In collaboration with Validators, Global has set up the Category Entry Points research for (Digital) Out-of-Home campaigns. This research measures to what extent (D)OOH can influence or has influenced a brand’s CEPs.
category entry points
We are learning more and more about the interaction between brand, campaign and creation. Most marketeers are now familiar with the evidence-led rules Byron Sharp describes in the two parts of “How Brands Grow”. It is of crucial importance to make your brand mentally and physically available within CEPs that are important to consumers.
well-known brands
Sky Radio responds to the CEPs with well-known slogans, such as ‘the summer station’, ‘the Christmas station’ and ‘the feel good station’.
Coca-Cola and Pepsi respond with advertisements to a ‘thirst-quenching moment’ on e.g. summer days. In this case, the CEP that is used for these advertisers is: a warm moment.
New York Pizza also uses CEPs a great deal, a well-known slogan is ‘Friday night = pizza night’.