Create - our Innovations division, complete with in-house graphic designer, working with clients and agencies to devise innovative ideas and get these on-street. In addition, our mapping tool, Locator, has been further refined and now allows Route Planning, Proximity Targeting and encompasses the recently launched Google StreetView.
parties won’t have the budget and other advertisers tend to avoid these cycles. Overall, we would expect the market to be on par with 2010 or back slightly. Finally, on a sad note, I have to mark the passing of Niamh Cleary, who was not only a great ambassador for JCDecaux and the Outdoor Industry, but was a personal friend of both Carol and I. Her legacy will certainly live on through all her friends and colleagues. The team at JCDecaux have shared some lovely words with us to remember the greatly missed force that was Niamh.
viewpoint:
the space For this edition, Andrew Dunn of Mediacom shares his views on some of the posters that grabbed his attention so far this year and why
• Irish Times: Trust
It is unusual to see a print owner using outdoor for a brand message, and it is done well in this series of ads. Simple, strong headline coupled with a compelling image.
• Volkswagen: Blue Motion
Eye-catching creative that visually demonstrates the “fuel goes further” concept, providing standout from the usual placement, the message is clear, engaging and highly visible.
• O2: Join in this Summer (T-side)
In a cluttered and competitive marketplace, O2 stand out for their consistency and clarity of message. This T-side is very simple but it links directly to other brand messages and focuses on only key consumer benefits.
• Polo: Sucker or Cruncher
I like how this focuses on product and consumer insight. It engages you by identifying real life consumer behaviour, and this encourages further involvement. Good Stuff!
• Mc Donald’s Wraps: Column special
One great benefit on OOH is its ability to reach consumers away from other mediums. This advertising is well planned to target busy commuters and their lunchtime purchasing decision.
• Bulmers: 48 Sheets
This creative brilliantly illustrated the effectiveness of simplicity in messaging. Its strengths lie in the utilisation of eye catching images.
• Dublin Zoo: Bats
This engaging creative idea prompted successful interactivity.
A definitive insight into the Irish Out of Home industry
04-05
innovations in OOH Amanda Moran - Eclipse Media
Outdoor advertising has traditionally been used for high impact brand promotion, but with the emergence of innovative outdoor in Ireland, brands now have the opportunity to better engage with consumers and enhance their brand loyalty. It’s no longer just about pasting up a poster and hoping it has the power to grab the attention of the consumer. Brands and agencies are becoming more creative in their efforts to engage the consumer and enhance the brand. Outdoor mediums are constantly evolving with new formats and technological innovations that help the consumer interact with the brand. We’ve noticed an upsurge in interest for LED digital screens, touch screens and text-activated specials in the last couple of months where the client has the opportunity to capture data and connect with the consumer. Eclipse Media offers highly creative alternatives to traditional Outdoor. We work closely with our clients to make their advertising campaigns
come to life. We have produced everything from a gorilla breathing on passers-by for Cadbury’s, bus shelters converted to beach huts for Lynx, giant rotating soup tins for Erin Soups, 6 Sheet sweet dispensers for Polo Mints, a real clock on a 48 Sheet for Bird’s Eye and a 15 metre long moustache on a backlit 96 sheet for Tennents to name but a few. We take great pride in what we do. We are the specialists in effective, eye catching and innovative outdoor advertising in Ireland and continue to strive to come up with more innovative and challenging Outdoor specials for our clients. Our aim is to be a one stop shop for our clients’ innovative needs by branching in to PR & Events. Eclipse Media create
and produce 3D & 2D Builds, Lighting, LED Digital screens. Electroluminescence (EL), 3D & Flip Lenticulars, scented marketing, guerilla marketing (including staffing requirements), dispenser units and mobile light projections. Anything is possible (within reason!) and we are constantly looking for new and cost effective ways of meeting our clients’ needs.
