Telstra’s ‘Wherever We Go’ voted most unforgettable ad – and most hated
New research from creative effectiveness consultancy Cubery has named Telstra as the most “unforgettable” brand advertiser in recent months, with a new quarterly ranking system.
The system comprises of the top 10 most recalled ads and a love/hate sentiment score. Research was conducted via an ongoing online survey of Aussies aged 18 and over, totalling around 5,000 responses.
The new quarterly ranking hopes to reveal how ads resonate emotionally with everyday Aussies. Cubery’s senior consultant Caitlyn Ferruccio said it represents a “new barometer” for marketers and agencies to show what’s “really cutting through, getting noticed, and striking a chord”.
Forced exposure is not the same as advertising in the real world.
When you put an ad like Telstras in the real world, the “effect” they are looking will not occur, because the branding is right at the end, and news flash! Consumers don’t watch ads all the way through, we’ve known this for at-least 10 years now.
This list just shows media spend. Telstra spent most, followed by Allianz, followed by Youi etc. etc.
Hi there, @Realistic marketer! This ranking was based entirely on consumer recall, with no prompting on our end. ?
So, like Vegemite then, you either love it or you hate it. And Vegemite goes OK
If memorability is ultimately a function of both creative power and media power, what does love and hate have to do with it? Thinks can be memorable without loving or hating them. Someone has run a survey here without properly thinking about why…
Advertising has rapidly deteriorated over the years! The creativity is not to the same high level that it used to be! The excellence is simply not there any longer, must be a sign of the times!
KFC really missed a trick by not securing the Charlie XCX/I don’t care rights for longer than the 12 months or so they ran it for. It was so perfect for the brand.
A silly and likely expensive ad that achieves very little; branding of Telstra is completely well established in the Australian psyche. Possibly this ad and many others of late are infect a negative profiling for Telstra. Focus messaging on reducing costs across the offering would be clients’ money in growing bills better spent. Likely too bolstering loyalty in a highly competitive business category. Or is it? When comparisons are made and those Telcos needing to conduct purchasing from Telstra then stack up add-ons to match see the actual costs virtually the same. Surely this is more a deliberate pricing structure scenario forced by Telstra, and capable given no true open-market competitiveness.
@Caitlyn Ferruccio
That is a fair comparison, I take my comment back!
Love your work Cubery, but also interested to know whether since you’ve been doing this type of tracking have see any campaign that’s hated by more Australians than this one?
Hey @Realistic media buyer: While media spend is obviously important, interestingly, none of Australia’s five biggest advertisers (Harvey Norman, Mcdonald’s, Reckitt Benckiser, Woolworths, Amazon) made it into our top 10.