Drygolin Shouted Its Way to Victory in the Advertising Exchange for April

That "in Drygolin weather, it's Drygolin that holds" is a well-established message among the general public. With exaggerated weather and equally exaggerated repetitive dialogue, Drygolin also maintained victory in the Advertising Exchange for April.

Results from the Advertising Exchange for March 2024

The following films were tested in the Advertising Exchange for March:

Round's Overall Winner - Positive Brand Awareness DRYGOLIN (Weather): 22%

With victories in awareness, branding, and liking, Drygolin knocks out the competition in the Advertising Exchange for April. With strong TV presence, an established concept of "Drygolin weather," and a plot and dialogue closely tied to the brand, without preventing the film from becoming the month's most liked, no one came close to Drygolin overall.

Congratulations to Jotun and Drygolin!

Round's Winner - Advertising Awareness DRYGOLIN (Weather): 53% Drygolin is the month's clear winner in attention. The film also had the highest TV presence, but solid liking and an established concept of exaggerated extreme weather (Drygolin weather) contribute to this being the film that most people noticed in April. The film is better remembered by men than women.

Round's Winner - Efficiency ONECALL (Family Pack, General Meeting): TF 1.7 OneCall delivers the round's most efficient attention with help from the round's lowest pressure combined with the film being part of a larger campaign with several different films not included in the efficiency calculation.

Round's Winner - Branding DRYGOLIN (Weather): 92% Never has a brand name been shouted more often, louder, and clearer than in this film, so it's no surprise that Drygolin delivers one of the clearest brandings we've measured in the Advertising Exchange.

Round's Winner - Liking DRYGOLIN (Weather): 36% Shouting one's way to strong branding might not be a recipe everyone should follow, but Drygolin succeeds here in building the shouting dialogue around the brand and at the same time becomes the month's winner in liking. Strong! Drygolin was indeed most liked only among those 50+, while Finn Travel hit even somewhat better among the younger demographic.

Other films worth a comment:

FINN TRAVEL (Squeeze Day)

"They call it inneklemt dag, it’s a secret day of fri," sings Finn Travel, a message that many will recognize now in May. The film is among the most liked we have measured among those under 30 years in the last 10 years and is also well-liked among those 30-50. Squeeze Day was also the film most remember having seen online where the film also hit very well among a younger audience. Moderate TV presence and low liking among those 50+ contributed, however, to Finn Travel having to settle for a clear second place overall.