In 2010 it’s good to be over 50. That’s the overwhelming view of this hugely important but largely overlooked consumer market. The Pulse team at McCann Erickson have carried out an in-depth study of the over 50’s exploring their attitudes to a range of subjects including their outlook, social life, experience of technology, financial services, health and family.
Leo Moore will present these insights and their implications for brands at an informal breakfast briefing in the Sky Suite at the Radisson Hotel on Wednesday 24th March from 7.30am - 9.00am. As places are limited, please confirm your acceptance by calling Bairbre Kelly on 01-676 6366 or by email at bairbre.kelly@europe.mccann.com
Lollipop Day is Friday 26th and Saturday 27th of February this year. There are around 400 new cases of Oesophageal Cancer diagnosed in Ireland each year. Prognosis is poor with 90% of patients dying of their cancer. Lollipop day was launched in 2001 to raise awareness and fund research into Oesophageal Cancer.
The campaign has grown bigger than ever this year, with an integrated approach across advertising, P.R. and digital. With this in mind, we gave the campaign an overhaul with a bold new look.
The P.R. launch managed by Drury Communications kicks off this Friday at 1pm in St. Stephen’s Green Shopping Centre. The public are invited to sign the Lollipop Wall and pledge their support to Lollipop Day. There will also be a sing song with a local school choir. We hope you can join us.
Universal McCann negotiated an excellent press campaign with Metro Herald where these key P.R. events were communicated. Padraig Harrington came on board again as our brand ambassador. He was also the voice of our radio advert.
Gaumina also came on board this year as a digital partner. The digital campaign focused on developing a strong presence in social media. This was promoted by building appropriate content on-line and seeding through relevant forums. There was also an investment in online advertising to boost traffic to the Lollipop Day website.
Here are the remaining three TV commercials in the Heineken Cup series. As you can see ‘the skip pass’ is a variation of ‘the intercept’. I particularly like his weak celebration at the end.
‘The scrum’ celebrates that moment of success that all smallish people like myself experience when successfully retrieving a pint from a packed bar.
Finally ‘the knock on’ - it looks simple - but this took four hours to shoot. You’d be surprised how beer refuses to spill the way you want it to! We got there in the end. I hope you like them. To see the previous two commercials, click here.
We have just gone live with 3’s new Business campaign which includes press, radio and digital. We wanted to show the potential cost savings that are available to small and medium businesses when they switch their business phones to 3.
We articulated this notion by presenting tangible examples of this cost saving. This could include a year’s supply of couriers, new computer equipment or something more light-hearted such as a team building event like paint-balling.
We shot the photography in studio with Trevor Hart and had one (very cold) morning location work with Paintballing professionals in Bray. The campaign has also been translated into radio and digital. Take a look here:
3 Mobile burst into January by launching their new campaign for Contract Free 3Pay Broadband.
The big idea behind the campaign was that 3Pay Broadband is mobile broadband with all the benefits of fixed line, but without the hassle.
There are no contracts, no wires and no bills to tie you down. Its Broadband you can use on the go, whenever you like.
Following this lead the creative concept was to develop a ‘no strings attached’ using humorous relationship metaphors as powerful copy headlines. We lead with three engaging lines: ‘Looking for an open relationship?’ ‘Not looking for commitment?’ and the playful ‘Fancy a fling?’
Golden Square.
Dart Card.
48 Sheet.
We also had the opportunity to develop a 96 sheet special which was extremely eye catching and appealing.
There aren’t many things that can compete with the Heineken Cup for sheer drama and excitement. Except perhaps the drama of getting your pints of precious Heineken from A to B - in a packed pub of people, watching the game - without spilling a drop. That comes pretty close.
Here are the first two of five commercials we’ve just created which focus on this and other similar dramas that happen in the pub while watching the Heineken Cup. We’ll show you the other three as soon as they go on air.
‘Up & Under’.
‘Intercept’.
A big thank you goes to Brian O’Malley and Paul Holmes of Red Rage Productions who directed and produced them. And to our Heineken clients Aileen Donoghue and Aisling O’Brien for their invaluable contributions throughout. We hope you like them.
We’ve also just produced an outdoor campaign which focuses on the drama and excitement of the tournament itself. They were shot by Kevin Griffin and were retouched by Taylor James.
