Life Style Sports Bags Attention with OOH

While many students frequent Dublin’s largest university carrying large bags full of books, none have ever quite come close in size to this one.

Clothing and footwear giant Life Style Sports have this cycle brought their signature look to takeover UCD’s local bus shelter, complete with vinyl wrapped backings and parallel 6 Sheets. Atop the shelter sits an unmissable, giant Adidas-branded shoebox complete with the brand’s signature blue bag of equal size.

“We’re delighted to partner with Source out of home & Zenith to bring our For the Love of Trainers campaign to market,” says Lisa Tully, senior digital marketing and media manager at Life Style Sports, “the OOH campaign is brought to life with the highly impactful installation of the iconic Life Style Sports carrier bag alongside a global leader in trending trainers, adidas. It has truly delivered against our brief to a captive target audience in UCD which is a testament to the teams creativity.”

L-R: Laura Noble (Clear Channel), Scott Molloy (Source out of home), Lisa Tully (Life Style Sports), Pat Cassidy (PML Group), Lisa Callan (Zenith)

The campaign, planned by Zenith and Source out of home is the latest outstanding special to grace the Outdoor landscape following other recent notables from Pepsi MAX and Disney+. The campaign is complemented by classic and DOOH elements across malls, small and large roadside formats.

Specials are a fun, innovative, and effective means of generating brand recall. Our Special Effects study highlights the hugely positive impact that specials have in terms of noticeability, brand perception, and activation. Three quarters of people believe specials make a brand seem exciting while 84% agree that specials are more noticeable than standard poster ads.

We have an almost infinite palette with which to paint our cities and local communities. We are in the business of attention; and so, we must adopt new ways of achieving this whilst also embracing more traditional methods. Creative techniques, unusual formats, and surprising avenues to attention are demonstrably being explored and deployed to bring brands to our streets in exciting and fun ways.