Respondents liked the Zurich Zoo's Masoala motif best (34.7%). It also stands out strongly from other ads (11.8%) and, according to respondents, fits the brand very well (35.9%). In terms of unaided recall, however, the subject ranks more in the middle of the field (34.7%). Respondents were best able to recall the Marché Restaurant/ Coop@home subject (54.2%), although only 16.9 percent were able to recall the Marché Restaurant subject, compared with 37.3 percent for Coop@home. Audi achieved second place in unaided recall with 52.2 percent. The subject also achieved second place in Brand Fit (22.9%). Respondents liked the Hiltl subject very much (11.2%), despite a low ranking in unaided recall (29.7%). The Valiant subject landed in third place in unaided recall (43.8%), but ranked at the bottom of the ad ratings (uniqueness, brand fit, likeability).

In this article, Werbewoche presents the overall awareness values achieved and the top box ratings of the key features. The online survey was conducted by Marketagent.com. (uma)

To the detailed results report (PDF)

The subjects surveyed:

Image larger

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

Testing for some time Marketagent.com Posters and ads selected once a month for *Werbewoche*. Since early 2015, the pollsters have also been analyzing TV commercials on an alternating basis. The editorial team selected five commercials that have appeared frequently on TV in recent weeks. The commercials were shown to 461 internet users from German-speaking Switzerland between the ages of 14 and 65. The survey assessed how well the TV commercials were remembered by the public (Awareness) and how they scored on the key attributes «I like it» (Likeability), «Stands out from other TV commercials» (Uniqueness), and «Fits my image of this advertiser» (Brand Fit) on a six-point scale.

The survey assessed how well the TV commercials were remembered by the public (Awareness) and how they scored on the key attributes «I like it» (Likeability), «Stands out from other TV commercials» (Uniqueness) and «Fits my image of this brand» (Brand Fit) on a six-point scale. Members of the Marketagent.com online access panel—which comprises approximately 46,000 active Swiss participants (as of April 2016)—were interviewed using computer-assisted web interviews (CAWI). The online survey method ensures anonymity and objectivity.

In this article, *Werbewoche* presents the overall awareness figures and the Top-Box ratings for the key attributes.

Fisherman’s Friend excels in every way

Fisherman’s Friend’s spectacular Flyboard Fishing spot impressed respondents across all criteria: The spot scored highly not only for “Uniqueness” (26.2 %) but also for “Brand Fit” (23.6 %) and “Likeability” (25.8 %). In unaided recall, the Walker spot took second place (72.2 %), trailing Sunrise (81.8 %) by a considerable margin. Roger Federer’s escape from the T-Rex clearly ranks first in unaided recall, but barely manages to come in second-to-last in every other spot attribute. Elvia ranks second in the spot attributes “Likeability” (15.4 %) and “Uniqueness” (13.7 %). According to respondents, the Cailler commercial fits well with the brand (13.9 %). In unaided recall, all five commercials score over 64 percent. (uma)

To the detailed results report (PDF)

The TV commercials surveyed:

Respondents liked the "Swiss Farmers" ad best (14.1 %). It also stood out significantly from other ads (8.9 %). Furthermore, according to respondents, it fits the brand very well (17.6 %), but ranks toward the upper middle range in unaided recall (34.3 %). Respondents remembered the Bank Coop ad best (57.0 %), closely followed by the UBS ad (56.6 %). However, both rank near the bottom in ad evaluation (Uniqueness, Brand Fit, Likeability). The ÖKK ad ranks third in unaided recall (47.3 %). The Swiss Music Award campaign also achieved good scores. It stands out the most from other brands (9.7 %) and ranks second in terms of Brand Fit (9.7 %)—tied with the Marché Restaurant campaign. In addition, the Marché Restaurant campaign is the second most popular among respondents (11.5 %)—tied with the Swiss Mountain Spring campaign.

In this article, Werbewoche presents the overall awareness scores and Top-Box ratings for the key attributes. The online survey was conducted by Marketagent.com. (uma)

To the detailed results report (PDF)

The subjects surveyed:

Image larger

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

Testing for some time Marketagent.com The pollsters also analyze selected posters and advertisements once a month for Advertising Week. Since the beginning of 2015, TV commercials have also been examined by the pollsters on an alternating basis. The editorial team selected five films that were frequently seen on screen in recent weeks. The commercials were shown to 461 web-active people from German-speaking Switzerland aged between 14 and 65. The survey tested how well the TV commercials were remembered by the population (awareness) and how they scored on a six-point scale in terms of the key characteristics "Likeability", "Stands out from other TV commercials" (uniqueness) and "Fits my image of this sender" (brand fit). In this article, Werbewoche presents the overall awareness values achieved and the top box ratings for the key characteristics.

Chocolat Frey spot goes well with the brand

"In Brazil, people love Chocolat Frey chocolates from Switzerland". Although the ad only ranks third in terms of unaided advertising recall (63.6%), it fits the brand very well according to respondents (38.5%). The Interdiscount ad is in first place in unaided recall (87.9%), followed by Sunrise (80.7.%). Although Microsoft performed relatively less well in unaided advertising recall (59.7%), it achieved the highest likeability score (18.7%) and the highest uniqueness score (15.8%) among respondents. The JobCloud ad also achieved a good score in the Uniqueness category (10%). The members of the Marketagent.com online access panel, which comprises around 45,700 active Swiss participants (as of February 2016), were interviewed using computer-assisted web interviews (CAWI). The online survey method guarantees anonymity and objectivity.

To the detailed results report (PDF)

The TV commercials surveyed:

(enlarge image)

Respondents liked the PET ad best (14.3%). It also stands out strongly from other ads (8.6%). Furthermore, according to respondents, it fits well with the brand (13.5%), though it ranks more toward the middle in unaided recall (33.5%). Respondents remembered the Mazda ad best (49.8%), closely followed by the Smart ad (47.0). The ZVV ad ranked third in unaided recall (42.6%). The ZVV ad also took third place among respondents in terms of uniqueness (7.4%) and overall likability (10.8%). The Pro Juventute ad also achieved good scores. It stands out the most from other brands (10%). Some respondents also felt that it would be a good fit for the brand (7.4%). According to users, the Smart campaign fits the sender well (15.9%). Bio Suisse falls in the middle range with a brand fit of 11.2 percent.

In this article, Werbewoche presents the overall awareness figures and the top-box ratings for the key attributes. The online survey was conducted by Marketagent.com.

View the detailed results report (PDF)

The subjects surveyed:

(Image larger)

For some time now, Marketagent.com has been testing selected posters and ads once a month for *Werbewoche*. Since early 2015, the pollsters have also been analyzing TV commercials on an alternating basis. The editorial team selected five commercials that have appeared frequently on TV in recent weeks. The commercials were shown to 457 internet users from German-speaking Switzerland between the ages of 14 and 65. The survey assessed how well the TV commercials were remembered by the public (Awareness) and how they scored on the key attributes «Likeability» (Likeability), «Stands out from other TV commercials» (Uniqueness), and «Fits my image of this advertiser» (Brand Fit) on a six-point scale.

In this article, *Werbewoche* presents the overall awareness figures and the Top-Box ratings for the key attributes.

WWF's "Spinas Civil Voices" has been very well received

The WWF’s latest commercials highlight the wonders of the oceans—«male seahorses that give birth,» «octopuses with three hearts,» and «dolphins that give each other names.» Although the commercial ranks only second in unaided ad recall (76.1%), it performs very well in all other categories: Respondents like this commercial the best (35.3%). It also fits the brand very well (38.5%) and stands out from other TV commercials (25.7%). The Swiss ad ranks first in unaided recall (81.2%), even though it isn’t very far ahead in the other metrics. The Raiffeisen ad trails the WWF ad by only a small margin (75.8%) in unaided ad recall, closely followed by Micasa (74.7%). Respondents also recall the Schulthess commercial well, with 59.1 percent remembering it.
Members of the Marketagent.com Online Access Panel—which comprises approximately 43,000 active Swiss participants (as of November 2015)—were interviewed using computer-assisted web interviews (CAWI). The online survey method ensures anonymity and objectivity. (uma)

View the detailed results report (PDF)

The subjects surveyed:

(Image larger)

Respondents liked the VBZ ad best (22.8%), and it stood out the most from other ads (14.7%). Furthermore, according to respondents, it is the best fit for the brand (15.7%), though it shares first place in the ‘Brand Fit” category with the SBB ad (15.7%). In terms of unaided recall, the VBZ ad ranks only in the middle of the pack (35.8%), which is still quite impressive given the transit company’s strong local presence. Respondents remembered the McDonald’s ad (56.6%) and the SBB ad (53.0%) best, followed by VW (51.7%). The Samaritan Federation’s ad also achieved good scores. Many respondents felt that it fit the brand well (12.4%) and stood out strongly from other ads (10.8%). According to users, the Swiss Pharmacists’ Association’s ad campaign fits well with the brand (11.2%). In the middle range are the Geneva Animal Welfare Society, with an overall appeal rating of 6.5 percent, and the ad campaign by *Der Bund*, with a brand fit
4.7 percent. The ads from the Swiss Media Association (11.6%) and Publisuisse (5.3%) generated the least awareness.

In this article, Werbewoche presents the overall awareness figures and the top-box ratings for the key attributes. The online survey was conducted by Marketagent.com.

View the detailed results report (PDF)

The subjects surveyed:

Image larger

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

Marketagent.com has been testing selected posters and advertisements once a month for Werbewoche for some time now. Since the beginning of 2015, the opinion researchers have also been examining TV commercials on an alternating basis. The editorial team selected five films that were frequently seen on screen in recent weeks. The commercials were shown to 457 web-active people from German-speaking Switzerland aged between 14 and 65.

The survey tested how well the TV commercials were remembered by the population (awareness) and how they scored on a six-point scale in terms of the key characteristics "Likeability", "Stands out from other TV commercials" (uniqueness) and "Fits my image of this advertiser" (brand fit). In this article, Werbewoche presents the overall awareness values achieved and the top box ratings for the key characteristics.

