IKEA launched their bedrooms and sleep campaign with the X Factor on the 20th of August, in order to gain quick awareness across the UK and ROI. The communications objectives are to create a desire for IKEA bedrooms inspiring people to improve their bedrooms and to demonstrate the price and quality benefits of the products.
The campaign runs in a multimedia platform across national and multichannel stations, national and Dublin radio stations, press and digital display.
The campaign idea is that everyone should go to bed happy, so the TV creative has been designed around this, showing a couple in a fun and playful mood in their bedroom before going to bed.
To supplement the idea of how important the bedroom is and to create 
a sense of inspiration, we are running a “Happy to Bed” clock (10” TV spot with a clock showing the time and a happy to bed message) on Channel 4 and online sites.
Absolut Fringe 2011 campaign kicked off last month. With a heavy outdoor burst, the two lead creatives of “ F “ and the “ Absolut bottle” can be seen on several different outdoor formats. This year we saw some special builds displaying thousands of colourful shinny discs, portraying the wonderful colourful and creative world of Absolut.
To support the Fringe festival, Absolut have launched a new app, the new Creative Edge app can be downloaded on most smart devices and it allows you to take some photos using the Absolut bottle as the frame. Photos, new or old, can be used and then entered into a competition to win a trip to the creative home of Absolut in Stockholm. Log on to http://www.facebook.com/#!/ABSOLUT.Ireland?sk=app_242570732450193 now to find out more details. The campaign is also supported by Press and Online.
July saw the launch of the new National College of Ireland’s big Summer Media Campaign. 2011 media strategy focused on the students being the ambassadors of NCI and this is clearly witnessed in the new creative which was created by Eyecue.
“This campaign shows the true identity of our college”, says Robert Ward. “We have an amazing connection with our students and it is great to have them play a major role in our media campaign”
The new TV copy was launched showing the vast array of students who make up NCI. TV will be supported with Press, Online, Radio and Outdoor throughout the entire summer. You can see a copy of the current TV at the link below. You can click on the http://www.ncirl.ie/ to find out any information on their Open days as well as information on the their Springboard offerings.
Copy of NCI_Mosaic_Weds_with_Name-channel4
The apes are back and 20th Century Fox is hoping that this installment of the franchise will be able to rise against all the other big blockbusters of the summer season. As a reboot of the Planet of the Apes series, the latest title the Rise of the Planet of the Apes was the movie that would set the story for a brand new series. Fox was faced with the challenge of not only getting the movie out to a new audience but also ensuring that the fans of the old series were aware that a whole new chapter of the franchise was about to hit the big screen.
Fox therefore needed to seed the new story as early as possible and push these audiences to search for information on how the background of the story and how it differs from its predecessors in the series.
Vizeum was set with the task of ensuring that the trailer achieved maximum exposure as quickly and as early as possible both online and through traditional media. At the backbone of the campaign would also be search which would ensure that all traffic was sent to the official online site and facebook pages, for most up to date information.
Based on this brief we put together a pre seeding plan which consisted of TV, online and search. We then came up with the idea of having a live premier of the offical trailer across multiple TV and online channels on a specific date. Due to the audience of the movie we felt that Sky was the best platform to run with this. We therefore put a proposal together which would have the trailer running across all Sky Channels – Sky One, Sky Sports and Sky Atlantic as well as Sky.com and online apps. The proposal gave us two full days of pre promotion on July 4th and 5th up until the live 120” trailer at 9pm. This platform proved very successful as we seen a surge in online searches and facebook interaction. It also helped us grow our facebook fans considerably.
Overall the seeding proved to work very well and provided us with a strong footing to feed more information to our audience when the main campaign starts on July 18th. The movie is out on August 11th in ROI.
Across the last two months we have been running a short story competition in the Irish Tim
es for Powers Whiskey. The task for readers was to submit 400 words on “celebrating what truly matters” a territory centered in the brand positioning. The initiative proved incredibly successful with approximately 3,000 entries received of really high quality, no small feat considering the level of engagement required. Last Saturday, the winning entry ran in the Irish Times with a bespoke illustration.
Jameson Irish Whiskey has launched a new phase of its ‘Easygoing’ advertising campaign which depicts Jameson drinkers as the most easygoing folk in the world. The second phase of the ‘Easygoing’ campaign features two creative executions, bear and UFO, each one depicting cool, easygoing reactions to exaggerated and fantastical situations. Each advertisement finishes with Jameson’s ‘easygoing’ end line, which summarises the brand’s attitude Created by M&C Saatchi London with digital execution by Cawley Nea \TBWA and media buying by Vizeum in Dublin, the campaign launched in Ireland and will be rolled out internationally. The media placement concentrates on a fully integrated digital and social media campaign supported by print and outdoor to create a complete 360° media approach. With a spend of around €1m, the campaign aims to create buzz and excitement and amplify the easygoing Jameson attitude.
Jameson Ireland is also challenging its Facebook fans to prove just how easygoing they are by taking part in Easy Does It Competition to prove that they are Ireland’s “Most Easy Going Jameson Drinker” with a specifically designed Facebook app. Emma Donnellan, Marketing Director Ireland, Irish Distillers Pernod Ricard commented “Our new campaign is the 2nd burst of our highly successful “Easygoing” campaign which began last year. The premise of the idea is that Jameson drinkers by nature are pretty easygoing characters, even in the most extraordinary circumstances. The press and outdoor is amplified by a fully integrated digital campaign to find who the most easygoing person is in Ireland.”
Meteor has launched an extensive above the- line campaign to support its recently introduced ‘No Roaming Charges in Europe’ initiative. The campaign includes radio, TV, outdoor, print, online and cinema ads. The TV, which launched yesterday, was shot in Portugal and in Ireland and features the central character, Adam, trying to chat up a foreign girl at a bar while on holiday. “This campaign really portrays Meteor as ‘your social network’ which is at the essence of our brand. “We want our customers to be able to enjoy their social network whether they’re at home or abroad, something they can now do on our network without worrying about high charges,” said Bill Blake, Meteor’s head of consumer marketing.
Nicorette have increased their advertising space at Dublin Airport by taken ownership of the new Smoking area outside the Terminal 2 building. T2 will be able to handle up to 15 million passengers a year, which is good news for Nicorette. The strong placement of the new smoking shelter will allow the visually striking creative to be seen from both the T2 travelers as well as the passengers who will have to pass on the way to T1.
This week sees the launch of the new advertising campaign to celebrate the launch of West Coast Cooler Citra – the latest addition to the West Coast Cooler Collection. West Coast Cooler Citra is a delicious wine cooler with hints of citrus flavours. The campaign is running across TV, Outdoor and Online and Citra will be one of the first advertisers to use the new digital screens in the Dundrum Town Centre.
This month saw the launch of Jacob’s Creek “Add a little sparkle” campaign. To kick-start the summer season and to celebrate the things in life that can add sparkle to any day, Jacob’s Creek are giving away 100 prizes on their facebook page for the month of May. To drive awareness of this generous giveaway, we teamed up with the evening drive-time shows on both 98fm and Cork’s Red FM and ran a week-long promotion with some fantastic prizes. Listeners were asked to share on air how they bring sparkle into their own lives. Be sure to log on to www.facebook.com/jacobscreek.ireland to nominate a friend or yourself and be in with a chance of winning prizes that will add a little sparkle to your day.
In addition to this activity, Jacob’s Creek have partnered up with The Irish Times Saturday magazine’s ‘True Character’ feature. Interviewing unique and inspiring personalities, it’s a perfect fit with the essence of the brand.
