OOH Scores for Rugby Fans
With the Guinness Six Nations kicking off this weekend, OOH is getting us match ready and building the momentum for the most eagerly awaited sporting event of 2022!
Title sponsor Guinness has been ramping up anticipation for the tournament on OOH as part of its wider sponsorship activity. Ahead of Ireland’s opening game with Wales on Saturday, digital formats are engaging audiences with uplifting messages such as ‘Hope Rises’ and ‘Bring it Home’.
Vodafone’s #Teamofus OOH campaign is central to building momentum around Team Ireland. The campaign uses Digital OOH formats building awareness of its sponsorship.
Aer Lingus stands shoulder to shoulder in its OOH campaign highlighting its partnership with Irish Rugby. The creative features Irish Rugby players Conor Murray, Robbie Henshaw and Irish captain, Johnny Sexton to draw attention and engage its audience.
Our OCS data found that The Six Nations has 899,000 regular followers making OOH the perfect medium to target this large audience. Each of these ads are strategically placed in high footfall locations, at key consumption periods, with digital screens in key retail and off trade environments ensuring reach and promoting purchase consideration.
On the Move
Last week’s national Locomizer mobility data, based on analysis of mobile phone location movements via anonymised app reporting, shows an increase to +34% of pre-pandemic levels. This has continued the trend since the start of the year with traffic levels increasing week on week.
Also in terms of road traffic volumes, the TII recorded traffic volumes on Wednesday February 2nd increased +11% over the past three weeks and by two thirds versus the same day in 2021.
Traffic volumes on the radial routes into Dublin, comparisons with the same day in 2021 are as follows: +62% on the M1 at M50 to Airport, +62% on the N7 at Citywest, +88% on the M11 at Bray, and +70% on the M4 at Celbridge-Maynooth. The M50 (N3 Navan Road to N4 Galway Road) shows a +62% change as compared with the same day in 2021.
In the case of the regional cities the changes in car traffic volumes this morning as compared with the same day 2021 are as follows: N6 Galway +43%, N40 Cork +62%, M9 Waterford +92% and M7 Limerick +88%.
Apple’s routing requests mobility data for the week to Wednesday February 2nd shows all forms of mobility in Ireland above pre-pandemic baselines and increasing weekly with driving +24% (+18% week previous), public transport +47% (+38%) and walking +33% (+26)%.