McDonald’s is the grand prix winner in this year’s Poster Impact awards, organised by PML Group and published exclusively in Marketing.ie magazine as part of a joint initiative. The out of home (OOH) specialist researched the effectiveness of 1,300 outdoor campaigns in 2014. The awards recognise the best campaigns, from both a media and creative point of view. McDonald’s creative was by Cawley Nea\TBWA and media by Mediaworks and Source.
McDonald’s was the highest recalled campaign of 2014 among the Dublin population, as well as achieving best in class in terms of call to action and message understanding. Ruth Kenneally, brand manager, McDonald’s Restaurants of Ireland, said Eurosaver creative must be is simple, engaging and fun, with a clear focus on product and price. She said outdoor plays a pivotal role in reaching the brand’s target audience and showcasing creative work.
Colum Harmon, marketing director, PML Group, said the McDonald’s campaign ticked all the boxes for a strong ooh campaign – simple creative, suitable formats and a message which is easily and quickly digested. PML Group’s Poster Impact research has run since 1996 and has covered over 14,000 OOH campaigns, with regular updates in Marketing.ie magazine.
2015 Poster Impact Winners
Grand Prix – McDonald’s, Mediaworks, Cawley Nea
Top Recalled Large Format – Gum Litter Taskforce, MediaVest, Focus Advertising
Top Recalled 6 Sheet – 98FM, Maxus
Top Recalled Transport – McDonald’s, Mediaworks, Cawley Nea\TBWA
Top Recalled Retail – Cadbury Dairy Milk, PHD, Publicis
Top Recalled Digital – Dolmio, MediaVest, Ball & Socket
Best Design Large Format – Budweiser, Carat, Adam & Eve
Best Design 6 Sheet – Meteor, Vizeum, Rothco
Best Design Transport – EBS, Starcom, Irish International
Best Design Digital – Nescafé Dolce Gusto, Mindshare, Publicis
Best Innovation – 7UP Balloon Street, OMD, Irish International
For all the winning posters, see the February issue of Marketing.ie magazine