The latest film-inspired eFlow Out of Home (OOH) campaign has premiered advising toll users to avoid unnecessary penalties. The Dublin campaign coincides with phase two of Ireland’s roadmap with travel extended to anywhere within county or up to 20km from home, the opening of retail outlets and the resumption of normal service by CIE.
The campaign was created by Thinkhouse and planned by Mediaworks and Source.
The ads comprise bus Supersides, Bus Shelters and PurchasePoint six sheets and shopping mall iVisions. Hazel Breen, marketing communications manager for emovis Operations Ireland, said OOH activity is paramount in spreading awareness of eFlow’s public information campaigns for the M50 toll, with positive feedback on the ad from consumers.
Lynsey Paisley, strategy and planning director, Thinkhouse said the agency was delighted to be invited to pitch and win the eFlow creative account at the end of last year. “Since then, we’ve been excited to work with the eFlow team on implementing a fresh approach to comms with a new platform, namely ‘The Director’s Cut’,” Paisley added.
“From our research and insights, we identified that the core focus at hand was saliency – staying top of mind through comms while underscoring the benefits of using the suite of digital/app eFlow platforms to manage toll payments. So we devised a creative strategy to drive memorability, relevance and most importantly standout in OOH placements.”
Scott Molloy, account manager, Source, said it was great to see the ‘Forget Me Not’ artwork feature prominently across Dublin and coincide with the returning roadside audience following the easing of Covid-19 restrictions. “It’s a perfect fit with OOH,” Molloy added.