Innovate
Moving image bOOHster
How can “Out of Home” make moving image campaigns more effective?
The MOVING IMAGE BOOHSTER study by WallDecaux takes the example of the Citroën campaign for the C1 to demonstrate that “Out of Home” can increase the productivity of moving image campaigns through four effects.
You can order the study from
boohster@walldecaux.de
PENETRATION
By adding “Out of Home”, it is possible to increase the net penetration of a campaign. That is to say, additional people are reached by the advertising message.
Taking the example of the C1 campaign, it was possible to add 12% to the penetration figure by using moving images in addition to a static one.
VISUAL TRANSFER
Moving and static image contacts complement each other perfectly in people’s daily routines. “Out of Home” calls to mind the moving advertisement when people are on the road and reinforces its effectiveness.
57% of people confirmed a visual transfer effect related to the Citroën C1 advertisement in the current study.
BRANDING
Moving images primarily convey emotions, but it is not always easy to recall the advert’s message. By reducing this to the absolute essentials, “Out of Home” can ensure that the sender and the message are better anchored in the target group.
This effect was particularly clear in the C1 campaign in terms of people recalling the advertised model. The BOOHSTER target group was also much more able to associate the Citroën slogan “Die Stadt ist seine Natur”. (Index rating 360)
ACTIVATION
The advertising message is spread through viral effects. In addition to the multiplier effect, “Out of Home” also encourages people to discover more by surfing the Internet.
Nine times more people sought to discover more about the C1 among those questioned, if Citroën had managed to reach them with a mix of moving and static images.
