Unusually strong starting field in the "Reklamebørsen" for November

Similar to previous years, autumn has offered a majority of the best commercials, and for the third consecutive month, we had a new film in the "leader's chair" as this year's most liked commercial to date.

In total, 4 films entered the Top 10 on the liking list so far this year, in an exchange characterized by both strong new concepts, reuse of successful recipes, and not least an exciting "stunt."

Overall Winner of the Round – Positive Brand Awareness Obs – Bosse launch 

Bosse runs Norway's smallest store, with the country's largest selection thanks to a nearby Obs store. The film was clearly the most remembered in November and takes a preliminary 4th place in recall so far this year. In addition, it generated very positive involvement, with a preliminary 8th place among this year's most liked films. When branding is also good, no one comes close to Obs overall for November. Congratulations!

Winner of the Round – Advertising Awareness Obs – Bosse launch 

Obs and Bosse had clearly the highest media pressure among the measured films in November, which contributed to it also being the one most clearly remembered to have been seen. However, the film was also among those that delivered most effectively in relation to pressure, largely thanks to strong positive involvement with the round's second strongest liking.

Winner of the Round – Efficiency Widerøe – I am Bjørn Sundquist 

Widerøe's film ran with very low media pressure (and thus low frequency) on TV, which likely contributed to its strong threshold frequency. The fact that the film was also very well-liked probably also contributed to its efficiency, which also applies to Obs, which ended up in 2nd place for efficiency despite having the round's highest pressure/frequency.

Winner of the Round – Branding "Dead heat" between Norsk Luftambulanse, Obs, Widerøe, Tine and Zalo 

There was very little to separate the five strongest films on branding in this round. If we look at the top 2 scores, as we usually do, Norsk Luftambulanse, Widerøe, and Obs share the branding victory in November, marginally ahead of Tine and Zalo. Both Tine and Zalo, however, had even a few more who believed the sender was VERY clear than for the top 3. Simply too close to declare a single winner.

Winner of the Round – Liking Zalo – Flåklypa I

n 2023, Orkla and Møllers Tran were behind the most liked commercial of that year, starring Solan and Ludvig. With a new Flåklypa film on the horizon, Orkla has reused the successful recipe, this time for Zalo. With 58 percent liking, it not only secures the liking victory for November, but it is also clearly the most liked film so far this year, with the exact same score as the Flåklypa film for Møllers Tran in 2023.

(Other) films deserving special mention:

Widerøe – I am Bjørn Sundquist 

Widerøe's commercial "I am Bjørn Sundquist" is a response to SAS's film "We are Scandinavian," which was also measured in this round. The film ran with moderate media pressure, and although the film likely stands well on its own, its "impact" is probably much stronger if one has first seen and remembers SAS's film. As we understand, it has therefore only been placed in the same commercial breaks as SAS, shown after the SAS film.

The film is a fun and interesting "stunt," and it's interesting to see how it's received. The film was therefore included despite very moderate TV pressure.

As the film "assumes" that one has seen SAS's film for maximum impact, it was measured according to the campaign's premises, i.e., it was shown and evaluated AFTER the other 10 films. A methodical exception was thus made here compared to other films in the Advertising Exchange.

The results show that the stunt has worked well. The film ranks among the 10 most liked films this year with a total of 39% positive sentiment. Advertising recall is also strong considering the low TV pressure, and the film has actually delivered the most effective advertising recall in this round. Branding is also strong.

All in all, this is a very successful stunt that shows what can be achieved when you get a good idea, act quickly, and get an old character to a rainy small airport in Northwest Norway on short notice.

Kudos to Widerøe and Morgenstern!

Stiftelsen Norsk Luftambulanse – Trygg overalt / door-to-door salesperson 

No one likes pushy door-to-door salespeople. Therefore, it is perhaps both unexpected and interesting that it is precisely through a door-to-door salesperson that Norsk Luftambulanse (Norwegian Air Ambulance Foundation) has chosen to communicate its importance in this campaign. This somewhat unusual approach allows for the unabated use of both pathos and logos throughout 60 seconds, much like all the door-to-door salespeople we've ever met, but supplemented with visual illustrations of the Air Ambulance at work. An exciting move that, despite "no one likes pushy door-to-door salespeople," secures a strong podium finish as the third most liked commercial in this round, as well as a place among this year's 10 most liked commercials.