The message new clothes
Every two weeks, Dr. Patrik Zwahlen, founder and CEO of Bildkom, reviews five poster designs for *Werbewoche*. Using a Pro Natura campaign as an example, we’ll show you how Zwahlen goes about this and what potential his method holds.
In his testing of subjects for the advertising week, Zwahlen uses a posttest to scrutinize whether the posters and advertisements also convey the message that the advertising company presumably wanted to convey. However, Zwahlen's method is not only suitable as a posttest, but above all as a pretest and quality control, with which the development of a subject can be accompanied and optimized. "In the pretest, we record together with the advertiser what goal he is pursuing with the advertising measure," explains Zwahlen. "Once this goal is clearly formulated, we can check whether the subject fulfills what the advertiser had in mind - or we can modify the subject so that it actually conveys the desired message. That is the least that advertising should do. But it does so in no more than 50 percent of cases.
Because normally the process goes like this: A company has a communication content, looks for a claim and a suitable image to go with it. And then it hopes for an advertising impact. But something can only really happen if the message of a subject is actually understood. But so far, it has never
someone asked about whether that's the case."
Zwahlen's argumentation seems ingeniously simple and conclusive, yet his new method of measuring advertising impact is controversial among some advertisers. Some even feel snubbed by Zwahlen's statements. Using the example of Pro Natura's May 2010 campaign, Werbewoche visualizes how Zwahlen tests the impact of advertising subjects and increases their significance.
Before - initial situation
Every year, the Swiss nature conservation organization Pro Natura launches its so-called May campaign to accompany ongoing PR measures. Each year, the campaign focuses on a different topic, with the aim of raising awareness and collecting donations. In 2010, the May campaign focuses on the topic of "biodiversity", i.e. the diversity of habitats, animal and plant species and genes as well as their interrelationships.
"We made a conscious decision to use the unwieldy term 'biodiversity' in our May campaign and not to speak of species diversity, for example," emphasizes Sava Buncic, Head of Communications and Marketing at Pro Natura. "While we are aware that everyone understands the term a little differently, we didn't want to simplify or shorten the complex topic." Besides, the UN declared 2010 the Year of Biodiversity. Therefore, Pro Natura was sure that when the campaign was launched, the topic would be present in the public discussion and thus sufficiently clear for its target group.
Pro Natura pursued three goals with its May campaign: to raise awareness of the issue of biodiversity, to draw attention to the fact that diversity is under acute threat, and to make it clear that everyone can help protect flora and fauna with donations. "We wanted to convey that biodiversity is a value that each of us should invest in," explains Christa Brügger, fundraising project manager at Pro Natura. "From value we came to valuable, and from there there was a connection to art and paintings. That's how we came up with our initial subject, the picture frame in the flower meadow."
Buncic, Brügger and Pro Natura graphic designer Urs Zumbrunn were convinced of the genius of their idea. Since Pro Natura, as a non-profit, fundraising organization, has to use its funds particularly carefully and efficiently, they asked Zwahlen, whom they knew from a project two years ago, to take a final look at the developed subject.
Critical test of bees and flowers
"Mr. Zwahlen asked us: 'Why should anyone react to this poster? Why should anyone feel compelled to support Pro Natura in its commitment to biodiversity?'" recalls Christa Brügger. "The answer to these questions was a damning verdict for our subject: no one would have understood what we actually wanted." So the team reconsidered its three goals: 1. make people understand what biodiversity means. 2. to make it clear that many species are under acute threat. 3. to show how individuals can take action, for example by donating to Pro Natura. "To ensure that exactly what Pro Natura wants to say is understood, it was important to find out which information elements lead to which perception and how the elements must be put together," explains Zwahlen.
Graphic designer Zumbrunn developed a series of new subjects that emphasized Pro Natura's three goals more strongly (for examples, see above). Zwahlen then had the subjects evaluate all the subjects in a multivision test: the test participants were shown the subjects one after the other and then answered questions about them, for example: "Which subject shows the diversity of life best?", "Which subject did you understand the fastest?" or "What does the slogan say? This resulted in a ranking of the subjects. The design with the puzzle pieces, for example, scored poorly with ratings such as "not very meaningful" and "not quickly understood," while the subject with the bees and flowers in boxes in front of a flower meadow received good marks. The test persons rated it as "concise," "easy to understand," and "credible. So this idea needed to be developed further.