The best outdoor innovations are those that have a strong core idea where the creative works in tandem with the medium and the build is effectively executed. A highly effective international example would be the ‘Stop child abuse now’ campaign by JWT in Melbourne which used childlike mannequins with a white
viewpoint:
A definitive insight into the Irish Out of Home industry
Golden square on Kevin Street. The girls were 2D with halo lit LED lighting behind each girl to match the colour of their dresses. The lighting dimmed up and down in a sequence requested by the client. The special was engaging because of the amalgamation of the
poster pasted over the top of the mannequin and the legs and feet sticking out the bottom. The poster read ‘Neglected Children are made to feel invisible’. When the mannequin was removed the copy ‘Thank you for seeing me’ became visible. Tips for planning innovations would be to book your space well in advance so you secure premium locations that target your captive audience and are less prone to vandalism. We recommend booking illuminated sites with rear access. If the special is going to be loud or vibrating, we recommend that you avoid sites in residential areas. If the build goes outside the board, does the site have a canopy or spotlights that would interfere with the build? If you’re booking a 6 sheet with the special build inside the unit, it may have to lose it’s internal lighting but we will offer alternative solutions to light
the area such as installing LED lighting on the inside perimeter of the 6 sheet. Luas column specials must be no more than 1.8 metres in height and no wider than the column. Specialist media agencies such as Kinetic can advise on what formats might work best with your creative. We prefer to get involved with the creative agencies at the concept stage so we can brainstorm ideas and give the client approximate costs, timings and options for what is possible to produce at the start of the job. Our deadlines for layered artwork are usually 4-6 weeks in advance of the campaign start date. An effective example of innovative outdoor was the West Coast Cooler special which ran in Cycle 17 through Kinetic and Bloom Advertising. We produced a 96 Sheet on Ranelagh Road and a
striking creative and the contrast between the lighting and the dark background. Innovative outdoor is constantly evolving and digital innovations are creating new possibilities to interact with consumer. Traditional outdoor advertising can work very well in promoting your brand but if you’re looking for a unique and engaging experience for consumers, innovative outdoor advertising could be the answer! See our website for more innovations. www.eclipsemedia.ie
Did you know? •
Outdoor makes TV work 40% harder (OAA, Econometrics 2009)
•
In FMCG, Outdoor generates the best ROI of all media (OAA, Econometrics 2009)
•
Outdoor sustains strong brands and grows younger brands (OAA, Power of OOH 2010)
06–07
a jcdecaux tribute to niamh cleary Losing Niamh has been a devastating loss to all of us who worked with her at JCDecaux. Quite simply, Niamh was JCDecaux Ireland. We often joked that the company here should have been called NCDecaux.
in Ireland through Luas in 2004 and retaining the contract in 2007 was another major highlight, as was her role in bringing joint industry research to the medium of outdoor for the first time ever in 2005.
If Niamh was the life and soul of the party (and she was!), then she was also the heart of our business. Niamh’s immense contribution to this industry contains many legacies which will continue long into the future.
For all that, perhaps Niamh’s biggest achievement was leading the introduction of the JCDecaux brand and the premium values it delivers when the company took over the David Allen portfolio of billboards in 1999. Almost overnight, Niamh’s approach to this task changed the landscape of the outdoor advertising industry forever.
In recent times people will remember her for dublinbikes, the hugely successful bike share rental scheme which has added so much to our capital city. As an adwoman and a businesswoman however, Niamh would be quick to remind you that their success has come in tandem with Metropoles and Metropanels, the striking advertising displays which go to fund dublinbikes. The introduction of Metro Formats onto the streets of Dublin in 2008 was a personal milestone for Niamh. Throughout the world, JCDecaux is renowned as a street furniture company and it had been her mission to bring this aspect of the company to life in Ireland. Winning our first transport contract
On a personal level, we lost a friend. Niamh had an amazing gift for knowing when to put a comforting arm around your shoulder when it was needed most. The flipside of course was that she also knew when to bring you back down to earth when required. In return, all she asked was for loyalty and dedication. Niamh had spirit in abundance. Nobody who ever met Niamh forgot her. She was full of charisma, charm, character and passion. She was perceptive, incredibly so, and she was always in control, no matter how difficult the situation in front of her.
