Optimising BBVA's Creatives for an Attention-Grabbing OOH Campaign

Campaign's Challenge 

The leading global financial institution, BBVA, planned to launch an OOH campaign in Bogota, Colombia to promote their services and encourage people to open accounts with their bank.

Their objective was to increase awareness and visibility of their offerings, specifically targeting medium and low socioeconomic status (SES) categories to provide more accessible banking solutions.

The challenge for the JCDecaux Panama team, in charge of the Colombian market, was to assist BBVA in analysing and enhancing the attention-capturing elements of the campaign's creatives, before its launch. They aimed to improve the effectiveness of the creatives to better meet the campaign's objectives.

Campaign's Strategy 

BBVA's OOH campaign in Colombia was strategically designed to run over 3 weeks, spanning across November and December, using a rotary network of 100 faces to ensure broad coverage and visibility.

Prior to launching the campaign, JCDecaux Panama team conducted a comprehensive visual analysis, with both in-house tools CréAction and Optix Creative Heatmap, to assess the effectiveness of the 3 creatives BBVA intended to use.

For attention analysis, they leveraged key features of Optix Creative Heatmap such as Fogmap, heatmap, and attention score. They also measured performance through emotion or cognitive demand score to better understand the engagement and comprehension of each creative.

Campaign's Results 

The study enabled BBVA to gain key insights on the unique strengths of each creatives. For instance, one stood out with the highest attention score generated, driven by its vibrant blue background. Another one got highlighted for requiring minimal cognitive effort due to its lower information clusters.

The analysis also underlined issues such as excessive word count, insufficient logo attention, and an unscannable QR code. Strategic adjustments were implemented by BBVA, such as simplifying the messaging of the campaign, increasing the size of logo and removing the QR code.

These changes led to improved attention scores and cognitive effort, allowing to better engage the audience. Thanks to the support of JCDecaux, BBVA was able to launch the campaign with 3 optimised visuals to maximise the impact of its media strategy.