November 2017: Media & Marketing Review
Here's a look back on the media and marketing news over the last month.
Christmas FM is Back
The annual festive station is now live across Ireland for the station’s 10th year on air. Over the last nine years, the station has raised more than €1.25m for good causes. This year’s charity partner is Sightsavers.
The station is broadcasting on 13 frequencies in Dublin, Cork, Limerick, Galway, Kildare, Kilkenny, Letterkenny, North Midlands, North East, North Wicklow, South Wicklow, South East and Tralee/Killarney. It is also available on Virgin Media Channel 900 and via its apps and website.
Vogue Williams, TV personality and Christmas FM Ambassador 2017 says: “I’m thrilled to be a part of Christmas FM this year and love Sightsavers’ work. I always love tuning in when I’m at home in Dublin – it’s the perfect soundtrack for getting you into the Christmas party season! It’s exciting to see the station launch in the UK this year and I can’t wait to have Christmas music playing 24/7!”
Tipp FM Launches Local Christmas Toy Appeal
Tipp FM launched their Toy Appeal for Christmas on the Tipp Today programme with Fran Curry.
The Station has teamed up with St Vincent De Paul in Tipperary to appeal for new toys to be donated, which will, in turn, be handed out to families in need across the premier County this Christmas.
Speaking at the launch of the appeal, Tipp FM’s General Manager Susan Murphy said “Christmas is all about Children and unfortunately even in this day and age not every child is lucky enough to receive gifts, even though we know that Santa does his best. It can be a challenging time for some families and everyone wants the best for their children, so if we as a community in Tipperary can all come together to help ease that burden and ensure that as many children as possible have a great Christmas what better way to end this year”.
The Script to Headline 2FM’s Xmas Ball 2017
The 2FM Xmas Ball is returning on the 19th December and will see The Script headline the event at the 3Arena.
Last year’s event, also in aid of the ISPCC, raised over €460,000. It will be hosted by 2FM presenters including Nicky Byrne, Jenny Greene, Eoghan McDermott, Bernard O’Shea, Jennifer Zamparelli, Keith Walsh, Tracy Clifford and more.
Dan Healy, Head of RTÉ 2FM and Radio Strategy said: “We are absolutely thrilled to be heading into our 3rd year with the 2FM Xmas Ball in aid of the ISPCC which is a very important event in our calendar. Judging by the amount of texts we are receiving from our listeners regarding this year’s ball, I am certain we’ll again raise a huge amount of money for a cause that is close to all our hearts at 2FM. This year’s line up is another great showcase of top Irish music talent, all of whom are great live performers. It’ll be great to be back in the 3Arena working with Caroline Downey and her team at the ISPCC and I can’t wait for the 19th of December.”
Source: radiotoday.ie & chooseradio.ie
Laya Healthcare Launches New Brand Positioning
One of Ireland's leading healthcare providers, Laya Healthcare, has recently launched a new brand positioning campaign and has incorporated an OOH burst into its media plan. The ‘Its Good to Live’ campaign is all about embracing life, living in the moment and enjoying it, safe in the knowledge that Laya Healthcare is looking after you, always.
Laya strives to be more than just a health insurer but rather a health partner who encourages and empowers their customers to live healthy and happy lives. The campaign launched on 25th October.
The Outdoor element is an extensive part of the integrated campaign displayed on large formats as well as Bus Shelter 6 Sheets, dPods (Commuter) and Metropanels to aid reach and build coverage quickly.
The bold, fresh, fun and colourful creative really lends itself to OOH advertising and portrays the brand to maximum effect. The striking design is sure to stand out.
In addition to the OOH campaign, a brand experiential campaign was activated to coincide with the launch of the campaign. A series of hopscotches appeared on the streets of Dublin on the 27th and 28th October that encouraged people to jump in and experience how it’s good to live.
The activation was made into video content for Laya Healthcare, which has been promoted on its digital channels. Experiential activations are a natural extension to the OOH medium and adds an additional dimension to its role and brings the creative into the real-world.
Milk Makes a Splash On South William St.
As part of a new campaign to encourage a younger demographic to eat and drink more dairy, the National Dairy Council set up shop on South William Street for five days. The Complete Natural pop up café launched on the 8th of November and was opened for five days in total. The pop up was offering a range of dairy based products, from gourmet coffees, fruit smoothies, milkshakes to frozen yogurt - and the good news was it was all for free!
