This document discusses how giant posters can provide added value for marketing campaigns. It argues that large images have the ability to communicate emotional brand messages and grab attention due to their size. Research showed that giant posters improved brand awareness, perception, and consideration. They are also effective for brand building due to their ability to create emotional reactions and associations with the brand. The document promotes giant posters as a way to start conversations and generate viral buzz around brands.

1. R E T U R N O N E M OT I O N
H O W G I A N T P O S T E R S C A N C R E AT E A D D E D VA L U E F O R YO U R C A M PA I G N

2. In a media environment that is focused on ROI,
it is important to keep emotional aspects in mind
– especially when the aim is sustainable, long-
term brand building.
This is exactly where our format can help – large
images have the ability to seduce and, first and
foremost, communicate the emotional content of
your message to the consumer. This makes them
highly effective. Giant Posters support your crea-
tive design with the wow factor, multiplying the
effectiveness of your campaign. Size offers an
ideal way to present brands emotionally and
create a strong image.
THE ART OF
SEDUCTION
PRESENT YOUR BRAND
IN AN EMOTIONAL
SETTING

3. How does size effect our perceptions? When we
see something extremely large it automatically
grabs our attention. The bigger the message, the
greater our attention!
This effect is even more important in our daily
lives. Every day we are bombarded by approxi-
mately 153* different outdoor advertising frames
per day in London, therefore choosing the largest
medium will give you the cut through to stand out
amongst them all.
*Source: Route Research Limited 2015
SIZE MATTERS
STAND OUT AND
BE UNMISSABLE

4. 70,4%
VIEWING TIME
PERCENTAGE OF PARTICIPANTS THAT
VIEWED GIANT POSTERS
3,6 s
+27,1
AWARENESS
Unaided brand recall
+26,2
Brand recognition
+10
Unaided advertising recall
+9,7
BRAND EQUITY
Semantic Differential
+4,4
Brand Statements
+3,8
CONSIDERATION
First Choice
+2,3
Relevant Set
50%
male
50%
female
Participants
between 18 & 59
years old
240
S T U D Y D E S I G N
In three test drives, participants went on a 10-minute simulated
driving tour of a virtual city. In each test drive the participants
had the opportunity to view two Giant Posters.
VISIBILITY ADVERTISING EFFECT
AT L A S S T U DY 2 013
GIANT POSTERS ARE UNMISSABLE AND EFFECTIVE
*uniQma: ATLAS Study 2013 - Measuring the effectiveness of Giant Posters in road traffic
The ATLAS Study has demonstrated that Giant Posters are extremely visible, have a positive effect on brand perception, drive awareness and improve consideration.
They work effectively as part of a multi media schedule by amplifying campaign messages or as the foundation of a major nationwide branding campaign.

5. Giant Posters are very attractive – they benefit
from high-class production and are generally lo-
cated in prime city locations. When a brand pre-
sents itself using such large images, the premium
image of the medium is transferred to the brand.
It is perceived as particularly important, desirable
and valuable.
Brands that present themselves in public spaces,
using such large formats, also appear particular-
ly trustworthy, because a public presence gives
them credibility. This effect was confirmed by
research* conducted by the international OOH
association FEPE, which found that OOH adver-
tising is the most credible medium apart from TV.
The bigger, the more credible!
*FEPE International & Future Foundation:
Always On, Out of Home Lives 2014
PREMIUM IMAGE
CREATE A POSITIVE
ASSOCIATION WITH
YOUR BRAND

6. Les Binet, a highly regarded UK advertising ex-
pert, has investigated the relationship between
the short term (sales activation) and long term
(brand building) effects of advertising. Among
other things, he came to the conclusion that
brand building is more effective in the long term,
because it is more sustainable and because it
increases loyalty and the emotional reaction to
a brand.
According to Binet, as an image medium, Giant
Posters are a particularly effective brand buil-
ding tool. This is because large images in public
spaces reach everyone, produce emotional re-
actions and create positive associations with the
brand. In turn, a strong image can promote a
sustainable willingness to buy on the part of the
consumer.
BRAND BUILDING
POWER
OUR KEY METRIC IS
“RETURN ON EMOTION”
*Les Binet & Peter Field: The Long and the Short of It –
Balancing Short and Long-Term Marketing Strategies”, 2013

7. "The medium is the message" is one of the most
important claims made by the renowned me-
dia theorist Marshall McLuhan (1911 – 1980).
McLuhan argues that the medium itself carries a
message. This means the medium “in itself” de-
fines the way that messages are perceived. The
highly regarded expert Les Binet cited this well-
known claim when we approached him about
the effect of Giant Posters.
Sometimes, the location itself provides the per-
fect way to convey the message. For example,
Piccadilly Gardens in Manchester, was the per-
fect location for the telecommunications service
provider EE.
THE MEDIUM
IS THE MESSAGE
WE PROVIDE THE CANVAS,
YOU PROVIDE THE CREATIVITY

8. Our unique Giant Poster stunts allow consumers to truly experience brands,
and they entertain potential customers. HTC’s “Exceptional” campaign in the
UK is an exemplary example of successful engagement marketing, in which
the consumer is actively involved in developing the brand, using the Giant
Poster as a platform for creativity.
It called on artists and designers to explore the innovative features of the HTC
One. The winning entries were displayed on seven Giant Posters and the
campaign created a significant buzz online.
BRAND
ENGAGEMENT
ENTERTAIN YOUR TARGET GROUP

9. E A R N M E D I A W I T H PA I D M E D I A
S TA R T A C O N V E R S AT I O N W I T H YO U R B R A N D

10. Rivington Street to intrigue audiences before
later revealing the album title and artist name
a week later. The single Giant Poster created
copious amount of Twitter attention from fans
and prompted people to download the single,
which ended up at number 1 in the official top
40 charts.
Columbia records has demonstrated how this
can be done: In 2013 Daft Punk launched their
album “Random Access Memories”. As the
duo’s comeback after eight years, the launch
needed to grab attention and create a buzz.
As a result, a teaser image featuring the iconic
Daft Punk robot head featured on Old Street/
One of the most important aims of advertisers is
to profit from viral hype, or ideally to generate
it. We have a simple recipe for viral success:
Take a highly frequented location, add a really
big Giant Poster with an attention-grabbing
motif – and, before you know it, everyone will
be talking about your campaign!

11. Our Giant Poster locations are all carefully hand-
picked. In addition to size, we consider factors
such as proximity to the target group, frequen-
cy, visibility, and time spent at the location. Our
eleven offices across Europe offer 300 premium,
high-frequency locations – whether in city-centre
shopping locations, large urban areas and fa-
shionable areas, or near major arteries leading
to and from major cities.
Our portfolio includes temporary locations on
construction sites and refurbishment projects,
along with permanent sites on the roofs and fa-
cades of buildings, department stores, stations
and airports.
For the latest information regarding all our locations
visit: http://www.blowup-media.co.uk/sites
LOCATION IS KEY
WHERE WE FIND YOUR
TARGET GROUP

12. ABOUT US
PREMIUM LARGE FORMAT OOH SPECIALIST WITH THE LARGEST NETWORK OF GIANT POSTERS IN EUROPE

13. The Media Centre, 6th Floor 3-8 Carburton Street
London W1W 5AJ
Phone: +44 (0) 20 7307 7020
Fax: +44 (0) 20 7307 7030
london@blowup-media.co.uk
www.blowup-media.co.uk
CONTACT
BLOWUP MEDIA UK LTD

14. www.blowup-media.com