Special Builds – Weapons of Mass Construction
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.
Three campaigns this cycle showcase the potential of thinking outside the box in relation to OOH.
Heinz and Barnardos Team up to fight Child Hunger across Ireland
With the summer holidays drawing to a close, more than a million Irish children are going back to school. But the new term brings fresh fears for families, with struggling parents worrying about how they will feed their children and fuel their bodies and minds this school year.
With so many families struggling, Heinz Beanz and Barnardos have teamed up for a second time to bring back its limited-edition three-pack of ‘Heinz Meanz Meals’ cans, helping support their work with children living in disadvantaged areas across Ireland. For every pack purchased, Heinz is making a donation to Barnardos Breakfast Clubs.
The OOH campaign planned by Carat and PML encompasses Bus Shelters, Mall Screens, Shopping Trolleys, Digital Bridges. The centrepiece of the campaign is a special build at JCDecaux’s supersize 240 Sheet in Terenure which incorporates 3D elements and bespoke lighting.
Elaine McCague, Head of Commercial & Manager at Heinz Ireland, said; “Our founder, Henry J. Heinz, believed that heart power is stronger than horsepower. Today, his beliefs and values live on, as we continue to help support families in time of need, just like he would want us to.
“We’re passionate about continuing to support the great work of Barnardos in Ireland. We’re delighted to release once again our limited-edition ‘Heinz Meanz Mealz’ three-packs so we can together help fill thousands of little tummies at a time when it is much needed.”
Mary Gamble, Director of Marketing, Fundraising and Communications at Barnardos, said; “We are delighted to be partnering with Heinz once again and are grateful for their support for our work with vulnerable children. We share a joint ambition to drive long lasting change for some of the most disadvantaged families in Ireland.”