July WATCH: Vodafone Claims Top Spot
As July wrapped up, PML Group’s WATCH market intelligence data revealed Vodafone as the top campaign for the month, propelling the Telecoms sector into the top 10 categories of the Irish Out of Home advertising market.
The top 5 campaigns for July were Vodafone, Tesco, Sky Women’s Football, 7UP Zero Sugar, and SuperValu
With the Rugby World Cup on the horizon, the Irish team’s jersey sponsor was all over Outdoor formats. Their OneNumber campaign led the charge, taking viewers to the pitchside featuring familiar faces from the Irish squad making cameos. This ran on a mix of digital and classic roadside formats including 96/48 Sheets, Golden Squares, Digital Bridges, and Metropoles.
Vodafone campaigns were the most prominent across Outdoor formats in July
Within the top 5 campaigns, reflecting soft drinks as the no.2 category, PepsiCo caught audience’s attention with 7UP Zero Sugar – the brand’s first refresh in over seven years. Planned by OMD and Source out of home, the launch of the new design was supported by classic and digital formats such as Bus Shelters, Mall and Supermarket Digital 6s, and Digipoles.
PepsiCo’s 7UP Zero Sugar campaign was a refreshing sight this summer.
July also saw SuperValu, AIB, An Post Money, Guinness, and the Paddy Power Comedy Festival campaigns making their mark. An Post Money continued to build its rapport with consumers, while AIB’s GAA campaign drew tribal attention with its ‘It’s our county’ creative, reinforcing the brand’s GAA association with a powerful message ahead of the All-Ireland championships.
The Retail Outlets category led the pack in July, reflecting top campaigns from SuperValu and Tesco. Other significant categories included Soft Drinks with an abundance of PepsiCo activity including Pepsi Max, Lipton Ice Tea, and 7UP Zero Sugar. PepsiCo was the third top overall advertiser for the month. The Beers & Ciders category was led by the ‘Lovely Day for a Guinness’ campaign from Diageo, displayed across Digital 6’s, 48 Sheets, and large formats.
Retail Outlets, Soft Drinks, Beers & Ciders, Media, and QSRs were the top categories on OOH in July
The top campaigns and categories are determined based on WATCH marketing intelligence from PML Group. Based on campaign monitoring display at rate card. For comprehensive information on categories or campaigns, please contact the PML Group team.
London’s Marble Arch becomes a brand canvas for Vodafone
OOH advertising in the UK has taken an interesting innovative leap with Vodafone’s recent unveiling of a purpose-built sleeve on Marble Arch, London.
Managed by Ocean Outdoor, the unique ad spot is set to serve as media space for the foreseeable, with ad spend contributing to the conservation efforts of the iconic London landmark.
Vodafone, recently crowned ‘Best network in London’, transformed the arch with Vodafone’s signature red branding, promises maximum visibility due to the monument’s prime location overlooking Hyde Park.
Vodafone’s UK Head of Brand, Maria Koutsoudakis, expressed her excitement about being the first brand to secure an OOH spot on the new Marble Arch advertising sleeve, “This unique opportunity at Marble Arch is the perfect way to celebrate, allowing us to give back to London by playing a part in supporting the conservation of one of the city’s most iconic landmarks.”
Phil Hall, CEO of Ocean Outdoor UK, reflected on the partnership: “This has been one of the most ambitious installations Ocean has ever undertaken and required a monumental collaboration from all the partners involved. I can’t think of a better launch partner than Vodafone to mark its Best in London award.”