Data fuelled location based marketing. Connecting the brand and consumer in the modern OOH ecosystem.


  • Tara O’Neill, Amy Jope (both Carat), Vicki Fraser (Exterion Media), Keith Brennan (PML)

Aer Lingus is back on OOH with its annual September sale and is using the medium to encourage commuters and shoppers to take advantage of the great deals on offer.

To promote the sale, the airline integrated location and countdown triggers into its selected Digital formats via our Liveposter platform. Using location specific copy, contextual messages targeting rail commuters include “Commute Home – Trip to Rome” and “Donabate – Brandenburg Gate”.

A Dynamic countdown rounds out the final days of the campaign as the Digital screens begin to tick down to the end of the sale. Live for a four-day period, the countdown helps to create urgency and prompt onlookers to browse the winter deals before it’s too late.

Running nationally, 48 Sheets and T-Sides carry the standardised copy. Adshel Live, Retail dPods and the multi-screen gallery in Connolly Station host the Dynamic content. Location targeting was made possible by Locomizer data with audience affinity for ‘Travel’ aiding the planning and placement of the campaign.

Keith Brennan, Account Manager at PML; “Through the use of location and countdown triggers we were able to create targeted experiences for audiences contemplating a winter break. Leveraging the medium’s strength of building mass coverage and combining it with the adaptive digital delivery of DOOH, Aer Lingus can influence and engage an in-market audience and as a result drive conversion.”

Media: Carat  – Creative: Rothco – OOH Specialist: PML

Originally published on Adworld