Tirlán Leverages OOH to Best Effect with Contextual Messaging

Out-of-Home (OOH) advertising continues to evolve, and Tirlán is leading the charge with its latest campaign. Through tailored creative and targeted messaging, the brand is making a significant impact across its portfolio with a new OOH campaign planned by dentsu and PML.

Avonmore Super Milk Leverages Retail DOOH with Bespoke Creative

Brands are increasingly customizing their creative strategies to suit the evolving OOH landscape. For Avonmore Super Milk, creative agency goosebump saw an opportunity to push the boundaries of Digital Out of Home (DOOH). Instead of repurposing existing content, they crafted bespoke video content specifically designed to maximize engagement and impact.

The campaign was meticulously planned with retail environments in mind, ensuring high visibility during key purchasing moments.

Strategic Placement Across Retail and Transit OOH

To enhance brand visibility and consumer recall, the campaign utilized multiple OOH formats, including:

• Retail DOOH Formats: iVisions, Adshel Live Retail, SuperValu Screens, and DXScreen ensured the brand’s presence in-store and near points of purchase. These placements reinforced the importance of Vitamin D, a key benefit of Avonmore Super Milk.
• Purchase Point Formats: Engaging shoppers outside storefronts and key retail touchpoints to drive conversions.
• Transit OOH: Bus Shelters and 48 Sheets played a pivotal role in the "street-to-store" strategy, ensuring consumers remained engaged throughout their shopping journey.

This full-funnel approach ensures Avonmore Super Milk remains top-of-mind from awareness to consideration to purchase.

Creative Crafted Specifically for DOOH

Rather than resizing existing creative assets, goosebump planned a dedicated shoot optimized for a 10-second DOOH format. The creative team harnessed movement, visual impact, and dynamic engagement to maximize effectiveness.

Captured on a crisp January morning in St. Anne’s Park, Clontarf, the campaign was brought to life by photographer Simon Burch and Director of Photography Keith Pendred from Saturday Films. Gary Moore and Laurie Easterby led production, waiting for just the right sunlight to enhance the campaign’s messaging. The final post-production touch was handled by an award-winning team, including editor Stevie Russell and Screen Scene’s Allen Sillery and Sinead Bagnall, ensuring a polished, high-impact digital execution.

Insights from Industry Experts

Reflecting on the creative process, Pat Hamill, Creative Partner at goosebump, highlighted the unique power of OOH:

“OOH has always been my favourite medium. It requires economy of thought and strength of idea. But with digital OOH, that power is multiplied as you can use movement to drive even greater engagement. That’s why we didn’t just resize for this campaign; we crafted it specifically for the format.”

Tirlán’s Marketing Controller, Eithne O’Hara, emphasized the strategic value of OOH in brand building:

“OOH has played a key role in building the Super Milk brand. Iconic brands are built there. We’ve always believed in its ability to deliver both functional and emotional messaging in a powerful way. With a little extra planning at the outset, goosebump ensured that every part of the consumer journey was optimised – from static posters to high-impact DOOH. When creative is built for the medium rather than just adapted to fit, the results speak for themselves.”

The Impact of Retail OOH on Shopper Behavior

This campaign highlights the growing significance of Retail OOH in influencing consumer behavior. According to PML Group’s IMPACT Attention research, 76% of DOOH viewers take action post-exposure, with retail-based formats playing a crucial role in driving in-store visits and purchases.

By leveraging a precision-led approach and optimizing creative for each placement, Tirlán’s Avonmore Super Milk campaign showcases the full potential of OOH advertising in engaging consumers and driving sales.

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