Gallo Suisse scores with happy chickens

In the Gallo Suisse commercial, the chickens are not only free, but happy - "oh happy day", according to the slogan. Although the ad only ranks in the lower range of unaided advertising recall (54.7%), it performs very well in all other areas: respondents like the ad the most (27.6%). It also fits the brand (22.3%) and stands out from other TV commercials (21.0%). The Battery Man is hot on the heels of the chickens, even if it is not very far ahead in unaided recall (61.1%). However, respondents like the commercial (17.5%) and it also fits well with the brand (21.9%). The highest unaided advertising recall was achieved by the Evian commercial with 67.2 percent, closely followed by Zürich Tourism. Their spot with the slogan "Life is too short for half measures" was also very well remembered (63.5%). Respondents liked the spot for Solidar Suisse relatively well with 14.9%.

The members of the Marketagent.com online access panel, which comprises around 43,400 active Swiss participants (as of August 2015), were interviewed using computer-assisted web interviews (CAWI). The online survey method guarantees anonymity and objectivity. (uma)

To the detailed results report (PDF)

(Image larger)

The Hiltl ad was the respondents’ favorite (20.0%) and stood out the most from other ads (16.6%). In unprompted recall, it ranks only in the middle of the pack (39.7%), which is nonetheless remarkable given the company’s strong local presence. Respondents remembered the Coop-Zeitung ad (64.9%) and the Avia ad (59.5%) best. The Migros ad for Anna’s Best scored
Unaided recall was 50.8% for Migros, but only 9.8% for its Anna’s Best brand. According to respondents, the Thomy ad was the best fit for the brand (21.4%). The pet-themed ad also achieved good brand-fit scores. Many of the respondents felt that it was a good fit for the brand (17.8%). Ford falls in the middle range; its ad ranks in the middle in terms of overall appeal (6.6%), as well as in terms of brand fit (5.2%), Uniqueness (5.6%), and unaided recall (45.3%). Swizly, along with the ad for Engadin St. Moritz, has the second-highest overall appeal (15.6%).

In this article, Werbewoche presents the overall awareness figures and the top-box ratings for the key attributes. The online survey was conducted by Marketagent.com. (uma)

View the detailed results report (PDF)

The subjects surveyed:

(Image larger)

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

Marketagent.com has been testing selected posters and advertisements once a month for Werbewoche for some time now. Since the beginning of 2015, the opinion researchers have also been examining TV commercials on an alternating basis. The editorial team selected five films that were frequently seen on screen in recent weeks. The commercials were shown to 453 web-active people from German-speaking Switzerland aged between 14 and 65.

The survey tested how well the TV commercials were remembered by the population (awareness) and how they scored on a six-point scale in terms of the key characteristics "Likeability", "Stands out from other TV commercials" (uniqueness) and "Fits my image of this sender" (brand fit).

In this article, Werbewoche presents the overall awareness scores and the top box ratings of the key features.

Coop's grill master sticks in the memory

In the Ovomaltine commercial, athletes train tirelessly - "with Ovomaltine you can't do it better, but you can do it longer", is the slogan. Although the sports snack only ranks in the middle range of unaided advertising recall (70.9%), it performs very well in all other areas: respondents like the commercial the most (23.5%). It also fits the brand (21.1%) and stands out from other TV commercials (21.3%). Coop's rapping grill master achieved the highest unaided advertising recall with 79.4 percent, closely followed by UPC Cablecom. Their ad with the slogan "great performance"
was also very well remembered (74%). For Lidl's "always-ready barbecue champions", unaided advertising recall was still at 64.6%. The ad for Swiss meat achieved a relatively high brand fit of 15.5 percent.
The members of the Marketagent.com online access panel, which comprises around 43,800 active Swiss participants (as at June 2015), were interviewed using computer-assisted web interviews (CAWI). The online survey method guarantees anonymity and objectivity.
uma

The Werbewoche impact check (PDF)
The detailed results (PDF)

The spots queried:

Grillchampion_2015_Bathroom from Daniel Meier on Vimeo.

 

More than half of the test subjects (58.8%) were able to recall the SBB’s romantic ads. However, the campaign does not stand out in terms of overall appeal. Here, SBB achieved a Top Box score of only 5.9 percent, putting it almost on par with Walder Shoes (4.3%). Although the new Walder brand identity also achieved good scores in unaided recall (44.9%), only a few felt that it was a good fit for the brand (6.9%). This is hardly surprising in this case, as the company has only just begun giving the brand a more modern look with its new identity. The Chocolat Frey ad received consistently good ratings and was remembered by 48.6 percent of the test participants. The ad that stood out the most from other advertisements in newspapers, magazines, and periodicals this time was Emmi YoQua’s (5.5%), with an unaided recall of 45.5 percent. The least popular ads, aside from the CS ad, were Dar-Vida’s «smart snack,» even though both ads achieved good awareness ratings of over 41 percent.

The subjects surveyed:

(Image larger)

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

View the detailed results report (PDF)
 

Marketagent.com has been testing selected posters and advertisements once a month for Werbewoche for some time now. Since the beginning of 2015, the opinion researchers have also been examining TV commercials on an alternating basis. The editorial team selected five films that were frequently seen on screen in recent weeks. The commercials were shown to 453 web-active people from German-speaking Switzerland aged between 14 and 65.

The survey tested how well the TV commercials were remembered by the population (awareness) and how they scored on a six-point scale in terms of the key characteristics "Likeability", "Stands out from other TV commercials" (uniqueness) and "Fits my image of this sender" (brand fit).

In this article, Werbewoche presents the overall awareness scores and the top box ratings of the key features.

Roger Federer continues to do well for Sunrise

In the Sunrise commercial, Roger Federer talks to a parrot. This achieves a very high unaided advertising recall for Sunrise of 80.8 percent, while the FOPH's SmokeFree campaign had to remain at 30.5 percent. However, 19 percent of respondents thought that the FOPH's non-smoking film was a very good match for the sender. In addition, 14.6 percent of respondents liked the commercial very much, putting it on a par with the Zurich Insurance commercial. The latter stands out due to its uniqueness (15.7%). Although the commercial with wiggling "bums" (EasyJet) achieved a high recall rate of 68.7 percent, respondents liked it slightly less with 11.9 percent. Only the Qualicat commercial performed worse in this respect (9.5%). This achieved an overall awareness of 61.6 percent, with 53.2 percent mentioning Qualipet and only 8.4 percent Qualicat.

The members of the Marketa-gent.com online access panel, which comprises around 42,800 active Swiss participants (as at March 2015), were interviewed using computer-assisted web interviews (CAWI). The online survey method guarantees anonymity and objectivity. uma

The Werbewoche impact check (PDF)
The detailed results (PDF)

The spots queried:
 

For some time now, Marketagent.com has been testing selected posters and ads once a month for *Werbewoche*. Now, we also want to have TV commercials analyzed by the opinion researchers on an alternating basis. The editorial team has selected five commercials that have been frequently shown on TV in recent weeks. The commercials were shown to 502 internet users from German-speaking Switzerland between the ages of 14 and 65. During the net interviews, questions were asked and statements were elicited such as «I like it,» «It stands out from other TV commercials,» «It’s credible,» «It fits my image of this advertiser,» and «It speaks to me personally.».

Migros' movies continue to be well-received

In the joint commercial by UBS and Switzerland Tourism featuring Sebi and Paul, it was noted that aided recall for UBS reached 54.9 percent, while Switzerland Tourism’s remained at 29 percent. However, the commercial featuring the ski lift was the most popular, with 17.2 percent. The ad for Migros scored highest in aided recall, with 81.6 percent for Sélection. 20.2 percent of respondents believe that this ad stands out from other TV commercials. Sélection also leads in the «entertaining» category with 19.7 percent. The ad fits well with the brand and «speaks personally» to the most people. Swisslos, on the other hand, is the easiest to understand, with 17.5 percent. Members of the Marketagent.com Online Access Panel—comprising approximately 628,000 people—were interviewed via computer-assisted web interviews (CAWI). The fieldwork period lasted 7 days. The online survey method ensures anonymity and objectivity and is consistent with the survey topic. (pan)

IP Suisse / Wapico

Awareness 10.9 %
Uniqueness 12.9 %
Brand Fit 9.3 %
Likeability 7.0 %

Swisslos / Erdmannpeisker

Awareness 12.2 %
Uniqueness 8.6 %
Brand Fit 11.3 %
Likeability 7.0 %

Migros Sélection / Advico Young & Rubicam

Awareness 15.9 %
Uniqueness 20.2 %
Brand Fit 15.4 %
Likeability 10.0 %

St. Moritz/Engadin / Scholz & Friends Zurich

Awareness 9.3 %
Uniqueness 8.6 %
Brand Fit 7.0 %
Likeability 6.8 %

Switzerland Tourism/UBS /Leo Burnett Switzerland

Awareness 17.2 %
Uniqueness 11.6 %
Brand Fit 11.8 %
Likeability 9.5 %

This time, two ad concepts with a «wow» factor are the clear winners: When it comes to the criteria of awareness and uniqueness, the panther that turns back into a tiger comes out on top. Advico Y & R created this concept for Migros and Total laundry detergent. In second place for both criteria is the cuddly Minor squirrel from Vitamin 2, Washing Line, and Boutiq. For “Brand Fit” and “Likeability,” the rankings are exactly reversed: the chocolate squirrel takes first place, while the panther-turned-tiger comes in second. Cute sells. Third place in the “Awareness” category goes to the “revolutionary” Denner coffee campaign by Vizner Borel; in “Uniqueness,” it goes to the chocolate violin by KSP Krieg Schlupp Partner; and in “Brand Fit,” the ad by TBWA\Zürich takes third place on the podium. And in the fourth category, Likeability, the appetizing ad by Franz & Rene for Sel des Alpes takes third place on the podium. afh 

The Werbewoche impact check (PDF)
Detailed results (PDF)

The standout in this Impact Check is the Zurich Zoo ad by Matter, Gretener, Lesch: It ranks first in Uniqueness, Brand Fit, and Likeability. In the Awareness category, the PostFinance ad by Publicis took the top spot, followed by the Wirz ad for Schwyzer Kantonalbank and the “Bschüssig” ad by Fox Sports Management. In the Uniqueness category, the “Wurst” campaign by Franz & René took second place, while Jung von Matt’s “Shoe Face” campaign came in third. In Brand Fit, Leo Burnett’s campaign for Frey took second place, with “Saucisson Vaudois” coming in third. In the “Likeability” category, the sausage once again took second place, followed by the Frey campaign.

