Quality advertising that can reach its audience not only works with creative experiences that are deeply etched in the memory, but is empathetic enough to evoke a feeling of closeness. Last but not least, it works skilfully with creative ideas that have the potential to change consumer choice or behaviour in the long term. The Dove and Czech Philharmonic brands were among such advertisements in the eyes of Czechs last year, according to a survey by Ipsos, which evaluated 60 commercials on Czech airwaves.
Ipsos calls the Misfits ads that can create a creative experience, evoke empathy and closeness, and work with a creative idea; Source: IpsosThe Dove brand was able to connect strong emotions with its message with its #beautifulbeauty spot, which defined itself against AI depictions of beauty. All in line with its long-term strategy of fighting for real, unretouched female beauty. In addition, by tapping into AI, it has added a new and very different idea. People perceived it as informative, unique and emotion-provoking. For 8% of respondents, she was even amazing, pleasant or nice.
The Czech Philharmonic Orchestra in its ad for a concert at Carnegie Hall captivated consumers with a funny story featuring the forgotten conductor Semyon Bykov, which referenced the famous film Home Alone. Consumers appreciated not only its entertainment value but also its credibility and informativeness. A fifth of them found it funny, 15% found it creative and interesting.
In terms of creative experiences, which are unique advertising experiences that entertain, evoke a positive emotional response, and are expected to be talked about, the Fio banka ad with Štěpán Kozub and Petra Nesvačilová took the top spot. People enjoyed the creative, and the product allusions added to the uniqueness and distinctiveness of the brand. It was entertaining for 40% of the respondents, but less than a tenth found it embarrassing. The ability of advertising to foster a long-term relationship with a brand was found to be weak.
According to Ipsos' findings, ads that build on a funny plot, feature celebrity, use local creative while breaking out of given stereotypes have a better chance of a good creative experience. On the other hand, mascots or casts of young people work much less well.
In terms of empathy and proximity, Ben pharmacies fared best. They were able to communicate in their advertising the human and professional help they provide to everyone across generations, which struck a credible chord with people. They rated it as informative, pleasant and sympathetic. In order to evoke empathy in consumers, local production is particularly helpful, whereas relying on animation, animals and mascots does not contribute much.
The best creative idea was shown last year by the Czech Association of Insurance Companies with its "Shortcuts" ad, which highlighted the risks of driving under the influence. Respondents appreciated that it communicated something important, with 15% describing it as informative and the same proportion describing it as depressing. The low relevance that people felt with the spot is a good sign in this case, as they did not feel that it directly affected them.
Strong creative ideas are delivered very well by CSR themes. As with empathy, animation, animals or mascots don't work very well and detract from the strength of the message. Similarly, music that is too prominent can distract from the creative idea.
Source: mediaguru.cz
