Research results commercialreview.nl

We found two interesting and paradoxical results. First of all, the research showed that the long-term effect of the campaign is positive (see graph), while a respondent is less positive about HORNBACH immediately after seeing the campaign. At the baseline measurement, both groups (test and control group) appeared to be equally positive about HORNBACH. This result shows that a direct response to the commercial does not always say everything - it can be negative, while the long-term effect is positive. An explanation for this result could be that people focus on the details in the short term and on the global picture in the longer term. The campaign caused “confusion” for a substantial number of reviewers (short term); but in the longer term the attention for and awareness of the HORNBACH brand will continue. We do expect that if the response immediately after seeing a campaign or commercial is positive, this will benefit the long-term effect.

Another paradoxical finding is that HORNBACH's campaigns are often meant to be funny - including this campaign. But “funny” scores the lowest. In the data we see that humor is very personal; there were few respondents who were 'in the middle'. But despite the fact that humor is common in HORNBACH's commercials, the factors "quality" and "reliability" score the highest. We can imagine that this is positive news for HORNBACH.

Furthermore, the results show that not everyone immediately understood that the disappearance of the letters is part of a campaign. There was a real mystery surrounding the campaign. The campaign has positively contributed to HORNBACH's image on all measured factors, which is clearly evident from the results below. As we have been researching HORNBACH campaigns for years, we have also found that this campaign has a greater positive impact on brand associations than many previous campaigns. Although the missing letters were a “mystery” for some, we conclude that the campaign was successful.

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