Of the 60 ads selected last year, Bauhaus, Birell and Mastercard resonated most with Czechs, according to Ipsos.
Advertising is good when it is effective. According to Ipsos, three pillars are important for effective advertising creative - creative experience, empathy and proximity, as well as a creative idea. In terms of these pillars, Czech consumers evaluated how advertising stands in the Czech context by selecting 60 advertising spots deployed last year.
A positive creative experience is the key to encoding it into memory. It makes advertising entertaining, evokes a positive emotional response and has the potential to get people talking about it. According to the Czechs, the strongest creative experience was created by the Bauhaus ad, in which Vojta Kotek kidnaps one of the employees from the store because he knows that she can give him the best advice at his home and with landscaping his garden. The ad was perceived by consumers as unique, enjoyable to watch and entertaining. So it was worth betting on a familiar face and an entertaining storyline that integrated the customer need well and provided a springboard for demonstrating the brand's services. In addition, the Czech audience was attracted by the Czech Railways and Birell ads.
Video: Bauhaus
Empathy and proximity play an important role in influencing short-term decisions. Empathetic advertising is believable to people and its style is familiar to them in connection with the brand. Within this pillar, the ad for Birell achieved the best results, where even a person who wants a non-alcoholic beer is on the same page with other beer consumers who accept their choice. People appreciated that the ad is well aligned to the brand, credible and relevant to the audience, although it points to the possibility of non-alcoholic drinking among beer drinkers. The portrayal of this need was seen as surprising. In addition to non-alcoholic beer, Kofila or Horalky were also strong in proximity and empathy.
Video: Birell
Ads with strong creative ideas have the potential to influence consumer choice and behavior over the long term. It's an experience that brings new ideas and thinking. The winner of this category was an ad for Mastercard, which showcased a new design for payment cards for the visually impaired. Bringing blind people closer to life resonated strongly among the Czechs and evoked strong emotions. People appreciated that the message of the ad was new, interesting and informative. The ČEZ or Volkswagen ads also delivered a strong creative message.
Video: Mastercard
Source: mediaguru.cz
