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