Tim Lumb, insight and effectiveness driector, Outsmart
Like many others, I’ve been following The Big Impression across the months and love seeing how this growing body of evidence consistently highlights that public, broadcast marketing strategies move the needle for brands as big and ubiquitous as KFC, O2 and Ford.
Long-term brand-building is the most effective contribution to profit growth, as shown in the work by Les Binet and Peter Field in ‘The Long and the Short of It’ for the IPA. It’s also what OOH does so well and so efficiently. The reach and scale offered by OOH is for brands that want to be seen, big and bold, in public spaces. These brands won’t disappear beneath the fold, they won’t be skipped or blocked, and they will be safe.
I’m always intrigued by the secret sauce of great creative and canny planning and, as The Big Impression database grows over time, I’m sure Primesight will glean some shareable insights into those key ingredients.
| Index* | ||
| 1 | KFC ‘Double Down’ Small-format roadside | 199 |
| 2 | O2 ‘Oops’ Small- and large-format roadside/Bus | 170 |
| 3 | Ford Fiesta Large-format roadside | 156 |
| 4 | McDonald’s ‘Chicken’ Small-format roadside | 145 |
| 5 | Now TV ‘The latest showstoppers’ Large-format roadside | 142 |
| 6 | NOW TV ‘250 reasons to stay in' Large-format roadside | 136 |
| 7 | McDonald's ‘Students’ Small-format roadside | 135 |
| 8 | Specsavers Small- and large-format roadside | 126 |
| 9 | EE Small-format roadside | 123 |
| 10 | Ford Kuga Large-format roadside | 110 |
*"100" represents the average recall score for all measured national out of home campaigns (12) in the tested period.
This chart lists the out-of-home campaigns which had the greatest recall in the period 9 October-5 November 2017. All data supplied by Opinium
All data supplied by Opinium