Nintendo named the most youthful brand of the year!
Hardly anyone is not familiar with the manufacturer of video games and game consoles. The brand enjoys a supported awareness of 87%. But Nintendo is not only well-known, it also enjoys a particularly youthful image. This is confirmed by the regular Youngstar study conducted by the Gallup Institute on behalf of Goldbach Austria. The Goldbach Youngstar is a quarterly survey based on a quantitative study by the Austrian Gallup Institute of the brand that is considered the "most vital and youngest" in the young and young-at-heart target group. The score, which forms the basis of the result, is made up of 3 subscores: Brand - Spot - Before/After comparison. The associated annual Goldbach Youngstar Award is traditionally presented during the Goldbach Austria Summer Festival, which took place this year on August 31 in the Volksgarten.
"With the Goldbach Youngstar, we want to provide brands with an essential tool to evaluate the success of their advertising activities in terms of the vitality of their brands. In addition to the spot itself, the placement and the environment on the appropriate channels also play a major role in success," says Goldbach CEO Josef Almer, explaining the intention behind the survey, which has been conducted quarterly since March 2011.
Nintendo now takes the Youngstar trophy after 3rd place in 2017 and 2nd place in 2019
With a score of 64.3, Nintendo is named the most youthful brand of the year by respondents. Nintendo thus joins the Youngstar Hall of Fame with Amazon (annual winner in 2022 and 2017), Sony (annual winner in 2021), Babbel (2020), Netflix (2019). While Nintendo was 3rd in 2017 with a score of 60.6, 2nd in 2019 with a score of 68.4 - this year it was enough for the annual winner.
According to the latest Youngstar survey, the attribute "entertaining" (67%) receives the strongest approval in relation to Nintendo. This is closely followed by youthful (62%) and funny (50%). The current spot pays particular attention to the attributes active, modern, vital and powerful/energetic.
In 2nd and 3rd place in the annual evaluation, Capri-Sun with 57.5 and Rauch Iced Tea with 56.6 points quench the thirst of young people. They were also rated by respondents as having an exceptionally high level of vitality and youthfulness.
Bright second: Capri-Sun
The quarterly winner of Q1 2023 Capri-Sun landed in 2nd place in the annual ranking. In 2020, the brand already took the runner-up spot in the overall annual ranking. Ratings for the criteria "fun" (+16%), "entertaining" (+12%) and "powerful, energetic" (+11%) made particular gains in approval ratings, according to the spot for Capri-Sun syrup. The characteristic with which Capri-Sun is most strongly associated is "youthfulness" - a full 61% of respondents agree with this in relation to the brand.
Smoke iced tea scores with unique spot
Rauch Iced Tea is also a strong brand, with 88% awareness, and the impact that a commercial can have on image was particularly evident with this brand. The approval rating for youthfulness increased by +11% after viewing the commercial compared to before viewing the commercial. The attribute "modern" even jumped up by 13%, "original" by 11%. 63% of respondents described the current spot as unique.
About the Goldbach Youngstar survey
Since March 2011, Goldbach Austria, in cooperation with the Gallup Institute, has been examining 10 selected spots or brands each quarter in terms of their vitality and youthfulness using a representative online survey.
According to the market research results, the criteria for being considered "vital" in the young target group are the authenticity of the current campaign appearance and being perceived by the respondents as young, trendy and contemporary. The winner is the brand that achieves the highest results in a combination of the brand's vitality index (young target group) and the advertising impact of the spot (in the young target group). The respective criteria are queried before and after viewing the current commercial. Thus, both the basic attitude towards the individual brands and the effect of the current campaign appearance can be included in the evaluation. In addition, a before-and-after comparison is also possible.
In the course of the regular Goldbach Youngstar survey, 500 Internet users between 14 and 29 years of age as well as "Youngminder" - i.e. people between 30 and 49 years of age whose "perceived age" is 29 or less - are asked about the attitudes and image of 10 different brands that were present with a video campaign on TV and/or online and/or advanced TV among the young target group. Priority was given to multiscreen spots shown in TV AND online plus digital out-of-home media, if applicable, during the respective survey period.
In order to be included in the Goldbach Austria shortlist - which is newly determined for each survey round - campaigns with classic TV, Advanced TV and/or online spots must be broadcast over a campaign period of at least two weeks and with a defined minimum advertising pressure in the Goldbach TV (COMEDY CENTRAL, DMAX, TLC, Nickelodeon), Advanced TV and (or) Goldbach Online/Mobile network. The selection also includes criteria such as originality of the spots and heterogeneity within the shortlist. The annual winner from the total of 40 brands measured within a rolling year is presented with the Goldbach Youngstar Award at the end of August as part of the Goldbach Summer Festival.