Black Friday in Hungary is considered as one of the largest shopping events of the year. In the past couple of years it has been leveraged by a growing number of sectors, but the most popular products to advertise are still the electronic devices.
Although originally Black Friday is a single day event, Hungarian market participants will stretch the event for 1-2, sometimes even 3-4 weeks long. One thing is for certain: Black Friday has taken over the retail landscape and brands can not afford to ignore it.
Did you know?
Black Friday - why did such a positive day get such a negative-sounding name?
In the U. S., the first Friday after Thanksgiving, which traditionally falls on Thursday, has become one of the most profitable days of the year due to the sudden increase in the number of purchases. That’s when the big Christmas shopping begins in the U.S., which involves a sudden “jump” not only in spending, but in the traffic as well. Huge crowds of people, huge traffic jams - which aren’t exactly pleasant from a police’s point of view. The Philadelphia police therefore named this day Black Friday.
Later, there were a number of attempts to reshape the negative meaning of the word, which was successful: after a while, Black Friday became the day of the “ unreasonably large purchases”, the start of the Christmas season.
In the Black Friday period, TV advertising is still one of the most essential communication channels. Since almost every advertiser applies the same messages during this period (“It is Black Friday”, “we have the best deals” etc.) it is worth to communicate with your audience even more consciously. Although one of the advantages of TV commercials is that it can reach a very wide target group, it is important to decide which age-group is considered as your primary target group, as all groups show big differences in their motivation.To better understand why one Black Friday TVC is more successful than another (even if they seem/sound/look very similar), we analyzed Black Friday ads from three consecutive years and both emotional and conscious reactions were taken into account.
Each age-group reacts differently
Based on our “Black Friday ads” analysis age-group proved to be the main independent variable behind significant differences in ad-performance (gender differences did not bias emotions as much as age). People showed remarkable differences in emotional and conscious reactions could be grouped into 3 age-groups: 18-29, 30-39, 40-59 years old, so one of the most important thing to consider before creating a promotion for this season is to determine your primary target audience! It can be clearly stated that all target groups show a high interest in the event, but young and older customers can be addressed with a completely different communication style.
What drives 18-29 year olds’ purchases? What should be emphasised when communicating discounts if you want to win 30-39 year olds? What ads trigger higher activation and what brands trigger higher brand consideration among the 40-59 age group?
Synetiq: Black Friday insight package report
Our Black Friday insight package report answers all this question (and more) - thus you can make the most out of your campaign.
The report is based on 13 analysed ads from 7 brands in the electronic and telecommunication sectors. It includes general and brand related findings with examples from 3 age-groups (18-29, 30-39, 40-59).
About the content
Topics analysed by age-groups:
· Comparing the emotional effects of story-based ads and simple promotions
· Tracing the most motivating tone-of-voice
· Finding the triggers of emotional resonation
· Listing the successful buzzwords and call-to-actions
Topics by execution:
· Giving tips to optimise your Black Friday packshot’s visualisation
· Assessing the consistency with other campaigns from the brands
Would you like to learn more? Don’t hesitate to contact us!
