Bed and furniture retailer, Dreams, took OOH to new heights with a fairytale-esque special build and media first during the most magical cycle. Capitalising on the run up to Christmas and audiences are ready for the start of the Boxing Day sale, Dreams created a 3D stack of mattresses on a Backlit 96 Sheet in Belfast. In addition, the retailer also secured a NI OOH media first, with a brilliant creative execution on T-Side+. The new format enables brands to use creative space which extends beyond the frame on a classic T-Side, giving even more impact. In addition, the Backlit Portrait at the Westlink and the M1 Cluster reinforced the message to thousands of people who pass the sites daily.
PML Group NI Media Executive, Chloe Hylands said: “Working on this special build and media first for Dreams was a brilliant way to round off 2023. The creative gives Princess and the Pea vibes, with a stack of mattresses and a clear call to action. Adding even more innovation and securing the media first on T-Side+ brings another element to the campaign and commands audience attention on the busy Belfast Metro network. The Backlit 96 Sheet site was carefully selected to ensure high volumes of passing traffic in Belfast, targeting local shoppers as well as those visiting from regional towns during the festive period.”