Nov, 29 2025
On Black Friday 2025, Currys Ireland turned the streets of Dublin into a giant showroom, launching its Black Tag Event campaign across a network of PML Group-managed Out of Home (OOH) ads — from towering roadside billboards to digital screens in shopping malls and bus shelters. The move wasn’t just about visibility. It was about catching shoppers mid-decision, when they’re standing at a crosswalk, waiting for a train, or pulling out of a parking lot, comparing laptops, TVs, or smart home gear before the Christmas rush hits full throttle.
Where the City Meets the Deal
At Ushers Quay, in the heart of Dublin’s commercial corridor, a custom-built installation glowed under the late-November dusk: a raised, illuminated Black Tag with perimeter lighting, angled precisely to face traffic exiting the city center. This wasn’t a standard poster. It was a statement — bold, clean, impossible to miss. The design, developed in partnership with PML Group, was meant to cut through the noise of holiday clutter. "We didn’t just want to be seen," said Keith Daly, Country Manager of Currys Ireland. "We wanted to be remembered. When someone’s standing at Golden Square, tired from shopping, scrolling through their phone, this is the moment they pause — and that’s when our message lands." The campaign stretched beyond Dublin. Digital screens flickered on DART trains between Drogheda and Wicklow. Billboards flanked the M50, catching commuters heading home. Mall kiosks in Dundrum and intu Liffey Valley pulsed with real-time pricing updates. The goal? To meet customers not just where they shop, but where they think — in motion, in transition, at the edge of a purchase.Why OOH Works When Online Doesn’t
You’d think in 2025, with everyone glued to their phones, outdoor ads would be fading. But here’s the twist: OOH is having a renaissance — especially during Black Friday. Why? Because online ads are everywhere. Pop-ups. Retargeting. Sponsored posts. It’s overwhelming. But a 10-meter-high glowing tag at a traffic junction? That’s different. It doesn’t ask for attention. It commands it. Aaron Poole, Marketing Executive at PML Group, called it "the power of physical presence." "People aren’t just browsing on Black Friday — they’re deciding," he said. "They’re comparing a £700 TV versus a £900 one. They’re wondering if they should wait for Cyber Monday. OOH interrupts that hesitation. It says: ‘This deal is real. Right now. Here.’" Data from Currys Ireland showed a 32% increase in foot traffic to Dublin stores on Black Friday compared to 2024 — a spike they directly tied to the OOH campaign’s reach. The Golden Square installation alone was estimated to be seen by over 180,000 commuters daily during the campaign’s peak window — from 4 PM to 8 PM, when the city’s rush hour collides with post-work shopping.
More Than Ads: A Cultural Moment
The Black Tag Event isn’t just a sale. For Currys Ireland, it’s become a seasonal ritual. Since its launch in 2020, the campaign has grown from a simple in-store promotion to a city-wide spectacle. Last year, they used augmented reality filters on social media. This year, they went analog — and bigger. The lighting at Ushers Quay wasn’t just decorative. It was timed. The LEDs dimmed slightly at 6:30 PM, then brightened again at 7:00 PM — syncing with the evening commute. "It’s like a heartbeat," Daly said. "We’re not shouting. We’re signaling. We’re saying, ‘We’re here, and we’ve got what you need.’" Even the name "Black Tag" is intentional. It’s not "Black Friday." It’s not "Big Sale." It’s a branded moment — proprietary, owned, unmistakable. It turns a generic shopping day into something that belongs to them.What This Means for Retail
This campaign is a blueprint for how physical retail can fight back in the digital age. While Amazon and eBay dominate online, brick-and-mortar stores are finding new ways to own the real world. Currys didn’t just buy ad space. They built an experience. A landmark. A conversation starter. Other retailers are watching. According to industry insiders, at least three major electronics chains in the UK are already planning similar OOH stunts for next year’s Black Friday. The lesson? In a world of endless scrolling, the most powerful ad might be the one you can’t swipe away.
What’s Next?
Currys Ireland plans to expand the Black Tag Event to Cork and Galway next year, with potential installations at major rail hubs and university campuses. They’re also testing weather-responsive digital signage — ads that change based on rain or temperature. "If it’s freezing outside," Daly joked, "maybe we show a heater with a 40% discount." For now, the glowing Black Tag at Ushers Quay remains. It’s still lit at night. People take photos. Some leave notes taped to the base. One read: "Bought my mum the TV. Thanks for the sign." It’s not just advertising anymore. It’s part of the city’s story.Frequently Asked Questions
How did Currys Ireland measure the success of its Black Tag OOH campaign?
Currys Ireland tracked success through a 32% year-over-year increase in foot traffic to Dublin stores on Black Friday, alongside real-time geolocation data from mobile carriers showing spikes in dwell time near Ushers Quay and other campaign sites. They also partnered with third-party analytics firms to estimate 1.2 million impressions across the OOH network during the 72-hour campaign window.
Why focus on commuters leaving Dublin city center?
Commuters leaving the city center during peak evening hours are often in a decision-making mindset — tired from shopping, mentally comparing purchases, and open to last-minute deals. The Ushers Quay location sits at a key junction where traffic slows, giving drivers and passengers 10–15 seconds of undivided attention — a rare window in today’s distracted world.
Is this type of OOH advertising expensive compared to digital ads?
Yes, custom OOH builds like the illuminated Black Tag at Ushers Quay cost roughly 3–4 times more per impression than a standard digital banner. But Currys found the ROI higher because these ads drove physical store visits — not just clicks. The campaign’s cost-per-visit was 27% lower than their digital retargeting campaigns, making it more efficient for high-value tech purchases.
What makes the Black Tag different from regular Black Friday deals?
Unlike generic "Black Friday" sales, the Black Tag is a proprietary brand experience. It’s not just about discounts — it’s about identity. Currys owns the term, the visual language, and the timing. That exclusivity builds loyalty. In 2024, 68% of customers who saw the Black Tag campaign said they specifically chose Currys over competitors because they recognized the campaign as a trusted signal of real value.
Could this campaign work outside Ireland?
Absolutely. Cities with dense commuter traffic and strong retail corridors — like London, Manchester, or even Toronto — could replicate this model. The key isn’t the location, but the timing: targeting moments when shoppers are physically moving, mentally deciding, and emotionally open to persuasion. Urban environments with high footfall and traffic bottlenecks are ideal.
What’s the long-term impact of this campaign on Currys Ireland’s brand?
Beyond sales, the campaign has cemented Currys Ireland as an innovator in experiential retail. Surveys show brand recall for Currys during the holiday season jumped from 54% in 2023 to 79% in 2025. Customers now associate the brand not just with electronics, but with bold, city-shaping moments — turning a retailer into a cultural touchstone during one of the year’s most important shopping events.