"Love Life" poster works

The Love Life campaign received a great deal of attention, and advertising recall is correspondingly high: 80% of respondents remembered seeing the hotly debated campaign on some channel. Of these, the majority, namely 71%, had noticed the advertisement on a poster. Shortly after the campaign was launched, the key performance indicators rose significantly, namely by 35 index points. The campaign was recognized by three quarters of respondents even without the Love Life logo. Due to the Love Life campaign poster, 56% of respondents visited the campaign website. This means for the response: outdoor advertising plays an important role in the media mix.

In addition to the poster, the website was an important part of the campaign, as manifestos could be signed there, among other things. As more than half of the responses came from outdoor advertising, Oliver Schönfeld, Marketing Director Clear Channel, concludes: "The poster made a major contribution to the success of the campaign. "This is because the poster enables a rapid build-up of reach and awareness, as it guarantees a high level of accessibility to the target groups and is present around the clock. According to the current study, it demonstrably has the greatest leverage effect among traditional media when it comes to increasing sales success. Oliver Schönfeld does not accept the fact that omnipresence can also have the opposite effect - namely a decline in attention due to sensory overload: "In principle, the phenomenon of sensory overload occurs much less or not at all in out-of-home advertising than in other media, such as TV advertising. This is referred to as 'reactance'. This is when people are so annoyed by recurring commercials that they begin to reject the commercial (and often the brand behind it). In extreme cases, this can manifest itself in an attitude of protest and a refusal to consume. With outdoor advertising, we have the advantage that our medium is considered 'the least disruptive'. Even if, of course, this is not classic media use, as there is no editorial content. In the case of print advertising, research has shown that the viewer's attention for the advertising message decreases significantly after the same subject has been shown three times, but it is still not annoying. The issue of reactance is therefore a typical TV (or moving image) phenomenon. "

The market research company GfK Switzerland conducted the advertising impact study on behalf of Clear Channel Switzerland. The subject of the study was the Federal Office of Public Health's Love Life campaign, which was created by the Rod Kommunikation agency and Mediaschneider was responsible for media planning. The aim of the study was to analyze the impact of out-of-home with regard to this campaign. A total of 604 people between the ages of 18 and 70 living in German-speaking or French-speaking Switzerland were surveyed. Clear Channel regularly conducts studies in collaboration with advertising clients and independent market research institutes to examine the perception, relevance and acceptance of posters. "Our aim is to use the findings to work with clients and their agencies to make outdoor advertising even more effective," says Schönfeld. uma