In a recent market research study that asked over 100 pedestrians in central Auckland about the Phantom frames they had just walked past, 39% were able to spontaneously recall something about the posters. When prompted, recall went up to 68%.
“Many people mentioned aspects of the posters, such as the colour, subject matter and message,” said managing partner Jamey Holloway. “And 10% specifically recalled the poster for the Slender Man movie.
“The Slender Man posters occupied three consecutive frames. The creative was identical and the effect was hypnotic. This translated into much higher awareness.
“The creative was identical and the effect was hypnotic. This translated into much higher awareness.”
“Is this just a fluke result? We don’t think so. The only other advertiser with three identical posters in a row was the campaign promoting Katy Perry’s tour. This also achieved a much higher rate of recall (12%) than any single poster on its own.
“Even allowing for the popularity of the content and the striking visual imagery, it’s clear that grouping three identical posters in a row can really boost awareness. It’s not supernatural – it’s the Phantom effect.”
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