Research agency Behavio Labs analyzed selected ad campaigns second-by-second. It looked at how they performed in terms of the key conditions for successful advertising. What exactly did the campaign leave in the minds of Czech people? Often very different things than what marketing experts evaluated.
Emotions
Emotions work primarily as an amplifier in advertising. The stronger the emotion, the more closely our brain follows the campaign and the more deeply it stores it in memory. But without a strong brand and need, the essentials of the ad won't be stored, so even a super emotional and creative campaign can have zero impact on brand and sales.
The Krušovice soft drink campaign is mediocre in terms of emotions. It shows close-ups of the beer and hops, but has no strong emotional highlights and is even boring at times. Even if it had a well portrayed brand and need, it loses much of its potential because many people won't watch it until the end or will watch it inattentively, therefore the things portrayed in it won't be stored deeply in the memory.
The Gambrinus Flamingo campaign is well above average in terms of emotion, and has a clear emotional highlight: the scene where the boater discovers that he has accidentally brought an inflatable flamingo instead of an inflatable boat. The campaign has a chance to be significantly etched in the memory. But even that is not enough.
Brand
Brand imagery is absolutely essential: the goal of a campaign is to reinforce the brand in our memory. Yet for most campaigns, branding is insufficient. A logo at the end is absolutely not enough. The brand must be displayed early, for as long as possible, and ideally at the most emotional peak, where it will be stored the strongest.
Although the Gambrinus Flamingo campaign has above average emotion, few people correctly associate it with the brand. The Gambrinus restaurant branding only flickers through the edge of the frame for a second in the first third of the ad. Most people notice the brand at the very end. That's not enough, and it's probably not going to strengthen the brand much.
The Bohemia Energy campaign also had a good run of emotion, while at the same time people clearly attributed the brand throughout the campaign: the branding was basically constantly reminded, whether through the logo or through the actor Pavel Liška.
Need
For sales, it's not enough for people to know your brand. It has to come to them at the right moment. The campaign must link the brand in their minds to a relevant buying situation or need. That means it must portray that need clearly and powerfully enough.
Although the Bohemia Energy campaign has above average emotion and branding, the audience does not associate it at all with the relevant need: lower energy prices. This is mentioned for two seconds at the very end, and in different images and sound. The benefit mentioned between loosely related jokes is not enough and the campaign has not strengthened the brand.
Instead, look at the two ads that reinforced the brand amenities above average: the Ťapka campaign from České dráhy and the Cheers To All campaign from Heineken (the most effective of the campaigns measured in 2020 via Kantar Link).
In both campaigns, there is a clearly identifiable need by the audience throughout: riding the train and drinking beer. And the trajectories of the other curves are high at the same time. Congratulations!
Source: mediaguru.cz
