The Big Impression: December's Top 10 Out of Home campaigns

BT Sport’s campaign for The Ashes was showcased perfectly in large-format
BT Sport’s campaign for The Ashes was showcased perfectly in large-format

Scott Green, strategy director, Posterscope 

As the media planner for BT/EE it’s very encouraging to receive this feedback on the awareness and recall of our campaigns.The role of OOH media for

BT is mostly around scale and impact. Large-format OOH has been effective at delivering that core of broadcast reach, quick national cover with stature that maximises awareness of BT’s products and services. In this instance it’s the BT Sport brand that’s come out on top with ‘The Ashes’ campaign.

For 2018, communicating the complete range of sporting rights exclusive to BT Sport is key. The Ashes campaign follows the memorable ‘Where the best go head to head’ campaign that led the charge on OOH back in August at the start of the Premier League season and again in September for the launch of the Champions League.

Consistent in all three campaigns is this core of large-format broadcast OOH displaying striking imagery that makes the OOH cut through so effectively. This gives the BT Sport brand continuity throughout the year plus a halo-effect on the BT brand offering as a whole. It’s a great campaign to work on with BT Sport and AMV.

1 BT Sport ‘Ashes’ Large-format roadside 166
2 EE ‘Apple Watch’ Large-format roadside  152
3 KFC ‘FESTIVE Bucket’ Small- and large-format roadside 150
4 McDonald’s ‘Christmas’ Small- and large-format roadside  148
5 Activision ‘Call of Duty’ Small-format roadside 147
6 Paramount ‘Daddy’s Home’ Small-format roadside & bus 146
7 Now TV ‘Please Binge Responsibly’ Large-format roadside 139
8 Warner BroS. ‘Justice League’ Small- and large-format roadside 135
9 Cadbury Small-format roadside 130
10 McDonald’s ‘Wrap’ Small-format roadside 128

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

This chart lists the out-of-home campaigns which had the greatest recall in the period 6 November-3 December 2017. All data supplied by Opinium

All data supplied by Opinium


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