Werbewoche's Impact Check, October 2014 (PDF)
Detailed results (PDF)

 

In terms of awareness, the UBS ad by Publicis leads the pack, closely followed by the Migros ad by Advico Y&R, with the Bank Coop ad by Ruf Lanz and the “selfie” campaign by Rod for SBB tied for third place. In the “Uniqueness” category, Bank Coop’s transparent campaign takes the lead, ahead of Leo Burnett Switzerland’s “Floralp Gangster Brötli” and Wirz’s campaign for the Tages-Anzeiger. In the “Brand Fit” category, the “Gangster-Brötli” campaign once again takes the top spot, followed by the campaign by Inhalt & Form for SportXX and the SBB selfies. In the “Likeability” category, the Floralp “Gangster-Brötli” once again came out on top, followed by SportXX’s outdoor campaign and Bank Coop’s campaign.

Werbewoche's Impact Check, September 2014 (PDF)
Detailed results (PDF)

In terms of awareness, the Anna’s Best ad by the Leo Burnett advertising agency ranks first, followed by the Swisscom ad by the Heimat advertising agency and the McDonald’s ad by the TBWA agency. In the “Uniqueness” category, the Babybel ad by the advertising agency Havas takes first place, followed by the McDonald’s ad and the Battery Man ad by the advertising agency Polyconsult. The ranking for the “Brand Fit” criterion is led by Anna’s Best, followed by Battery Man and the McDonald’s ad. In the “Likeability” category, McDonald’s comes in first, ahead of Babybel and Battery Man.

The Impact Check from *Werbewoche*, August 2014 (PDF)
Detailed results (PDF)

 

In terms of awareness, the Bell sausage from Komet had the most bite, followed by the ad for Sanitas from Leo Burnett and the ad for Thomy from MSC Saatchi. In terms of uniqueness, the controversial Love Life ad from Rod came out on top, followed by the Thomy ad and the Swiss Bread ad from Swiss Bread Information. MSC Saatchi's ad for Thomy also came out on top in the Brand Fit criterion, followed by the crisp schweizerbrot.ch motif and Bell's sausage from Komet. In terms of likeability, schweizerbrot.ch came out on top, followed by Thomy and Love Life.

The Advertising Week Impact Check, June 2014 (PDF)
Detailed results (PDF)

In terms of awareness, the Audi ad from the advertising agency Advico Y&R came out on top, followed by the ad for Ohropax from the advertising agency Komet and the ad for Creabeton from the advertising agency Virus Ideenlabor. In the uniqueness criterion, the ad for Helvetas from the Spinas Civil Voices agency came out on top ahead of the SonntagsZeitungs ad from Advico Y&R and the ad for Ohropax. The ad for Ohropax came top in the Brand Fit criterion, followed by the ad for Swiss Casinos St. Gallen from the agency Inhalt & Form and the ad for Helvetas. In terms of likeability, Helvetas wins ahead of Ohropax and the VBZ ad from the Ruf Lanz advertising agency.

The Advertising Week Impact Check, May 2014 (PDF)
Detailed results (PDF)
 

This allows us to draw conclusions about the unconscious information-processing mechanisms that precede behavior and paints an unvarnished picture of implicit associations with advertising, brands, products, or individuals by capturing precisely these spontaneous, unreflective reactions from survey participants through short response times. After all, brain research has shown that unconscious perceptions, feelings, and thought processes determine over 95 percent of human behavior.

The Impact Check from *Werbewoche*, April 2014
 

Detailed Results

The Denner ad by advertising agency ViznerBorel came out on top in terms of awareness, followed by the ad for Westside/libero by advertising agency Formeldrei and the ad for PB Swiss Tools by agency Erdmannpeisker. In the uniqueness criterion, the ad for Ermatingen Tourism by Andy Hostettler came out on top, followed by the Heating with Oil ad by Ruf Lanz and the petition ad by Erdmannpeisker. The ad for Ermatingen Tourismus also came out on top in the Brand Fit criterion. It is followed by Heizen mit Öl and Denner. Ermatingen Tourismus also wins in terms of likeability, followed by Heizen mit Öl and PB Swiss Tools.

The Advertising Week Impact Check (PDF)

Detailed results (PDF)

 

In terms of awareness, the Mobiliar ad by the advertising agency Wirz and the UBS ad by the agency Krieg Schlupp Partner are tied for first place, followed by the Denner ad by the advertising agency Vizner Borel. The Floralp ad by Leo Burnett Switzerland wins in the “Uniqueness” category, well ahead of the Echtzeit ad by Ruf Lanz and the Mobiliar ad. In the “Brand Fit” category, Floralp wins ahead of Mobiliar and the Cerebral poster by the advertising agency Inflagranti. Floralp also tops the “Likeability” category, followed at some distance by Mobiliar and Cerebral.

The Imact Check from *Werbewoche*, October 2013
Detailed Results

In the Awareness category, the Migros Generation M ad by the Jung von Matt agency took first place, followed by the VW Golf ad by the KSP advertising agency and the Suva ad by Leo Burnett Switzerland. The VBZ – Züri-Linie ad by Ruf Lanz takes first place in the “Uniqueness” category, ahead of the Suva ad and the “Sehen-und-handeln.ch” ad by the Spinas Civil Voices agency. In the “Brand Fit” category, the “Kartoffel.ch” ad ch by the advertising agency Neue Lgk, ahead of the ad for VBZ and the “Mein Fussball” ad by the agency Hug & Dorfmüller. The VBZ – Züri-Linie ad ranks first in the “Likeability” category, ahead of “Kartoffel.ch” and the Suva ad.

Werbewoche's Impact Check, March 2013 (PDF)

Detailed Results of the March 2013 Impact Check (PDF)

The Denner campaign by advertising agency Vizner Borel came out on top in terms of awareness, followed by the Volvo ad by Leo Burnett Switzerland and the ad for the Swiss Red Cross by Onemarketing. The VZ VermögensZentrum campaign by the Ruf Lanz agency won the Uniqueness criterion ahead of Denner and the Swisslos ad by the Contexta advertising agency. In the Brand Fit criterion, the Volvo ad won ahead of the Swisslos and Denner ads. In terms of likeability, the ad for HGC by Leo Burnett Switzerland came out on top ahead of the VZ VermögensZentrum and Denner.

The Advertising Week Impact Check, February 2013 (PDF)

Detailed results of the Impact Check February 2013 (PDF)

In terms of awareness, the Coop Simsala Win ad by the Valencia advertising agency came out on top, followed by the Denner ad by Vizner Borel and the ad for VW, also by Vizner Borel. Pro Juventute from the advertising agency TBWA wins the Uniqueness criterion ahead of the ad for HEKS from Advico Young&Rubicam and the one for Aids-Hilfe Schweiz from Havas Worldwide Zurich. In the Brand Fit criterion, the ad for Gerber-Fondue by the Scholz & Friends agency wins ahead of the ads for Pro Juventute and Aids-Hilfe Schweiz. Gerber-Fondue also comes out on top in terms of likeability, ahead of HEKS and Pro Juventute.

Results Impact Check December 2012 (PDF)
Detailed results impact check December (PDF)

In terms of awareness, the Migros ad by Advico Young&Rubicam ranks first, followed by the Swisscom ad by the agency Numéro 10 and the ad for Appenzeller cheese by Contexta. The Appenzeller Käse ad takes first place in the “Uniqueness” category, ahead of the Villiger Cigars ad by Metzgerlehner and the Sonntags-Zeitung ad by Advico Young&Rubicam. In the “Brand Fit” category, the Appenzeller Käse ad also takes first place, ahead of the Volvo ad by Spillmann/Felser/Leo Burnett and the Läckerli Huus ad by Contexta. Appenzeller Käse also wins in the “Likeability” category, ahead of Läckerli Huus and Villiger.

The Impact Check from the November issue of *Werbewoche* (PDF)

Impact Check November 2012: Detailed Results (PDF)

In terms of awareness, the Rivella ad by the advertising agency Erdmannpeisker ranks first, closely followed by the SBB ad by the advertising agency Hofer Kommunikation and the CSS ad by the advertising agency Contexta. The APG campaign «What Do You Wish For?» by the advertising agency Inhalt & Form takes first place in the “Uniqueness” category, ahead of the SonntagsZeitung ad by Advico Young & Rubicam and the Rivella ad. In the “Brand Fit” category, Rivella came in first, ahead of the Aperol ad by the advertising agency TBWA and the SBB ad. Rivella also ranked first in “Likeability,” ahead of SBB and SonntagsZeitung.

The Impact Check from *Werbewoche*, October 2012 (PDF)

Detailed results (PDF)

In terms of awareness, the ad for SBB by the advertising agency Maxomedia ranks first, followed by the Swisslos/Swisslotto campaign by Contexta and the ad for Cardinal Blond by the advertising agency Wirz. In the “Uniqueness” category, the ad for the Tages-Anzeiger by the advertising agency Notch Interactive takes first place, ahead of Cardinal Blond and the ad for the Zurich Ballet by Euro RSCG. The PET campaign by Comqed/Metzger Lehner takes first place in the “Brand Fit” category, ahead of the VW ad by the advertising agency KSB and the Swisslos/Swisslotto campaign. In terms of “Likeability,” VW ranks ahead of Cardinal Blond and the Zurich Ballet.

