Advertising Week's impact check: Top 10 2014

Some agencies are flattered by it, others are annoyed. But advertising is not an end in itself. That's why the editors of Werbewoche have a series of ten selected campaigns tested every month. The methods and details of the analysis can be found online on our portal via the web code (right). The values shown in the tables provide answers to four questions:

Awareness: Which of these ads can you remember (unaided)?
Uniqueness: To what extent do these ads stand out from other advertisements?
Brand Fit: To what extent do these ads match the image you have of the respective brands or companies?
Likeability: To what extent do you like the following ads?

The interpretation reveals various forces. Obviously, subjects with a certain "Yay" effect are popular with the audience. Minor's squirrel, a frog as conductor for Zurich Zoo, the teddy bear in the bath for Total, the funny characters for Thomy. The game with excitement also worked for Love Life. A campaign for UBS shows that even a bank can benefit from a little humor. You can also attract attention with creative graphics, as the campaigns for SBB, Floralp and several Migros campaigns show.

Computer-assisted web interviews were used with around 500 net interviews per wave with people aged between 14 and 65.

Top 10 (PDF)

ONLINE
Details on the research question and methodology can be found at www.werbewoche.ch, Webcode Impactcheck.