JCDecaux and System1 are back again exploring the best Bus Shelter creatives from the world of OOH as part of an ongoing collaboration to share what makes an effective Outdoor ad.
Having worked with System1 on our guide for designing the perfect digital poster, this collaboration uses JCDecaux’s VIM testing method (showing which aspects of the poster creative captures the audience's attention) as one of its metrics for judging poster effectiveness, alongside System1’s short-term Spike Rating and long-term Star Rating and Fast Fluency score - which judges brand recognition.
Read on to find out who impressed us the most in our testing!
Best Overall Winner: Chloé
Chloe achieved top performance in 2-second brand recall by prominently featuring their brand logo twice, ensuring recognition among 81% of viewers. In out-of-home advertising, where audio cues are absent, visual prominence is crucial—larger logos attract more attention, while distinctive brand assets enhance engagement and brand recall.
Consistency in campaigns also proves beneficial in the long term, fostering familiarity and positive associations among consumers.
Special Mention: Specsavers
Humour emerged as a powerful tool among top-performing creatives. Brands like Strongbow and FulFil used wordplay, while Specsavers crafted humorous scenarios, leading to significant boosts in positive emotion. Despite the challenge in static outdoor ads, humour can be effectively integrated into campaigns.
Specsavers’ “Don’t Let Your Specs Get in the Way” campaign, depicting young lovers unable to kiss because of their glasses, suggested contact lenses as a playful solution. The call to action, “Try Contact Lenses Free,” was tested in various sizes when the campaign launched last year. Increasing its size made the punchline clearer, driving more dwell time and positive engagement.
