Adformatie
Add or not add logo to your advertisement; what effect does that have on how the viewer experiences the spot and the brand?
Ster investigated this question for CheapTickets.nl with the help of Ster AdMeasure .
To logo or not to logo?
CheapTickets.nl , the number one travel website in the Netherlands, has recently launched their new campaign. Whatever the reason for your trip, everyone can go to CheapTickets. With their new campaign they focus on brand awareness and branding:
“The aim of the campaign is to increase our brand awareness, to further build on a positive brand image in order to ultimately create brand preference.” — Joost de Wit, Lead Branding & Engagement
To increase brand awareness, it is of course important that viewers get a good idea of who the sender of the campaign is. Showing a logo in the spot is an efficient way to clarify the sender and build your brand awareness.
Does a logo derive?
However, there may be resistance around showing a logo in the spot, for example because of the fear that a commercial will be less liked with a logo. Or maybe because a logo actually derives from the message of the commercial and the surprise effect is gone. Some brands therefore opt for a more pragmatic variant of the logo: a neutral or transparent version. However, these choices are often made based on gut feeling.
CheapTickets.nl faced the same question and considerations in their new campaign. There was a need for data to not only choose on the basis of taste.
To help them with this assessment, we tested three variations of the spot among the target group in AdMeasure, Ster's innovative research tool. Each respondent assessed one of the three spots and the results were compared.
The variants were:
With the logo only visible at the end
With the normal logo constantly in view
With a more subtle, white logo constantly in view
Read the full article on Adformatie.