Orange Tops Most Memorable Poster Survey

Orange’s “Palm of Hand” poster advert was the most memorable and recognisable poster of 2001, according to research commissioned by Maiden Outdoor.

The poster, which was created by Lowe Lintas, planned by Media Planning and bought by Posterscope, was recognised by 70% of those who took part in the survey, with 90% of respondents, aged between 18 and 60, correctly attributing the brand to the poster.

Orange was closely followed by Channel 5 with its “Home & Away” campaign scoring 65% for recall, according to the study, which was carried out by IPSOL ASI and Signpost.

A spokesman for Maiden Outdoor said: “The essential elements that lead consumers to remember poster campaigns are the use of colour, humour or wordplay, human or animal characters and a legible message. All of these lead to better branding, which is crucial for effective impact.”

Ads for political parties were also among the top ten most memorable posters of 2001, with the Conservative party’s general election campaign poster ranking fourth in the table, above Labour’s in fifth. It was also the first year for retailers to appear in the top ten, with Tesco in sixth position and Sainsbury’s in tenth.

Maiden: 020 7838 4000 www.maiden.co.uk

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