Best in test August

Marketing Director at TNS Gallup, Ingvar Sandvik.

Marketing Manager Tor Anton Bjørge in SAS

Consultant and CEO of DDB, Pelle Josephson

It was SAS's colorful sales ad that emerged victorious from the SWAR test for August. The ad is part of a brand new expression from SAS, developed by the advertising agency DDB. The expression is fun and colorful, and with a message you can't mistake.

- In short, there are a lot of cheap tickets to relevant destinations. The campaign has run on the web, print, outdoors and on TV, all with the same design and clear message," says DDB advisor Pelle Josephson.

New heights
- "People like to travel and are motivated by offers that are perceived as attractive and achievable. The ad is perceived as useful rather than exciting, but avoids being boring and uninteresting," explains Ingvar Sandvik, marketing director at TNS Gallup, which carries out the test.

- "All in all, this ad sends SAS to new heights on most indicators in the test. Here, SAS receives far above average attention," says Sandvik.

- "SAS hits the mark with its ad. Dagbladet The .no reader is particularly interested in travel and follows what's going on in terms of leisure and travel. They also use the Internet to update themselves on travel and vacations to a greater extent than the rest of the population," says Trine Tvetbråten, Head of Analysis at Dagbladet.no.

Satisfied customer
Marketing Director at SAS, Tor-Anton Bjørge, is delighted with the feedback the campaign has received.

- "It is important for us that our communication works and that we achieve our goals. We are very pleased that the ad also scores well in external impact tests, and this also confirms our own evaluations," he says.

The message has also gone straight home with customers, despite the fact that the campaign was on during a period when many in the target group had just been traveling.

- "It's like love. Good love breeds more love. Once you've vacationed, you want to vacation again," Bjørge concludes.