Enter The Thursday Club a concept created by us that comprises – a series of events aimed squarely at our target audience and reflecting our core values of anticipation and female fabulousness!

The events cater for a unique need (ie planning the weekend) and utilise a breakthrough innovation in mobile vouchering and Facebook integration. We have created a promotion that not only reinforces and celebrates our pole position as the unashamedly female alcohol brand, but also delivers on real relevance for our audience – after all, what girl doesn’t want to get free make up and nail tips plus the opportunity to win a whole new wardrobe for the weekend?

Not only were our West Coast Cooler girls thrilled by their new Thursday fashion, the bars were equally happy to see their seats filled with gangs of girls having a good time – which is a great win for IDL-PR Channel Sales team

We utilised press, radio and online display advertising to promote the Thursday Club as well as retagging our brand TVC. We also leveraged our 25000-strong Facebook fanbase (now 28000 after a week of activity) to spread the word!

Below are some examples of the advertising creative along with screen grabs of the Facebook and mobile activity and a video of one of the events. Thursday will never be the same again.

West Coast Cooler Spread Metro Herald

Thursday Club Facebook App

Thursday Club Facebook App Voucher Generation

Thursday Club Smart Phone App Screens

Thursday Club Status Update Automatically Triggered By Voucher Redemption

Choosing a third level college is one of life’s big decisions. It’s not like buying a pair of shoes or even a new car. It’s one of life’s major crossroads. Do I go left or right? Business or IT. Media Studies or Drama. And  there are a wide range of colleges to chose from. They go from the established universities to the new private colleges. Unsurprisingly parents play a crucial role in helping students decide.

Our campaign for Griffith had to achieve a number of things. It had to communicate to both prospective students and their parents. Announce course offerings and promote the college’s facilities.

Reports have been coming in from all over the city of people shaking their heads  and saluting at the sides of buses ala the late Freddie Mercury .

It also works as a retail campaign. Listing four of the most popular tunes on Radio Nova.

The campaign is currently running on transport and outdoor posters throughout Dublin.

Entrants have to bake their own cupcake using any of Dr. Oetker Baking products and submit a photo of their creation. The winner wins a trip to New York valued at €5,000. Even though we can’t enter the competition we can still test our skills.

Here’s something we didn’t not know until we started working with Dr. Oetker. The original Dr. August Oetker, invented and patented the formulation for what is modern baking powder in 1891 and patented it in 1903. So chefs everywhere doff your hats to the founder of our newest client. (http://en.wikipedia.org/wiki/August_Oetker)

We’re really excited about our new campaign for the launch of West Coast Cooler Citra which broke on Monday. Appearing on outdoor, transport and online, the images, taken by Vogue photographer Paco Peregrín, capture the citrusy refreshment of West Coast Cooler Citra and beautifully reflect the brand’s core values of sparkling sophistication. We think the images are captivating and will stop people in their tracks. Be sure to check out West Coast Cooler Citra at a bar or off-license near you…

To set the scene: the country is going through a bit of a tough time at the moment. First there was a banking crisis, which led to a disastrous Government bank guarantee. This meant that the state and by extension the tax payer were on the hook for the debts of the banks. Then there was a recession and the collapse of the housing market. These all combined into the mother of all perfect storms which led to a financial crisis that in turn led to an IMF/EU bailout. Unemployment  sky rocketed and our old friend ‘emigration’ made an unwelcome return. To say the least the Irish public was angry.  Then the  Government collapsed and a General Election was called.

In Ireland the rules governing elections are quite specific. No campaigning can start until the Dail (the Irish Parliament) dissolves. The Dail was dissolved on the 3rd of February last and the election was called for the 25th – leaving an election campaign of just over 3 weeks. It was tight to say the least. Opinion polls showed a collapse in support for the outgoing Fianna Fail party. So the election was shaping up to be a contest between Labour and their rivals to see which party could attract the most voters. The Labour team were competing with a much bigger and better resourced rival – the Fine Gael party. Therefore Labour had to make their communications work harder.

We started by communicating Labour’s position on various issues. We employed tactical outdoor posters which were used as backdrops to the party’s daily press briefings and policy launches. The strategy was to use advertising to drive PR -to get the posters onto the news and into the press.

There was Labour’s position on cuts

Labour’s position on the bank bailout.

Their position on the education cuts

Their position on third level fees

We then set out the party’s vision for Government with a series of posters featuring the leader Eamon Gilmore. Eamon was riding high in the leadership opinion polls and was therefore one of the party’s best assets.

Fighting a General Election  is in many ways like fighting a war. Towards the end of the first week the Fine Gael spokesman for Finance labelled the Labour as a high tax party. The label stuck and was starting to do some damage in the polls. The Labour team decided to fight back. On week two we launched a series of attack press ads in the main Irish newspapers. The purpose of theses ads was to point out that Fine Gael were planning a series of stealth taxes.

The attack ads started to work. For a day or two it seemed as if the whole country was talking about them. They made the headlines on the RTE evening news as well the front page of many of the daily newspapers. The Labour team had successfully re-framed the debate and turned the media agenda. It was now time to turn the message positive, we led with the Party Political Broadcast

and followed through with a series of “call to action” messages on outdoor posters and press

So how did it go on the big day? Well, Labour won an historic 37 seats. (Their previous high was 33). They are currently negotiating the formation of the next Government with the Fine Gael party. And we’re just proud to have played our part.

As for the advertising, did it work? Well RTE ran this graph during their coverage of the election count. It shows when people made up their minds to vote for Fine Gael and Labour. As you can see there was a swing towards Labour in the last week of the election. That’s when most of the advertising kicked in.

Damian

Our ‘Hello Night’ campaign has arrived in Grafton Street. We’ve taken over No. 35 Grafton Street to showcase the fabulous dresses used in the “Hello Night’ T.V. campaign. So go along and get dress envy and don’t forget to take a few photos as well.

Hello Ireland!

Our outdoor campaign featuring our three leading ladies and those fabulous dresses has hit the streets of Dublin, Belfast, Cork and Galway. So if you’re out for a few West Coast Coolers this weekend, you’ll be in good company.

Hello Web!

See our fabulous ladies bringing high-glamour to the night ahead, to beaut.ie, whatshewears.ie, entertainment.ie and  a host of groovy websites near you.

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We developed a visual style that symbolises this sense of escape and created a tactical press and online campiagn for 5 city destinations with hotel and city break offers.  For the press ads we opted for two small size ads on the bottom right hand side of adjacent pages to suggest movement.

So now you can “go for it” for less!

Online Ad:

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The final part of a Press Ad:

And now a press ad in all its glory in situ…

The 2 parts of our "go for it!" press campaign