With the Six Nations well underway, P&G’s Gillette is standing out on out of home (OOH) with a station domination around the Aviva Stadium at Lansdowne Road Dart station for the opening games of the rugby tournament. Running across two cycles, the media first takeover features the full commuter portfolio at the busy Dublin 4 Dart stop.
Planned by Spark Foundry with PML handling placement, branded ticket barriers and tunnel billboards, leading to the entry and exit of the station, alongside bespoke formats on the platform, complete the campaign. The Digipole in Ballsbridge also attracted the attention of fans making their way to Ireland’s opening game against England.
Promoting its new Skinguard razor, Gillette ties in its ‘Pressure off’ tagline and developed it into a series of rugby themed creatives. Roadside, retail and leisure environments were the target of the extended campaign plan. Core creative adapted the design for the takeover while MXB was responsible for the wider transit takeover campaign.
Kim Irwin and Simone Parfrey, Spark Foundry; Rachel Ryan, Core; Chris Murphy, PML and Vicki Fraser, Exterion Media are pictured above on the platform at Lansdowne Dart station
