Some eye-catching campaigns looking OOH so great this month…
A look at recent OOH activity including trends on OOH formats, product categories and/or new product launches…
The rise of Zero Alcohol Products
Diageo turned to Out of Home to launch their new zero alcohol drink, Guinness 0.0, brewed at St James’s Gate in Dublin making it the biggest campaign in the alcohol category for September. OOH played a central role in the launch which ran on 48 Sheets, Metropoles, Bus Shelters a wrapped Luas Column (and standard columns) along with Digital activations including Digishelters, Digipoles and Digipanels.
With health and wellness trends on the rise, zero alcohol products have become increasingly popular in the past few years. In fact, average alcohol consumption in 2020 was 30% lower than its peak in 2001, its lowest level in thirty years. More and more people are now open to switching to low or no alcohol drinks, where they don’t have to compromise on health or taste. According to research conducted by Ipsos MRBI on behalf of PML Group, 45% of Dublin alcohol drinkers aged 18-54 intend to drink more zero-alcohol beer in 2021 than they did in 2020.When it comes to launching new brands, OOH is the perfect medium because it provides an unrivalled opportunity to reach people with high impact campaigns and deliver awareness quickly.
Source: revenue.ie, PML Group
This month’s close up…MetropolesJCDecaux Metropoles are 8m² scrolling units positioned in hand-picked locations on the main traffic arteries in and out of Dublin City. They display up to four posters scrolling on each side, and each one is back-illuminated, delivering impact 24 hours a day. Because of their bespoke locations on high traffic volume routes, scrolling movement, illumination and protection from the elements, Metropoles are very high performing formats for audience delivery. In the darker winter months it is also possible to apply a print technique – MetroGlo - to further enhance the lighting intensity on certain areas of the poster.
OOH Campaigns from around the world…
JCDecaux Lithuania – Pedigree
JCDecaux North America – Netflix
To promote their largest casting call ever, Netflix asked NYC pedestrians to see themselves as reality TV's next star. Innovative mirrored creatives on bus shelters let viewers insert themselves in the context of the streaming service's popular shows.