1. Media Agency of the Year 2011
13th May 2011
This week: The blog: A Global First: Mazda’s new campaign twitter.com/MindshareIRL
Jedward fans blog.mindshare.ie
The latest insights and analysis of search youtube.com/MindshareIRL
Augmenting Consumers’ Reality with Mazda
by Hilary Tracey
The objective of the brand campaign is to encourage the Mazda audience
to visit mazda.ie/stories to view and discover real story videos about how
Mazda has borrowed from Japanese history and culture to think
differently, achieve excellence and to ‘Challenge Convention To Make
Things Better’ to build better cars.
From a media point of view, we were seeking out media channels that
delivered on the brief “Defy Conventions”. While the creative produced
was excellent, we required a media solution that expressed ‘Defy
Conventions’ as much as the creative.
Metro Herald was chosen as the ideal partner as their audience profile was in line with Mazda’s target audience. Metro
Herald are increasingly looking at ways to bridge the gap between print and digital through smart phone technology, therefore
to defy conventions through a media channel, Metro Herald were the ideal fit and Augmented Reality technology, a print first in
the Irish market employed to lead the campaign. To engage with the audience further, a competition to win a new Mazda2 on
Facebook is being promoted in Metro Herald and through the AR microsite.
from the blog
The campaign kicked off in Metro Herald on the 3rd May, announcing that
something exciting was launching on May 11th (the competition and AR). As the
countdown went on each, readers were encouraged to familiarise themselves
with AR app Junaio and how to use it. A Mazda demo of a 3D Mazda car model
was in the paper each day, so users could familiarise themselves with using AR. blog.mindshare.ie
Metro Herald, Mazda and Mindshare teamed up AR experts Motive NYC who
had the idea to create the existing Mazda website into an 3D AR microsite - a
world first. Mind over Chatter: Buzz Tracking
by Andy Pierce.
On May 11th, after a 6 day countdown, a Mazda edition of Metro Herald was
produced (quarter fold with the paper being dominated by Mazda creative Read more
adverts enhanced by the Metro Herald creative team). This edition of the paper
launched the AR microsite, where readers could view each video and the
How to Get Ahead in Advertising
questions to enter the competition...
by Rachel Ray.
Read the full article and check out the extensive global coverage here.
Read more

2. Oxegen Seve Ballesteros
INSIGHTS &
ANALYSIS
GOOGLE
TRENDS
Search Trends
6TH MAY 2011 This week we have been googling the sad
news the actress and model Kelly Brook
lost her child 5 months into her pregnancy.
The story has received a lot of interest and
is one of a succession of celebrity
pregnancy issues. It follows the still births
Eurovision of Amanda Holden’s baby at 7 months in
February and Lily Allen’s at 6 months in
November. Perhaps the events will at least
help further lift the taboo amongst women
about talking about such issues.
Roger Hargreaves (of Mr. Men fame) was
Rising Searches (last 7 days) Mindshare analyses the search volume
within Ireland to establish patterns and top of Google Searches. The death of
trends of information people are golfing legend Seve Ballesteros caused his
name to appear in the searches too. Many
4th - 11th May ’11 searching for over certain time periods.
Irish sons were confused by the US
‘Mothers Day’ as there was a 400%
kelly brook Breakout 4000% in searches for this term.
increase
In entertainment we’ve been googling the
roger hargreaves Breakout 4000%
Eurovision (of course) and the Oxegen -
seve ballesteros Breakout 4000% for which is now available here.
line up
Oxegen is in association with our clients,
super injunction twitter Breakout 4000%
Heineken Music.
mothers day 400% Top rising programmes in entertainment
to have been googled were The Eurovision,
eurovision 250% The Apprentice, Criminal Minds, The X
Factor and Family Guy.
eurovision 2011 200%
oxegen 200% Rising searches are based on the increase in volume from a base volume
seven days ago. When ‘Breakout’ is recorded, the base figure was too low
euromillions 140% to record them.
chelsea 70%
Rising News Searches (last 30 days) Rising Image Searches (last 7 days)
12th April - 11th May 2011 12th April - 11th May 2011
bin laden
kate middleton ireland
playstation
royal wedding pippa middleton
wedding osama bin laden
psn kate bin laden dead
tom humphries osama dead
funny
bin laden dead kate middleton facebook
playstation bin laden

3. Mindshare - never missing a trend Top Ten of All Searches in
If the Eurovision semi-finals proved anything last night, it is that twins are last 12 Months
so hot right now. They’re right up there with top knots, Zumba classes 1 lottery +170%
and Justin Beiber’s latest haircut. In honour of Jedward’s success in
2 donedeal +130%
Europe, Jack, Rhona, Emma, Eoghan, SallyAnn and Gemma all twinned
3 rte player +120%
up for the occasion.
4 tesco +80%
translate
5 +80%
6 bbc +70%
7 twitter +70%
8 bbc sport +60%
9 done deal +60%
10 apple +60%
Top Ten Shopping Searches in 12 Months:
ebay boots
donedeal next
argos river island
shoes debenhams
dresses ticketmaster
eurovision Rising Entertainment
beyonce +300%
criminal minds last 7 days vs. previous 7 days
+90%
+130% kelly brook
Breakout
apprentice
+140%
family guy
+100%
x factor
+130%
eurovision 2011
cheryl cole
+300% jedward
+160%
+450%
The Google Trends report is published weekly by Mindshare Dublin based on search volumes according
to Google Insights. The data is owned and curated by Google, but available for public access.
For more information contact Finian Murphy (finian.murphy@mindshareworld.com) or +353 1 415 0300

4. Top TV Advertisers 25th April - 1st May
TV News 1,108 1,102
Live coverage of the Eurovision song contest final will 747
614 580
be on RTE2 at 8PM on Saturday. 544
472 436 435 423
Munster V Ospreys in Magners League is on the
same day, with RTE covering it at 6PM.
G r la er m ne s eo e o
P& ve Co kis co fo od lin nd
ile nc Eir fo ag t hk nt e
Un ca da t er Di mi
Co
e Vo as Ni
kitt B os
c M lax
Bring Back Bosco started on TV3 at 9PM on Monday Re G
544 Top TV Brands 25th April - 1st May
Kitchen Hero is a cook show for beginners and 436
presented by Donal Skehan. It will begin on RTE1 at 336 302 292 285 269
8:30PM.
234 228 228
Queen Elizabeth in Ireland will be on RTE on
ne er Pa
y lds C tsb cu
s D ke
n as
Wednesday at 7:30PM fo eis na UP nt fo cH of
da dw Bil o ne r nt i hic sS
Vo Bu 2 cD Fo tla -C Plu
O ma
M
Pe
r y A Bia st
Sk rd Co
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Top Rated Programmes
HW + CH (Multichannel TVRs) Adults 15-34 (Multichannel TVRs)
Desperate Housewives 23.2 Desperate Housewives 13.2
Fair city 16.9 Fair city 9.5
RTE News 16.0 Coronation Street 8.2
The Late Late 16.0 Bride Wars 7.7
Eastenders 15.9 The Late Late 7.7
Coronation Street 14.1 Eastenders 7.6
The Consumer Show 13.6 RTE News 7.4
Bride wars 13.3 The Consumer Show 7.2
Saturday Night Show 12.7 Champions League live 7.2
Roomers 12.0 UEFA Championship 6.7
Sponsorship Availability
Off the Rails is available for sponsorship from 1st July 2011
The Apprentice The Eurovision
The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data.
For more information contact Jill Robinson (jill.robinson@mindshareworld.com) or +353 1 415 0300