System1/JCDecaux —OOH Of The Month
Dove, Duracell and Chloe —Three of the best ads we’ve seen over the past month
System1/JCDecaux OOH Ads of the Month
Welcome to System1 and JCDecaux UK’s first OOH Of The Month!
Each month we’ll look at Out Of Home advertising and bring you some of the most effective work we’ve found – Out Of Home ads that really do have that “Ooh!” factor.
We share three of the best ads we’ve seen over the past month. OOH Of The Month is a collaboration between System1 and JCDecaux UK, so as well as the metrics you might be familiar with from System1, we’re bringing in JCDecaux UK’s Attention Score, which predicts the elements of each ad that will attract audience focus. On the System1 side of things, our reports include our short-term Spike Rating and long-term Star Rating, which has been predicting advertising effectiveness for 15 years. And we also look at Fast Fluency – how much of the audience recognize the brand being advertised.
Chloe:
Achieving exceptional two second fluency, Chloe is a standout campaign this month. In just two seconds 81% of consumers recognized the brand, driven by its prominent branding and minimal copy. In System1 and JCDecaux UK’s “How to Create the Perfect Poster” research, it was found that doubling logo size increased view time by 28%. Chloe also engages consumers emotionally, with positive mention of the ‘high quality’, ‘attractive’ clothing. The use of expressive faces also contributes to emotional engagement, and, as uncovered in “How to Create the Perfect Poster” increases Star-Rating (long-term effectiveness) by an average of +0.25 when included.
Duracell:
Duracell is the top performing creative for Star-Rating, System1’s measure of long-term commercial effectiveness. Featuring the pink Duracell bunny, the creative leverages an animated and expressive character fluent device, contributing to high brand recall and emotional engagement. The bunny is described as ‘cute’ and ‘attention-grabbing’ by audiences; as a video asset, Duracell can leverage ‘right-brained’ features known to drive long-term engagement and attention, including characters with agency and a scene unfolding, bringing vitality to the campaign. Over indexing on ‘amusement’, the Duracell campaign uses character, expression, and storytelling to create humor in just a short period of time, a rare yet incredibly effective device in outdoor advertising. Two second brand recall is 30% higher than the outdoor norm, whilst Star-Rating outperforms the average by +1.2 Stars. The creative successfully retains 93% of audience attention; in System1 and JCDecaux UK’s “How to Create the Perfect Poster” research, featuring expressive faces and minimal copy was shown to drive increased attention, features which are present in the Duracell campaign.
Dove:
Dove is the top overall performer of the month, achieving a good Star-Rating, strong short-term potential (Spike Rating), and exceptional fast fluency (two second brand recall). What is most striking about the campaign is its simplicity, featuring Dove’s simply nourishing body wash against a white backdrop, with the navy dove logo and gold dove fluent device standing out prominently – the minimal copy, simple palette and bold branding achieves instant impact, with 81% of viewers recognizing the brand in just two seconds. In addition to high, fast impact branding, Dove effectively features their call to action and product imagery, contributing to a strong short-term sales potential, landing Dove in the top 20% for System1’s short-term measure, Spike Rating. In System1 and JCDecaux UK’s “How to Create the Perfect Poster” research, it was found that doubling the size of the product led to 86% increased view time, whilst larger call to actions led to higher, more sustained attention.
So which one’s our OOH Of The Month? All three! Join us next month as we hunt for more ads which excel in the effective Out Of Home arena.
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