Deloitte
Munich (ots)
Once again, APG, YouGov and Deloitte asked Germans about their favorite commercials. The results from October to December 2022 are strongly influenced by the Christmas season for seasonal reasons. Aldi is tied with Haribo in first place – followed by Telekom. There are also two crucial themes: Christmas is getting bigger again. And it’s the time for the classics.
Get out of Corona – Christmas 2022 is bigger.
In the fourth quarter, Christmas is at the top of advertising favorites. Christmas advertising was no longer melancholic in 2022 and it wasn’t the time to celebrate in a small circle like the year before. As Deloitte Digital’s Gordon Euchler says: “Christmas just got a little bigger in 2022. There’s an urge and a joy to meet up with more people again. And for the first time in a long time, there’s a sense of unencumbered, simply glittering joy from some of advertising’s most successful darlings. ”
After one guest after another cancels, bring in Edekas Christmas movie mother and daughter the whole Christmas feast to the firefighters on duty at the station. This shows the purpose (for 54% of those surveyed) but also humor (44%). Edeka is in 6th place.
Amazon Rediscover the joy of surprise for Christmas. With the daughter who can’t do without her snow globe. And her father, who uses the Amazon shredder to bring the snow globe into the real Christmas for his daughter in the glass house with endless scraps of waste paper.
Aldi goes one step further and lands at the forefront with a feel-good Christmas campaign in which people conjure up Christmas surprises from Aldi bags for others: a Christmas goose, a dinner for a homeless person and even a Christmas tree. This triggers joy in 56 percent of those surveyed – more than with any other advertising favorite.
While Aldi was rarely mentioned in previous months, this is the Christmas spot that by far most people call an advertising favorite. So many that one can already assume today that this clip has what it takes to become a classic.
Classics are born at Christmas.
And it’s worth it. Because some brands show that Christmas does not have to be the time for the individual champions. Amir Mirshahi from Deloitte Digital: “Who actually says that good and big Christmas communication can only run for two weeks. If something is really good and moves people, then you have to use this power longer, further and bigger.”
Two brands in particular stand out here. This time again at the forefront: die telecom. It is striking that the choir against hatred on the internet also performs during the Christmas season. Unlike many Christmas films, this one also worked the previous quarter. And then Telekom goes one better: with the campaign that reminds us to ask the big little question: “How are you?” A statement that remains important for the other eleven months. Deutsche Telekom shows that Christmas films can also be up-to-date all year round. The company performs with storytelling (44% of respondents) and the brand becomes a talking point.
Also Audi has a long runner. The car manufacturer is giving Santa Claus a new sleigh. An Audi, of course. Compared to previous years, only the model has changed. This repetition not only gives people a powerful sense of purpose (84%), but also one of the highest originality scores ever measured (81%). This is how Deloitte Digital’s Reza Ramezani sums it up: “Repetition creates tradition. Tradition creates loyalty. This takes every creative product to a new level. I look forward to more advertising with longer shelf life and fewer ephemera.”
About the study
The results of the advertising favorites ranking are based on online interviews that YouGov conducted on a quarterly basis for the German population aged 18 and over. Every month, 2,000 consumers are asked whether they have noticed an advertisement in the past few weeks that they liked very much – i.e. a favorite advertisement that they will not soon forget. If the person interviewed can name an advertisement, they first describe which brand and which product it is about and what happens in the advertisement.
About Deloitte
Deloitte provides industry-leading audit and assurance, tax, consulting, financial advisory and risk advisory services to nearly 90% of Fortune Global 500® companies and thousands of private companies. Legal advice is provided in Germany by Deloitte Legal. Our people deliver measurable and long-term results that help build public trust in the capital markets, help our clients transform and grow, and lead the way to a stronger economy, a fairer society and a sustainable world. Deloitte has a history of more than 175 years and operates in more than 150 countries. Find out more about how the approximately 415,000 employees of Deloitte live the mission statement “making an impact that matters” every day: www.deloitte.com/de.
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About YouGov
YouGov is an international online market research and analytics technology company. Our goal is to provide a unique insight into the opinions of consumers worldwide. Our innovative solutions help the world’s best known brands, media owners and agencies to better plan, activate and measure their marketing efforts.
With offices in the UK, North and South America, Europe, the Middle East, India and Asia Pacific, we have one of the largest market research networks in the world. At the heart of our platform is an ever-growing source of consumer data that we’ve collected over twenty years in business. We call it Living Data. All of our products and services draw on this in-depth knowledge of our 22 million registered panel members to deliver accurate, actionable information about consumers.
As innovators and pioneers in online market research, we have an excellent reputation as a reliable source of accurate data and results. YouGov data is regularly cited by the international press and we are the most cited market research company in the world. For more information, see yougov.de.
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Original content by: Deloitte, transmitted by news aktuell
