Ipsos-RSL showed 300 people pictures of ten current poster campaigns with the advertisers’ name removed and asked them which ones they remembered seeing before, and which ones they liked.
Two campaigns – ‘British Gas Trading “2001” electricity ad and the poster for Royal Mail International – achieved high recall scores. Seventy per cent of people remembered the British Gas ad and nearly sixty per cent named Royal Mail. These ads were the only ones to be recalled by more than half those surveyed.
The Renault Clio “Size matters” execution and Cable & Wireless’ campaign tied for third place, with 42 per cent recall rates. Bacardi scored 36 per cent, ahead of Vauxhall Sintra, with 32 per cent, and Zanussi and the Egypt Tourist board, with 30 per cent each.
Sky Digital was recognised by 20 per cent of passers-by, although as this was an unbranded “teaser” campaign it may have been harder to recognise. The Guardian was only recognised by 15 per cent.
The Royal Mail took the top slot when it came to liking the ad, with an 81 per cent score. This represents one of the best performances in Posterwatch. Egypt’s “I wish” and Bacardi’s “Consumed with passion” campaigns more than doubled their recognition scores – at 69 per cent. British Gas slipped to fourth, but was still liked by over 60 per cent of respondents. More than half of the sample – 55 per cent – approved of the Zanussi and Clio posters.
The remaining four campaigns – C&W, Sky Digital, Vauxhall Sintra and The Guardian – were all liked by just under 40 per cent of respondents, making this set of posters one of the most popular in the Poster watch series.