10 Keys to Success

	1. Simplicity You have 3 seconds to seduce. A single key message. Go for the essential.
	2. Legibility Be legible. Employ strong contrasts and easy-to-read characters. If possible, no more than seven words.
	3. Intrigue Tell a story, play with intrigue and the element of surprise. Attract attention to enter into the head of the consumer.
	4. Humour Positive emotions facilitate retention and influence purchase intention. People will remember your message if they’ve laughed or smiled.
	5. Aesthetics Advertising campaigns that are pleasing to look at are more effective.
	6. Synergy The use of synergy can add value to a campaign, but there must be a strong visual link (no possible confusion with another advertiser).
	7. Self-sufficiency Can your campaign stand on its own, independent from other media?
	8. Brand Integration Is your brand held in high regard creatively?
	9. OOH Media Selection Every OOH product has its characteristics. Which is the best choice to attain the campaign objectives?
	10. Media Strategy Is the reach, average frequency of exposition and campaign length favourable in terms of attaining the objectives? Concrete examples are available in our post-tests bank.

1. Simplicity