Best in test in March

Anne Krogh Ankerstad, marketing manager at Krogh Optikk.

Ingvar Sandvik, Marketing Director at TNS Gallup.

- "I've never experienced such a high level of liking or purchase intent in any previous campaign," says a satisfied marketing manager at Krogh Optikk, Anne Krogh Ankerstad.
The optician chain's double page spread in Magasinet in March was for a new contact lens product with HD quality that provides sharper details.

WOW effect
- "Contact lenses are an invisible product, so to highlight the benefits, we wanted to show the sensory experience of wearing them. We wanted to give readers a sensory wow effect," says Krogh Ankerstad.
That's why the channel choice fell on Magasinet.

- The magazine has large surfaces to play on, and here we reach the target group in reader mode. We have very conscious customers who know what they want, so we didn't focus on price - only on conveying the quality of the product. We also had to have room to tell a professional story, so we were very conscious of the choice of media," says Krogh Ankerstad.

Right in the optic nerve
- "Krogh Optik's double page ad hits women in particular right in the optic nerve, in a pleasant and exciting way," says Ingvar Sandvik, Marketing Director at TNS Gallup. "Through liking and relevance, the ad is able to involve the target group so that the message reaches the recipient in a motivating way. If we take into account that the attention is above average for women, the overall effect of the ad is very good. The ad's creative expression is clearly aimed at women - and I believe that the media placement in the magazine is a conscious choice by Krogh Optikk. Should you want something more - I would recommend working on the sender identity, which could be clearer," concludes Sandvik.

Exciting and different
- "Krogh Optikk's ad is both different and lively. It's gratifying that it's also so successful - especially among women," says Yngvild Nesheim, senior market analyst at Dagbladet. The ad is described as pleasant and exciting, which are positively charged words. In terms of attention, it is clearly women who have seen it, but everyone likes it and the respondents give clear indications of interest and purchase," says Nesheim.