Quickline campaign shows that TV advertising works
To establish itself in the market and build its brand, the telecommunications provider Quickline has relied on TV advertising. A study shows that Quickline was able to significantly increase its brand awareness through the TV campaign.
Admeira accompanied the TV campaign, which ran on SRF 1, SRF zwei and SRF Info in fall 2022, with research and evaluated its advertising success in the Admeira AdPanel. In collaboration with GfK Switzerland, a pre-launch test was conducted in June 2022 and a post-test in November 2022 after the campaign was broadcast.
The results now show that Quickline's advertising campaign was widely perceived in German-speaking Switzerland as a result of the TV campaign. This can be seen in the ad recall, which was 35% after the campaign. This means that over a third of German-speaking Swiss can remember the Quickline commercial. An above-average ad recall of 55% was achieved among the 55-74 age group. The "best agers" represent an important segment - not only because of the large number of people in this age category, but also because of their high purchasing power and interest in digitalized communication.
The popularity of the brand was also increased by the TV advertising. According to the study, the proportion of people who find Quickline somewhat or very likeable rose from 21% to 33%. Among people who remember the TV commercial, the figure even increased from 33% to 47%.
The TV campaign also increased awareness of Quickline. The measured supported brand awareness of Quickline rose from 57% to 69% in German-speaking Switzerland. The successful figures are reportedly also reflected in sales: compared to the same period last year, Quickline recorded around 30 percent more orders.
