Campaign of the Month 

April 2012

The newly launched Emirates Luas tram wrap is yet another showcase of Emirates core brand pillars; to be cosmopolitan, pioneering, personal and progressive. Emirates are flying ahead of others in terms of their impressive investment in media and marketing worldwide.

Emirates launched the stunning Luas tram wrap and interior tram domination on the Luas Red line this week.

Running through the heart of the city, the Emirates tram will be highly visible travelling between The Point station and Tallaght, taking in Saggart, Ireland’s fastest growing commuter town.

The tram stops at, and close to, key destinations including Heuston station, IFSC, Croke Park, Phoenix Park, Jervis Street, Red Cow and many of Dublin’s top entertainment venues.

The media campaign was booked with JCDecaux through MediaVest and PML Group.  The creative agency responsible was Studio AM. Besides using this innovative media space to promote the brand, the Emirates tram wrap is also further supported by an impactful multi-format campaign including JCDecaux Metropoles, Metropanels, Luas Columns and Billboards.

Never before has an advertiser booked their own private, branded Luas tram and stops. The Microsoft event started at the St. Stephen’s Green Luas stop, and took Microsoft guests to Sandyford where the company’s main campus is located.

As well as taking over an entire tram for private use, there were many other innovative touches added on board and on platforms to create a fully branded Microsoft Luas experience. This bespoke package was a collaboration between Microsoft, their media agency, Universal McCann, creative agency McCann Erickson, outdoor specialist PML and JCDecaux Ireland.

The campaign included re-branding the Sandyford Luas station, with a new destination name ‘New World of Work’, posting of Luas Columns and shelter wraps. On board the re-named ‘Microsoft’ tram, passengers had Wi-Fi access as well as an impactful tram domination with additional floor graphics and window stickers.

The Microsoft workshop event had a number of high profile speakers, namely Norah Casey (CEO, Harmonia), Jonnie Cahill (Marketing Director, O2 Ireland) and Enda McNulty (Managing Director, Motiv8) and was aimed towards sales and marketing professionals. The event demonstrated how flexibility and mobility is not just for warming up sports teams; it is now an essential component for getting products and campaigns to market faster.

Pictured above (L-R): Julie Mulleady, Business Development Director, JCDecaux, Jimmy Cashen, Group Managing Director, PML Group, Mark O’Flaherty, Deputy Managing Director, Universal McCann, Michelle Spillane, Chief Marketing Officer, Microsoft, Bobby Kerr, Founder, Insomnia Coffee Company.

Picture 2: Microsoft Tram Domination

Picture 3: Wi-Fi onboard Microsoft tram

For more information, please contact Eimear McGrath at JCDecaux Ireland eimear.mcgrath@jcdecaux.ie

or (t) 01 295 8170 or Colum Harmon at PML Group, colum@pmlgroup.ie or (t) 01 668 2900

The 12^th PANI Awards celebrated the best creativity in the advertising and media industry and showcased the best talent in Northern Ireland. Hosted by Patrick Kielty, the night was a great success.

Within the outdoor category, the winners were as follows:

Best Multi Format campaign – sponsored by JCDecaux Ireland

Gold: Molson Coors | Silver: Invest NI | Bronze: Firmus Energy

The judges said this was a great example of creative planning and design working hand in hand to produce real cut through. A strong multi-format campaign saw legendary 80’s action hero Jean Claude Van Damme turn up in some unusual places around Belfast. Bespoke executions which matched the relevant poster locations and Outdoor formats, along with amusing copy made this a uniquely attention grabbing campaign.

The agencies for this campaign were Kinetic & VCCP Blue.

Best Use of Outdoor – sponsored by Clear Channel

Gold: Kerry Foods | Silver: Northwest Peace Partnership | Bronze: Stolichnaya

The judges commented that Kerry Foods’ Golden Cow brand is a national institution, but even national institutions need to keep appealing to customers. Coinciding with the new potato harvest, Golden Cow dominated the Province with a heavyweight 48 sheet campaign, matched by in store purchase points. The well-balanced creative execution featured a grandfather and grandson vignette, clear attractive typography, a mouthwatering dish of potatoes, and the packshot as hero. What could be tastier?

