As part of its September sale, Aer Lingus has embarked on a major OOH advertising campaign using multiple data triggers incorporating 48 Sheets alongside dynamic digital screens.
The campaign, which was managed by Carat, KK Outlet and PML fused with the OOH agency’s Pinpoint mapping data to deliver a strategic and targeted approach to its planning with the classic 48 Sheet format delivering increased coverage and heightened awareness in prime locations.
For the Digital OOH aspect of the campaign multiple data triggers were incorporated using PML Group’s Dynamic platform to deliver tailored content and deepen the relevance of the messaging to the audience. The Dynamic platform enables digital campaigns to run seamlessly across multiple networks and media owners at scale.
PML Group’s OCS travel and consumer survey indicates that over a third of workers think about holidays when commuting while over a quarter of adults do the same when out for shopping or leisure at weekends.
The Dynamic content is live across Clear Channel’s Adshel Live and Exterion Media’s Connolly Station Digital Gallery platforms.
According to Dara McMahon, Director of Marketing & Digital Experience at Aer Lingus: “The dynamic OOH for our September Sale across national retail & transport locations is a fun & engaging addition to our campaign that captures the attention of our target audience through destination messaging, weather triggered content & countdown timers to the sale end, encouraging commuters & shoppers to take advantage of the great deals with Aer Lingus & look forward to a happy winter.”
“The mix of contextually relevant content enabled us to create targeted experiences for potential sun seekers and city breakers. Using weather and countdown data was a great opportunity to add relevant and on-topic messaging for Aer Lingus that will resonate with audiences on the go and engage them in a different way,” adds Niamh Daly of PML.
