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Best in test October
A simple ad with a strong message stood out the most last month.
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| Marketing Manager in Amnesty NorwayJørgen Lindbäck- Larsen. |
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| Marketing Director at TNS Gallup, Ingvar Sandvik. |
The TV campaign's ads came out on top in the SWAR test in October, with both the online and magazine ads excelling. As many as 60 percent of those who have seen the ad in Magasinet are classified as motivated. TNS Gallup, which carried out the test, believes that the use of tools in the ad can explain much of this.
Important message
The ads were part of a larger campaign for the TV fundraiser on October 21, signed by the agency Ernö. The campaign ran on TV, online, outdoor, print and social media. The primary goal of the campaign was to recruit bag carriers for the telethon. In addition, it was to inform about this year's purpose and help create donor joy.
- "I think the ads scored highly for several reasons. Firstly, I think they stand out compared to a lot of other things you're exposed to in the media. Secondly, I think they are different because they have an important message. In addition, the ads have a high recognition value for the sender, both us and TV-aksjonen," says Amnesty Norway's marketing manager, Jørgen Lindbäck-Larsen.
Good synergies
- The campaign for the TV fundraiser makes use of both online and paper ads, which seems to have been a successful move. The tests show that the channels complement each other in a way that we must assume ultimately provides good synergy. The online campaign delivers attention that is well above average (index 144), while the paper ads above all deliver likes well above the norm (index 124). Typical for this type of advertising is that it scores high on usefulness and engagement, which also applies to the campaign for the TV auction. The link to Amnesty is probably a clear advantage, and the sender identity for both online and print is far better than comparable advertising. The overall result is that both online and print score higher on motivation than the norm. In my opinion, this is good synergy," says Marketing Director at TNS Gallup, Ingvar Sandvik.
