Wednesday 28 September 2016

Drinks firms get the most electric plugs

Michael Cullen

Published 15/09/2016 | 02:30

The Secret Life of Pets
The Secret Life of Pets
Just Eat laid on the service for Electric Picnic fans

Bacardi and Heineken were the brand winners from this year's Electric Picnic festival, a report by PSG Sponsorship shows. When it came to the 55,000 festival-goers, 69pc said Bacardi made the biggest impression on them over the three days in Stradbally. Casa Bacardi was named by 57 per cent of revellers as the best branded area at EP.

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Heineken brought sounds of Amsterdam to the festival, scoring 50pc on impact. Punters also enjoyed some nostalgia, with 42pc voting for Electric Ireland's Throwback party theme.

Of the 220 people in the key young age group interviewed online by PSG, Heineken's investment in Sound Atlas paid off with one in two respondents mentioning the beer when asked unprompted to name an EP sponsor.

Bacardi was a point behind on 49pc, with Electric Ireland next on 46pc. Three mobile was in fourth spot on 39pc and Just Eat on 20pc.

When festival-goers were prompted on sponsors, brand awareness scores shot up. Heineken and Bacardi each scored 94pc, with Electric Ireland on 85pc and Just Eat's 82pc.

Three was on 81pc and Heineken's Orchard Thieves cider on 76pc, followed by energy drink Red Bull and Surf on 56pc and 54pc respectively. Sponsors scored high on brand impact with the services they provided. Just Eat laid on hammocks and a waiter service.

Three was at hand for when mobiles needed recharging. Unilever's Surf detergent had a laundry service and Nivea funded the showers.

As far as the festival's musical highlights were concerned, LCD Soundsystem (14pc) just narrowly beat 2FM's Jenny Greene and the RTE Concert Orchestra (13pc) as the performance of the weekend.

Noel Gallagher's High Flying Birds and New Order got a 11pc vote as the favourite EP act.

 

* MEC is organising its first major Wavemaker content event this weekend. Yoplait's 'I Love My Age' is based on an idea developed in France where people aged from zero to 100 - and beyond - gather to celebrate life. MEC's Gavin Collins says about 200 people, including 15 wheelchair users, will take to the Aviva Stadium for Sunday lunch and a commemorative group photo.

Sponsored by the Irish Independent and Age Action, special guests include Bessie Nolan (104), whose credo in life is moderation in all things, and former Leinster rugby star, Luke Fitzgerald. Frank Sinatra-style band House Party should help to further liven up proceedings.

 

* Cawley Nea\TBWA will handle the Department of Justice campaign on domestic violence which gets underway in November. DDFH&B, Publicis and Rothco also pitched. The win follows the Rathmines agency taking on the Sustainable Energy Authority of Ireland (SEAI) after a contest with Boys and Girls, Target McConnells and the incumbent, Publicis.

 

* If Ireland's most popular movies are anything to go by, we're a nation of animal lovers. The top three highest grossing films of 2016 to date are all family blockbusters with our four-legged friends.

'The Secret Life of Pets' was the top July release and is now the year's top movie. It was made by the same team which created 'Minions', which dominated the box office last summer.

'Finding Dory' is in second place after it went straight into the top ten in its first week and was the top movie in August. Disney's live-action remake of 'Jungle Book' was a roaring success when it hit cinemas in April and remains at number three. The rest of the top ten is populated with superheroes.

'Batman v Superman: Dawn of Justice' is at number four. 'Suicide Squad' and its crew of supervillains has climbed to fifth position after breaking records on its release - the biggest ever August opener in US box office history. Surprise hit 'Deadpool' is at number six and the anthropomorphic family hit 'Zootropolis' at number eight.

Wide Eye Media reports ROI box office receipts for August were up by 38% on the same month last year, from €8.5m to €11.8m.

ROI box office receipts for July were up by 6pc on the same month last year. Eoin Wrixon, chief executIve, Wide Eye Media, said some of this year's most anticipated films are on the way, including 'Bridget Jones's Baby' and the remake of 'The Magnificent Seven'.

Next month sees the return of the Nineties doll rage with 'Trolls', a musical voiced by a cast which includes Justin Timberlake, John Cleese, James Corden and Gwen Stefani.

Benedict Cumberbatch becomes 'Doctor Strange'. November see JK Rowling's 'Fantastic Beasts and Where to Find Them'. Disney's latest princess, 'Moana', arrives in December along with 'Star Wars: Rogue One'.

Michael Cullen is editor of Marketing.ie; cullen@marketing.ie

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