However, Zwahlen's quality control also attested to the fact that the box subject takes a comparatively long time to understand exactly what it is about. The idea of plants and animals disappearing from the scene therefore had to be more immediately apparent to the viewer. Graphic designer Zumbrunn went back to work.
After - Result
"The analysis had shown that the threat to biodiversity needed to be made clearer. So I inserted the hard black crosses and underlaid the upper part of the poster in black," Zumbrunn explains his approach. "The friendly flower meadow also receded into the background." In addition, the copy was revised. The line "Stop the loss of natural diversity" is an unmistakable appeal to the viewer, further emphasized by the red typo of "stop." Buncic and Brügger took the unwieldy term "biodiversity" out of the headline and put it in the subhead. "We also changed 'with your help' to 'thanks to your contribution' so that it's really clear that we're talking about donations, not other kinds of aid," Brügger emphasizes.
"I first got a fright when I saw the design, because the boulevard style of the subject is something completely new for Pro Natura," admits Sava Buncic. "Red, black and the hard crosses, it reminded me of 'Blick'. But I also thought the poster worked brilliantly - and I'm now very confident about our May campaign this year." A multivision test with the new subject confirmed: the test persons perceive the poster and understand its message quickly and correctly. It is rated as likeable, impressive and credible and is well remembered. "Now the poster is seen, understood as desired, and thus achieves the goals Pro Natura has set for itself," says Zwahlen. Christa Brügger confirms that Pro Natura is also satisfied with the donations received in response to the campaign. "However, we didn't just put up posters and run ads," Brügger adds. "The campaign was accompanied by a mailing, which generated the bulk of the donations. On the other hand, we have received inquiries from people who want to order the poster because they like it so much. We chalk the campaign up as a success."
Pro Natura accommodated the quality assurance by Zwahlen's Bildkom within the budget set for the May campaign. "It was even possible to save costs with our test," Zwahlen emphasizes. "For example, if a client brings us on board during the planning process. Because then he can save himself unnecessary development loops. We ensure that the goals he is pursuing are clearly defined before production begins. And then we stand by to ensure that these goals are also implemented."
Anne-Friederike Wilhelm
Your opinion
What do you think about Zwahlen's method for measuring the
Advertising impact? Write us your opinion:
[email protected]
Because normally the process goes like this: A company has a communication content, looks for a claim and a suitable image to go with it. And then it hopes for an advertising impact. But something can only really happen if the message of a subject is actually understood. But so far, it has never
someone asked about whether that's the case."
Zwahlen's argumentation seems ingeniously simple and conclusive, yet his new method of measuring advertising impact is controversial among some advertisers. Some even feel snubbed by Zwahlen's statements. Using the example of Pro Natura's May 2010 campaign, Werbewoche visualizes how Zwahlen tests the impact of advertising subjects and increases their significance.
Before - initial situation
Every year, the Swiss nature conservation organization Pro Natura launches its so-called May campaign to accompany ongoing PR measures. Each year, the campaign focuses on a different topic, with the aim of raising awareness and collecting donations. In 2010, the May campaign focuses on the topic of "biodiversity", i.e. the diversity of habitats, animal and plant species and genes as well as their interrelationships.
"We made a conscious decision to use the unwieldy term 'biodiversity' in our May campaign and not to speak of species diversity, for example," emphasizes Sava Buncic, Head of Communications and Marketing at Pro Natura. "While we are aware that everyone understands the term a little differently, we didn't want to simplify or shorten the complex topic." Besides, the UN declared 2010 the Year of Biodiversity. Therefore, Pro Natura was sure that when the campaign was launched, the topic would be present in the public discussion and thus sufficiently clear for its target group.