The Impact Check from Werbewoche, September 14, 2012 (PDF)

View the detailed results (PPT)

In terms of awareness, the Swissmilk ad by Ruf Lanz ranks first, followed by the VW Beetle ad by the agency Krieg Schlupp Bürge. In third place is the ad for Orange Cinema by the advertising agency Contexta. Lovely/Swissmilk also wins in the “Uniqueness” category, ahead of the “Waku Doki” ad by Wirz Corporate and the ad for Zurich Vitaparcours by the advertising agency Publicis. Swissmilk also leads in the “Brand Fit” category, followed by the ad for Igora by the advertising agency Vizner Borel and the ad for Zurich Vitaparcours. In terms of “Likeability,” Lovely is also far ahead of Zurich Vitaparcours and Igora.

The results at a glance

The detailed results in PDF format

Question and methodology

Method: Computer-Assisted Web Interviews (CAWI). Instrument: Online interviews via the Marketagent.com reSEARCH platform. Target group: Internet users in German-speaking Switzerland aged 14 to 65. Sample size: n = 500 net interviews, random selection by quota. Survey period: July 4, 2012–July 13, 2012.

Questions:

- We introduced you to some ads at the beginning of today's survey. Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)

– In your opinion, to what extent do these ads stand out from other advertisements in newspapers, magazines, and periodicals? Please rate each on a scale from 1 (= does not stand out at all) to 6 (= stands out very strongly). (Uniqueness) – To what extent do these ads align with the image you have of the respective brands/companies? Please rate each on a scale from 1 (= does not align at all with my image of this brand) to 6 (= aligns very well with my image of this brand). (Brand Fit)

- To what extent do you like the following advertisements? Please rate each from 1 (= I don't like it at all) to 6 (= I like it very much). (Likeability) The values shown are the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like very much".

The author of the representative study «Switzerland’s Favorite Advertisements» is Marketagent.com Switzerland, a company specializing in online market research that has a registered panel of 20,000 respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.

In terms of awareness, the Migros “I-am” ad by the advertising agency Advico Young & Rubicam ranks first, followed by the Swiss Post ad by the agency Wirz Wietlisbach Dialog and the Floralp ad by Spillmann Felser Leo Burnett. In the “Uniqueness” category, the Floralp ad is far and away in the lead, followed by the Dar-Vida ad by Jung von Matt and the “Drink Water” ad, also by Jung von Matt. Floralp also wins in the “Brand Fit” category, well ahead of the Nescafé ad by the advertising agency Publicis and the Dar-Vida ad. Floralp also wins by a wide margin in the “Likeability” category, ahead of Dar-Vida and “Trink Wasser.”.

> Results at a Glance (PDF)
> Detailed Results (PDF)

In the Awareness category, the SBB ad from the Contexta advertising agency came out on top, followed by the Ovomaltine ad from Spillman, Felser, Leo Burnett and the Suvacare ad from the Ruf Lanz advertising agency. Suvacare wins the Uniqueness criterion far ahead of the ad for Ovomaltine and the BSL Schifffahrt Berner Oberland ad from the Formeldrei advertising agency. Suvacare also wins the Brand Fit criterion, ahead of Ovomaltine and the SBB sujet. In terms of likeability, Suvacare is again in the lead, followed by BLS Schifffahrt Berner Oberland and the SBB subject.

> To the results at a glance (PDF)
> To the detailed results (PDF)

Question and methodology

Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: Web-active people from German-speaking Switzerland between the ages of 14 and 65.
Sample size: n = 503 net interviews, random selection by odds.
Survey Period: 8. 05. 2012-14. 05. 2012.
Questions:
- We introduced you to some ads at the beginning of today's survey.
Which of these ads do you remember? Please name the
advertising company or the advertised brands. (Awareness)
- To what extent do you think these ads stand out from other advertising in
newspapers, magazines and journals? Please rate each from 1 (= lifts
does not stand out at all) to 6 (= stands out very strongly). (Uniqueness)
- To what extent do these ads fit with the image you have of the respective brands/
company have? Please rate each from 1 (= does not fit at all to my
image of this brand) to 6 (= fits very well with my image of this brand). (Brand Fit)
- To what extent do you like the following ads? Please rate each from
1 (= I do not like at all) to 6 (= I like very much). (Likeability)
The values printed are the top box ratings "lifts" and "lowers".
stands out very strongly", "fits very well with my image of the brand", "I like it very much".

The author of the representative study "Werbelieblinge der Schweiz" is Marketagent.com Switzerland, which specializes in online market research and has a registered panel of 20'000 willing respondents in German- and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.
 

In terms of awareness, the Swisscom ad by Saatchi & Saatchi ranks first, followed by the SBB ad by the advertising agency Rod and the Sunrise ad by the agency Scholz & Friends. The Smokefree ad by the advertising agency Wirz takes the lead in the “Uniqueness” category, well ahead of the ad for SOS-Spielsucht by the advertising agency cR Basel and the Swisscom ad. In the “Brand Fit” category, SBB comes in first, ahead of the Euromillions ad by the advertising agency Contexta and the Smokefree ad. Smokefree and SBB are tied for first place in “Likeability,” ahead of the Euromillions ad.

> Back to Overview (PDF)

> View the detailed results (PDF)
 

In the “Awareness” category, the ad for Toblerone Blue by the advertising agency TBWA took first place, followed by the ad for Coop’s Big Win raffle by the agency Valencia and the ad for Parisienne Verte by the advertising agency Formel drei. Parisienne Verte wins by a wide margin in the “Uniqueness” category, ahead of the ad for Toblerone and the Coop Big Win sweepstakes. In the “Brand Fit” category, Toblerone comes in first, ahead of the Coop Big Win and the ad for Orange by the agencies Publicis and Blue Spirit. Toblerone also tops the “Likeability” category, ahead of Parisienne and the police’s anti-skimming ad from PR Factory.

> Overview of the results (PDF)

> To the detailed results (PDF)

Question and methodology

Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target audience: Internet users in German-speaking Switzerland between the ages of 14 and 65.
Sample size: n = 501 net interviews, random selection by quota.
Survey Period: 14. 03. 2012–20. 03. 2012.

Questions:
- We introduced you to some ads at the beginning of today's survey.
Which of these ads do you remember? Please name the
advertising company or the advertised brands. (Awareness)
- To what extent do you think these ads stand out from other advertising in
newspapers, magazines and journals? Please rate each from 1 (= lifts
does not stand out at all) to 6 (= stands out very strongly). (Uniqueness)
- To what extent do these ads fit with the image you have of the respective brands/
company have? Please rate each from 1 (= does not fit at all to my
image of this brand) to 6 (= fits very well with my image of this brand). (Brand Fit)
- To what extent do you like the following ads? Please rate each from
1 (= I do not like at all) to 6 (= I like very much). (Likeability)
The values printed are the top box ratings "lifts" and "lowers".
stands out very strongly", "fits very well with my image of the brand", "I like it very much".
The remaining figures can be found on Werbewoche.ch.

The author of the representative study "Switzerland's advertising favorites" is the company specializing in online advertising.
Marketagent.com Switzerland, which specializes in market research and has a registered panel of
20,000 people willing to participate in the survey in German-speaking and French-speaking Switzerland.
Marketagent.com Switzerland is a subsidiary of the leading Austrian
market research company Marketagent.com online reSEARCH GmbH and the
Swiss communications agency Contract Media AG.
 

Click here for the Impact Check and for the detailed Results Report.
 

In terms of awareness, the SBB campaign by Contexta came out on top, followed by the ad for the Salvation Army by advertising agency Spinas Civil Voices and the ad for Zweifelchips by Advico Young & Rubicam. The ad for the Salvation Army came top for the criterion of uniqueness. The ad for SBB follows in second place. The ad for Zweifelchips is in third place. Mammut is the undisputed leader in the Brand Fit criterion, again followed by SBB and Zweifelchips. Mammut also wins in terms of likeability. In 2nd and 3rd place are SBB and Salvation Army.

To the results

Question and methodology

Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: Web-active people from German-speaking Switzerland between the ages of 14 and 65.
Sample size: n = 500 net interviews, random selection according to quotas.
Survey Period: 20.-26. 1. 2012.

Questions:

- We introduced you to some ads at the beginning of today's survey. Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)

- In your opinion, to what extent do these ads stand out from other advertising in newspapers, magazines and journals? Please rate each from 1 (= does not stand out at all) to 6 (= stands out very much). (Uniqueness)

- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)

- To what extent do you like the following advertisements? Please rate each from 1 (= I don't like it at all) to 6 (= I like it very much). (Likeability) The values shown are the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like very much".

The author of the representative study "Switzerland's advertising favorites" is the company specializing in online advertising.
Marketagent.com Switzerland, which specializes in market research and has a registered panel of
20,000 willing respondents in German-speaking and French-speaking Switzerland.
Marketagent.com Switzerland is a subsidiary of the leading Austrian
market research company Marketagent.com online reSEARCH GmbH and the
Swiss communications agency Contract Media AG.

 

In the “Awareness” category, the Coop Fairtrade Max Havelaar (KSB) campaign ranks first, followed by Migros-Quizmania (Wirz) and Sunrise (Scholz&Friends). In the “Uniqueness” category, Stop Piracy (Maxomedia) takes first place ahead of Love Life (Euro-RSCG) and Hakle (JWT/Fabrikant). The Migros M-Budget campaign (Jung von Matt/Limmat) wins by a narrow margin over the campaign for Switzerland Tourism (Spillmann/Felser/Leo Burnett). The Love Life campaign took third place. In the “Likeability” category, the campaign for Swiss Farmers (Jung von Matt/Limmat) took first place. Hakle came in second, closely followed by the campaign for Switzerland Tourism.

> To the results at a glance

Question and methodology

Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: Web-active people from German-speaking Switzerland between the ages of 14 and 65.
Sample size: n = approximately 500 net interviews per wave, random selection by quota.
Survey Period: 2011

Questions:
- We introduced you to some ads at the beginning of today's survey. Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)

- In your opinion, to what extent do these ads stand out from other advertising in newspapers, magazines and journals? Please rate each from 1 (= does not stand out at all) to 6 (= stands out very much). (Uniqueness)

- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)

- To what extent do you like the following ads? Please rate each from 1 (= I don't like them at all) to 6 (= I like them very much). (Likeability)

The values printed are in each case the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like it very much".

