Creation

Eight golden tips for an effective outdoor campaign

Excellent locations alone do not create a notable campaign. Research by Clear Channel België and Ipsos clearly demonstrates that success depends up to 47% on the strength of a campaign’s design. Based on this outcome and our experience we have drafted eight golden tips for getting your message across effectively and optimising your returns.

1. A CLEAR SENDER

Ensure that brand and logo are clearly visible. Who the sender is must be instantly seen.

2. LESS IS MORE

The contact moment is relatively short, so ensure the message is clear and easy to understand.

3. USE AN IMAGE

An image says more than a thousand words and a good image will be remembered long after text is forgotten. Use high quality imagery and ensure that image and text support and lend strength to each other. For example, always include a pack shot in product campaigns.

4. SHOW PEOPLE

People make a message or brand more personal. A target group will always find it easier to identify with a person. Images of celebs will grab attention and enhance the status of a brand.

5. CREATE SYNERGY

Integrated communication across a range of media platforms ensures synergy. This will reinforce the recognition factor and visibility of your campaign.

6. WHAT’S IN IT FOR ME?

Prioritise the target group’s invested interest. Answer the prospective customer’s question of ‘What’s in it for me?’ as rapidly as possible.

7. TAKE CARE WITH READABILITY

Select a font that is easy to read and make sure its size and scale are appropriate. Also use contrasting colours, as this enhances the readability and ensures it can be seen and read from greater distances.

8. BE CREATIVE

Use images and texts that surprise. Be original. Make a splash!