C5's 'smile' is most effective poster

Channel 5's 'cartoon smile' posters were the most effective outdoor advertising campaign in 2000, according to research from JCDecaux.

Channel 5's 'cartoon smile' posters were the most effective outdoor advertising campaign in 2000, according to research from JCDecaux.

The Channel 5 campaign, created by Walsh Trott Chick Smith and bought by Walker Media, achieved an 82 per cent awareness level among consumers - substantially above the normal awareness level of 35 per cent.

The second most noticed campaign was Bartle Bogle Hegarty's work for Levi's 'twisted' engineered jeans, bought by Starcom Motive, which led to a brand awareness level of 72 per cent. This was followed by Lowe Lintas's posters for Magnum, showing a woman in ecstasy over an ice-cream, which clocked up an awareness level of 64 per cent. Following close behind was L'Oreal, which registered 62 per cent, and One2One at 57 per cent.

JCDecaux, which based its findings on a survey base of 1,000 correspondents using its poster tracking system, found that more than half of the top ten campaigns were in multi-formats. Channel 5, Magnum and L'Oreal used mixed formats.

JCDecaux's marketing director, David McEvoy, said: 'Creative work can double the effectiveness of a poster campaign. Where this is combined across a mix of outdoor formats the campaign's impact is even greater.

We are expecting cross-format campaigns to become even more prevalent across 2001.'

Susanna Dinnage, the strategic planning director at Channel 5, said: 'We knew the executions had strong stand-out. The month following the campaign saw Channel 5 deliver its highest ever monthly reach.'


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