The author of the representative study «Switzerland’s Favorite Advertisements» is the one at
Marketagent.com Switzerland, a company specializing in online market research, which has a registered
A panel of 20,000 people willing to participate in surveys in German-speaking and French-speaking Switzerland
Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.
 

In terms of awareness, Publicis’s 20 Minuten/Swiss campaign ranks first, ahead of Werbeanstalt’s Bell ad «Big Benny» and TBWA’s McDonald’s ad «Schwiizer Wuche.» The «Stop Piracy» ad by the advertising agency Maxomedia ranks first in the «Uniqueness» category. In second place is the HEKS ad by Advico Young & Rubicam, followed by the Bell ad in third place. McDonald’s ranks first in the «Brand Fit» category, followed by Zweifel-Snacketti by Advico Young & Rubicam and the “Stop Piracy” ad. In terms of “Likeability,” “Stop Piracy” comes out on top, ahead of Zweifel-Snacketti and HEKS.

> To the results at a glance (PDF)
> To the detailed results (PDF)

In terms of awareness, the Swisscom campaign by Saatchi & Saatchi ranks ahead of the Manor “Yes or No” ad by Rod Kommunikation and the ad for Swiss Post by the advertising agency Wirz. The ad for Gault Millau/Guide Switzerland 2010 by the agency KSB ranks first in terms of uniqueness. In second place is the ad for Happysystems by the advertising agency Ammarkt. Third place goes to the Swisscom campaign. The ad for Swiss Post ranks first in the “Brand Fit” category, followed by Manor’s “Yes or No” ad and the Swisscom campaign. In terms of “Likeability,” Happysystems comes out on top, ahead of Swisscom and Gault Millau.

> To the results at a glance (PDF)
> To the detailed results (PDF)

In terms of awareness, the Migros délifit ad by the advertising agency Wirz ranks first, followed by the Credit Suisse ad by Euro RSCG and the Manor ad by Rod Kommunikation. The ad for IKEA by Wirz takes first place in the “Uniqueness” category, ahead of the Rhaetian Railway ad by Erdmannpeisker and the ad for Swiss Farmers by the agency Jung von Matt. In the “Brand Fit” category, the Swiss Farmers ad takes first place, ahead of the Nescafé Gold ad by the advertising agency Publicis and the Modissa ad by Cavegnwerbung. Schweizer Bauern also topped the rankings in the “Likeability” category, followed by the Rhaetian Railway ad and the IKEA ad.

> To the results at a glance (PDF)

> To the detailed results (PDF)

Question and methodology

Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: Web-active people from German-speaking Switzerland between the ages of 14 and 65.
Sample size: n = 502 net interviews, random selection by quota.
Survey Period: 16. 09. 2011–25. 09. 2011.

Questions:
- We introduced you to some ads at the beginning of today's survey. Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
- In your opinion, to what extent do these ads stand out from other advertising in newspapers, magazines and journals? Please rate each from 1 (= does not stand out at all) to 6 (= stands out very much). (Uniqueness)
- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
- To what extent do you like the following ads? Please rate each from 1 (= I don't like them at all) to 6 (= I like them very much). (Likeability)

The values printed are the top box ratings "lifts" and "lowers".
stands out very strongly", "fits very well with my image of the brand", "I like it very much".

The author of the representative study "Switzerland's advertising favorites" is the company specializing in online advertising.
Marketagent.com Switzerland, which specializes in market research and has a registered panel of
20,000 people willing to participate in surveys in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian
market research company Marketagent.com online reSEARCH GmbH and the
Swiss communications agency Contract Media AG.
 

In terms of awareness, the ad for Sunrise by the advertising agency Scholz & Friends ranks first, followed by the one for Orange by McCann-Erickson and the «I am» ad by Advico Young & Rubicam. The ad for M-Budget Migros by Jung von Matt Limmat takes first place in the «Uniqueness» category, ahead of the «I am» campaign and the ad for Desperados by TBWA. In the “Brand Fit” category, the M-Budget ad by Migros takes first place, ahead of the ad for Switzerland Tourism by Spillmann Felser Leo Burnett and the ad for the Kopfstützen.ch campaign by the advertising agency cR Basel. Switzerland Tourism also tops the list in the “Likeability” category, followed by M-Budget and “I am.”.

> To the results at a glance
> To the detailed results

Question and methodology

Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: Web-active people from German-speaking Switzerland between the ages of 14 and 65.
Sample size: n = 500 net interviews, random selection according to quotas.
Survey Period: 26. 07. 2011–03. 08. 2011.
Questions:
- We introduced you to some ads at the beginning of today's survey. Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
- In your opinion, to what extent do these ads stand out from other advertising in newspapers, magazines and journals? Please rate each from 1 (= does not stand out at all) to 6 (= stands out very much). (Uniqueness)
- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
- To what extent do you like the following ads? Please rate each from 1 (= I don't like them at all) to 6 (= I like them very much). (Likeability)

The values printed are in each case the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like it very much".

The author of the representative study "Advertising favorites in Switzerland" is Marketagent.com Switzerland, which specializes in online market research and has a registered panel of
It has a panel of 20,000 willing respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.
 

In terms of awareness, Coop Fairtrade Max Havelaar by Krieg Schlupp Bürge comes out on top, followed by the Migros Quizmania ad by Wirz and the ad for Sbrinz by advertising agency Wapico. Sportplausch Wider by Advico Young&Rubicam wins the Uniqueness criterion ahead of the ad for the Swiss Multiple Sclerosis Society by Draftfcb/Lowe and the one for Swiss meat by Polyconsult. In the Brand Fit criterion, Swiss Meat wins ahead of the ad for the Swiss Multiple Sclerosis Society and Sbrinz. Swiss Meat also comes out on top for Likeability, ahead of Sbrinz and Sportplausch Wider.

> To the results at a glance (PDF)
> To the detailed results (PDF)

Question and methodology

Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: Web-active people from German-speaking Switzerland between the ages of 14 and 65.
Sample size: n = 504 net interviews, random selection by odds.
Survey Period: 8. 06. 2011-15. 06. 2011.
Questions:
- We introduced you to some ads at the beginning of today's survey. Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
- In your opinion, to what extent do these ads stand out from other advertising in newspapers, magazines and journals? Please rate each from 1 (= does not stand out at all) to 6 (= stands out very much). (Uniqueness)
- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
- To what extent do you like the following ads? Please rate each from 1 (= I don't like them at all) to 6 (= I like them very much). (Likeability)

The values printed are in each case the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like it very much".

The author of the representative study "Advertising favorites in Switzerland" is Marketagent.com Switzerland, which specializes in online market research and has a registered panel of
20'000 willing respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of Austria's leading
market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.

The ad for Die Mobiliar from the Wirz advertising agency came out on top in the Awareness criterion, followed by the Orange ad from Publicis and the ad for Bell from the advertising agency. The subject for Love Life by Euro RSCG won the Uniqueness criterion well ahead of the ad for Die Mobiliar and the ad for Bell. In the Brand Fit criterion, Love Life again won, this time ahead of the ad for Uncle Ben's from the advertising agency Business & Design and the ad for Die Mobiliar. Love Life is also ahead of Bell and Die Mobiliar in terms of likeability.

> To the results at a glance (PDF)
> To the detailed results (web code)

Question and methodology

Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target audience: Internet users in German-speaking Switzerland between the ages of 14 and 65.
Sample size: n = 501 net interviews, random selection according to quotas.
Survey period: 12. 05. 2011-20. 05. 2011.

Questions:
- We introduced you to some ads at the beginning of today's survey. Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
- In your opinion, to what extent do these ads stand out from other advertising in newspapers, magazines and journals? Please rate each from 1 (= does not stand out at all) to 6 (= stands out very much). (Uniqueness)
- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
- To what extent do you like the following ads? Please rate each from 1 (= I don't like them at all) to 6 (= I like them very much). (Likeability)

The values printed are the top box ratings "lifts" and "lowers".
stands out very strongly", "fits very well with my image of the brand", "I like it very much".

The author of the representative study "Switzerland's advertising favorites" is the company specializing in online advertising.
Marketagent.com Switzerland, which specializes in market research and has a registered panel of
20,000 willing respondents in German-speaking and French-speaking Switzerland.
Marketagent.com Switzerland is a subsidiary of the leading Austrian
market research company Marketagent.com online reSEARCH GmbH and the
Swiss communications agency Contract Media AG.

In terms of awareness, the BMW ad by the advertising agency Draftfcb/Lowe ranks first, followed by the ad for 20 Minuten Friday by the advertising agency Rod and the Hakle ad by JWT+H+F. The Hakle ad also takes first place in the “Uniqueness” category, ahead of the “Schweizer Familie” ad by the agency Festland and the “Outdoor SportXX” ad for Migros by the agency Inhalt & Form. In the “Brand Fit” category, “20 Minuten Friday” takes the top spot ahead of Hakle and BMW. In the “Likeability” category, the Hakle ad comes out on top, with the “20 Minuten Friday” campaign in second place and the Migros “Outdoor SportXX” ad in third.

> Results at a Glance (PDF)
> To the detailed results

In the “Awareness” category, the Migros Nanomania ad by the advertising agency Wirz took first place, followed by the Raiffeisen ad by Metzgerlehner and the natural gas ad by Rod. The Migros Nanomania ad also takes first place in the “Uniqueness” category, ahead of the Max Shoes ad by Jung von Matt and the biogas ad by Polyconsult. In the “Brand Fit” category, the Migros Nanomania ad again takes the top spot, ahead of Max Shoes and Raiffeisen. In terms of likeability, the Max Shoes ad takes first place, followed by the natural gas ad in second place and the biogas ad in third.

> To the results at a glance
> To the detailed results

Question and methodology

Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: Internet users in German-speaking Switzerland between the ages of 14 and 59.
Sample size: n = 500 net interviews, random selection according to quotas.
Survey Period: 17. 03. 2011 – 23. 03. 2011.

