As the preferred Irish OOH partner of UEFA, PML Group this week enabled the Europa League sponsors to get in front of the local OOH audience in a meaningful way as a reported 48,000 flocked to Lansdowne Road for the final between German side Bayer Leverkusen and Italy’s Atalanta.
The OOH campaign – planned by PML, with digital elements planned with Dublin City Council and Spark Foundry – had been live with sponsor and team messaging in proximity locations at key touchpoints en route to the stadium, allowing the brand to engage the OOH audience in relevant and context-specific ways.
Our best-in-class MAPS inventory and audience visualisation platform allowed for the strategic placement of formats that hit consumers head-on, lighting up the path to the stadium. Stadium perimeter OOH meant audiences were targeted by large format roadside classic and digital screens disembarking proximal train stations, en route to the stadium, and at the stadium itself – an OOH hat trick mirroring that of Atalanta winger Ademola Lookman, as the team ended Bayer Leverkusen’s (almost) invincible season with a 3-0 win.
“PML Group was delighted to be entrusted by UEFA and Dublin City Council to activate OOH for such a prestigious and important event for the country,” says Darren Greene, director of PML, “Outdoors is where we live, and occasions such as the Europa League final gives us the ideal platform to showcase the unique power of our offering and that of the OOH channel.”
The rivalry for audience attention in the event-based marketing arena is a real battle. Outside of in-game sponsorship one of the most valuable pieces of brand inventory is not a single means, but an entire medium in the form of the OOH canvas. PML Group tools and services enable the positioning of campaigns in high-traffic areas and near the event venues to enhance visibility and impact, offering added relevance, increased attention, and enhanced effectiveness.
With the summer on our doorstep there is an abundance of opportunity to grow and align your brand in a more meaningful way for your target audience, if leveraged effectively. A campaign’s effectiveness by way of reactivity and relevancy has the capacity to break new ground when it comes to consumer perception.
To amplify your brand’s performance via contextual Out of Home, contact us at info@pmlgroup.ie.