With some funky dairy themed interiors, the café included a chill out zone, milk carton inspired booths, a farm inspired art gallery dedicated to cows, no less, and a special selfie area so you too could mark the occasion. A few famous faces dropped by the café to lend their support, with Made In Chelsea Stars Binky Felsted and Josh Patterson, Louis Walsh and of course brand ambassadors, the Kearney Brothers all in attendance.
The café saw over 5,500 visitors pass through the doors over the five days, and was part of a major new marketing campaign which saw NDC run a heavyweight OOH campaign.
DAN’s Social Team Create Branded Live Photos
The line between the moving image and the static photograph has been blurring for a while now. The iPhone Live Photos feature lets people turn every snap into something like a gif, or a moving portrait from the Harry Potter series.
Inspired by the viral Chicken Nugget post from America, our own Dentsu Aegis Network social team have managed to create a suite of live photo animations for Facebook (the first agency in Ireland to do so). This was part of the Johnny’s Got You Covered content strategy and produced a CPC of €0.03 with over 17,500 clicks as people were tempted to “tap & hold”. Making short videos interactive and giving people the power to choose if they want to watch the video proved effective, with over 675 comments – more comments than the average competition post.
See it here on your mobile:
Google Lens is Officially Rolling Out in the Coming Weeks
Over the course of the next few weeks, Google Lens will roll out across the U.S., U.K., Australia, Singapore, Canada, India, and Australia. Google Lens is part of Google Assistant and will eventually become available to all Pixel phone users. With the ability to recognize addresses, follow URLs, call phone numbers, and scan barcodes, the Assistant will now allow Pixel phone users to explore the world through their phone’s camera lens. It can also retrieve information on books and movies by simply being pointed at a movie’s poster or a book’s spine.
The first version of Google Lens was disappointing as it could only be used after taking a photo, entering Google Photos, opening the photo, and tapping the Lens icon. However, the next incarnation of Google Lens will bring Pixel owners one step closer to “search in the real world, through your camera”. This new technology will not only see the same objects as the phone’s user but will also be able to understand what it is seeing, turning the phone’s camera into an interactive tool.
Timings for the unveiling worldwide has yet to be announced, Google has assured customers it will be arriving “soon”. Until then, Pixel users will anxiously await to the addition to Assistant.
October TV Viewership
After a slowdown in the fall of TV ratings in September, October has seen a notable turnaround across almost all audiences on the terrestrial channels. However, the same can’t be said for the satellite channels who have continued to see a marked fall off in ratings in October, especially against the younger audiences. Compared to last year’s data, Adults are the best performing audience with an increase of 4%, followed by Housekeepers with Children in October which finished the month relatively flat at -1%. The younger audiences have continued to slide, with Adults 25-44 and Adults 15-34 down -7% and -4% respectively.
RTE had its best month so far this year, with ratings up or flat across audiences for the first time. October saw Adults 15-34 up by an impressive 8%, followed by broad Adults who were up 4%, while Adults 25-44 were up 2%. HK+CH finished the month flat, which is a strong result considering they came in at -6% in September.
TV3 continued its trend from September, seeing strong improvements in three of the four audiences. Adults 25-44 continues to be the weakest performing audience with a further -4% drop off compared to last year. Adults had one of its best months of the year, finishing up 12% better than last year, closely followed by Adults 15-34 at 10% and HK+CH at 5%
TG4 has once again continued its strong resurgence and finished the month with rising ratings across all audiences. The most notable performers were HK+CH achieving a double digit increase once again, Adults and Adults 25-44 were up by 11% and 9% respectively. Adults 15-34, although not as impressive, were still up by 1%
Sky had a tough month in October, which saw a dramatic fall in ratings across all demographics. As it was in September, the worst culprits were the younger audiences. Adults 15-34 fell by 22% and Adults 25-44 by -14%. HK+CH didn’t do much better, coming in at -12%, while Adults were the best performing audience on SKY with a -6% drop off in ratings.
Medialink continued a trend by once again seeing a reduction across the younger audiences and a marked improvement for Adults, as well as a very impressive improvement of 15% across HW+CH.
In NI, as in September, both UTV and C4 had a robust October with an increase in ratings across all audiences. The stand out performer this month was Adults on CH4 with a 16% increase when compared to the same time last year.