The best ad I’ve seen in a while
AI can’t generate sand between your toes.
This is excellent from Patricia Varella and the team at Polaroid. Nailing most of the key creative principles for outdoor advertising.
Poster advertising has a profit issue. Best estimates from Ebiquity plc show only 48% of campaigns actually lead to a positive return on investment.
System1 has spent years working with JCDecaux researching thousands of #OOH campaigns to understand how creativity can help fix this.
In a few weeks, we’ll launch ‘Double Take’, a new publication sharing all our findings from linking creative data to in-market effects. Led by the brilliant Beth Marchant. Sign up to get that free here: https://lnkd.in/gesN9nJ4
For now, here’s some of the principles this nails.
1. It’s so well branded. We’ve found 1 in 3 people that see an ourdoor ad can’t recall what brand the ad is for. Simply branding at the top, and using distinct product shapes not just a logo, can triple the chances that your brand is actually recognised. This obviously nails that.
2. It puts on a show. The creative idea itself is brillaitn example of focussing on a human story vs trying to shout about product features, like a lot of digital and outdoor ads do. We found entertaining outdoor ads get +21% more attention.
3. It’s emotional. A creative idea and execution that successfully leaves viewers feeling more positive drives commercial effects. We found ads that leave viewers feeling more DOUBLE the commercial outcomes of #OOH campaigns.
4. Keep it simple, stupid. Attention is fleeting in outdoor. It lives around us. The magic number is 7. Using more than 7 words in campaigns leads to less emotion, recall and brand recognition. We even found the more messages you try to land, the less branded memories are built.
Outdoor is such a great test for creativity, showing how clear the idea actually is. I reckon this ticks most of the boxes.
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