Spring is just around the corner, so let’s take one last look at winter, with the top three ads of February. It seems that humour was the most effective in melting viewers’ hearts, in the form of a spying grandma and an adorable dog that just couldn’t get it right. Using our neuromarketing methodology, we have examined 80 ads again, and have selected the top three based on emotional reactions (engagement, approach, excitement) of viewers aged 18-59.
1. Voltaren Emulgel Forte
Voltaren’s creative came out on top among February’s ads, thanks to its suspicious grandma character. Let’s face it, we have all been jealous of people who are already up and running at the crack of dawn, while we are still in our pajamas. This is exactly how the creative started (1), in medias res, with the granny trying to uncover her friend’s secret, giving viewers a universally relatable feeling.
The fast-paced, but followable story was short enough to keep viewers interested until the secret was revealed. Before the product demo, viewers appreciated seeing the character actually using the product (2). Together with the straightforward demo it convinced the audience, and reached an activation score that was above the sectorial benchmark of the past twelve months. Many OTC ads struggle with keeping viewers’ attention until the packshot, but this creative was able to do so with a short gag that referred back to the story just before the packshot (3).
Most would think that cats and dogs are slam dunk when it comes to advertising, but our emotional data shows otherwise. Sure, they are cute and appealing, but viewers cannot relate to animals in the same way as they can to other people (similar to them). Still, Cofidis managed to find the right balance in their personal loan creative between animal and human figures.
At first, Liza the otherwise adorable dog, could not get viewers glued to the screen, while the random voice coming from who-knows-where did not help either. The turning point was when Liza ended up choosing the rubber chicken instead of flowers (1), which started to get viewers to invest attention in the story. A couple more doggy mistakes, and Liza’s unwavering self-satisfaction despite all led viewers to a great emotional climax (2), just in time for the offer. The well-connected, simple packshot, with just the right amount of information worked well to convey the message to the viewers.
Telekom came in third, with a more serious style of communication. The short version of their new image film addressing the “now generation” proved to be captivating to general audience. The brand (immediately recognisable by the magenta colour in the background) worked with slam poetry artist Kristóf Horváth, known as “Színész Bob”.
Viewers got more and more involved as the voice-over started addressing them (1), while showing a diverse group of people. When Horváth appeared again, saying “we are the now generation” (2), together with the more dynamic music created an emotional peak just in time for the insight to be revealed. The call-to-action (“step into the now”) (3) focused viewers even more before the closing brand tag, contributing to the increase in the ad’s consideration score.
A strong character, humour, influencers, or a certain communication style all have the potential to work well and these ads set a good example. In addition to the great emotional results, the ads worked consciously as well, activating viewers. However, if we have considered online ads, the list might have looked differently… There is a much stronger push in online to be interesting from the first moment on.
Júlia Csenge Halmos, Head of Client Services, email@example.com, +36203701994
The article was written by:
Zsófia Lengyel – media analyst