None of this changed when Niamh was diagnosed with cancer in 2008. For the next two years she beat this terrible disease and she did it with dignity. Yes, we were there for her, but she was also still there for us, playing whatever part she could for the company along the way. Those who knew Niamh will know that family meant everything to her. She was so proud of her husband Ciaran and her children Sian, Ryan and Ella, they were everything to her. Niamh kept her personal life very separate from business but no meeting on a Monday ever began without a quick chat to recap on family events over the weekend. Our children’s birthdays, significant family events, there were times when she seemed to know more about our own families than we did ourselves. Niamh may not be with us in body, but she is not gone. We can see her in everything we do. So here’s a thought. When the going gets tough, think of Niamh. Things may not be better afterwards but at the very least you will be smiling. The JCDecaux team
viewpoint:
A definitive insight into the Irish Out of Home industry
kinetic tools update Kinetic Locator
Locator, our cutting-edge mapping tool has been further developed with a number of new capabilities. Locator allows geographical analyses of individual poster locations. All sites in RoI & NI are uploaded on the system, with their site number, panel type, media owner, location and photo. Sites can now also be viewed at street level with Google StreetView. Locator allows you to select a particular area within a radius and highlights all the formats within that area. This can then be filtered by panel type or media owner. Furthermore, Proximity Targeting is now enabled, which allows you to see all the panels within a certain mile or km radius of a centre point such as a venue or shopping centre. Clients can now visualise and interrogate the site distribution and site selection. A site list is run from our booking system (BORIS) and uploaded onto Locator. All the sites are then mapped out and a link is sent to the client or agency which allows them to view the map, zoom in and out and click into the individual panels to view details. We can now also run A-B Routes and Custom Routes which highlights all the formats on a particular route. A-B Route looks at panels between a start point and end point whereas Custom Route chooses multiple points and runs multiple routes. Finally, Locator allows us to ‘plot’ specific stores by category nationwide. For example, all mobile operator stores are plotted allowing us to target by store and location. For more information on Locator, please contact Caroline @ 668 1822 or email caroline.decourcy@kineticww.com
Kinetic Create
Kinetic are delighted to announce the launch of our Kinetic Create service. As innovations become more and more popular, Kinetic responded to demand for innovative ideas with the launch of Kinetic Create. The department comes up with innovative ideas, mocks them up using impressive tools from the Adobe Creative Suite Family and liaises with clients and agencies. Kinetic Create then works with third parties to build the specials and install and remove as appropriate. Photographs and videos produced by ‘Create’ are then sent to the client. Our in-house graphic designer has worked on a range of impressive projects and can help create a point of difference for your campaign.
08
overseas innovations
KFC Singapore’s Roasted Burger
The Return of Tetley Teafolk - UK
Kentucky Fried Chicken (KFC) Singapore has rolled out a new campaign to promote its new roast chicken burger, the KFC Roasta. The campaign started with a hologram teaser display which was placed in the central business district area and bus interchanges. The display featured a realistic 3D image of the burger, which passers-by could see but not touch. Similarly, a teaser poster campaign ran with 6 sheets displaying the message ‘Roasted Sensation Heading for Singapore - watch this space’. The campaign helped to create buzz around the fact that after 33 years of serving fried chicken in Singapore, the fast food giant has introduced an oven-roasted chicken burger.
Very often the simplest innovations work best. That is very much the case with the Tetley campaign running in the UK. The Tetley Tea Folk are animated characters that were used to advertise the tea range from 1973 to 2001 and have just made a welcome comeback. 11 x 96 Sheet backlights have been brought to life with high impact full colour 2D character cut outs. Subtle spot lighting also works with the backlit poster creative to illuminate the specials at night. Sites were located in key cities across the UK. The campaign worked alongside TV, press and online and the OOH specials were managed and delivered through Hi Rezz. Hi Rezz is Kinetic’s project management company specialising in production for the OOH industry in the UK and Worldwide.
kinetic
31 Ballsbridge Terrace Dublin 4 t +353 (0)1 668 1822
60 Great Victoria Street Belfast BT2 7BB t +44 (0)4890 434 838
www.kineticww.com