Advertising creation in outdoor march 2012
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Transcript of Advertising creation in outdoor march 2012
Crea%ve Guidelines for Outdoor Campaigns
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
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2-‐
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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
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2-‐
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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
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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 :
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Easily understandable message
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 .
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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
Readability issue
3-‐ Be legible : use short, easily readable claims
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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
• 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:
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As a consequence, 3 essen%al guidelines for impacLul Outdoor campaigns :
The role of display dura%on and frequency
>
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
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To convey a more complex message…
The role of display dura%on and frequency
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
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The role of display dura%on and frequency
> Use the possibili%es offered by repe%%on/frequency
To convey a more complex message…
In outdoor, distance has a major impact on the percep%on of adver%sing
messages
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The impact of distance on recall
35m
The impact of distance on recall
Screenshot from our CréacBon soGware 12
25m 35m
Screenshot from our CréacBon soGware 13
The impact of distance on recall
15m 25m 35m
Screenshot from our CréacBon soGware 14
The impact of distance on recall
Exposure
Brand
Model
BoCle + name of fragrance
15m 25m 35m
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The impact of distance on recall
A strong anchorage point : The Model
Screenshot from our CréacBon soGware
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The impact of distance on recall
The claim, the packaging, and the brand are not visible 25 meters away form the Mupi
Screenshot from our CréacBon soGware
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The impact of distance on recall
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
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The impact of distance on recall
Outdoor demands A DYNAMIC reading of adver%sing messages
A reading hierarchy is necessary
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The impact of distance on recall
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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
no natural reading path
The impact of distance on recall
As a consequence, a hierarchical way of reading is necessary :
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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-‐
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Summary
Ipsos Top Ten best adver%sing crea%ves 2011
1 2 3
4 5 6 7 8 9 10
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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%
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Crea)ve drivers influencing recall
1 -‐ Differen)a)on
2 -‐ Emo)on
3 -‐ Uniqueness
Crea%ve drivers ac%ng on recall
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You need to be different from your compe%tors. We remember what stands out
Crea)ve drivers influencing recall :
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1 -‐ Differen)a)on
Crea%ve drivers ac%ng on recall
COLOUR TO BETTER CATCH ATTENTION
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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
CREATIVITY OF EXECUTION
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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
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POSITIVE FEELINGS
Crea%ve drivers ac%ng on recall
We remember what affects us
Crea)ve drivers influencing recall : 2 – Emo)on
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SENSUALITY
Crea%ve drivers ac%ng on recall
We remember what affects us
Crea)ve drivers influencing recall : 2 – Emo)on
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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
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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
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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
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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
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
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Crea%ve drivers ac%ng on recall
1-‐ Brand quotes
2-‐ Brand signs and cues
Crea)ve drivers influencing brand ACribu%on
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Crea%ve drivers ac%ng on brand aCribu%on
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
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1-‐ Brand quota%on We memorized what we see
Crea)ve drivers influencing on brand ACribu%on
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INCLUSION OF THE BRAND IN THE STORY
Crea%ve drivers ac%ng on brand aCribu%on
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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
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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
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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
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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
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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
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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
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
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Crea%ve drivers ac%ng on brand aCribu%on
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YOUR CREATIVE IS ONE OF THE KEY DRIVERS OF YOUR
OUTDOOR CAMPAIGN
Adver%sing Crea%on in Outdoor
March 2012