Vodafone has unveiled its latest innovation, Vodafone TV PLAY, bringing an all-in-one smart entertainment hub and soundbar to its customers in Ireland. This groundbreaking product allows users to access top TV channels, streaming services, and sports, all in one place. To mark the launch, Vodafone has employed a comprehensive Out-of-Home (OOH) campaign, reaching audiences through various classic and digital formats.

A Wide-Reaching OOH Approach

Planned by PML and Carat, with creative by Grey, the OOH campaign spans Metropoles, 6 Sheets, Digital Golden Squares, T-Sides, Aircoaches, Digital Bridges, Classic and Digital 48s & larger 96 and 240 Sheet billboards, and the Green Screen at Stephen’s Green Shopping Centre. Niall Reynolds, Senior Marketing Manager at Vodafone, emphasizes, "Vodafone TV PLAY is a game changer, an innovation-led design to redefine home entertainment and bring customer experience to the next level."

The device boasts hands-free voice control, allowing users to navigate features effortlessly using Google Assistant. With built-in audio designed by Bang & Olufsen featuring Dolby Atmos technology, Vodafone TV PLAY provides a richer, multi-dimensional audio experience. Additionally, Bluetooth and Chromecast capabilities enhance the entertainment hub's versatility, enabling users to stream music and content seamlessly.

OOH's Role in Product Launches

The choice of an OOH campaign for the product launch aligns with the medium's ability to generate mental availability for new products. According to PML Group’s iQ research, 65% of consumers discover new brands through OOH, and 69% trust brands advertised in this format. The campaign aims to position Vodafone as a credible and cutting-edge TV provider.

Six Nations Fever Grips Ireland

Shifting gears, anticipation is building for the upcoming Six Nations tournament, set to kick off on February 2nd, 2024. Ireland, led by captain Peter O’Mahony, aims to reclaim its top spot in world rankings after a strong but unsuccessful World Cup performance. The tournament presents an excellent opportunity for brands to engage with the Irish public's positive sentiments towards rugby.

Recent research commissioned by PML Group indicates that a significant 73% of Dubliners intend to watch Six Nations games, with even higher figures among Gen Z, Gen X, and the AB social group. Brands like Guinness and Vodafone, associated with the Irish rugby team, stand out in positive word associations.

Event-Based Marketing with OOH

The Six Nations tournament exemplifies how brands can leverage OOH as an event-based marketing channel. OCS study results show that 35% of rugby union enthusiasts express high interest in Digital Screen messaging related to live sporting events, presenting a prime opportunity for dynamic content and optimized messaging.

Food Brands Boost OOH Presence

Shifting focus to the food industry, OOH has been a significant player in boosting display value for food brands. Tirlán, Kraft Heinz, and Valeo Foods lead the way with increased display values. Agencies promoting Irish food, dairy, and Bord Bia have effectively utilized OOH to influence shoppers close to the point of purchase.

Conclusion: OOH's Evolution in 2024

The Out-of-Home canvas in Ireland continues to evolve, with expanding digital networks adding vibrancy and flexibility. As demonstrated by Vodafone's TV PLAY launch and the upcoming Six Nations tournament, OOH remains a powerful tool for impactful marketing, providing brands with a unique and engaging way to connect with their audiences.