Specials are fun and provide great talking points for agencies such as ours. But, let’s not forget, they are effective! 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.
This week, working with our innovation team at PML Group, some of the country’s biggest advertisers have done just that….
Rockshore Hard Seltzer – Retail Specials
In a media first, Rockshore Hard Seltzer has taken over a number of Clear Channel retail digital screens in Dublin, dominating the entire loop in addition to wrapping the panel itself so as to look like an extension of the ad playing out on screen. The Diageo brand is also appearing on three wrapped Adbox Extra locations in central Dublin.
Disney+ – Large Format 3D
To celebrate the arrival of iconic series The Walking Dead on Disney+ Star, the streaming service has produced an equally iconic (and scary!) 3D special on two 48 Sheets on Rathmines Road. Zombie hands can be seen breaking through the poster in search of some new victims in D6!
Mondeléz are celebrating the launch of Caramilk in this country with a few different Outdoor specials to help build awareness and drive response among its audience. If you visit Wexford Street at the moment, you’ll see a huge Spangley Golden Square, the gold colours reflecting the summer sunshine. Also, in a nod to the popularity of the product in Australia, some of the posters in the campaign are posted upside down, while a 2D special is also creating a stir on Macken Street in Dublin 2.
Bank of Ireland – Home on Out of Home
We’ve seen billboards made to look like football pitches or chocolate bars before but we’re pretty sure this is the first time we’ve rolled out the welcome mat on Outdoor. In keeping with their current ‘Home’ positioning, Bank of Ireland’s poster on Rathgar Road used material you’d find on your door mat to bring a scaled-up version to life. On Tenure Road, the site has been transformed into a giant picture frame, akin to what you may find in a hall or front room.