Rapid Creative Testing for High-Impact OOH Campaigns
In preparation for the Canadian launch of a major travel brand’s out-of-home (OOH) campaign, concerns arose regarding the effectiveness of the creative assets. While OOH was identified as a key driver for brand awareness, there was uncertainty about whether the creative would stand out in a crowded advertising environment. Traditional creative testing methods were not feasible due to time constraints and high costs, leaving just three weeks to optimize the campaign.
Rebel & Thorn developed a fast and cost-efficient approach to test and refine the creative in time for launch. Leveraging a custom study, we replicated real-world conditions by displaying the billboards to respondents for just four seconds—the typical amount of time someone would have to view an OOH advertisement while walking or driving past. Afterward, respondents were asked targeted questions to measure brand recall and clarity of the creative’s message.
This method allowed for rapid collection of actionable insights without the delays and expenses of traditional testing approaches.
From sign-off to insights, the entire process was completed in less than 3 weeks.
The study identified two key areas for improvement:
Message Clarity: The messaging was streamlined to ensure clarity and memorability within the short exposure window.
Typography and Visual Hierarchy: Adjustments were made to enhance the readability of key text elements and the creative layout ensured the most important elements stood out during the brief exposure window.
These improvements were implemented in time for the media flight, ensuring the campaign was primed for maximum impact.
This project demonstrates the power of fast, targeted creative testing to optimize campaigns under tight deadlines. Our approach showcases how data-driven solutions can transform uncertainty into confidence, ensuring that creative assets cut through the noise and achieve your intended goals.
