As the official airline of the Irish rugby team, Aer Lingus is showing its support of Ireland’s Six Nations bid across the duration of the tournament.
Designed to capitalise on consumers interest in the Six Nations, PML Group has helped the airline has integrated a Dynamic option into its DOOH format for a more agile and reactive campaign across the commuter environment.
The Dynamic element of the campaign is displaying the full-time score of Ireland’s matches, provided that Ireland wins of course, alongside an adapted tagline; ‘Thank you for bringing the Home Advantage to Aviva’, further aligning Aer Lingus with its sponsorship of the Irish team.
The Dynamic scheduling and content will run across three of the games; for when Ireland takes on England, Scotland and France. The campaign is delivered by media agency Carat, with Out of Home placement provided by PML and creative supplied by Rothco.
The ‘Home Advantage’ campaign, running across both classic and digital formats, taps into the enthusiasm of fans that bring a piece of home with them wherever they go.
As part of the wider OOH campaign, brand building 96 Sheets and 48 Sheets, coverage building 6 Sheets alongside Commuter Squares and Mega Squares form the OOH media mix.
Commuter Digital in the 3 major train stations, Transvisions in Busaras, Hueston and Connolly Station and Digipanels will deliver the dynamic and contextual serving of the creative.
A range of PML Group’s research tools provided estimates of audience figures and behaviour for OOH.
Niamh Daly, Senior account manager said of the campaign;
“Major sporting events like the Six Nations is the perfect opportunity for brands to capitalise on the Dynamic difference to build a highly impactful campaign and tap into the enthusiasm thorough genuinely relevant OOH creative.
Creating content dynamically allows Aer Lingus to amplify its brand communication and provides for greater depth of engagement while building dialogue in real life and in real time and therefore building brand interaction. “