Synetiq - Ad performance through emotions | TOP3 ads in March
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TOP3 ads in March

Spring has arrived in Synetiq’s monthly toplist as well. Let our new, prettier-looking emotional curves reveal the truth about the ad landscape in March.

Click here to reach a Crash Course on Analysing the Emotional Curves
1. A feast not just for our eyes – Dr. Oetker

 

Dr. Oetker cookies bursting with colour shook up the March ad environment, rising all the way to the top of the list.

Emotional curves of the 18-59-year-old audience

Vivid execution in the first half of the spot almost made viewers feel the scent of molten chocolate in their noses and the texture of the soft dough in their hands. (1) The audience liked the synaesthesia, the baker smiling at his creation was in perfect sync with the voice over – altogether it evoked curiosity for what was coming. (2) Although the drawn scene felt somewhat out-of-place, the slogan, paired with lovely music struck a chord, enabling  engagement to rise further. (3) The tragedy of the DIY baker got lost under the brand logo, even for the most observant viewers. The promise of high-quality ready-to-bake dough proved to be convincing and elicited interest. (4) The brand created a visible spot as the majority of our testers were able to recall it upon seeing the brand logo.

2. Give me a (coffee) break – Douwe Egberts Omnia

 

The newest of Omnia’s family moments platform won the hearts of viewers, the new-ish slogan and background music by Margaret Island quickly got associated with the brand in their minds.

Emotional curves of the 18-59-year-old audience

Awkward moments under the strict gaze of a would-be father-in-law were very relatable and the well-edited, emotional music and sound effects intensified this experience. (1) The girlfriend retreating into the kitchen was easy to resonate with, too. (2) Omnia stepped into this warzone at a key moment: the brand was not only an organic part of the story, but served as the solution for the situation. (3) The sense of relief created by this moment made viewers receptive to the packshot. (4) The ad was able to elicit interest in the product, and the well branded emotional peak made it visible.

3. Opening the door to persuasion – Raiffeisen

 

Hyperreality was a winner for Raiffeisen: the boy playing the drums, his frustrated sister and their overly proud father were able to solve a task that is seemingly impossible for the bank sector. The level of engagement remained above the emotional baseline throughout the ad as it addressed and created relevance for a wider circle of people instead of only those who are interested in loans.

Emotional curves of the 18-59-year-old audience

The chaotic state of affairs in the kids’ room glued viewers’ eyes to the screen and the little girl articulated just what the audience thought: please stop this. (1) It was easy to agree that these children needed separate rooms, but mentioning the loan halted growing enthusiasm. (2) Fixed installments somewhat took away the edge (3), and the slogan supported by smart visuals brought the audience closer to the content. (4) Raiffeisen chose wisely which product qualities to put into focus, their spot ended up amongst the most activating ones from last year’s bank sector. More than half of our testers would consider using their services, and more than three quarters were able to recall the spot upon seeing the logo.

Written by:

Szimonetta Ézsiás-Nagy, media analyst