Impact check: Migros at a summer high

The humorous Migros commercial left the most lasting impression on the 454 respondents aged between 14 and 65 from German-speaking Switzerland. 80.6 percent of respondents remembered the commercial without support (awareness). The result that the scene on the ice cream conveyor belt stands out the most from other TV commercials according to the respondents (22.9 %) fits in with this. In contrast to all the other creations shown, the Migros commercial also fits well with the brand in the opinion of the respondents (28%) and is - unsurprisingly - also the most popular (24.4%). However, the touching spot created by Publicis for the UBS sponsorship commitment was also well received (20.0%) - in comparison to the Migros film, however, the emotional story about the friendship between two brothers was given a lower brand fit (8.4%). Interesting: In the unaided recall, 17.2 percent mentioned "UBS KidsCup", while 56.4 percent of respondents "only" remembered the sponsor UBS. Just under one percent of respondents only remembered the "KidsCup" event. The three answers were cumulated. (hae)