A B's more brand communication for Besured

It’s now clear that Besured’s “B’tje” campaign is the talk of the town in the marketing world. Our research into this no-logo campaign—and the accompanying article on MarketingTribune—took off after marketer and speaker Christ Coolen brought the topic up for discussion among his followers. We wondered about the state of Besured’s brand awareness and the brand association of the campaign materials. Or whether there might be a case of Media Industry Bias. Although a grand reveal and climax of the campaign have yet to materialize, Besured recently added a logo to its creations. Validators tested what adding the logo has yielded so far.

Our survey from early October showed that one in five Dutch people (21%) recognized the outdoor advertisement. Now, more than a third (37%) recognize this OOH campaign. This is a significant increase, and Besured is now well above the recognition benchmark for outdoor advertising (26%). A minor caveat: the ad has been up for a while, and Besured has also advertised heavily online. More importantly, even with the logo on it, brand recall lags behind; only 21% of those surveyed spontaneously identified Besured as the sender.

Of course, we also included the distinctive brand element “B’tje” in the study. Once again, it failed to have the desired effect; only 2% of Dutch people associate it with Besured.

Client Consultant at Validators: “As true industry enthusiasts, we at Validators are watching the effects of no-logo campaigns like this one with great interest. Although brand transfer isn’t everything, of course, the desired effect seems to be lagging behind for now. It’s great that Besured has made a mark in the minds of marketers, but the ultimate goal is, of course, to reach a much broader audience. The big question, then, is whether the high brand recognition will be able to change this in the coming weeks.’

We’ll be back

We tested this shortly after the campaign went live. We’re keeping a close eye on it, and we’ll measure the results again in a few weeks so we can share them with you.

Would you like more information? Please contact: business@validators.nl