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German automakers remain at the top

German automakers remain at the top

February doesn’t bring much change at the top of advertising perception. For the monthly winners Volkswagen and Mercedes, the commitment overseas is likely to be partly responsible for this. Opel and Audi also score points with a broad advertising campaign. Deodorant manufacturer Ax prefers to shoot its customers into space.

By Johannes Steger

Every month Innofact AG publishes a report on brand perception in advertising. The Düsseldorf opinion research institute asked consumers which brands they noticed particularly often in the past month. Every month an exciting picture emerges of the success or failure of brand strategies.

It’s such a thing with trends from the USA: Gradually but steadily they are becoming permanent fixtures in Germany – at least when it comes to celebrations. That was the case on Valentine’s Day and Halloween is also about to become at home in this country. And a sports spectacle from the USA is also becoming more and more popular in Germany. The Super Bowl, one of the world’s biggest sporting events and the highlight of the US football season, is also developing into a success in Germany: While the players entered the field in New Orleans on February 3rd, it was night in Germany, which prevented around 1.5 million viewers but not to attend the event. For Sat 1, the transmission meant a 35.2 percent market share and thus a record value in the history of the station. Around 800 million people worldwide see the event.
So it’s no wonder that the Super Bowl is often compared to an advertising battle. Many brands are competing for worldwide attention and are also paying for it: companies had to pay up to 4 million dollars for a 30-second film this year. German companies were also there.

Volkswagen is the front runner

Volkswagen already advertised its new Beetle in the run-up to the events. The spot with happy Dave from Minnesota became a viral megahit. The protagonist’s reggae dialect brought the group the accusation of racism, but it also made it into the German media and then to the domestic consumer. In addition to its commitment overseas, Volkswagen is also relying on the tried and tested in Germany: The new Golf will continue to be promoted vigorously in February. The broad commitment is bearing fruit: the car company has increased its advertising perception from 3.6 to 4.1 percent and thus lands in first place.

Mercedes-Benz is staging a mini-film, Audi teasing

Mercedes-Benz also took part in the Super Bowl. Not only the stadium in New Orleans bore the brand name, Mercedes also hired superstar Usher and actor Willem Dafoe as devilish soul-catchers for the Super Bowl spot.

This video also made it across the Atlantic and made many German consumers smile. In February, the brand with the star achieved 2.8 percent in advertising. The advertising for the new A-Class with racing driver Nico Rosberg is likely to be responsible for this.
Competitor Audi also sent its own spot for the Super Bowl into the race. And also teased Mercedes: When the power went out in the stadium for over half an hour, Audi USA tweeted: “We are now sending some LEDs to the Mercedes-Benz Superdome …”

Audi tweet:

Sending some LEDs to the @mbusa Superdome right now …

– Audi (@Audi) February 4, 2013

In Germany, the brand scores with the cranked advertising for the A3 Sportback. From 1.1 percent in January, the carmaker from Ingolstadt goes up to an impressive 2.5 percentage points.

Jürgen Klopp becomes a lucky charm for Opel

Opel can do without a Super Bowl at all. In terms of advertising, the car manufacturers are currently in the fast lane in Germany: Brand ambassadors Klopp and his Borussians Mats Hummels, Sebastian Kehl and Roman Weidenfeller are currently driving the Active model through the advertising breaks. As early as January, the brand made it to a strong 2 percent in advertising perception, but is now expanding to 2.5 percent in February.

Ax reaches for the stars

“Nothing beats an astronaut” is the slogan of the Ax campaign for the new fragrance “Apollo”. As it should be for the brand, women in the commercials get weak knees again. Whether on television, in print media or in sports club lockers – the brand and the new fragrance are strong on all channels. But a simple advertising campaign doesn’t seem to be enough for the Unilever brand. In keeping with the product idea, Ax is looking for 22 men worldwide for a journey into space. At the end of 2013, the finalists will be subjected to numerous endurance tests at the Ax Appollo Space Academy in Florida. The winners then fly up to 103 km into space. The campaign’s patron is none other than Buzz Aldrin, the second man on the moon. So much creativity and commitment is rewarded: In terms of advertising perception, Ax has increased from 0.4 to 1 percent.

Average 2013 February 2013 in percent January 2013 in percent
1. VW 3.8 4.1 3.6
2. Mercedes-Benz 2.6 2.8 2.4
3. Opel & Coca-Cola 2.2 2.5 2
4. Audi 1.6 2.5 1.1
5. Zalando 2 2.1 1.9
6. McDonalds 1.8 1.8 1.8
7. ING-DiBa 1.5 1.8 1.3
8. BMW 1.5 1.7 1.5
9. Samsung 1.4 1.4 1.3
10. Deutsche Telekom 0.8 1.3 0.5