Advertising creation in outdoor march 2012

47
Crea%ve Guidelines for Outdoor Campaigns March 2012
  • date post

    13-Sep-2014
  • Category

    Marketing

  • view

    118
  • download

    3

description

 

Transcript of Advertising creation in outdoor march 2012

Page 1: Advertising creation in outdoor   march 2012

Crea%ve  Guidelines  for  Outdoor  Campaigns  

March  2012  

Page 2: Advertising creation in outdoor   march 2012

Summary  

Outdoor’s  characteris%cs  and  consequences  on  message  percep%on    

•   The  role  of  display  dura%on  and  frequency    •   The  impact  of  distance  on  recall    

Key  drivers  of  adver%sing  impact    

•   Crea%ve  drivers  ac%ng  on  recall    •   Crea%ve  drivers  ac%ng  on  brand  aCribu%on  

1-­‐  

2-­‐  

2  

Page 3: Advertising creation in outdoor   march 2012

Summary  

Outdoor’s  characteris%cs  and  consequences  on  message  percep%on    

•   The  role  of  display  dura%on  and  frequency    •   The  impact  of  distance  on  recall    

Key  drivers  of  adver%sing  impact    

•   Crea%ve  drivers  ac%ng  on  recall    •   Crea%ve  drivers  ac%ng  on  brand  aCribu%on  

1-­‐  

2-­‐  

3  

Page 4: Advertising creation in outdoor   march 2012

The  role  of  display  dura%on  and  frequency  

Dura)on  of  exposure  is  extremely  brief:  billboards  need  only  5  seconds  to  be  read  and  

fully  understood    

Outdoor’s  communica)on  strength  resides  in  repe%%on/frequency    

4  

Page 5: Advertising creation in outdoor   march 2012

Message  too  complex  to  be  decoded  in  5  seconds  

The  role  of  display  dura%on  and  frequency  

1-­‐  Focus  on  a  simple  and  easily  understandable  message  Outdoor  Adver+sing,  an  instant  media      

As  a  consequence,  3  essen%al  guidelines  for  impacLul  Outdoor  campaigns  :  

5  

Easily  understandable  message    

Page 6: Advertising creation in outdoor   march 2012

2-­‐  Limit  the  use  of  different  messages  inside  a  single  crea%ve  

A  clear  and  well  highlighted  offer  

         

The  offer  is  “pulled”  under  all  the  other  components  of  the  crea+ve.  It  won’t  stand  out  .  

6  

As  a  consequence,  3  essen%al  guidelines  for  impacLul  Outdoor  campaigns  :  

Outdoor  Adver+sing,  an  instant  media      

The  role  of  display  dura%on  and  frequency  

Page 7: Advertising creation in outdoor   march 2012

Readability  issue  

3-­‐  Be  legible  :  use  short,  easily  readable  claims  

7  

A  short  and  impac%ng  claim  

As  a  consequence,  3  essen%al  guidelines  for  impacLul  Outdoor  campaigns  :  

Outdoor  Adver+sing,  an  instant  media      

The  role  of  display  dura%on  and  frequency  

Page 8: Advertising creation in outdoor   march 2012

•   Focus  on  a  simple  and  easily  understandable  message  

•   Limit  the  use  of  different  messages.  You  don’t  want  your  consumer  to  be  

lost  or  focused  on  anything  other  than  your  main  message.    

•   Be   legible   :  use  short,  easily   readable  and   impac%ng  claims.  They  will  be  

remembered  even  aVer  a  short  exposure.    

A  Few  rules:  

8  

As  a  consequence,  3  essen%al  guidelines  for  impacLul  Outdoor  campaigns  :  

The  role  of  display  dura%on  and  frequency  

Page 9: Advertising creation in outdoor   march 2012

>  

â  Stage  your  campaign  like  an  event:  teaser  /  reveal  

Use  the  possibili%es  offered  by  repe%%on/frequency  

Example:  Carrefour  Discount's  launch  

Week  1   Week  2  

From  Wednesday  to  Sunday  night   From  Sunday  night  to  Tuesday  

9  

To  convey  a  more  complex  message…  

The  role  of  display  dura%on  and  frequency  

Page 10: Advertising creation in outdoor   march 2012

â   Convey  the  same  message  but  use  different  crea%ves  and  different  formats    