Now all we want is a Leinster v Munster Heineken Cup final in Paris in May. Fingers crossed.
Every art director loves to have a go at liquidy shots from time to time. Every art director also loves beer. With our Heineken posters the planets aligned with liquidy beery goodness.
Shot by Ray Massey and retouched by Taylor James these posters remind us that beer, apart from being tasty, is also very very beautiful.
Heineken recently asked us to have a look at developing an image for their series of Green Spheres gigs. In keeping with previous Green Spheres campaigns where we have played with speaker imagery, we developed a UFO theme this year. As usual, we also had to ensure that we could easily amend the band line up.
The Billboard within the image allows us to do just that, whilst sitting in nicely within the entire image. The 3D and retouching was seamlessly composited by our friends Taylor James over in London.
The “Man Inside The Jacket” campaign has been running for the last number of weeks featuring the autobiography of Ireland’s top potato, Mr. Tayto. The concept was created by McCann Erickson and the book itself was written by double Z and designed by Four5One led by Marketing Director Rita Kirwan and has made it into bookstores around the country, as well as the Irish Times bestseller list.
The above-the-line campaign consists of outdoor, cinema and TV that promotes both the book and the Tayto brand. The outdoor work captures the spirit of the brands playful personality, while the TV and cinema uses the rich baritones of Hal Douglas to great effect in creating a spoof Hollywood trailer about the biography.
We are big fans of the book and campaign and are really proud of the ads. Well done Rita. What next on the horizon for Mr. Tayto? A movie perhaps? You just never know.
Check out our new stings for 3’s sponsorship of Xpose. These stylish spots were inspired by pin ups of the 1950’s and the favourite pastime of women everywhere… gossiping!
We think they’re fun and fresh, and create a strong link between the show and the fact that with 99.5% population coverage, you can gossip anywhere with 3.
The illustrations were done by Syd Brak of Folio, and the graphics and animation were done by our neighbours Piranha Bar.
The nation has voted… In 2009 Garnier polled people around Ireland to find our nation’s favourite Nutrisse shade. Over 10,000 Irish people voted and Intense Red 6.66 was voted as Ireland’s favourite Nutrisse shade!
To celebrate Ireland’s most loved colour, Local Irish celebrity and Garnier’s first Irish spokesperson Lorraine Keane, glamorously modelled the Nutrisse ‘Shade of the Nation’ to fabulous effect in our recent Oct/Nov campaign which displayed the shade’s richness, radiance and warmth in large format outdoor and press.
BreastCheck asked us to refresh their current suite of photography to inject a fresh sense of energy into the existing campaign.
We invited ladies from all over the country, from both rural and urban areas and also brought back some familiar faces from the previous campaign.
The 15 ladies chosen reflect the broad demographic of women in Ireland aged 50 to 64. We also sought advice on this from the BreastCheck screening team, on the ladies that they see coming through the doors of their units every day.
A fantastic new TV and radio campaign has just launched for our newest client, 3 Mobile. The product is Best of Both 45 (BOB) and our idea is inspired by old skool arcade games using the ‘Bill’ character to explain the fantastic pre –pay/post pay product combinations on offer. Best of Both 45 is a capped bill pay package that allows you to top up like pre-pay whenever you want. The 30” animated TV advert was developed with animators D.A.D.D.Y who brought our idea of an old skool video-game vibe to life.
The animation brought the key messages (unlimited free texts, 300 free minutes to any network, top-up like pre-pay) to life through the world of video-game language. The classic video-game SFX were developed with Mutiny. There will also be a digital campaign to support this creative.
We also developed 3’s new neumonic end-frame for this advert which will appear on all broadcast formats from now on. This was developed with Piranha Bar.
This week sees the airing of our first campaign for Bord Bia, an account which we were absolutely delighted to be awarded last month after a tendering process which began in May of this year. The campaign is designed to make consumers more aware of the care and attention that goes into the products that bear the Quality Mark at different stages in production. The quality assurance scheme is all about ensuring that the process framers, growers and food processors go through reaches the highest standard.
The ad looks at the people who adhere to this process to see what it means to them, and ultimately what the benefit is the consumer. Quality assurance means peace of mind and in the current environment of recessionary woes and worry, what could be more important?
