Creative Tool Kit

8/4/2019 Creative Tool Kit

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BEST PRACTICES

FOR EXECUTING ADVERTISINGIN OUTDOOR MEDIUM


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INDIAN OUTDOOR

ADVERTISING...


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continues to be disorganised

Fragmented ownership

over 1000+ contractors

relationship driven deals

Highly unregulated over 600 sizes

no rate cards

Clients conditioned by earlier mindset

low rates and speed of response are the only criteria for awarding

business

age old relationship with contractors


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yet a significant change

Better Organisation

- entry of specialist agencies

- networks supported by professionals

- single point outdoor centres Better Planning and Buying practices

- optimisation of media value

- competitive negotiated rates

Better Outdoor Measurement Tools

- selection criteria

- value for money

- pre and post evaluation planning analysis


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yet a significant changeBetter Presentation : Technology at its Best

Paintto a new vinyl look


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Mega-Rears with Contravision


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Special Builds

South Asias largest

spectacular.. 250x41

24,000 watts of

illumination

600 kgs of vinyl

weight

56 people employed

for installation

In just 7 hours

installation completed


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Turning Big into Better ! Building Wrap


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True Impact

Hydraulic display

turning heads at hot spots

Score board to Billboard

City Cab

A vinyl wrap


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Innovation in sync with the brand promise.

You just cant keep a Lacto King down

oving beyond Neon effect : -alo effect for Fido - Neon effect for 7up


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Outdoors turns heads! Fast.


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OUTDOOR INDUSTRY

GROWTH WITH INCREASING

DIVERSITY


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Outdoor every club in its bag

Travel Patterns

Flexibility of medium : Lead / Support / Ambient

: Strategic / Tactical

: Narrow / Broad Casting

Very public and high frequency

24 hour presence , 7 days a week - increasing illumination

Cost efficiency versus other measured media

The fastest growing medium


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Outdoor

Multi-channelTV

Outdoor a Good Value Medium

Mobiledevices

Cinema

Press/magazines

InternetTerrestrial

TV

Direct Mail

Radio

Eats time

Uses dead time

High costto consumer

Low costto consumer

Source: Henley Centre


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reating Effective Outdoor Advertising

Planning

Designing Memorable Advertising

Implementation


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Outdoor Accountabilitya leap forward

Portland Site Visibility

Visibility indices for billboards

Traffic Counts

Pedestrian and Vehicular Traffic Counts at traffic

junction / locations in the city.

Portland Evaluation Model

Plan Delivery


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Designing Memorable

Outdoor Advertising


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Creativity Matters

To get as much information, mood and persuasion into a

30-second film is remarkable; to get the same using atwo-dimensional static picture and seven words ismiraculous. Its the process laid bare and , when its

done well, its a delight

Andrew Cracknell

Chairman & CEO, Ammirati Puris/Lintas


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The Big Idea

Keep it simple

Use clean legible type

Type size

Colour

Involve the viewer


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The Best Approach?

Keep it Simple


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The Best Approach?

Keep it Simpleavoid clutter of message/colour


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The Best Approach?

Good Copy Legibility

Type and lettering style

- Subjective to the overall design

- Should be simple, clear and easy to read

from a distance


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Font StyleUse of capitals to be kept to a minimum - not easy to read

ESTABLISHMENTESTABLISHMENT

ESTABLISHMENT

Establishment

ESTABLISHMENTESTABLISHMENT

ESTABLISHMENT

Establishment


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L S i


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Letter SpacingKeep adequate letter space - Likely to merge when viewed from a distance

LOOKLOOK

LOOKLOOK

Letter Spacing


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LOOKLOOK

LOOKLOOK

L tt S i


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T F


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Type FaceHeavy type face becomes blobs when viewed from a distance

Fine strokes tend to fade away

Visibility

Visibility

Visibility

Visibility

Visibility

Visibility

T F


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Visibility

Visibility

Visibility

Visibility

Visibility

Visibility

Heavy type face becomes blobs when viewed from a distance


Type Face


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Type Face


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Heavy type face becomes blobs when viewed from a distance


Type Face


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F t T


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Happy

Happy

Happy

Happy

Font Type

Simplicity of type face -

Excessive contrast between

thick and thin elements are

likely to reduce legibility


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Font Type

Simplicity of type face

Excessive contrast between

thick & thin elements are

likely to reduce legibility

The Best Approach?


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The Best Approach?

High contrast

Hue (colour identity)

Value (measures of colours lightness and

darkness)

Contrast Colour


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Contrast Colour

Without contrast, colours blend

together

and can obscure the message

Contrast Colour


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Contrast Colour

B G R S

Blue-GreenA poor combination for

outdoor

Yellow-PurpleA good combination for

outdoor

18 Colour Combinations


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18 Colour Combinations

H H H H H

H H H HH

H H H H HH HH

The Best Approach?


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The Best Approach?

Involve the viewer

The Best Approach?


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The Best Approach?

Involve the viewer

The Best Approach?


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The Best Approach?

Involve the viewer

Creative Guidelines : Summary


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Creative Guidelines : Summary

Idea

Simple

Clean Legible Type

Few Words / Short Sentence

Contrast Colours

Single Dominant Element

Leverage Size

Involve the viewer

Pre-test the outdoor design

Better Presentation Creative


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Existing CreativeProposed Creative

Better Presentation - Creative

Better Presentation Selection


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Better Presentation - Selection

Better Presentation : Implementation


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Better Presentation : Implementation


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Creative Tool Kit

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