The Big Impression: May’s Top 10 Out of Home campaigns

Opinium, on behalf of Primesight, reveals the ‘Out of Home’ advertising campaigns that had the biggest impact across the UK in May.

Will Brownsdon, business director at Blue 449 says:

“February 2018 may have marked the start of the Year of the Dog, but for many it felt more like the Year of the Chicken as supply-chain issues caused major disruption to KFC restaurants. A few months on, and KFC is back to business as usual, and it is great to see it making a “Big Impression” once again with its “Bargain Bucket” OOH April campaign. 

KFC has a long and healthy legacy of using OOH as part of its marketing mix. As OOH data and delivery has become more sophisticated, so has KFC’s strategy, culminating in its multi-format approach, coupled with insight-driven, localised creative to ensure full restaurant coverage, maximum reach versus the competition and customer influence at the moments that matter. As the high street OOH offering continues to develop, it will be exciting to work on evolving KFC’s strategy in the future.”

Malgorzata Zielinska, media controller at NOW TV says:

“It’s great to see NOW TV in The Big Impression’s top 10 yet again as a result of our always-on, large-format out-of-home strategy. Since the beginning of The Big Impression, NOW TV’s recall trend line has been going upwards, demonstrating the benefits of long-term OOH presence.

With consistent messaging and bold creatives, alongside constant consumer exposure, we have observed both positive recall trends and business effects. OOH is an effective medium for us in our media mix, and NOW TV’s continued appearance in the top 10 in The Big Impression validates this.”

*”100″ represents the average recall score for all measured national out of home campaigns in the tested period.

Read more here.