Questions:
- We introduced you to some ads at the beginning of today's survey. Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
- In your opinion, to what extent do these ads stand out from other advertising in newspapers, magazines and journals? Please rate each from 1 (= does not stand out at all) to 6 (= stands out very much). (Uniqueness)
- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
- To what extent do you like the following ads? Please rate each from 1 (= I don't like them at all) to 6 (= I like them very much). (Likeability)
The values printed are in each case the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like it very much".

The author of the representative study «Switzerland’s Favorite Advertisements» is Marketagent.com Switzerland, a company specializing in online market research that has a registered panel of 20,000 respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH and the Swiss communications agency Contract Media.
 

Click here for the Impact Check and to the Results Report__Impact_Check.ppt.

In the «Awareness» category, the two Migros campaigns—one for Migros Magazine (Jung von Matt) and the other for «I am» (Advico Y&R Exxtra)—lead the pack ahead of the «Naturaplan» campaign (Krieg Schlupp Bürge). In the «Uniqueness» category, the «Lovely Snowboard» theme from Swissmilk’s Lovely campaign (Ruf Lanz) takes first place, ahead of «Die Mobiliar» (Wirz) and the «Lovely Schwingfest» theme from Swissmilk. The «Snowboard» ad from the Lovely campaign also tops the «Brand Fit» category, followed by the “Die Mobiliar” ads and the “Schwingfest” ad from Swissmilk. Lovely also takes the top two spots in the “Likeability” category, followed by “Die Mobiliar.”.
> Top Ten 2010 (pdf)

In terms of awareness, the training campaign for Coop by the advertising agency Valencia ranks first, followed by the Aldi ad by Contexta and the Snickers ad by the advertising agency Wirz. Snickers also comes out on top in the “Uniqueness” category, followed by the ad for Zurich Airport by Jung von Matt and the VBZ ad by Ruf Lanz. In the “Brand Fit” category, the ad for Zurich Airport takes the top spot, followed by the VBZ ad and the ad for the Suzuki Vitara by the advertising agency Metzgerlehner. In terms of “Likeability,” the ad for Zurich Airport takes the top spot, closely followed by the VBZ campaign and the ad for Snickers.
> Results at a glance
> Detailed results

Question and methodology
Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: Internet users in German-speaking Switzerland between the ages of 14 and 59.
Sample size: n = 500 net interviews, random selection by quota.
Survey Period: November 3, 2010 – November 11, 2010.
Questions:
- We introduced you to some ads at the beginning of today's survey.
Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
- In your opinion, to what extent do these ads stand out from other advertising in newspapers, magazines and journals? Please rate each from 1 (= lifts
does not stand out at all) to 6 (= stands out very strongly). (Uniqueness)
- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
- To what extent do you like the following ads? Please rate each from
1 (= I do not like at all) to 6 (= I like very much). (Likeability)
The values printed are in each case the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like it very much".
The author of the representative study «Switzerland’s Favorite Advertisements» is Marketagent.com Switzerland, a company specializing in online market research that has a registered panel of 20,000 respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.

In the «Awareness» category, the “I am” campaign for Migros by the advertising agency Advico Y&R took first place, followed by the Coop Naturaplan ad by the agency Krieg Schlupp Bürge and the PKZ ad by By Heart. In the “Uniqueness” category, the Suvarisk ad by Ruf Lanz takes first place, ahead of the Val Sinestra campaign for Swisscom by Contexta and the ÖKK campaign by Advico Y&R. In the “Brand Fit” category, the Toni Yogurt ad by Scholz & Friends Zurich took the top spot, followed by Coop Naturaplan and PKZ. Toni Yogurt also won in the “Likeability” category, ahead of Suvarisk and PKZ.
> To the results at a glance (PDF)
> To the detailed results
Question and methodology
Method: Computer-Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: web-active people from German-speaking Switzerland between the ages of 14 and 59.
Sample size: n = 500 net interviews, random selection by quota.
Survey period: October 6, 2010–October 15, 2010.
Questions:
- We introduced you to some ads at the beginning of today's survey.
Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
– In your opinion, to what extent do these ads stand out from other advertisements in newspapers, magazines, and periodicals? Please rate each on a scale from 1 (= does not stand out at all) to 6 (= stands out very strongly). (Uniqueness)
- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
- To what extent do you like the following ads? Please rate each from
1 (= I do not like at all) to 6 (= I like very much). (Likeability)
The values printed are in each case the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like it very much".
The author of the representative «Impact-Check» study is Marketagent.com Switzerland, a company specializing in online market and opinion research, which has an ISO-certified panel of 20,000 respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.

In the “Awareness” category, the campaign for Migros Magazin by the advertising agency Jung von Matt/Limmat is the undisputed leader, followed by the ad for Appenzeller by Contexta and the ad for GE Money Bank by the advertising agency Comqed Dialog. The ad for Battery Bag by Wirz tops the “Uniqueness” category, closely followed in second place by Insieme from the advertising agency Hesskisssulzersutter. Third place goes to the ad for Migros Magazine. In the “Brand Fit” category, Appenzeller takes first place, ahead of the tied ads for Insieme and the ad for Floralp by the advertising agency SFLB. In terms of “Likeability,” Battery Bag comes in first, ahead of Migros Magazin and Insieme.
> Results at a glance
> Detailed results

Question and methodology
Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: web-active people from German-speaking Switzerland between the ages of 14 and 59.
Sample size: n = 500 net interviews, random selection by quota.
Survey period: July 20, 2010–July 28, 2010.
Questions:
- We introduced you to some ads at the beginning of today's survey.
Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
– In your opinion, to what extent do these ads stand out from other advertisements in newspapers, magazines, and periodicals? Please rate each on a scale from 1 (= does not stand out at all) to 6 (= stands out very strongly). (Uniqueness)
- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
- To what extent do you like the following ads? Please rate each from
1 (= I do not like at all) to 6 (= I like very much). (Likeability)
The values printed are in each case the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like it very much".
The author of the representative «Impact-Check» study is Marketagent.com Switzerland, a company specializing in online market and opinion research, which has an ISO-certified panel of 20,000 respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.

In terms of the “Awareness” criterion, the campaign for Manor by the advertising agency Saatchi + Saatchi ranks first, followed by the ad for Heineken by the advertising agency JWT+H+F and the ad for Lancia by Weber, Harbeke, Partners. The Swissmilk ad by Ruf Lanz ranks first in the “Uniqueness” category, followed by the Heineken ad in second place. Third place goes to the Lung League ad by Werbeanstalt. In the “Brand Fit” category, Swissmilk takes first place ahead of Isostar by the advertising agency + Söhne and Heineken. In the “Likeability” category, Swissmilk also comes in first, ahead of Heineken and the ad for Grächen by the advertising agency Contexta.
> To the results at a glance
> To the detailed results
Question and methodology
Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: web-active people from German-speaking Switzerland between the ages of 14 and 59.
Sample size: n = 500 net interviews, random selection by quota.
Survey period: June 7, 2010 – June 16, 2010.
Questions:
- We introduced you to some ads at the beginning of today's survey.
Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
- In your opinion, to what extent do these ads stand out from other advertising in newspapers, magazines and journals? Please rate each from 1 (= lifts
does not stand out at all) to 6 (= stands out very strongly). (Uniqueness)
- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
- To what extent do you like the following ads? Please rate each from
1 (= I do not like at all) to 6 (= I like very much). (Likeability)
The values printed are in each case the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like it very much".
The author of the representative «Impact-Check» study is Marketagent.com Switzerland, a company specializing in online market and opinion research, which has an ISO-certified panel of 20,000 respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.

In the “Awareness” category, the campaign for Sihlcity by the advertising agency Spielmann, Felser, Leo Burnett ranks first, followed by the ad for Max Shoes by the advertising agency Jung von Matt and the ad for Axpo by Young & Rubicam. The ad for Max Shoes ranks first in the “Uniqueness” category, while the ads for Thomy by Young & Rubicam and Dar-Vida by Jung von Matt are tied for second place. In the “Brand Fit” category, the ad for Thomy takes first place, ahead of the in-house ad for Max Havelaar and the “Headrests” ad by the advertising agency cR basel. Thomy also wins in the “Likeability” category, ahead of Dar-Vida and Max Shoes.
> Results at a glance
> Detailed results
Question and methodology
Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: web-active people from German-speaking Switzerland between the ages of 14 and 59.
Sample size: n = 501 net interviews, random selection according to quotas.
Survey period: May 5, 2010 – May 13, 2010.
Questions:
- We introduced you to some ads at the beginning of today's survey.
Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
– In your opinion, to what extent do these ads stand out from other advertisements in newspapers, magazines, and periodicals? Please rate each on a scale of 1 (= stands out
does not stand out at all) to 6 (= stands out very strongly). (Uniqueness)
- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
- To what extent do you like the following ads? Please rate each from
1 (= I do not like at all) to 6 (= I like very much). (Likeability)
The values printed are in each case the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like it very much".
The author of the representative «Impact-Check» study is Marketagent.com Switzerland, a company specializing in online market and opinion research, which has an ISO-certified panel of 20,000 respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.

In terms of awareness, the Charles Vögele campaign by Publicis ranks first, followed by the Rivella ad by Erdmannpeisker and the ad for Max Shoes by the advertising agency Jung von Matt. The Rivella ad ranks first in the “Uniqueness” category, followed by the Max Shoes ad and the ad for the Dermatological Laser Institute by the advertising agency Tatort Kommunikation. In the “Brand Fit” category, the ad for Max Shoes takes first place, ahead of Rivella and the ad for Steps by Migros. In the “Likeability” category, Max Shoes also comes out on top, ahead of Rivella and the ad for the Dermatological Laser Institute.
> Results at a glance
> Detailed results

Question and methodology
Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: web-active people from German-speaking Switzerland between the ages of 14 and 59.
Sample size: n = 500 net interviews, random selection by quota.
Survey period: April 7, 2010–April 14, 2010.
Questions:
- We introduced you to some ads at the beginning of today's survey.
Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
- In your opinion, to what extent do these ads stand out from other advertising in newspapers, magazines and journals? Please rate each from 1 (= lifts
does not stand out at all) to 6 (= stands out very strongly). (Uniqueness)
- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
- To what extent do you like the following ads? Please rate each from
1 (= I do not like at all) to 6 (= I like very much). (Likeability)
The values printed are in each case the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like it very much".
The author of the representative «Impact-Check» study is Marketagent.com Switzerland, a company specializing in online market and opinion research, which has an ISO-certified panel of 20,000 respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.

