Lyle and Scott: Dublin visibility

Lyle & Scott identified a clear need for high-impact, short-burst brand visibility within Dublin city centre. The objective was to cut through a competitive retail environment and drive recognition across peak weekend trading periods using premium out-of-home formats.

R4 Advertising was engaged to deliver a citywide Digital OOH activation, placing the brand across Dublin's highest-footfall environments within a concentrated two-day window. The commercial objective was simple: maximum visibility, maximum frequency, zero wasted reach.

The opportunity was built on three core trading pillars

• Concentrated burst exposure across a high-traffic weekend window
• Premium digital formats commanding retail and commuter corridors
• A repeatable, scalable activation model for future campaign phases

The campaign ran from 27–28 March 2026 across 28 digital sites, combining street-level, large-format roadside and arterial pole formats to deliver sustained citywide coverage. Format selection was driven by audience movement modelling, prioritising high-footfall retail streets, key arterial routes and weekend leisure zones.

A multi-format approach ensured Lyle & Scott was present at every tier of the city environment, creating a compounding visibility effect as audiences moved through Dublin.

Digital 6 Sheets

• Located within Dublin's busiest retail, leisure and city-centre environments, Digital 6 Sheets were selected to deliver high-frequency exposure among audiences actively engaging with the city. Their role is to place the campaign directly within everyday consumer journeys, generating repeated visibility at moments when people are most receptive to discovering, considering and acting upon a message.

Digital 48 Sheets

• Digital 48 Sheets provide the scale and stature needed to establish strong market presence across Dublin. Chosen for their ability to deliver standout visibility to large audience volumes, these formats maximise awareness and ensure the campaign achieves broad recognition through impactful, unavoidable exposure.

DigiPoles

• DigiPoles were selected to extend campaign visibility beyond core city-centre locations, maintaining a consistent presence across key audience movement corridors. Their role is to reinforce messaging through repeated exposure, increasing campaign frequency and strengthening brand recall among audiences as they move throughout the city.

Execution ran across 28 sites and 3 formats, weighted toward peak daily movement to capture commuter, shopper and weekend audiences at the moments of highest activity. All activity was reconciled against supplier-reported volumes and validated in-market.

Delivery governance covered four critical verification areas

• Copy integrity across all screens and rotation slots
• Screen functionality and uptime throughout the campaign window
• Rotation compliance confirmed against booked share of time
• Booked volume accuracy reconciled against supplier-reported impression data

Delivery was not reliant on projected modelling. Every format was verified in-market, ensuring metrics reflect real-world performance. In line with R4's Trade | Plan | Activate framework, all activity was validated across live environments to ensure full delivery compliance.

A two-day citywide activation across Dublin's most valuable out-of-home environments, establishing Lyle & Scott as an unmissable presence across the capital and setting the benchmark for every activation that follows.