The agency for this campaign was Smarts NI.

Best Outdoor Innovation – sponsored by CBS Outdoor

Gold: Department of Environment | Silver: Firmus Energy | Bronze: BT

The Department of the Environment’s Rethink Waste campaign is, aptly enough, a carbon-neutral campaign, and one that aims to make people realize in a very practical sense just how much waste every household produces. As part of a multi-media schedule, outdoor was uniquely placed to illustrate that. The novel idea was to include a very creative 3-D build using found objects, including clothes, plastic washing baskets, cushions and old dolls, to promote the message: reduce, reuse, recycle.

The agency for this campaign was AV Browne.

The 12^th PANI Awards celebrated the best creativity in the advertising and media industry and showcased the best talent in Northern Ireland. Hosted by Patrick Kielty, the night was a great success.

Within the outdoor category, the winners were as follows:

Best Multi Format campaign – sponsored by JCDecaux Ireland

Gold: Molson Coors  |  Silver: Invest NI  |  Bronze: Firmus Energy

The judges said this was a great example of creative planning and design working hand in hand to produce real cut through.  A strong multi-format campaign saw legendary 80’s action hero Jean Claude Van Damme turn up in some unusual places around Belfast.   Bespoke executions which matched the relevant poster locations and Outdoor formats, along with amusing copy made this a uniquely attention grabbing campaign.

The agencies for this campaign were Kinetic & VCCP Blue.

Best Use of Outdoor – sponsored by Clear Channel

Gold: Kerry Foods  |  Silver: Northwest Peace Partnership  |  Bronze: Stolichnaya

The judges commented that Kerry Foods’ Golden Cow brand is a national institution, but even national institutions need to keep appealing to customers. Coinciding with the new potato harvest, Golden Cow dominated the Province with a heavyweight 48 sheet campaign, matched by in store purchase points. The well-balanced creative execution featured a grandfather and grandson vignette, clear attractive typography, a mouthwatering dish of potatoes, and the packshot as hero. What could be tastier?

The agency for this campaign was Smarts NI.

Best Outdoor Innovation – sponsored by CBS Outdoor

Gold: Department of Environment  |  Silver: Firmus Energy  |  Bronze: BT

The Department of the Environment’s Rethink Waste campaign is, aptly enough, a carbon-neutral campaign, and one that aims to make people realize in a very practical sense just how much waste every household produces. As part of a multi-media schedule, outdoor was uniquely placed to illustrate that. The novel idea was to include a very creative 3-D build using found objects, including clothes, plastic washing baskets, cushions and old dolls, to promote the message: reduce, reuse, recycle.

The agency for this campaign was AV Browne.

The awards which will be hosted by comedian Patrick Kielty, will take place at the much lauded and spectacular venue, Titanic Belfast.

JCDecaux would like to wish all of the participants well ahead of tonight’s ceremony, especially those competing for the ‘Best Multi Format Campaign’ Award in the Outdoor category which we are delighted to be sponsoring.  We are looking forward to congratulating the deserved winners soon.  

Good Luck to All!

Bobby was spotted on dublinbikes this week and says he is a frequent user of the service. Not surprising considering the dublinbikes stations are dotted across the city centre as are Insomnia coffee stores.

There’s nothing like a brisk cycle and a good coffee to keep you alert during the week!
Click here to find a list of Insomnia coffee stores and here for dublinbikes station locations.

March 2012

March 2012

JCDecaux Ireland are pleased to announce the appointment of Tony O’Flanagan to the board as Marketing Director.

Welcoming his appointment, the Managing Director of JCDecaux Ireland Joanne Grant said “I am delighted to welcome Tony here as our Marketing Director. This new appointment reflects JCDecaux’s commitment to further expand our marketing, research and innovation capabilities”.

Tony has a wealth of experience gained over fifteen years in the outdoor media business. He joins JCDecaux from the Outdoor Media Association (OMA) where he was director with responsibility for the day to day running of both the OMA and the Joint National Outdoor Research project (JNOR). Prior to this he was Marketing Director for the poster specialist, PML Group. Tony will have overall responsibility for leading and managing the JCDecaux marketing strategy and corporate communications.