Best OOH Campaigns of 2022 Revealed
A very special Out \ Look this week as we announce the winners of the 2023 IMPACT Awards, including campaigns for McDonald’s, Bank of Ireland, and Diageo Guinness. We partnered with Ipsos Ireland to research the effectiveness of more than 800 Outdoor advertising campaigns in 2022, as part of our IMPACT research offering.
The twelve winners are drawn from a diverse range of product categories including Finance, Telecoms, Dining, and Retail. 2022 was a huge year for Out of Home. Big brands reconnected with the #OOH audience through strong, impactful messaging on both classic and digital Outdoor formats. This approach is evident among the winners, delivering a potent mix of smart media choice and creative excellence.
The An Post Christmas Tin-Man proved the best campaign in the #Services sector, while the festive season was a winning theme also for Mondelēz International’s Cadbury Secret Santa initiative. Musgrave’s Centra came out on top in the highly competitive #Retail category, using Outdoor to promote its snack ranges that make ‘nights in’ great. Taxi app FREENOW used #publictransport to great effect while Walt Disney Ireland ’s promotion of its summer programming won out in the #Entertainment & #Media category.
Back-to-back winners for 2022 and 2023 included Bank of Ireland, #Cadbury, and Virgin Media Ireland. The twelve awards are shared between 5 media agencies with Carat and PHD picking up three apiece and Starcom, part of Core, OMD Ireland, and Zenith, part of Core with two each. Irish creative agencies picking up awards include Publicis Dublin, TBWA\Dublin, BBDO Dublin, OLIVER Ireland, and Boys + Girls.
The independent research, carried out across all 26 OOH cycles of last year, measured key effectiveness metrics such as #recall, #creative rating, message #understanding, #relevance, and #calltoaction. Approximately 8,000 Dublin adults participated in the 2022 IMPACT programme. Winning campaigns were the best in class by category, based on a combination of campaign awareness and creative impact.
The full list of winners below:
Diageo Guinness / PHD / Source OOH
COMMUNICATIONS & TELECOMS
Virgin Media Ireland / OMD Ireland / Publicis Dublin / PML
Mondelēz International Cadbury / Carat / PML
McDonald’s / Zenith, part of Core / Source OOH
Bank of Ireland / Carat / OLIVER Ireland / PML
Kellogg Company / Carat / Double D Creative / PML
MEDIA & ENTERTAINMENT
Walt Disney Ireland Disney+ / Zenith, part of Core / BBDO Dublin / Source OOH
PERSONAL CARE & WELLNESS
Haleon Panadol / PHD / RTE / Source OOH
Musgrave Centra / Starcom, part of Core / TBWA\Dublin Dublin / Source OOH
SERVICES & UTILITIES
An Post / Starcom, part of Core / Folk Wunderman Thompson / Source OOH
PepsiCo Pepsi Max / OMD Ireland / Source OOH
TOURISM & TRAVEL
FREE NOW / PHD / Boys + Girls / Source OOH