Aer Lingus did an OOH campaign to promote three million discounted seats in its January sale. Several platforms such as conventional outdoor poster formats, digital screens and special build were used to carry on the advertising campaign.
The campaign was aimed to create awareness about the sale, connect with an in-market audience and drive conversion. Also, multiple data triggers were included using PML Group’s Dynamic platform. Moreover, a countdown trigger to the sale’s end date ticked down on Connolly Station’s digital gallery.
On Adshel Live, different creative executions were based on predefi ned weather triggers alongside the countdown. Clever taglines like ‘Lashing Rain|Sunny Spain’ triggered when it rained and ‘Winter Freeze|Summer Breeze’ when the temperature dropped below five degrees.
A 48 sheet special was also included in the OOH campaign with a billboard on Upper Grand Canal Street integrated with motion sensors which brightened up the sun and inflatable rings within the creative as pedestrians walked by.
PML Group’s Pinpoint mapping data enhanced targeting and OCS travel and consumer survey. According to the survey, it was inferred that those who travel once a year or more on holidays are more likely to be interested in dynamic content displayed on digital out-of-home.