Succesfull Ads for
15-24 year olds
@HakimZemni
BEST
YOUTH@
I have a passion for media, politics, music & movies. I am happily married, a proud
dad, a mediocre soccerplayer and a gre...
May 2014, online questionnaire
n=283 15-24 year olds
50/50 male & female
50/50 Vlaanderen & Wallonië
30 commercials
@hakim...
30
Commercials?
Period: April 2013 – March 2014
Aired on:
&
Shortlisted by a professional jury
(Viacom – SBS – Media Agenc...
Building
Blocks
@hakimzemni
LIKEABILITY
How likeable was the commercial?
@hakimzemni
PERSUASION
How persuasive was the commercial?
@hakimzemni
SHAREABILITY
How likely are you going to talk about or share this commercial online?
@hakimzemni
LIKEABILITY
PERSUASION SHAREABILITY
@hakimzemni
LIKEABILITY
PERSUASION SHAREABILITY
Benchmarks (/10)
6,6
6,0 4,4
@hakimzemni
And the nominees are… (in random order)
@hakimzemni
Coca Cola
@hakimzemni
Coca Cola
@hakimzemni
Het is leuk, eerlijk en het
zijn sterke argumenten
die ik geloof. Positivisme
werkt. Leuke vibes.
Zo...
VLAM
@hakimzemni
VLAM
@hakimzemni
Wat ik er goed aan
vind? Het idee.
Een ongewoon idee voor
een gewone patat.
Voor studenten is dit
echt he...
H&M
@hakimzemni
@hakimzemni
H&M
Je suis fan de H&M.
De kleren zijn gewoon
mooi.
Le fait qu’on voit les
prix des articles. C’est
très concr...
LIKEABILITY
PERSUASION
SHAREABILITY
72% watches at least 1hr/day TV
May 2014, online questionnaire
n=283 15-24 year olds
S...
And the winner is…
@hakimzemni
VLAM
@hakimzemni
Succesfull Ads for
15-24 year olds
@HakimZemni
BEST
YOUTH@
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Best Youth @ Award

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Best Youth @ Award by Hakim Zemni, Managing Director InSites Consulting Belgium at the VIACOM Identify Youth Day on Thursday June 5, 2014 in Technopolis (Mechelen – BE).

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Best Youth @ Award

  1. 1. Succesfull Ads for 15-24 year olds @HakimZemni BEST YOUTH@
  2. 2. I have a passion for media, politics, music & movies. I am happily married, a proud dad, a mediocre soccerplayer and a great facebookfriend  I am often described as ‘an opinion on 2 legs’. I love my job because I’m fascinated by the question “why do people do what they do?” hakim@insites-consulting.com @hakimzemni be.linkedin.com/in/hakimzemni @hakimzemni THANKS FOR HAVING ME @hakimzemni
  3. 3. May 2014, online questionnaire n=283 15-24 year olds 50/50 male & female 50/50 Vlaanderen & Wallonië 30 commercials @hakimzemni
  4. 4. 30 Commercials? Period: April 2013 – March 2014 Aired on: & Shortlisted by a professional jury (Viacom – SBS – Media Agencies) @hakimzemni
  5. 5. Building Blocks @hakimzemni
  6. 6. LIKEABILITY How likeable was the commercial? @hakimzemni
  7. 7. PERSUASION How persuasive was the commercial? @hakimzemni
  8. 8. SHAREABILITY How likely are you going to talk about or share this commercial online? @hakimzemni
  9. 9. LIKEABILITY PERSUASION SHAREABILITY @hakimzemni
  10. 10. LIKEABILITY PERSUASION SHAREABILITY Benchmarks (/10) 6,6 6,0 4,4 @hakimzemni
  11. 11. And the nominees are… (in random order) @hakimzemni
  12. 12. Coca Cola @hakimzemni
  13. 13. Coca Cola @hakimzemni Het is leuk, eerlijk en het zijn sterke argumenten die ik geloof. Positivisme werkt. Leuke vibes. Zo’n sterk nummer. Echt kippevel. Mag nog langer duren. De diversiteit en vergelijkingen die ze maken zijn goed gevonden. Het gaat over iets.
  14. 14. VLAM @hakimzemni
  15. 15. VLAM @hakimzemni Wat ik er goed aan vind? Het idee. Een ongewoon idee voor een gewone patat. Voor studenten is dit echt herkenbaar die moeder. Het gênante zorgt voor de grap. Het getuigt van lef dat je hiermee uitpakt.
  16. 16. H&M @hakimzemni
  17. 17. @hakimzemni H&M Je suis fan de H&M. De kleren zijn gewoon mooi. Le fait qu’on voit les prix des articles. C’est très concret. La fille est supersexy. Het interieur van het huis is gewoon design. Trekt mij aan.
  18. 18. LIKEABILITY PERSUASION SHAREABILITY 72% watches at least 1hr/day TV May 2014, online questionnaire n=283 15-24 year olds Spread happiness & positivity. Actually say something. Have a message. Focus on soundtrack: use a hit. The idea is king. Provoke or break taboos. Show your price. When in doubt: SEX SELLS! @hakimzemni
  19. 19. And the winner is… @hakimzemni
  20. 20. VLAM @hakimzemni
  21. 21. Succesfull Ads for 15-24 year olds @HakimZemni BEST YOUTH@
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