Magazine: Emotionally the most effective OTC commercials in 2020 – according to Synetiq’s regular neuromarketing tests

Guest writer:
Petra Várhelyi
marketing manager
Synetiq

In 2020 Synetiq analysed nearly 200 commercials from the OTC category, using its neuromarketing methodology. Synetiq puts greater emphasis on ‘non-conscious’ results.

2020 – drama or not caring?

When life changes as dramatically as during the pandemic, the question emerges: what generates more emotions in commercial viewers, sales-centred communication that doesn’t care about the pandemic or moving visuals that focus on COVID-19? Synetiq has found that viewers got used to pandemic-themed communication rather fast. This is the reason why it would be difficult to tell what worked and how much pandemic-specific communication supported brands. It is very important to mention that how well-known a brand is and the actual product can have a very big impact on viewers’ conscious evaluation of commercials in the OTC category. Very often a commercial generates emotions in viewers, but in the questionnaire they give a negative rating because they simply detest the given category. Still, there are brands that can break down such walls.

The Top 10 emotionally most effective commercials were the following:

Sanofi – Magne B6 – 30s – I can cope!

Novartis Hungária – Calcium Sandoz – 30s – Dropping

Gyógynövénykutató intézet – Irix – 30s – Woman having a hard time with her parasol

Egis – Betadine – 25s – Children’s stories

Béres – Béres Csepp Extra – 25s – Home office

Viatris – Magnosolv – 30s – Stress

Bayer – Aspirin Plus C – 25s – Kicked symptoms

STADA – Cetebe – 30s – Vitamin C

Teva – Neogranormon – 35s – Kata’s skin

Sanofi – Algopyrin – 30s – Professional

1. Sanofi – Magne B6 – 30s – I can cope!

The main message of the campaign for Sanofi Magne B6 was ‘I can cope!’ Commercials introduced various stressful moments. Viewers could really identify with these visuals and their attention level remained high. As for the characters and the ‘I can cope!’ message, viewers were on the same wavelength in all cases. They found the woman running up the hill to be the most attractive. This was the scene that strengthened the stable engagement even further, constituting the perfect choice before the animation and the arrival of the product: viewers became the most interested at this point.

2. Novartis Hungária – Calcium Sandoz – 30s – Dropping

A cute commercial about how many ways an effervescent tablet can be dropped in a glass of water. The commercial is a perfect example of how much well-chosen music can back a story: there was a stable engagement which started to drop a little once music was replaced with narration. Already the first scene brings the ‘wow’ moment and in general it can be said that viewers found this commercial especially relevant, activating and characteristic of the brand.

3. Gyógynövénykutató intézet – Irix – 30s – Woman having a hard time with her parasol

Yes, funny commercials can be made in the OTC category as well! In Irix’s commercial viewers felt frustration when the woman was struggling and they reacted to the funny scenes and laughing characters with positive emotions. The emotional peak was when the product appeared. As for the packshot, placing the product on the left not only put the brand in the centre of attention, it was also in harmony with the narration and was attractive to viewers. Although viewers said the commercial was only an average match with the brand, in general they found it relevant and activating.

Tips from Synetiq

Why did these 3 commercials work so well?

1. Relevant characters: in most cases viewers identify with characters similar to them. In several of the commercials in the Top 10 the main character is someone they like – it doesn’t even matter whether it is an ordinary person or a brand ambassador.

2. Relevant scenes: presenting scenes that the target group deems to be familiar can contribute very much to viewers relating to the commercial and its message. What is more, familiar situations can make viewers pay closer attention.

3. A packshot that is built up well: when the packshot arrives is the decisive moment in a commercial. It is very important to have a story that prepares the scene for the product’s appearance.

More information: www.synetiq.net //

The above article has also been published in Issue 2021/12-01 of Trade magazin.