To promote three million discounted seats in its January sale, Aer Lingus ran an out of home campaign using classic outdoor poster formats, digital screens and a special build. The campaign aims to build awareness of the sale, connect with an in-market audience and drive conversion. Multiple data triggers were included using PML Group’s Dynamic platform.
A countdown trigger to the sale’s end date ticked down on Connolly Station’s digital gallery. On Adshel Live, alongside the countdown, different creative executions were based on predefined weather triggers. Specific taglines like ‘Lashing Rain|Sunny Spain’ triggered when raining and ‘Winter Freeze|Summer Breeze’ when the temperature drops below five degrees.
A 48 sheet special was also included in the OOH campaign with a billboard on Upper Grand Canal Street integrated with motion sensors which brightened up the sun and inflatable rings within the creative as pedestrians walked by. PML Group’s Pinpoint mapping data enhanced targeting and OCS travel and consumer survey informing that those who travel once a year or more on holidays are more likely to be interested in dynamic content displaying on DOOH.
PML Group reports that 69 per cent of commuters are interested in messages relevant to weather (Index: 104), while 64 per cent are keen on messaging relevant to a countdown (Index: 103). Carat and PML were responsible for the outdoor plans, with creative produced by KesslerKramer and the special build supplied by Eclipse Media.
Pictured are Laura Noble, Clear Channel; Nathalie Dooley, Carat; Amy Jope, Carat; Ashley Keating, Aer Lingus; Deirdre O’Hehir, Aer Lingus and Niamh Daly, PML