Pro Natura pursued three goals with its May campaign: to raise awareness of the issue of biodiversity, to draw attention to the fact that diversity is under acute threat, and to make it clear that everyone can help protect flora and fauna with donations. "We wanted to convey that biodiversity is a value that each of us should invest in," explains Christa Brügger, fundraising project manager at Pro Natura. "From value we came to valuable, and from there there was a connection to art and paintings. That's how we came up with our initial subject, the picture frame in the flower meadow."
Buncic, Brügger and Pro Natura graphic designer Urs Zumbrunn were convinced of the genius of their idea. Since Pro Natura, as a non-profit, fundraising organization, has to use its funds particularly carefully and efficiently, they asked Zwahlen, whom they knew from a project two years ago, to take a final look at the developed subject.
Critical test of bees and flowers
"Mr. Zwahlen asked us: 'Why should anyone react to this poster? Why should anyone feel compelled to support Pro Natura in its commitment to biodiversity?'" recalls Christa Brügger. "The answer to these questions was a damning verdict for our subject: no one would have understood what we actually wanted." So the team reconsidered its three goals: 1. make people understand what biodiversity means. 2. to make it clear that many species are under acute threat. 3. to show how individuals can take action, for example by donating to Pro Natura. "To ensure that exactly what Pro Natura wants to say is understood, it was important to find out which information elements lead to which perception and how the elements must be put together," explains Zwahlen.
Graphic designer Zumbrunn developed a series of new subjects that emphasized Pro Natura's three goals more strongly (for examples, see above). Zwahlen then had the subjects evaluate all the subjects in a multivision test: the test participants were shown the subjects one after the other and then answered questions about them, for example: "Which subject shows the diversity of life best?", "Which subject did you understand the fastest?" or "What does the slogan say? This resulted in a ranking of the subjects. The design with the puzzle pieces, for example, scored poorly with ratings such as "not very meaningful" and "not quickly understood," while the subject with the bees and flowers in boxes in front of a flower meadow received good marks. The test persons rated it as "concise," "easy to understand," and "credible. So this idea needed to be developed further.
However, Zwahlen's quality control also attested to the fact that the box subject takes a comparatively long time to understand exactly what it is about. The idea of plants and animals disappearing from the scene therefore had to be more immediately apparent to the viewer. Graphic designer Zumbrunn went back to work.
After - Result
"The analysis had shown that the threat to biodiversity needed to be made clearer. So I inserted the hard black crosses and underlaid the upper part of the poster in black," Zumbrunn explains his approach. "The friendly flower meadow also receded into the background." In addition, the copy was revised. The line "Stop the loss of natural diversity" is an unmistakable appeal to the viewer, further emphasized by the red typo of "stop." Buncic and Brügger took the unwieldy term "biodiversity" out of the headline and put it in the subhead. "We also changed 'with your help' to 'thanks to your contribution' so that it's really clear that we're talking about donations, not other kinds of aid," Brügger emphasizes.
"I first got a fright when I saw the design, because the boulevard style of the subject is something completely new for Pro Natura," admits Sava Buncic. "Red, black and the hard crosses, it reminded me of 'Blick'. But I also thought the poster worked brilliantly - and I'm now very confident about our May campaign this year." A multivision test with the new subject confirmed: the test persons perceive the poster and understand its message quickly and correctly. It is rated as likeable, impressive and credible and is well remembered. "Now the poster is seen, understood as desired, and thus achieves the goals Pro Natura has set for itself," says Zwahlen. Christa Brügger confirms that Pro Natura is also satisfied with the donations received in response to the campaign. "However, we didn't just put up posters and run ads," Brügger adds. "The campaign was accompanied by a mailing, which generated the bulk of the donations. On the other hand, we have received inquiries from people who want to order the poster because they like it so much. We chalk the campaign up as a success."
Pro Natura accommodated the quality assurance by Zwahlen's Bildkom within the budget set for the May campaign. "It was even possible to save costs with our test," Zwahlen emphasizes. "For example, if a client brings us on board during the planning process. Because then he can save himself unnecessary development loops. We ensure that the goals he is pursuing are clearly defined before production begins. And then we stand by to ensure that these goals are also implemented."
Anne-Friederike Wilhelm
Your opinion
What do you think about Zwahlen's method for measuring the
Advertising impact? Write us your opinion:
[email protected]
