Impact Check: Best of 2013
Every month, Werbewoche, in collaboration with Marketagent.com Switzerland, shows how current advertisements perform with consumers. The "Best of 2013" reveals which campaigns achieved the highest scores in the individual criteria in 2013.
Top Ten: Awareness
Question: [...] Which of these ads do you remember? [...]
In terms of unaided recollection, in 2013 the Swisscom B2B campaign by Contexta performed best. Almost three quarters of the test subjects were stuck with the subject of the sleeping IT manager. Closely followed by the Doomsday campaign by Spillmann/Felser/Leo Burnett for Chocolat Frey and the Sack subject by Vizner Borel for Denner.
Top Ten: Uniqueness
Question: In your opinion, to what extent do these advertisements stand out from other advertisements in newspapers, magazines and periodicals? [...]
The respondents found the most unique campaign in 2013 to be the "Stop violence against girls" from Saatchi & Saatchi. In second place comes the Florap shark. The subject was created by Leo Burnett for the Zurich Film Festival. Spina's Civil Voices achieved almost the same rating with the Campaign for Amnesty International.
Top Ten: Brand Fit
Question: And to what extent do these ads match the image you have of the respective brands/companies? [...]
In 2013, the Polyconsult agency best captured the respondents' image of the advertised brand: "The Most Beautiful Panorama in Switzerland" for Swiss meat was able to stand out from the rest. Saatchi & Saatchi and Spina's Civil Voices (both linked above) follow in second and third place.
Top Ten: Likeability
Question: To what extent do you like the following advertisements? [...]
By far the most popular campaign among the 2013 test subjects was the Floralp ad by Leo Burnett for the Zurich Film Festival, linked above. But the advertising agency Werbeanstalt also knew how to "Rent an old bag" for Rent a Rentner. The meat panorama from Polyconsult not only matched the brand image well (see above), but also appealed to the test subjects in other ways. The trio is followed by a Ruf Lanz double pack: the VBZ electric vehicles and the Cat judge for the Animal in the Law Foundation. The test subjects also liked the Noisy pufferfishcreated by Spina's Civil Voices for Ocean Care. The shackled Kim Jong Un - created by the same agency - also met the taste of the respondents (see link above) - as did the most striking ad of the year, the screaming hand by Saatchi & Saatchi (see above). The eye-catching Vegetable skyline by Wirz for Tibits was also one of the most popular campaigns of the year in the Impact Check. The top ten is completed by the subject "The zoo without bars"that Advico Y&R created for Goldau Zoo. (hae)
You can download the top ten of the Impact Check 2013 in PDF format under this link Download. Readers of *Werbewoche* will also find the Impact Check in the print edition every month in 2014.
About the Impact Check:
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.
The author of the representative study «Switzerland’s Favorite Advertisements» is a company specializing in online market research Marketagent.com Switzerland, which has a registered panel of 20,000 willing respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the Austrian market research company Marketagent.com online Research and the Swiss communications agency Contract Media.
