Yoplait have partnered with Kinetic, the specialists in innovative Out of Home (OOH) communications for brands, and media agency Wavemaker to bring a colourful OOH campaign promoting their range of drinkable yogurts, Yop. The campaign utilises a UV wall mural to creatively engage with younger audiences. The campaign is running from the 5th – 18th October.
The nationwide aims to increase brand engagement for Yop. The campaign, which utilises a range of OOH formats, is strategically located in close proximity to schools and colleges to reach both students and parents, reminding them of the fun drinkable snack product.
An innovative and eye-catching UV wall mural, located on Baggot Street in Dublin 4, will drive engagement for the brand as passers-by view the glowing artwork. In line with the target audience, the campaign will use the tagline ‘No limits’, echoing the energetic brand identity.
Eoin Carroll, Account Manager at Kinetic said: “Kinetic is delighted to be working with Yop and Wavemaker on this innovative and high impact campaign, which marks the first media campaign for this client for some time. The creative mural is strategically located in Dublin city centre, which will reach young people as they travel to and from school and college. Yop is a household brand and the campaign reminds young people of their favorite healthy snack and drink from their childhood.”
Jenny Fallon, Business Director at Wavemaker said: “We wanted to deliver a fun campaign that would resonate with younger audiences. The UV wall mural is eye catching and will attract young people’s attention. We hope the creative art piece will make audiences smile and add a splash of colour to dreary October days.”
Jasmine Hughes, Yoplait Marketing said: “Marking our first media campaign for Yop in several years, our objective was to connect with our audience in a disruptive way. The unique UV mural helped us achieve that. The glowing artwork is impactful as it drives that urge to stop, take a picture and share, which is today’s social currency amongst our Gen Z consumer.”
In addition to the UV wall mural, the campaign will feature on OOH formats including a UCD Takeover, Adboxes, Digishelters and Campus Screens.