Example:  In  spring  2011,  Leffe  communicate  about  its  3  varieBes  with  3  different  creaBves  

10  

The  role  of  display  dura%on  and  frequency  

>   Use  the  possibili%es  offered  by  repe%%on/frequency  

To  convey  a  more  complex  message…  

Page 11: Advertising creation in outdoor   march 2012

In  outdoor,  distance  has  a  major  impact  on  the  percep%on  of  adver%sing  

messages  

11  

The  impact  of  distance  on  recall  

Page 12: Advertising creation in outdoor   march 2012

35m

The  impact  of  distance  on  recall  

Screenshot  from  our  CréacBon  soGware  12  

Page 13: Advertising creation in outdoor   march 2012

25m 35m

Screenshot  from  our  CréacBon  soGware  13  

The  impact  of  distance  on  recall  

Page 14: Advertising creation in outdoor   march 2012

15m 25m 35m

Screenshot  from  our  CréacBon  soGware  14  

The  impact  of  distance  on  recall  

Page 15: Advertising creation in outdoor   march 2012

Exposure  

Brand  

Model  

BoCle  +  name  of  fragrance    

15m 25m 35m

15  

The  impact  of  distance  on  recall  

Page 16: Advertising creation in outdoor   march 2012

A  strong  anchorage  point  :  The  Model    

Screenshot  from  our  CréacBon  soGware  

16  

The  impact  of  distance  on  recall  

Page 17: Advertising creation in outdoor   march 2012

The  claim,  the  packaging,  and  the  brand  are  not  visible  25  meters  away  form  the  Mupi    

Screenshot  from  our  CréacBon  soGware  

17  

The  impact  of  distance  on  recall  

Page 18: Advertising creation in outdoor   march 2012

Claim  and  brand  s%ll  not  visible  at  a  distance  of  15m  +  you  can’t  see  that  the  models  is  dressed  with  corn  flakes  

 

Screenshot  from  our  CréacBon  soGware  

18  

The  impact  of  distance  on  recall  

Page 19: Advertising creation in outdoor   march 2012

Outdoor  demands  A  DYNAMIC  reading  of  adver%sing  messages  

A  reading  hierarchy  is  necessary        

19  

The  impact  of  distance  on  recall  

Page 20: Advertising creation in outdoor   march 2012

20  

A  simple  reading  path:    from  the  Model  to  the  boCle  

An  op%mal  construc%on,  the  claim  first  retains  our  aCen%on,  and  then,  our  eyes  naturally  go  towards  the  brand    

As  a  consequence,  a  hierarchical  way  of  reading  is  necessary  :  

The  impact  of  distance  on  recall  

Page 21: Advertising creation in outdoor   march 2012

no  natural  reading  path  

The  impact  of  distance  on  recall  

As  a  consequence,  a  hierarchical  way  of  reading  is  necessary  :  

21  

Page 22: Advertising creation in outdoor   march 2012

Outdoor’s  characteris%cs  and  consequences  on  message  percep%on    

•   The  role  of  display  dura%on  and  frequency    •   The  impact  of  distance  on  recall    

Key  drivers  of  adver%sing  impact    

•   Crea%ve  drivers  ac%ng  on  recall    •   Crea%ve  drivers  ac%ng  on  brand  aCribu%on  

1-­‐  

2-­‐  

22  

Summary  

Page 23: Advertising creation in outdoor   march 2012

Ipsos  Top  Ten  best  adver%sing  crea%ves  2011  

1 2 3

4 5 6 7 8 9 10

23  

Page 24: Advertising creation in outdoor   march 2012

Crea%ve  is  key  !  

