Winning KNGF- commercial under the microscope

Golden Loekie 2014

Validators examines power of physiotherapy practice with commercial 'Buddy Dog’

February 13, 2015

Winner KNGF under the microscope

In January 2015 it was announced that the winner of The Golden Loekie 2014 was the foundation KNGF Guide dogs and advertising agency Selmore for the commercial 'Buddy Dog'. A surprising winner because " In nine out of ten cases a Golden Loekie is won with a good joke ", said Salmore (Adformatie, February 6, 2015 ). The storyline of the 'Buddy Dog' commercial was " heavily loaded " and full of emotion. In the first scenes a war veteran relives some of his experiences during the war, after which he was in the scenes it is awakened by his buddy dog that gets him out of his nightmare, followed by scenes were he is awakend from his nightmare by his buddy dog. Reason enough for us to investigate the effect of this unique commercial. We have set up a research within 100 respondents to measure the appreciation and brand transfer by using Value Flow.

Fig.

Appreciation confirmed success Golden Loekie

Uit het feit dat de commercial ‘Buddyhond’ De Gouden Loekie 2014 heeft gewonnen blijkt dat de commercial wordt gewaardeerd. Dit wordt door ons onderzoek bevestigd: de gemiddelde waardering is erg hoog (gem. 0,58 waarbij <0,5 erg hoog is). De waardering is gemeten d.m.v. de online ValueFlow methode. Met deze techniek zijn we in staat om op scène niveau de waardering in kaart te brengen door de respondent in een online vragenlijst tijdens het beluisteren en het bekijken van de videofragmenten te vragen om zijn of haar waardering te geven met behulp van een waarderingsmeter (zie afbeelding 1 en 2). Ook kunnen we de waardering opsplitsen in segmenten waarbij je direct inzicht hebt in bijvoorbeeld de verschillen tussen geslacht, leeftijd en opleiding (afbeelding 3).

Het resultaat loopt synchroon met de verhaallijn: in de eerste scenes wordt het verhaal verteld vanuit een verdrietig perspectief en dit zie je direct goed terug in de waardering die negatief uitpakt (>0) en zelfs even onder de kritieke grens van -0,5 komt. Vanaf het moment dat de oorlogsveteraan aan zijn wang gelikt wordt door de buddyhond slaat de negatieve waardering om in een extreem hoge waardering en komt zelfs ver boven de grens van 0,5 uit. Dit is een zeer goede score voor een commercial (zie afbeelding 1).

Sharpening Brand Transfer

Although the commercial is well appreciated, there is still room to strengthen the brand transfer by simple interventions to the TVC. Aided brandtransder scores in line with the benchmark (87%). Spontaneously, however, more effort is needed to remember the correct brand. Only 30% remembers KNGF after seeing a TV commercial reel vs. 59% of the benchmark. This does not seem that odd, since the brand KNGF is only shown in the pay -off and is not supported by a voice over. This in fact means that people only have 1 chance to see the logo of the messenger.

We know from experience that the visualization of a brand with a voice-over at the same time to pronounce the brand and/or message, creates a significantly higher recall. In this case, we would therefore advise to mention earlier in the commercial the brand KNGF by the voice-over without interrupting the story or appreciation. Furthermore, we would recommend practice to let the payoff voiceover KNGF- speak in sync with the display of the brand logo. Furthermore, we would recommend for the pay off, to let the voiceover pronounce KNGF in sync with the display of the brand logo.

So you see that a television commercial does not necessarily have to be funny to be appreciated and be successful.

ValueFlow onderzoek naar waardering

Fig.2. Online giving appreciation M. B. an appreciation meters

Fig.3. Rating divided into segment age

Bart Massa

Bart Massa

Business Manager

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