PML Group has announced Ireland’s top out of home campaigns for 2023 with McDonald’s, Bank of Ireland and Guinness among the winners. The OOH agency partnered with Ipsos to research the effectiveness of more than 800 outdoor campaigns last year. The 12 winners are drawn from various categories, including finance, telco and retail and confectionery.
The An Post Christmas Tin-Man was the best services campaign, while the festive season was also a winning theme for Cadbury and its Secret Santa initiative. Centra came out on top in retail for the use of outdoor in promoting ‘nights in’ snacks. Taxi app Free Now use of public transport and Disney’s summer schedule won out in the entertainment and media.
Back-to-back winners for 2022 and 2023 included Bank of Ireland, Cadbury and Virgin Media. The 12 awards are shared between five media agencies, with Carat and PHD picking up three apiece and Starcom, OMD and Zenith with two each. Irish creative agencies that managed to pick up awards include Publicis, TBWA\Dublin, BBDO, Oliver and Droga5.
Colum Harmon, marketing director, PML Group, said 2022 was a huge year for out of home. “Big brands reconnected with audiences through strong, impactful messaging on both classic and digital formats. The approach is evident among the winners, delivering a potent mix of smart media choice and creative excellence. Congratulations to all involved.”
The independent research, carried out across all 26 OOH cycles of last year, measured key effectiveness metrics such as recall, creative rating, message understanding, relevance, and call to action. About 8,000 Dublin adults participated in the programme. Winning campaigns were the best in class by category, based on campaign awareness and creative impact.
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The full list of the PML Group Impact Awards winners:
ALCOHOL
Guinness/PHD/Source OOH
CONFECTIONERY
Cadbury/Carat/PML
DINING
McDonald’s/Zenith/Source OOH
FINANCE
Bank of Ireland/Carat/Oliver/PML
FOOD
Kellogg’s/Carat/Double D creative/PML
PERSONAL CARE & WELLNESS
Panadol/PHD/RTÉ/Source OOH
ENTERTAINMENT & MEDIA
Disney+/Zenith/BBDO Dublin/Source OOH
RETAIL
Centra/Starcom/TBWA Dublin/Source OOH
TELECOMS
Virgin Media/OMD/Publicis/PML
SOFT DRINKS
Pepsi Max/OMD/Source OOH
TOURISM & TRAVEL
FREE NOW/PHD/Droga5/Source OOH
SERVICES
An Post/Starcom/Folk WT/Source OOH
The full list of winners and posters will feature in the April issue of Marketing.ie magazine
