Business Media

Thursday 18 September 2014

Ryanair's daring new ad strategy

Published 17/04/2014 | 02:30

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Comedian Des Bishop and broadcaster Mairead Farrell with Sian Young, brand manager at Ballygowan and Emma Barrett, corporate partnership manager at the Irish Cancer Society, at the launch of the campaign.
DJ Rick O' Shea attending the film premiere at the Savoy Cinema of 'Captain America: The Winter Soldier'.
Pic Steve Humphreys
24th MArch 2014.
Rick O' Shea: "It was terrifying, but thankfully I was left alone."

The agency on everyone's lips this week is Dare, the first ad agency to be hired by Ryanair in more than two decades. Until now the airline has relied on its in-house resources to drive publicity – resulting in ads that have regularly drawn the ire of various advertising standards authorities, including a 2009 French campaign featuring a picture of Carla Bruni and former President Sarkozy that led to thousands in fines.

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But now Ryanair has brought in the professionals. The ensuing campaign is running in Ireland, the UK, Italy and Spain and across TV, print, radio and outdoor formats. It forms part of Ryanair's new fluffier image, aimed at rehabilitating its image with fed-up travellers. The campaign, led by Dare chief creative officer Sean Thompson, is entitled 'Low Fares. Made Simple'. The UK/Ireland television ad is set to the classic Motown track, 'Destination Anywhere' by the Marvelettes. It was directed by David Stoddart at Dark Energy with media buying handled by Mediacom.

"For Dare to work with Ryanair on their first ever pan-European advertising has been a real privilege especially as the brand is at such an important time in its evolution. Creatively it was important that we tackle people's negative perceptions of Ryanair head-on but do it with a charm and wit that people would expect of the brand," said Dare's Sean Thompson.

But some things never change. The entire ad was filmed at Ryanair's UK headquarters in Stansted in one day, keeping costs to a minimum.



SOMETIMES partnering with a good cause can prove more lucrative than any ad campaign marketing campaign money can buy. Irish bottled water brand Ballygowan is a perfect example. The company has just teamed up with the Irish Cancer Society and Marie Curie Cancer Care in Northern Ireland to raise funds for cancer care. The blue Ballygowan label will change to gold this summer to mark the initiative. Tthe company will make a donation to the charities for every bottle sold. Ballygowan has invested €500,000 in the campaign.

Market research reveals some startling findings about just how powerful corporate/charity deals can be. Some 93pc of consumers are more willing to buy a product if it is associated with a good cause, a study by Ignite Research commissioned by Ballygowan said.

Pictured above are comedian Des Bishop and broadcaster Mairead Farrell with Sian Young, brand manager at Ballygowan and Emma Barrett, corporate partnership manager at the Irish Cancer Society, at the launch of the campaign.



TOMORROW is the deadline for the 2014 Bord Gais Social Media Awards ("The Sockies"), which will be hosted by 2FM DJ Rick O'Shea at the Bord Gais Energy Theatre in Grand Canal Dock on June 5. The awards recognise Irish firms for their use of social media and are open to businesses of all shapes and sizes. This year's awards include dedicated new categories for small businesses, mobile and new format social media.



THE IRFU has announced a new deal with a Canadian software company for a video streaming service that helps coaches analyse player performance in real time. The software, called myplayXplay, takes live-streaming video from games as they are being played and sends it to mobile devices so that coaches can analyse games in real time.

The system was trialled throughout last year's Guinness Series and this year's RBS 6 Nations, in which Ireland took first place.

"Live game analysis has been waiting for exceptional, tablet-based software to arrive," said Mervyn Murphy, head performance analyst of the Ireland national team.

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