Nintendo is Goldbach Austria Youngstar Annual Winner 2025

Nintendo secures the award with a score of 67.8 points Goldbach Austria Youngstar Award 2025 and thus sets a strong example: The brand achieves the best score of the past three years. This means that Nintendo once again takes the title of Austria's most youthful brand - and celebrates its second annual victory after 2023.

"If a brand is perceived as youthful by the young target group, this has a direct impact on the liking and likelihood of purchase - a decisive factor for successful brand communication," emphasizes Josef Almer, Managing Director of Goldbach Austria. Since March 2011, the media marketer, in cooperation with the Austrian Gallup Institute, has been using representative online surveys to investigate which brands and commercials have a particularly vital and youthful effect on young people.

Nintendo impresses with youthfulness and energy

With the new three-year best score of 67.8 points, Nintendo not only surpasses its strong 2023 result (64.3 points), but also the strong winning scores of the prominent previous year's winners Amazon (2022) and Samsung (2024). With the current result, the gaming brand also ranks fourth in the all-time young star list - behind Netflix (2019, 73.1 points), Sony Playstation (2021, 68.9) and Babbel (2020, 68.5).

Nintendo scores with a brand awareness of 91% and is particularly associated with attributes such as "entertaining", "youthful" and "fun". The ad from Q4 2024 also specifically reinforced attributes such as "active", "modern", "powerful" and "full of energy" - and thus made a significant contribution to this year's success. dentsu Austria, Nintendo's media agency, was responsible for the media implementation of the campaign.

A look back at 14 years of the Goldbach Youngstar Award

2025 marks the end of the 14-year era of the Goldbach Austria Youngstar Award. During this time, up to ten brands and commercials were evaluated each quarter - always with a view to their impact on the young and young-at-heart target group.

"Over the years, very different brands have prevailed - from technology brands to consumer goods and entertainment brands. The ability to demonstrate youthful relevance has always been crucial. Only if brands appeal to young people in a targeted way can they continue to develop, take their existing target groups with them and reach new ones at the same time. High-quality moving image environments offer a particularly effective advertising environment for this," says Birgit Maier, Director Marketing & Communication at Goldbach Austria, explaining the idea behind the study.

Samsung's development is particularly noteworthy: with victories in 2013, 2016 and 2024, the brand has been able to repeatedly position itself at the top of the most youthful brands for more than a decade - proof of its long-term relevance, innovative strength and high appeal among young target groups. Multiple winners also include Amazon (2017, 2022) and Red Bull (2012, 2014). AXE won the very first award in 2011.

About the Goldbach Austria Youngstar survey

The Goldbach Austria Youngstar Score is based on a quarterly quantitative survey conducted by the Austrian Gallup Institute. The score is made up of three sub-scores: Brand, Spot and Before/After Comparison. The aim of the survey is to use current advertising appearances in the moving image sector (TV, connected TV, online video) to identify those brands that are perceived as particularly vital and youthful by the young and young-at-heart target group.