2014 was the year of the Ice Bucket Challenge, TV show, “Friends”, turned 20, Pharrell’s “Happy” took over as the most popular song of the year, Jason Orange quit Take That… and work.shop.play. launched in Northern Ireland!
Launched on 8th March 2014, through incentivised surveys, Global’s work.shop.play. audience insight community provides exclusive insights into the behaviour, thoughts, and motivations of outdoor advertising audiences throughout Northern Ireland.
Over the last decade, through almost 300 surveys and countless advertiser collaborations, work.shop.play. has collected over 100,000 responses from members of the Northern Ireland public who have been recruited via Global’s outdoor portfolio that includes advertising on Translink bus services, and both digital and classic formats such as billboards.
To celebrate the milestone, members took a trip down memory lane and delved into the survey archives to answer questions that were asked in some of the very first work.shop.play. surveys. The results of which have been turned into a brand-new digital outdoor campaign called #TenAndNow.
#TenAndNow not only celebrates the insight community’s longevity, but also reflects on just how much opinions and habits have changed in that time including exploring developments in technology and a growing empathy for environmental and sustainability issues such as reducing food waste and conserving energy.
“I’m immensely proud of the commitment we’ve made to continually learn and understand more about the outdoor audience in Northern Ireland. Our consistent approach to fostering relationships with members, welcoming new members, and keeping the surveys engaging has seen our community surge from around 200 members in 2014 to more than 3,000 today.
The world around us has evolved and changed in the last ten years and work.shop.play. allows Global to stay abreast of shifting opinions and habits, better placing our teams to help advertisers enhance their communication with the audiences our outdoor portfolio reaches”.
Ryan Hoy, Marketing Manager for Global in Northern Ireland
Further nostalgia comes as Northern Ireland work.shop.play. members revealed some of their most memorable moments of 2014 that included almost 4in10 who watched Germany beat Argentina in the World Cup, a third who took part in the Ice Bucket Challenge, 31% who went to the cinema to watch Guardians of the Galaxy – the highest grossing movie of that year, and a quarter who watched Conchita Wurst rise like a phoenix and win at Eurovision 2014. It was also the year that 25% recalled Kim Kardashian breaking the internet on the cover of Paper magazine, 1in5 watched as Dolly Parton stormed the Pyramid stage at Glastonbury and 16% took a #NoMakeUpSelfie!
Harnessing the power of work.shop.play, Global are proud to work across many different categories and collaborate with a range of advertisers to create new and attention-grabbing narratives.
For more information click here and join in at www.workshopplay.ie
