Aer Lingus announced its September sale and embarked on an OOH advertising burst to promote the seat bonanza using multiple data triggers.
As part of the campaign, the airline launched an innovative contextual OOH campaign incorporating 48 Sheets alongside dynamic digital screens, the multi-content campaign seeked to highlight its range of winter breaks and earn front of mind awareness.
To achieve this, Aer Lingus teamed up with Carat, KK Outlet and PML. Fused with our Pinpoint mapping data to deliver a strategic and targeted approach to its planning, the classic 48 Sheet format delivered coverage and heightened awareness in prime places.
For the Digital OOH aspect of the campaign multiple data triggers were incorporated using PML Group’s Dynamic platform to deliver tailored content and deepen the relevance of the messaging to the audience. The Dynamic platform enables digital campaigns to run seamlessly across multiple networks and media owners at scale.
The triggers encompassing dynamic scheduling and content included;
Weather – live weather data triggered a creative change in that once it’s started raining new taglines ‘Grand Soft Day’ & ‘Lashin Rain’ appeared.
Countdown – A live countdown kicked in during the final days of the sale to remind prospective holidaymakers of when the great prices ended.
Location – Contextual messages targeting rail commuters included “Commute Home – Trip to Rome” and “Dart to Bray – San Francisco Bay”
Our OCS travel and consumer survey indicates that over a third of workers think about holidays when commuting while over a quarter of adults do the same when out for shopping or leisure at weekends.
The Dynamic content was live across Clear Channel’s Adshel Live and Exterion Media’s Connolly Station Digital Gallery platforms.
Dara McMahon – Director of Marketing & Digital Experience at Aer Lingus comments: “The dynamic OOH for our September Sale across national retail & transport locations was a fun & engaging addition to our campaign that captured the attention of our target audience through destination messaging, weather triggered content & countdown timers to the sale end, encouraging commuters & shoppers to take advantage of the great deals with Aer Lingus & look forward to a happy winter”
According to Niamh Daly, Senior Account Manager for PML Group: “The mix of contextually relevant content enabled us to create targeted experiences for potential sun seekers and city breakers. Using weather and countdown data was a great opportunity to add relevant and on-topic messaging for Aer Lingus that resonated with audiences on the go and engaged them in a different way.”