Marketing

Electric Ireland is using Instagram Video to create “a virtual dance-off with a social twist” as part of its sponsorship of Electric Picnic, which is now in its fifth year. Using the platform for video sharing, the ‘Electric Ireland Dancergy Competition’ gives festival goers the chance to showcase their dance moves to be in with the chance to win tickets to Electric Picnic. Its running from 11 to 16 August and 30 tickets are up for grabs. Entrants have to follow three steps: sign up using Instagram, make a video of them dancing and then tag it and submit it online with a hashtag. “At Electric Ireland we are constantly evolving…

Nearly half of global consumers (46pc) are willing to pay extra for products and services from companies that have implemented programmes to give back to society, according to a new study from Nielsen. Sixty-three percent of these individuals, which the company defines as “socially-conscious consumers”, are under age 40, they consult social media when making purchase decisions and are most concerned about environmental, educational and hunger causes. “It’s clear that corporate social responsibility efforts resonate with a specific group of consumers,” said Nic Covey, vice president of Nielsen Cares, Nielsen’s global corporate social responsibility programme. “Marketers need to know who those consumers are in order to maximise the social and…

A new €170k marketing campaign called ‘Sligo – Who Knew?’ is urging people to share their experiences of the county through social media. Through various online social channels – including Instagram, Facebook and Twitter – it asks locals and visitors alike to share their take on hidden gems, share snapshots and insider tips, using the hashtag #SligoWhoKnew?. Those tips, videos and unique experiences will then be featured on the campaign website whoknew.sligotourism.ie. As well as social media the marketing drive encompasses PR, print, radio and television. The campaign is targeting the weekend getaway, activity holidays and family breaks’ markets looking for unique and diverse experiences.The work is driven by research…

The Gathering Ireland 2013 has been embraced by the Irish people, according to new data from an Omnibus survey conducted by Behaviour & Attitudes. The study found that The Gathering has earned strong support amongst the Irish public with four in five of those surveyed (77pc) saying it a worthwhile investment. Three out of 4 (75pc) say that the Government-backed initiative will be successful in attracting tourists to Ireland. The Omnibus survey was carried out between 18th and 30 April by independent market researchers Ipsos. Public awareness levels of The Gathering are very high with 83pc of those surveyed saying they are aware of the project. There is also strong…

Lyons Tea has unveiled some research into the tastes and trends of the Irish diaspora as part of the launch of the ‘Bring The Talk Home’ campaign, giving the tea drinking population of Ireland the chance to bring loved ones home from abroad over the next year. Lyons Tea commissioned research with Irish people who had lived abroad to find out exactly what they missed about Ireland while living abroad. Although Irish people are famed for enjoying a pint in the pub, 69pc of those surveyed said they missed enjoying a cup of tea most ahead of a pint in the local pub. Tea was the most missed Irish product…

Dublin’s Radio Nova has started 12 new digital radio channels using mobile technologies, representing the first time an Irish radio station as introduced separate branded versions of its output for listeners. The new digital channels are Nova 80s, Nova Beatles, Nova Brit Pop, Nova British Invasion, Nova Chill, Nova Classics, Nova Irish Rock, Electronic 80s, Millertime from Marty Miller, Nova Metal. They are available to the 170,000 users of the station’s iPhone and Android mobile apps as well as via the station’s website and on internet radio devices. The station’s CEO, Kevin Branigan said: “This represents the first time that radio and digital technologies have been brought together in an environment…

Education charity Suas Educational Development and law firm A&L; Goodbody have announced a new partnership, which will see the company support Suas’s Literacy Support Programme over the next three years. Over the course of the partnership, A&L Goodbody will support 3,000 young people across the country as lead partner to the Literacy Support Programme, through almost €150,000 in funding, in addition to significant pro-bono legal counsel and volunteering. Recent research indicates that one in 10 children in Ireland leave school with serious literacy difficulties – a statistic that rises to one in three in disadvantaged communities. The Suas Literacy Support Programme recruits volunteers and trains them to be literacy mentors.…

Kenco Millicano is back on Irish TV screens this week with a new ad featuring actor Rupert Everett. The 30-second spot opens with a scene showing an unidentified character enjoying a cup of Kenco Millicano whilst reading a bad theatre review of an actor’s performance. The character is then revealed as Rupert Everett – and the review is of his own performance. But he shrugs off the criticism with the line “when your coffee’s this good, nothing else has to be”. “The ad dramatises in a humorous way that Kenco Millicano is a wholebean instant coffee that is so good, life’s little niggles simply won’t phase you,” said Sandra Gahan,…

Vodafone commissioned international 3D street artist Julian Beever to mark the launch of ‘A Good Thing’, its campaign to promote a new approach to mobile prices plans called Vodafone Red. Beever’s interpretation of ‘A Good Thing’ resulted in a depiction of a day at the beach in the IFSC’s Mayor Square. The five new Vodafone Red plans challenge the current conventions on tariffing and move in a new direction, giving customers a range of simple options with the aim of enabling them to enjoy an easier and richer mobile life at better value, according to the company. Marcel de Groot, consumer director, Vodafone Ireland said of the new plans: “We’re…

Heineken has unveiled a multi-media campaign called ‘Get in the Game’ designed to bring the Heineken Cup experience from the pitch to fans’ mobile phones, computers and into pubs and homes across the country. Get in the Game allows people to react to a variety of digital and real life games.The campaign features new creative for outdoor, print and digital advertising and a new TV ad will be released before the Heineken Cup final which will be played in Dublin on 18 May. Rugby players Shane Byrne, Frankie Sheehan, Alan Quinlan, Bryn Cunningham and pundit Brent Pope have endorsed the idea. Fans can get involved with ‘Get in the Game’…