System1: WWF campaign shines as model for OOH advertising
The World Wildlife Fund’s ‘Prescription for Nature’ creative receives an exceptional 5-Star Rating
The average score for OOH adverts is 2.2 stars
London, An advert from the World Wildlife Fund’s recent ‘Prescription for Nature’ out-of-home (OOH) advertising campaign has earned an exceptional 5-Star Rating with Creative Effectiveness Platform System1, placing it in the top 1% of charity adverts ever tested.
System1’s Star Rating predicts long-term brand growth and is calculated by measuring emotional response to each ad, with a score of 5.0 or above considered “exceptional”. The average score for OOH creatives is 2.2 stars.
Along with its high Star Rating, the woodland-themed advert also earned a Fast Fluency Rating of 71% (the percentage of the audience that recognizes the brand within two seconds), compared to an OOH average of 43%. Because audiences pay out-of-home commercials on average just two seconds of attention, Fast Fluency is particularly important for OOH. The creative also surpassed the average Star Rating for third sector commercials, which is 2.2 stars.
According to System1’s ‘Test Your Ad’ platform, the advert’s strength lies in its ability to evoke intense, positive emotions. The success of WWF’s advert highlights the power of natural imagery to build happiness, the feeling most closely associated with long-term brand growth.
Andrew Tindall, SVP at System1, said: ““This ad demonstrates the power of positive feeling and consistency within a category focused on driving immediate response and donations.
“While charity ads often tap into negative emotions such as anger or sadness for short-term results, they are on average less effective at long-term brand building. Steering away from such category tropes is not only going to build brand equity for WWF, but it will be more memorable, as it goes against what audiences are used to and expect from charity advertising.”
Another recent OOH advert from the WWF ‘Prescription for Nature’ series also scored highly with System1. The creative, which shows a flock of young ducklings, earned a “strong” Star Rating of 4.3.
Tindall added: “What’s so clever about these adverts is that they prove their own point. Audiences notice the poster, see the beautiful wildlife and feel happy. It’s a wonderful way to showcase nature’s mood-boosting powers.”
Lisa Lee, Executive Director of Brand, Campaigns and Communications at WWF, said: “Nature has the power to restore us, if we help restore it in return. We’re thrilled to have achieved the maximum Star Rating from System1 and to see our Prescription for Nature campaign’s positive emotional impact.
“It’s exciting how our creative and strategic foundation has continued to grow through consistency, and we have big plans for its rollout this year to help everyone get their daily dose of nature.”
About System1:
System1 is The Creative Effectiveness Platform that harnesses the power of emotion to drive growth for the world’s leading brands. Our Test Your Ad (TYA) and Test Your Innovation (TYI) solutions quickly predict the short- and long-term commercial potential of ads and ideas, giving marketers confidence that their creative concepts will resonate with consumers and drive profitable commercial growth. Complementing TYA and TYI is Test Your Brand (TYB), which measures the impact of ads and ideas on brand health. With a database of over 100,000 ads, System1 allows brands to compare their ads against competitors, and System1’s expert guidance helps brands improve the effectiveness of ads and ideas.
System1 was founded in 2000 by Founder & President John Kearon and has operations in Europe, North America, Brazil, Singapore, and Australia. For more information, visit system1group.com
[…] post 5-Star Rating with Creative Effectiveness first appeared on OOH […]