Driving Change: Re-turn Scheme & Six Nations Fever

The long-awaited day for retailers arrived on Thursday with the initiation of Ireland’s new Deposit Return Scheme for cans and bottles. This scheme, marked by the distinctive 'Re-Turn' logo, introduces a refundable deposit on plastic bottles, aluminum, or steel cans. When consumers return these empty, undamaged containers to participating stores, they receive a voucher that can be redeemed for a cash refund or used towards in-store purchases.

To spread awareness and encourage participation, a multiformat Out-of-Home (OOH) campaign has been launched, spearheaded by Zenith and Source Out of Home, with creative from The Tenth Man. The campaign, displayed across various formats including 48 Sheets Transvisions, Digipanels, and classic 6s, utilizes playful animated visuals to showcase the Re-turn machines and urge consumers to 'Bring it Back'. Additionally, a large format banner at Re-turn's headquarters reinforces the message to commuters exiting the Red Cow Interchange.

The goal of this campaign extends beyond mere promotion; it aims to instigate behavioral change by fostering awareness and encouraging responsible recycling habits. Ciaran Foley, CEO of Re-turn, emphasizes the effectiveness of deposit return schemes globally, citing their success in over 40 countries. By leveraging the tangible connection offered by OOH advertising in key cities like Dublin, Cork, Limerick, and Galway, the campaign endeavors to contribute to Ireland's goal of achieving EU recycling targets.

Foley acknowledges the significance of this behavioral shift and expresses gratitude for the widespread support. With confidence, he affirms Ireland's readiness to embrace this change and align with EU recycling standards while reducing litter and waste.

The effectiveness of OOH in reaching and influencing consumers cannot be overstated. PML Group's iQ research underscores OOH's role in brand discovery and consumer trust, making it an ideal platform for launching initiatives like the Re-turn scheme.

Six Nations Fever Grips Irish Consumers

Amidst the fervor of the Six Nations tournament, recent data from CGA by NIQ's OPUS reveals a significant uptick in on-trade visits among Irish consumers. With one in every two consumers expressing intent to visit on-trade venues during the tournament, sports events like the Six Nations emerge as crucial drivers of footfall for bars and pubs across the country.

For drinks brands, these tournaments present unparalleled opportunities, with a high likelihood of consumers spending substantial amounts during live sports viewings. The preference for watching sports in pubs and bars underscores the importance of these venues as prime locations for brand engagement during such events.

Sian Brennan, client director for CGA Ireland, stresses the importance for brands to understand and adapt to the evolving preferences of live sports consumers. By leveraging OOH advertising, brands can capitalize on the excitement surrounding sports tournaments, delivering contextually relevant messaging before, during, and after the matches to maximize visibility and engagement.

The effectiveness of such strategies is evident from past studies, which highlight the impact of contextually relevant content on ad recall and sales response. With a vast majority of rugby fans expressing interest in DOOH messaging tailored to live sporting events, the potential for brands to make an impact during the Six Nations tournament is immense.

Introducing Conor Moore: PML Group's New Head of Design

In exciting news, PML Group announces the appointment of Conor Moore as the new Head of Design. With a wealth of experience in creative roles both in the UK and Ireland, Conor brings a fresh perspective and innovative ideas to the Create team.

Conor's expertise will further enhance the services offered by Create, including OOH artwork creation, animation for DOOH, and design consultation. Brands looking to optimize their OOH campaigns can now benefit from Conor's creativity and strategic insights to achieve their objectives effectively.

January 2024 Showcase: Highlighting Outdoor Campaigns

January witnessed a plethora of impactful outdoor campaigns, spanning from New Year's resolutions to new product launches. The monthly showcase demonstrates the versatility of OOH advertising in addressing various strategic objectives for brands, showcasing the immense potential of the medium when leveraged effectively.

As we navigate through 2024, OOH continues to be a powerful tool for brands seeking to connect with consumers in meaningful ways, driving real-world engagement and driving results.