Source  :  Ipsos  

Impact  of  an  outdoor  campaign  can  vary  a  lot  depending  on  crea%ve  

Example  :  2  campaigns  on  the  same  outdoor  network:  Abribus  Major  Access  

STRESSLESS  -­‐  April  2010  

recall  <  15%  

KRYS  -­‐  October  2009  

recall    >  55%  

 

24  

Page 25: Advertising creation in outdoor   march 2012

Crea)ve  drivers  influencing  recall    

1  -­‐  Differen)a)on  

2  -­‐  Emo)on  

3  -­‐  Uniqueness    

Crea%ve  drivers  ac%ng  on  recall  

25  

Page 26: Advertising creation in outdoor   march 2012

You  need  to  be  different  from  your  compe%tors.  We  remember  what  stands  out  

Crea)ve  drivers  influencing  recall  :    

26  

1  -­‐  Differen)a)on  

Crea%ve  drivers  ac%ng  on  recall  

Page 27: Advertising creation in outdoor   march 2012

COLOUR  TO  BETTER  CATCH  ATTENTION  

27  

Crea%ve  drivers  ac%ng  on  recall  

You  need  to  be  different  from  your  compe%tors.  We  remember  what  stands  out  

Crea)ve  drivers  influencing  recall  :    1  -­‐  Differen)a)on  

Page 28: Advertising creation in outdoor   march 2012

CREATIVITY  OF  EXECUTION  

28  

Crea%ve  drivers  ac%ng  on  recall  

You  need  to  be  different  from  your  compe%tors.  We  remember  what  stands  out  

Crea)ve  drivers  influencing  recall  :    1  -­‐  Differen)a)on  

Page 29: Advertising creation in outdoor   march 2012

29  

POSITIVE  FEELINGS  

Crea%ve  drivers  ac%ng  on  recall  

We  remember  what  affects  us    

Crea)ve  drivers  influencing  recall  :    2  –  Emo)on  

Page 30: Advertising creation in outdoor   march 2012

30  

SENSUALITY  

Crea%ve  drivers  ac%ng  on  recall  

We  remember  what  affects  us    

Crea)ve  drivers  influencing  recall  :    2  –  Emo)on  

Page 31: Advertising creation in outdoor   march 2012

31  

HUMOUR  

Crea%ve  drivers  ac%ng  on  recall  

The  more  unusual  the  campaign  is,  the  beCer  we  remember  it  

Crea)ve  drivers  influencing  recall  :    3  –  Uniqueness  

Page 32: Advertising creation in outdoor   march 2012

32  

POWERFUL  CONCEPT  

Crea%ve  drivers  ac%ng  on  recall  

The  more  unusual  the  campaign  is,  the  beCer  we  remember  it  

Crea)ve  drivers  influencing  recall  :    3  –  Uniqueness  

Page 33: Advertising creation in outdoor   march 2012

33  

INTRIGUING  CREATIVE  CONCEPT  

Crea%ve  drivers  ac%ng  on  recall  

The  more  unusual  the  campaign  is,  the  beCer  we  remember  it  

Crea)ve  drivers  influencing  recall  :    3  –  Uniqueness  

Page 34: Advertising creation in outdoor   march 2012

34  

INTRIGUING  SITUATION  

Crea%ve  drivers  ac%ng  on  recall  

The  more  unusual  the  campaign  is,  the  beCer  we  remember  it  

Crea)ve  drivers  influencing  recall  :    3  –  Uniqueness  

Page 35: Advertising creation in outdoor   march 2012

In  order  to  aCract  and  retain  aCen%on,  brands  can  :  

1.  Build  a  crea)ve  with  strong  elements  of  aCrac%on  and  differen%a%on  

2.  Be  legible,  easily  readable  with  strong  colours.  Try  to  avoid  cluZered  and  dark  crea)ves  lacking  contrast    

3.  Be  Crea%ve  :  without  specific  crea)ve  efforts,  your  product  is  generally  not  strong  enough  to  catch  and  retain  consumers’  aZen)on.    

4.  Generate  posi%ve  feelings  with  your  crea)ve  in  order  to  be  remembered      

35  

Crea%ve  drivers  ac%ng  on  recall  

Page 36: Advertising creation in outdoor   march 2012

1-­‐  Brand  quotes  

2-­‐  Brand  signs  and  cues    

Crea)ve  drivers  influencing  brand  ACribu%on    

36  

Crea%ve  drivers  ac%ng  on  brand  aCribu%on  

Page 37: Advertising creation in outdoor   march 2012

Source  :  Ipsos  

   The  size  of  your  brand’s  name  on  the  poster,  doesn’t  have  a  significant  impact  on  your  brand  aZribu)on  score    

