NescafÃ©’s campaign for its single source coffees came out top in this month’s Poster Watch. At 54 per cent, it was the only one to be recognised by more than half the population.
Virgin Rail and Hyundai tied for second place, both remembered by 43 per cent of the sample. Hooper’s Reef, Ribena, Rover 400, Transco and Guinness were recognised by about a third. A quarter had seen the Renault Laguna “evolution” poster before; only a fifth recognised the Sony widescreen TV campaign.
Although there is apparently a wide difference in the recall scores for the three car posters, this may be the result of confusion caused by the similarity of execution. Only Rover was correctly identified by more than half the people who claimed to recognise it, compared with a fifth for Renault and four per cent for Hyundai.
This month’s survey was conduct-ed in the usual way,with Ipsos-RSL showing 300 18- to 60-year-olds post ers with the brand names removed. They were asked which ones they had seen before and which ones they liked.
Liking scores were higher across the board than in previous months. Even Transco, the least popular campaign, was approved by just under half the people interviewed. In previous waves of Poster Watch, the lowest scores have often been under a third.
The most popular campaign, NescafÃ©, was also the best known, but it was joined at the top by Guinness. More than seven out of ten respondents liked these campaigns.
Two-thirds voted in favour of Hooper’s Reef, 63 per cent for Ribena and Renault, and six out of ten for Rover and Hyundai. Virgin Rail scraped over the half-way point with 52 per cent; Sony just missed it with 48 per cent.