In terms of awareness, the SFLB campaign for ZKB ranks first, followed by the ÖKK ad by Advico Y&R and the Post-it ad for 3M by the advertising agency Noise. The ad for the Stadelhofen Pharmacy by Advico Y&R ranks first in the “Uniqueness” category, closely followed by the Post-it ad for 3M and the cable network campaign by Euro RSCG. In the “Brand Fit” category, the Kunsthaus ad by Hesskiss takes first place, ahead of the Post-it ad and the ad for the SZB by the advertising agency Spinas Gemperle. In terms of “Likeability,” the Post-it ad comes out on top, ahead of the Stadelhofen Pharmacy ad and the cable network campaign.

Question and methodology:
Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: web-active people from German-speaking Switzerland between the ages of 14 and 59.
Sample size: n = 500 net interviews, random selection by quota.
Survey period: March 5, 2010 – March 18, 2010.
Questions:
- We introduced you to some ads at the beginning of today's survey.
Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
- In your opinion, to what extent do these ads stand out from other advertising in newspapers, magazines and journals? Please rate each from 1 (= lifts
does not stand out at all) to 6 (= stands out very strongly). (Uniqueness)
- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
- To what extent do you like the following ads? Please rate each from
1 (= I do not like at all) to 6 (= I like very much). (Likeability)
The values printed are in each case the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like it very much".
> To the results at a glance
> To the detailed results
The author of the representative «Impact-Check» study is Marketagent.com Switzerland, a company specializing in online market and opinion research, which has an ISO-certified panel of 20,000 respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.

In the “Awareness” category, the SBB RailAway campaign by Contexta ranks first, followed by Coop Pronto by Facing and the Lovely ad for Swissmilk by Ruf Lanz. The Lovely ad is the undisputed leader in the “Uniqueness” category, followed by the ad for the Fire Prevention Advisory Center by Saatchi&Saatchi and the Kleenex campaign by JWT+H+F. The Lovely ad also leads by a wide margin in the “Brand Fit” category. In second place is the Fire Prevention Advisory Service, ahead of SBB RailAway. In terms of “Likeability,” Lovely leads the pack, followed by the Fire Prevention Advisory Service and ahead of Lötschberger/Lötschental by Erdmannpeisker.
> Results at a glance
> Detailed results

Question and methodology
Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: web-active people from German-speaking Switzerland between the ages of 14 and 59.
Sample size: n = 500 net interviews per wave, random selection by quota.
Survey period: March 23, 2009 – November 25, 2009.
Questions:
- We introduced you to some ads at the beginning of today's survey.
Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
- In your opinion, to what extent do these ads stand out from other advertising in newspapers, magazines and journals? Please rate each from 1 (= lifts
does not stand out at all) to 6 (= stands out very strongly). (Uniqueness)
- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
- To what extent do you like the following ads? Please rate each from
1 (= I do not like at all) to 6 (= I like very much). (Likeability)
The values printed are in each case the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like it very much".
The author of the representative study «Switzerland’s Favorite Advertisements» is Marketagent.com Switzerland, a company specializing in online market research that has a registered panel of 20,000 respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.

In terms of awareness, Migros« two campaigns for »Total Minimax« and »Naturgemäss« rank ahead of Swisscom’s »Outsourcing« campaign. In terms of »Uniqueness,« Swissmilk’s »Lovely” campaign comes out on top, ahead of McDonald’s “Grüsel” ad and the ad for David Gym. Swissmilk’s “Lovely” campaign also tops the “Brand Fit” category, followed by the Ovomaltine Choco Crunch ads and an ad for Swiss meat. “Lovely” also takes first place in the “Likeability” category, followed by the “Suvaliv” campaign and McDonald’s “Grüsel” poster.
> Results

Question and methodology
Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: web-active people from German-speaking Switzerland between the ages of 14 and 59.
Sample size: n = 500 net interviews per wave, random selection by quota.
Survey period: March 23, 2009 – November 25, 2009.
Questions:
- We introduced you to some ads at the beginning of today's survey.
Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
- In your opinion, to what extent do these ads stand out from other advertising in newspapers, magazines and journals? Please rate each from 1 (= lifts
does not stand out at all) to 6 (= stands out very strongly). (Uniqueness)
- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
- To what extent do you like the following ads? Please rate each from
1 (= I do not like at all) to 6 (= I like very much). (Likeability)
The values printed are in each case the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like it very much".
The author of the representative study «Switzerland’s Favorite Advertisements» is Marketagent.com Switzerland, a company specializing in online market research that has a registered panel of 20,000 respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.

In the Awareness criterion, the campaign for Suvaliv by the Ruf Lanz advertising agency comes out on top by a wide margin, followed by the Emmentaler AOC campaign by Spielmann Felser Leo Burnett and the campaign for Mondo by Sulzer, Sutter. The Suvaliv campaign also trumps in the Uniqueness criterion, followed by the Sujet IV of the Invalidity Insurance by Saatchi & Saatchi and the ad for Hakle by JWT+H+F. In the Brand Fit criterion, the campaign for St. Moritz by Prime Communications is just ahead of Suvaliv and the Emmentaler AOC campaign. In terms of likeability, the ad for Suvaliv was again far ahead of Hakle and Emmentaler AOC.
> Results at a glance
> Detailed results
Question and methodology:
Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: web-active people from German-speaking Switzerland between the ages of 14 and 59.
Sample size: n = 500 net interviews, random selection by quota.
Survey period: 13. 11. 2009 -25. 11. 2009.
Questions:
- We introduced you to some ads at the beginning of today's survey.
Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
- In your opinion, to what extent do these ads stand out from other advertising in newspapers, magazines and journals? Please rate each from 1 (= lifts
does not stand out at all) to 6 (= stands out very strongly). (Uniqueness)
- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
- To what extent do you like the following ads? Please rate each from
1 (= I do not like at all) to 6 (= I like very much). (Likeability)
The values printed are in each case the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like it very much".
The author of the representative study "Werbelieblinge der Schweiz" is Marketagent.com Switzerland, which specializes in online market research and has a registered panel of 20,000 willing respondents in German- and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.

In the “Awareness” category, the campaign for Total/Migros by the advertising agency Exxtra took first place, followed by the Feldpausch campaign by the agency By Heart and the Vögele Shoes campaign by Jung von Matt/Limmat. Vögele Shoes wins in the “Uniqueness” category, followed by the campaign for Welti Furrer by Ruf Lanz and the Uncle Ben’s campaign by Wirz. In the “Brand Fit” category, the campaign for Ovomaltine Choco Crunch by the advertising agency Maxomedia takes the top spot, followed by Feldpausch and the Blick campaign by the agency Scholz & Friends Zurich. In the “Likeability” category, the ad for Vögele Shoes comes out on top, ahead of Uncle Ben’s and Welti Furrer.

> Results at a glance
> Detailed results

Question and methodology
Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: web-active people from German-speaking Switzerland between the ages of 14 and 59.
Sample size: n = 500 net interviews, random selection by quota.
Survey period: October 21, 2009 – October 29, 2009.
Questions:
At the beginning of today's survey, we showed you a few ads.
Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
In your opinion, to what extent do these ads stand out from other advertisements in newspapers, magazines, and periodicals? Please rate each on a scale of 1 (= stands out
does not stand out at all) to 6 (= stands out very strongly). (Uniqueness)
To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
How much do you like the following ads? Please rate each one on a scale of
1 (= I do not like at all) to 6 (= I like very much). (Likeability)
The values printed are in each case the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like it very much".
The remaining figures can be found on Werbewoche.ch.
The author of the representative study «Switzerland’s Favorite Advertisements» is Marketagent.com Switzerland, a company specializing in online market research that has a registered panel of 20,000 respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.

In the Awareness criterion, the campaign for Bell by the Rod advertising agency comes out on top, followed by the Schild campaign by Vizner Borel and the campaign for Lancia by Weber Harbeke. Ruf Lanz's Hiltl campaign wins the Unique-ness criterion, followed by Euro RSCG's campaign for Zurich Ballet and Wirz's Bilanz campaign. In the Brand Fit criterion, the Lancia campaign comes out on top, followed by the Zurich Ballet and the 105 One-o-five campaign by JWT + H + F. In the Likeability criterion, the ad for Hiltl wins ahead of the Zurich Ballet and the Bilanz Tier campaign.
> To the results at a glance
> To the detailed results
Question and methodology
Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: web-active people from German-speaking Switzerland between the ages of 14 and 59.
Sample size: n = 500 net interviews, random selection by quota.
Survey period: 22. 09. 2009 - 29. 09. 2009.
Questions:
We introduced you to some ads at the beginning of today's survey. Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
In your opinion, to what extent do these ads stand out from other advertising in newspapers, magazines and journals? Please rate each from 1 (= does not stand out at all) to 6 (= stands out very much). (Uniqueness)
To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
To what extent do you like the following ads? Please rate each from 1 (= I don't like them at all) to 6 (= I like them very much). (Likeability)
The values printed are in each case the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like it very much". The remaining values can be found on Werbewoche.ch. The author of the representative study "Werbelieblinge der Schweiz" is Marketagent.com Switzerland, which specializes in online market research and has a registered panel of 20,000 willing respondents in German- and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.