 

Link  between  aZribu)on  score  and  the  size  of  the  brand  name  on  the  crea)ve  

Source  :  222  campains  tested  by  IPSOS  

Size  of  the  brand  on  the  crea%ve  

72  campains   95  campains   55  campains  

Brand  aCribu%on  average  

21%   21%  17%  

Between    0  and  4%  

Between    5  and  8%  

Between  9  and  25%  

Examples  

MC  Donald’s  (August2010)  

ACribu%on  =  index  215  

vs    standard  

DUVAL  (July  2011)  

ACribu%on  =  index  25  

vs    standard  

Crea%ve  drivers  ac%ng  on  brand  aCribu%on  

37  

Page 38: Advertising creation in outdoor   march 2012

1-­‐  Brand  quota%on  We  memorized  what  we  see  

Crea)ve  drivers  influencing  on  brand  ACribu%on  

38  

INCLUSION  OF  THE  BRAND  IN  THE  STORY  

Crea%ve  drivers  ac%ng  on  brand  aCribu%on  

Page 39: Advertising creation in outdoor   march 2012

39  

INTEGRATION  OF  THE  BRAND  IN  THE  ADVERTISING  CLAIM  

Crea%ve  drivers  ac%ng  on  brand  aCribu%on  

1-­‐  Brand  quota%on  We  memorized  what  we  see  

Crea)ve  drivers  influencing  on  brand  ACribu%on  

Page 40: Advertising creation in outdoor   march 2012

40  

USE  OF  THE  BRAND’S  MUSE  

2011   2010   2009  2009  2008  

Crea%ve  drivers  ac%ng  on  brand  aCribu%on  

2-­‐  Brand  signs  and  cues  

Crea)ve  drivers  influencing  on  brand  ACribu%on  

Page 41: Advertising creation in outdoor   march 2012

41  

THE  PRODUCT  IS  THE  MAIN  CHARACTER    

Crea%ve  drivers  ac%ng  on  brand  aCribu%on  

2-­‐  Brand  signs  and  cues  

Crea)ve  drivers  influencing  on  brand  ACribu%on  

Page 42: Advertising creation in outdoor   march 2012

42  

USE  YOUR  BRAND’S  MAIN  COLOUR  

Crea%ve  drivers  ac%ng  on  brand  aCribu%on  

2-­‐  Brand  signs  and  cues  

Crea)ve  drivers  influencing  on  brand  ACribu%on  

Page 43: Advertising creation in outdoor   march 2012

43  

USE  A  SPECIFIC  GRAPHIC  STYLE  

Crea%ve  drivers  ac%ng  on  brand  aCribu%on  

2-­‐  Brand  signs  and  cues  

Crea)ve  drivers  influencing  on  brand  ACribu%on  

Page 44: Advertising creation in outdoor   march 2012

44  

CREATE  YOUR  OWN  ADVERTISING  CODES  

Crea%ve  drivers  ac%ng  on  brand  aCribu%on  

2-­‐  Brand  signs  and  cues  

Crea)ve  drivers  influencing  on  brand  ACribu%on  

Page 45: Advertising creation in outdoor   march 2012

A  few  rules  to  op%mize  correct  brand  aCribu%on  :    

1.  AZribu)on  is  not  directly  related  to  the  number  of  %mes  that  your  brand  is  men%oned  on  the  crea%ve  nor  to  the  size  of  your  brand  name  or  logo.  It  surely  helps  but  other  factors  have  to  be  considered  

2.  The  brand  has  to  logically  and  naturally  come  out  of  the  crea%ve  through  uniqueness  and  crea)vity    

3.  Keep  in  mind  that  the  brand  should  always  be  at  the  centre  of  your  crea%ve  story  

45  

Crea%ve  drivers  ac%ng  on  brand  aCribu%on  

Page 46: Advertising creation in outdoor   march 2012

46  

YOUR  CREATIVE  IS  ONE  OF  THE  KEY  DRIVERS  OF  YOUR  

OUTDOOR  CAMPAIGN  

Page 47: Advertising creation in outdoor   march 2012

Adver%sing  Crea%on    in  Outdoor  

March  2012