McDonalds Tops Roadside Advert Recognition Survey

A campaign for McDonald’s McChoice menu was the most recognised promotion to run across Maiden’s roadside advertising network in the first half of 2002, according to research by IPSOS-ASI.

The promotion, run by Starcom motive, used a heavyweight 48-sheet national campaign, which according to Maiden stood out because of its “strong branding and impactful colours.” The promotion also used a mixture of TV and outdoor advertising to target consumers.

Entertainment Film Distributor’s Ali film adverts came second in term of recognition. The campaign used both 48-sheets and 96-sheet supersites and research shows that Will Smith’s ‘star factor’ helped the campaign to stand out.

Walls Ice Cream promotions rook third place, with a carefully placed campaign run in seaside towns, service stations and schools. Following closely behind was the BBC’s national branding campaign, which was seen as ‘simple but effective’.

Fifth and final place went to Tesco’s finance campaign which scored high on recognition due to its easily recognisable corporate colours. Tesco has traditionally invested most of its advertising budget in TV. However, cuts to advertising budgets have benefited outdoor advertising as brand owners look for more cost-effective ways to reach consumers.

Outdoor advertising revenue for the second quarter of 2002 declined by 1.9% year on year to £173.6m, according to the Outdoor Advertising Association (see Outdoor Advertising Association Sees Signs Of Recovery).

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

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