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Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
Advertising creation in outdoor   march 2012
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Advertising creation in outdoor march 2012

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  • 1. Crea%ve  Guidelines  for   Outdoor  Campaigns  March  2012  
  • 2. 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  
  • 3. 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  
  • 4. 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  
  • 5. 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    
  • 6. 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  
  • 7. 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  
  • 8. •   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  
  • 9. >   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  
  • 10. 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…  
  • 11. In  outdoor,  distance  has  a  major  impact   on  the  percep%on  of  adver%sing   messages   11   The  impact  of  distance  on  recall  
  • 12. 35m The  impact  of  distance  on  recall   Screenshot  from  our  CréacBon  soGware   12  
  • 13. 25m35m Screenshot  from  our  CréacBon  soGware   13   The  impact  of  distance  on  recall  
  • 14. 15m25m35m Screenshot  from  our  CréacBon  soGware   14   The  impact  of  distance  on  recall  
  • 15. Exposure   Brand   Model   BoCle  +  name  of  fragrance     15m25m35m 15   The  impact  of  distance  on  recall  
  • 16. A  strong  anchorage  point  :  The  Model     Screenshot  from  our  CréacBon  soGware   16   The  impact  of  distance  on  recall  
  • 17. 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  
  • 18. 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  
  • 19. Outdoor  demands  A  DYNAMIC  reading  of  adver%sing   messages   A  reading  hierarchy  is  necessary         19   The  impact  of  distance  on  recall  
  • 20. 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  
  • 21. no  natural  reading  path   The  impact  of  distance  on  recall   As  a  consequence,  a  hierarchical  way  of  reading  is  necessary  :   21  
  • 22. 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  
  • 23. Ipsos  Top  Ten  best  adver%sing  crea%ves  2011   1 2 3 4 5 6 7 8 9 10 23  
  • 24. 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  
  • 25. Crea)ve  drivers  influencing  recall     1  -­‐  Differen)a)on   2  -­‐  Emo)on   3  -­‐  Uniqueness     Crea%ve  drivers  ac%ng  on  recall   25  
  • 26. 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  
  • 27. 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  
  • 28. 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  
  • 29. 29   POSITIVE  FEELINGS   Crea%ve  drivers  ac%ng  on  recall   We  remember  what  affects  us     Crea)ve  drivers  influencing  recall  :     2  –  Emo)on  
  • 30. 30   SENSUALITY   Crea%ve  drivers  ac%ng  on  recall   We  remember  what  affects  us     Crea)ve  drivers  influencing  recall  :     2  –  Emo)on  
  • 31. 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  
  • 32. 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  
  • 33. 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  
  • 34. 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  
  • 35. 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  
  • 36. 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  
  • 37. 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  
  • 38. 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  
  • 39. 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  
  • 40. 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  
  • 41. 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  
  • 42. 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  
  • 43. 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  
  • 44. 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  
  • 45. 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  
  • 46. 46   YOUR  CREATIVE  IS  ONE  OF   THE  KEY  DRIVERS  OF  YOUR   OUTDOOR  CAMPAIGN  
  • 47. Adver%sing  Crea%on    in  Outdoor  March  2012  

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