ÖAMTC named most youthful brand according to Goldbach Youngstar survey of Q2 2021
The current evaluation of the quarterly survey by the Gallup Institute on behalf of the screen marketer Goldbach is all about mobility. The 10 companies surveyed include 8 car brands, the mobility club ÖAMTC and a car portal. While the ÖAMTC was already rated as the most vital brand by the respondents before viewing the spots, the second and third placed Nissan and Fiat can catapult themselves from the 6th and 8th places respectively to the top of the podium with their current spots. Compared to the last wave in which the two car brands were examined, they also significantly increase their scores and thus strengthen their youthful image.
ÖAMTC is rated by the young respondents with 46.9 points and thus achieves the highest value among all brands surveyed in this quarter of the year. With Nissan the value rises from last 37,5 to 45,7 and also Fiat, which lands on place 3, becomes instead of older ever younger and is evaluated now with 44,7 points. (the last value was 39.3).
ÖAMTC with spot-on campaign
The current ÖAMTC spot precisely matches the brand's attributes and is able to draw on them, thus further strengthening the image in important criteria. The awareness level is also impressive: 94% of those surveyed know the automobile club. While the brand is still attributed to the attribute "traditional" to the highest extent before viewing the spot, the criterion "active" becomes the number 1 of the attribute allocations after viewing the spot. The spot also paid significant attention to the criteria "powerful, energetic" and was able to raise the approval rating by 12% in the before/after comparison. The attributes "modern" and "special" can also grow by 9% each as a result of the current campaign.
Impressive attitude shift at Nissan and Fiat
The shift from traditional to modern through the current spot at Nissan for the Nissan JUKE model is particularly outstanding. Before viewing the commercial, the characteristic "traditional" receives the highest approval of all respondents. After viewing the commercial, significantly fewer respondents ascribe this attribute to the brand. In contrast, the value for "modern" changes significantly: plus 19% attribute this quality to Nissan after viewing the commercial.
The change in attitude is similar for the third-placed "Fiat". The agreement that the Fiat brand can be ascribed the characteristic "modern" increases by a whole 29%. The current spot also pays off on the criteria "innovative/novel" (plus 24%).
"The Goldbach Youngstar has established itself as an important measurement tool for brands over the past 10 years. The perception of young people is an important parameter for evaluating the timeliness of a brand. And this includes not only the selection of the right environments, but also the basic attitude towards the brand and the impact of the spots," says Goldbach Austria CEO Josef Almer, describing the importance of the survey.
About the Goldbach Youngstar
Since March 2011, Goldbach Austria, in cooperation with the Gallup Institute, has been examining 10 selected spots or brands on a quarterly basis with regard to their vitality and youthfulness on the basis of 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 TV and/or online video campaign among the young target group. Priority is given to multiscreen spots shown in TV AND online plus digital out-of-home media, if applicable, during the respective study period.
The total score of the individual participants results from three subscores - the brand image before viewing the current spot, a spot rating and a before/after comparison - and is calculated using a specially developed algorithm.
In order to be included in the Goldbach Austria shortlist - which is newly determined for each survey round - campaigns with classic 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) 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 is chosen from the total of 40 brands measured within a rolling year.