Kinetic, the OOH agency, has teamed up with Technological University Dublin for the fifth year running.
As part of its collaboration, marketing and advertising students were asked to devise an engaging Out of Home campaign for Deep RiverRock (DRR) to drive consumer consumption over the summer months and create a buzz around fundraising initiatives supported by DRR.
Following presentations to a judging panel from Coca-Cola HBC Ireland and Northern Ireland, Kinetic and Group M two weeks ago, the winning team was announced as Vicky Browne (Dublin), Aisling Meagher (Dublin) and Heloise Therrat (Lyon, France).
According to Caroline DeCourcy, Insights Director at Kinetic: “For the fifth consecutive year, Kinetic has teamed up with TUD to run this exciting project that enables students to apply a practical element to their studies. Students this year successfully demonstrated a clear and concise understanding of the Out of Home market. Once again, Marketing and Advertising students in TUD have successfully demonstrated their creativity and presentation skills, whilst also understanding and applying the theory of OOH advertising.”
She adds that the winning team successfully incorporated the full brief and created an engaging campaign that effectively utilised OOH formats and promoted the Deep RiverRock brand to its target audience. The team carried out research on strategies that Deep RiverRock could use to their advantage in both their commercial and charitable endeavours. Using this insightful information, the team visually reinforced the message based on the research findings and devised interactive advertisements to create a buzz around Deep River Rock. In conjunction with this, a strong media plan was presented to the Kinetic judging panel combining formats ranging from Large Format 48 s& 96 sheets, Lightboxes & Premieres, as well as bus shelters and Digital Out of Home formats across rail & retail environments.