In the ‘Awareness” category, the campaign for Swisscom’s “Natel BeFree” offering by the advertising agency Jung von Matt took first place, followed by TBWA’s McDonald’s nighttime ad and Hesskiss’s FCZ season ticket campaign. The APG’s Ali Kebap campaign by the advertising agency takes the lead in the “Uniqueness” category, followed by the campaign for Ristorante Cantina by the advertising agency Euro RSCG and the FCZ campaign by Hesskiss. In the “Brand Fit” category, the campaign for Blutspende Zürich by Hesskiss takes the top spot, followed by McDonald’s and Swisscom. In the “Likeability” category, the ad for Ristorante Cantina comes out on top, ahead of the FCZ campaign and the Blutspende Zürich campaign.
> Results at a glance
> Detailed results
Research Question and Methodology:
Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: web-active people from German-speaking Switzerland between the ages of 14 and 59.
Sample size: n = 501 net interviews, random selection according to quotas.
Survey period: August 26, 2009 – September 3, 2009.
Questions:
At the beginning of today's survey, we showed you a few ads.
Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
In your opinion, to what extent do these ads stand out from other advertisements in newspapers, magazines, and periodicals? Please rate each on a scale of 1 (= stands out
does not stand out at all) to 6 (= stands out very strongly). (Uniqueness)
To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
How much do you like the following ads? Please rate each one on a scale of
1 (= I do not like at all) to 6 (= I like very much). (Likeability)
The values shown here are the top-box ratings: «stands out very strongly,» «fits very well with my image of the brand,» and «I like it very much.» The remaining values can be found on Werbewoche.ch.
The author of the representative study «Switzerland’s Favorite Advertisements» is Marketagent.com Switzerland, a company specializing in online market research that has a registered panel of 20,000 respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.

The "Lovely" campaign for Swissmilk, created by the advertising agency Ruf Lanz, is the undisputed leader in the categories of uniqueness, brand fit, and likeability. In the category of awareness, however, it drops to ninth place. The reason lies in the new German brand Swissmilk; 51.2% can recall “milk,” which would place it third. First place in awareness goes to the Suva campaign by Ruf Lanz, followed by Henniez (Saatchi & Saatchi) and Bacardi (Exxtra). In terms of uniqueness, the Suva campaign ranks second, followed by Tibits (Wirz). For brand fit, Suva ranks second, followed by Bacardi. Suva also ranks second in likeability, followed by Tibits.
> Results at a glance
> Detailed results

Question and methodology
Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: web-active people from German-speaking Switzerland between the ages of 14 and 59.
Sample size: n = 500 net interviews, random selection by quota.
Survey period: July 27, 2009–August 4, 2009.
Questions:
- We introduced you to some ads at the beginning of today's survey.
Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
- In your opinion, to what extent do these ads stand out from other advertising in newspapers, magazines and journals? Please rate each from 1 (= does not stand out at all) to 6 (= stands out very much). (Uniqueness)
- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
- To what extent do you like the following ads? Please rate each from 1 (= I don't like them at all) to 6 (= I like them very much). (Likeability)
The author of the representative study «Switzerland’s Favorite Advertisements» is Marketagent.com Switzerland, a company specializing in online market research that has a registered panel of 20,000 respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.

The campaign for Mammut is the monthly winner: 1st place for the criteria uniqueness, brand fit and likeability and 2nd place for awareness. In 1st place for Awareness is the campaign for the police of the advertising agency, 3rd place is the Ramseier campaign of Planet. The police campaign is in 2nd place for Uniqueness, followed by BatterienRecycling (Inobat was not named, but Batterien-Recycling) by the Wirz advertising agency in 3rd place. For Brand Fit, Aids-Hilfe Schweiz by Euro RSCG is in 1st place, the campaign for Weleda byViznerBorel in 3rd place. For the Likeability criterion, the police campaign takes 2nd place ahead of Weleda.

> Results at a glance
> Detailed results

Question and methodology
Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: web-active people from German-speaking Switzerland between the ages of 14 and 59.
Sample size: n = 500 net interviews, random selection by quota.
Survey period: 21.04.2009-28.04.2009, field duration: 7 days.
Questions:
- We introduced you to some ads at the beginning of today's survey.
Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
- In your opinion, to what extent do these ads stand out from other advertising in newspapers, magazines and journals? Please rate each from 1 (= does not stand out at all) to 6 (= stands out very much). (Uniqueness)
- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
- To what extent do you like the following ads? Please rate each from 1 (= I don't like them at all) to 6 (= I like them very much). (Likeability)
The values printed are in each case the top box ratings "stands out very strongly" "fits very well with my image of the brand", "I like it very much".
The remaining values can be found on werbewoche.ch.
Marketagent.com Schweiz AG is a subsidiary of Marketagent.com online reSEARCH GmbH, Austria's leading online market and opinion research institute and a pioneer in Internet-based data collection and analysis. The specially recruited online access panel currently comprises around 20,000 Swiss panelists (plus 178,000 in Germany and Austria). Swiss references include Coca-Cola, L'Oréal, Nestlé, Parship.ch and Advico Young & Rubicam.

In the “Awareness” category, the Swisscom campaign by Erdmannpeisker holds the undisputed No. 1 spot. It is followed by Migros-Restaurant and Ochsner-Sport, both by Wirz. The picture is quite different for the “Uniqueness” criterion: David Gym by Publicis takes the lead here, followed by Sportplausch Wider (Advico Young & Rubicam) and Swisslos (Contexta). The Swisslos campaign ranks first in “Brand Fit,” followed by Migros Restaurant and Ochsner Sport. In terms of likeability, David Gym comes in first, ahead of Swisslos and Migros Restaurant.
> To the results at a glance
> Detailed results

Question and methodology
Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: web-active people from German-speaking Switzerland between the ages of 14 and 59.
Sample size: n = 501 net interviews, random selection according to quotas.
Survey period: May 19, 2009–May 27, 2009.
Questions:
At the beginning of today's survey, we showed you a few ads.
Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
In your opinion, to what extent do these ads stand out from other advertising in newspapers, magazines and journals? Please rate each from 1 (= does not stand out at all) to 6 (= stands out very much). (Uniqueness)
To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
How much do you like the following ads? Please rate each one on a scale from 1 (= I don't like it at all) to 6 (= I like it very much). (Likeability)
The values printed are in each case the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like it very much".
The remaining values can be found on werbewoche.ch.
Marketagent.com Schweiz AG is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG. Its proprietary online access panel currently comprises approximately 20,000 Swiss panelists (plus 178,000 in Germany and Austria). Swiss clients include Coca-Cola, L’Oréal, Nestlé, Parship.ch, and Advico Young & Rubicam, among others.

Polyconsult’s campaign for Swiss meat resonated with consumers. It ranked first in the categories of uniqueness, brand fit, and likeability, and fourth in awareness. The Migros campaign by Jung von Matt Limmat is the undisputed leader in awareness. This comes as no surprise, as both the advertising intensity and media coverage of the new campaign were extremely high. It ranks second in brand fit and uniqueness. It ranked third in the “Uniqueness” category. The Bell campaign by Werbeanstalt took second place in spontaneous awareness and third place in the “Brand Fit” category.
> Results at a glance
> Detailed results

Question and methodology
Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: web-active people from German-speaking Switzerland between the ages of 14 and 59.
Sample size: n = 500 net interviews, random selection by quota.
Survey period: 21.04.2009-28.04.2009, field duration: 7 days.
Questions:
- We introduced you to some ads at the beginning of today's survey.
Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
- In your opinion, to what extent do these ads stand out from other advertising in newspapers, magazines and journals? Please rate each from 1 (= does not stand out at all) to 6 (= stands out very much). (Uniqueness)
- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
- To what extent do you like the following ads? Please rate each from 1 (= I don't like them at all) to 6 (= I like them very much). (Likeability)
The values printed are in each case the top box ratings "stands out very strongly" "fits very well with my image of the brand", "I like it very much".
The remaining values can be found on werbewoche.ch.
Marketagent.com Schweiz AG is a subsidiary of Marketagent.com online reSEARCH GmbH, Austria's leading online market and opinion research institute and a pioneer in Internet-based data collection and analysis. The specially recruited online access panel currently comprises around 20,000 Swiss panelists (plus 178,000 in Germany and Austria). Swiss references include Coca-Cola, L'Oréal, Nestlé, Parship.ch and Advico Young & Rubicam.

In collaboration with Marketagent.com Schweiz AG, we will be conducting the Werbewoche Impact Check at regular intervals going forward. Ten campaigns selected by us will be evaluated based on the criteria of awareness (spontaneous recall), uniqueness (stands out very strongly from other ads in newspapers, magazines, and periodicals), brand fit (fits very well with my image of this brand), and likeability (I like it very much).
> Overview
> Detailed results
Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: Internet users in German-speaking Switzerland between the ages of 14 and 59.
Sample size: n = 501 net interviews, random selection by quota.
Survey Period: March 23, 2009 – April 1, 2009, duration: 8 days, 23 hours, 48 minutes.
Invited panelists: 3270; Interviews: 501 net interviews in the core target group: 501; Response rate: 15.3%; Dropout rate: 8.9%; Study conducted by: Marketagent.com.
Questions:
At the beginning of today's survey, we showed you a few ads.
Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
In your opinion, to what extent do these ads stand out from other advertisements in newspapers, magazines, and periodicals? Please rate each on a scale from 1 = does not stand out at all to 6 = stands out very strongly. (Uniqueness)
To what extent do these ads align with the image you have of the respective brands/companies? Please rate each on a scale from 1 = does not align at all with my image of this brand to 6 = aligns very well with my image of this brand. (Brand Fit)
How much do you like the following ads? Please rate each one on a scale from 1 = I don't like it at all to 6 = I like it very much. (Likeability)
Marketagent.com Switzerland AG is a subsidiary of Marketagent.com online reSEARCH GmbH, Austria’s leading online market and opinion research institute and a pioneer in Internet-based data collection and analysis. The company’s proprietary online access panel currently comprises approximately 20,000 Swiss panelists (plus 178,000 in Germany and Austria). Swiss clients include Coca-Cola, L’Oréal, Nestlé, Parship.ch, and Advico Young & Rubicam, among others.