McDonald’s has become the first advertiser to win the Grand Prix for a second time in PML Group’s annual Poster Impact Awards. Having won the award previously in 2014, the restaurant chain has once again been recognised for achieving the highest recalled OOH campaign for 2016. The campaign, for the Eurosaver range, ran in December and the agencies involved were Mediaworks, TBWA\Dublin and Source out of home.
Poster Impact is the long-running campaign effectiveness research service offered by PML Group. In 2016, more than one thousand OOH campaigns were measured as part of the research programme, which is conducted in association with IpsosMRBI. Since 1996, almost 16,000 OOH campaigns have been scored across a range of key performance indicators. More than 100,000 Dubliners have taken part in the study.
Previous Grand Prix winners include Meteor and Gum Litter Taskforce.
Commenting on the award win, Ruth Carroll, brand manager, McDonald’s Ireland said: “Outdoor is a key media format for our Eurosaver platform driving footfall into our restaurants. Our creative approach is very clear and simple allowing the message to have strong cut through. I am thrilled that our Eurosaver campaign has won the highest recalled OOH campaign of 2016’
Colum Harmon, marketing director, PML Group said:
“McDonald’s and their creative and buying agencies deserve huge credit for how they create, plan and buy OOH advertising. They consistently perform well on the medium and the results are showing in customers through their doors. The campaign for Eurosaver reflects what we keep on emphasising to all our clients – clarity of message and the right format mix are a highly potent combination on Out of Home. Congratulations to all the category winners, who’ve all displayed similarly high levels of understanding of the medium,” says Colum Harmon, marketing director of PML.
The Full list of Category Winners for 2017 are:
Grand Prix
McDonald’s
Eurosaver #Big Deal
Media – Mediaworks
Creative – TBWA\Dublin
OOH Specialist – Source out of home
Top Recalled Large Format
Lidl
Full Shop, Half Price
Media – Mediaworks
Creative – Chemistry
OOH Specialist – Source out of home
Top Recalled Small Format
Tesco
100% Irish Meat
Media – Initiative
Creative – Rothco
OOH Specialist – PML
Top Recalled Transport Format
Diageo
Carlsberg Christmas
Media – Carat
Creative – Irish International
OOH Specialist – Source out of home
Top Recalled Digital OOH
eOne
The Girl on the Train
Media – ZenithOptimedia
OOH Specialist – PML
Top Recalled Point of Sale
Largo Foods
King Crisps King of the Hill
Media – Vizeum
OOH Specialist – Source out of home
Best Rated Design – Large Format
National Lottery
Island Shopping
Media – Starcom
Creative – DDFH&B
OOH Specialist – Source out of home
Best Rated Design – Small Format
Department of Justice & Equality
COSC
Media – PHD
Creative – TBWA\Dublin
OOH Specialist – PML
Best Rated Design – Transport Format
Ryanair
Creative – Oliver
Media – MediaCom
OOH Specialist – Source out of home
Best Rated Design – Digital OOH
Coty
Calvin Klein
Media – ZenithOptimedia
Creative – ICP
OOH Specialist – PML
Best Rated Design – Point of Sale
Keeling’s Fruit
Januberry
Media – Carat
Creative – Marketing Network
OOH Specialist – PML
