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

O2 placed apparently broken billboards to promote its screen replacement offer
O2 placed apparently broken billboards to promote its screen replacement offer

Tim Lumb, insight and effectiveness driector, Outsmart

Like many others, I’ve been following The Big Impression across the months and love seeing how this growing body of evidence consistently highlights that public, broadcast marketing strategies move the needle for brands as big and ubiquitous as KFC, O2 and Ford.

Long-term brand-building is the most effective contribution to profit growth, as shown in the work by Les Binet and Peter Field in ‘The Long and the Short of It’ for the IPA. It’s also what OOH does so well and so efficiently. The reach and scale offered by OOH is for brands that want to be seen, big and bold, in public spaces. These brands won’t disappear beneath the fold, they won’t be skipped or blocked, and they will be safe.

I’m always intrigued by the secret sauce of great creative and canny planning and, as The Big Impression database grows over time, I’m sure Primesight will glean some shareable insights into those key ingredients.

1 KFC ‘Double Down’ Small-format roadside 199
2 O2 ‘Oops’ Small- and large-format roadside/Bus 170
3 Ford Fiesta Large-format roadside 156
4 McDonald’s ‘Chicken’ Small-format roadside 145
5 Now TV ‘The latest showstoppers’ Large-format roadside 142
6 NOW TV ‘250 reasons to stay in' Large-format roadside 136
7 McDonald's ‘Students’ Small-format roadside 135
8 Specsavers Small- and large-format roadside 126
9 EE Small-format roadside 123
10 Ford Kuga Large-format roadside 110

*"100" represents the average recall score for all measured national out of home campaigns (12) in the tested period. 

This chart lists the out-of-home campaigns which had the greatest recall in the period 9 October-5 November 2017. All data supplied by Opinium

All data supplied by Opinium


You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now


Our new premium service offering bespoke monitoring reports for your company.

Find out more

Become a member of Campaign

Get the latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now