Microsoft has run a great media-first on Luas to promote their “New World of Work” event on Friday 27th April.
Never before has an advertiser booked their own private, branded Luas tram and stops. The Microsoft event started at the St. Stephen’s Green Luas stop, and took Microsoft guests to Sandyford where the company’s main campus is located.
As well as taking over an entire tram for private use, there were many other innovative touches added on board and on platforms to create a fully branded Microsoft Luas experience. This bespoke package was a collaboration between Microsoft, their media agency, Universal McCann, creative agency McCann Erickson, outdoor specialist PML and JCDecaux Ireland.
The campaign included re-branding the Sandyford Luas station, with a new destination name ‘New World of Work’, posting of Luas Columns and shelter wraps. On board the re-named ‘Microsoft’ tram, passengers had Wi-Fi access as well as an impactful tram domination with additional floor graphics and window stickers.
The Microsoft workshop event had a number of high profile speakers, namely Norah Casey (CEO, Harmonia), Jonnie Cahill (Marketing Director, O2 Ireland) and Enda McNulty (Managing Director, Motiv8) and was aimed towards sales and marketing professionals. The event demonstrated how flexibility and mobility is not just for warming up sports teams; it is now an essential component for getting products and campaigns to market faster.
Picturedabove (L-R): Julie Mulleady, Business Development Director, JCDecaux, Jimmy Cashen, Group Managing Director, PML Group, Mark O’Flaherty, Deputy Managing Director, Universal McCann, Michelle Spillane, Chief Marketing Officer, Microsoft, Bobby Kerr, Founder, Insomnia Coffee Company.
Picture 2: Microsoft Tram Domination
Picture 3: Wi-Fi onboard Microsoft tram
For more information, please contact Eimear McGrath at JCDecaux Ireland eimear.mcgrath@jcdecaux.ie
or (t) 01 295 8170 or Colum Harmon at PML Group, colum@pmlgroup.ie or (t) 01 668 2900