Ziggo Priority commercial combines humor with customer benefits

The VodafoneZiggo commercial for Ziggo Priority combines humor, action, and surprise in a series of diverse scenes. The emotional analysis shows that the commercial is viewed positively and, with a ValueFlow™ score of 30 percent, scores well above the telecom benchmark of 15 percent. Of the commercials analyzed previously, only the KPN commercial featuring the cat (49 percent) scores higher. The score is just above that of Ben (29 percent).

At the same time, the rapid succession of images creates a sense of chaos or sensory overload for some viewers. Also, the message about the benefits for customers isn't conveyed equally clearly to everyone.

Humor evokes positive emotions, but it can also cause division

The ValueFlow™ measurement shows a positive emotional response throughout the commercial. Each of the different scenes thus appears to contribute to the positive experience, without any single moment clearly standing out as the emotional climax. One respondent said: “The commercial evokes a positive feeling in me. I can’t pinpoint exactly what in the commercial caused that positive feeling, but all the little details appealed to me.”

The commercial seems primarily to entertain viewers with a succession of compelling moments, rather than drawing them into a story with clear emotional highs and lows. This differs from the KPN and Ben commercials, in which viewers were clearly drawn into a story and the emotional highs coincided with the moments when the story reached its climax.

The open-ended responses support this view. Respondents mention, among other things, the chase scene, the tennis court, and the scene with the saxophone. In particular, the unexpected events and the characters’ humorous reactions appeal to some viewers.

However, not everyone perceives the dynamic as positive. In all three age groups (18–34, 35–54, and 55+) there are respondents who feel that too much is happening at once. The fast-paced chase and the frequent scene changes leave some viewers feeling overwhelmed. Some viewers also describe the commercial as hectic or contrived, or note that certain moments evoke little emotion. A few specifically mention the reckless driving in the opening scenes. A sense of busyness and fast pace had also been noted previously in the “Budget Thuis” commercial and the first Vodafone commercial featuring Bente. In the case of “Budget Thuis,” this was particularly true among older viewers.

Viewers describe the message about customer benefits as mostly general

There is a risk that attention will focus primarily on the individual scenes and less on the overarching message that VodafoneZiggo wants to convey. Only 11 percent fully understand the intended message “that VodafoneZiggo rewards loyal customers with more and more extra benefits.”

As a result, this message doesn't come across equally clearly to everyone...

Curious to know why? And what the conclusion is? Then read more at telecompaper.com

This analysis is a collaboration between Telecompaper and Validators and is part of the "Telecom Commercials" series: https://www.telecompaper.com/nld/dossier/telecom-commercials

Explanation of the research method:

Validators tested the Vodafone commercial using ValueFlow™, a method that captures viewers’ intuitive, emotional responses as they watch the commercial. ValueFlow™ tracks, moment by moment, how positively or negatively viewers react, without them having to consciously think about it. In addition, Validators conducted an AI-powered interview in which respondents could openly explain their feelings, associations, and reactions. This combination makes it possible to see not only what viewers appreciate, but also why.