best youth @ award

Succesfull Ads for

15-24 year olds

@HakimZemni

BEST

YOUTH@

I have a passion for media, politics, music & movies. I am happily married, a proud

dad, a mediocre soccerplayer and a great facebookfriend

I am often described as ‘an opinion on 2 legs’. I love my job because I’m

fascinated by the question “why do people do what they do?”

hakim@insites-consulting.com

@hakimzemni

be.linkedin.com/in/hakimzemni

@hakimzemni

THANKS FOR HAVING ME

@hakimzemni

May 2014, online questionnaire

n=283 15-24 year olds

50/50 male & female

50/50 Vlaanderen & Wallonië

30 commercials

@hakimzemni

30

Commercials?

Period: April 2013 – March 2014

Aired on:

&

Shortlisted by a professional jury

(Viacom – SBS – Media Agencies)

@hakimzemni

Building

Blocks

@hakimzemni

LIKEABILITY

How likeable was the commercial?

@hakimzemni

PERSUASION

How persuasive was the commercial?

@hakimzemni

SHAREABILITY

How likely are you going to talk about or share this commercial online?

@hakimzemni

LIKEABILITY

PERSUASION SHAREABILITY

@hakimzemni

LIKEABILITY

PERSUASION SHAREABILITY

Benchmarks (/10)

6,6

6,0 4,4

@hakimzemni

And the nominees are… (in random order)

@hakimzemni

Coca Cola

@hakimzemni

Coca Cola

@hakimzemni

Het is leuk, eerlijk en het zijn sterke argumenten die ik geloof. Positivisme werkt. Leuke vibes.

Zo’n sterk nummer. Echt kippevel. Mag nog langer duren.

De diversiteit en vergelijkingen die ze maken zijn goed gevonden.Het gaat over iets.

VLAM

@hakimzemni

VLAM

@hakimzemni

Wat ik er goed aan vind? Het idee.Een ongewoon idee voor een gewone patat.

Voor studenten is dit echt herkenbaar die moeder.

Het gênante zorgt voor de grap. Het getuigt van lef dat je hiermee uitpakt.

H&M

@hakimzemni

@hakimzemni

H&MJe suis fan de H&M.De kleren zijn gewoon mooi.

Le fait qu’on voit les prix des articles. C’esttrès concret.

La fille est supersexy.Het interieur van het huis is gewoon design. Trekt mij aan.

LIKEABILITY

PERSUASION

SHAREABILITY

72% watches at least 1hr/day TVMay 2014, online questionnaire

n=283 15-24 year olds

Spread happiness & positivity.

Actually say something. Have a message.

Focus on soundtrack: use a hit.

The idea is king.

Provoke or break taboos.

Show your price.

When in doubt: SEX SELLS!

@hakimzemni

And the winner is…

@hakimzemni

VLAM

@hakimzemni

Succesfull Ads for

15-24 year olds

@HakimZemni

BEST

YOUTH@