Palmarès IPSOS de la publicité 2017

Le palmarès IPSOS de la publicité 2017 – McDonald’s, Haribo et Heineken primés

  • Le palmarès IPSOS de la publicité 2017 – McDonald’s, Haribo et Heineken primés

    Les marques qui arrivent en tête du palmarès de la publicité cette année sont des grandes marques du quotidien. Ce quotidien s’affranchit des pesanteurs, grâce à la liberté de posture, au plaisir, à la gaité et à l’insouciance.

    Ce classement fait parfaitement écho aux analyses présentées par Ipsos cette année, tant dans le domaine de la communication, que dans le domaine sociétal. Il illustre en particulier l’idée centrale d’« Escape »

    Sur-sollicités, les consommateurs réagissent de manière toujours plus instinctive et leur perception des communications de marques est de plus en plus émotionnelle. Désormais, les marques ne parviennent souvent à exister qu’à travers des ruptures et fascinations qu’elles créent au sein de notre univers mental.

    Cette capacité à créer des émotions est devenue la base de l’efficacité des messages, que nous mesurons chaque jour dans nos études neurosciences. Les campagnes récompensées cette année en sont témoins, plaçant l’interaction entre attention et émotion au centre de leurs stratégies…

    Voici les gagnants du Palmarès de la Pub Ipsos 2017
    /Communication extérieure
    1- Mc Donald’s – TBWA
    2- Dior – jean-Baptiste Mondino & les équipes parfums Christian Dior
    3- Magnum – LOLA
    4- IKEA – Buzzman
    5- Les 2 vaches – WNP

    / Vidéo-TV
    1- Haribo – BABEL

    2- Orange – Publicis

    3- Aigle-BETC

    4- San Pellegrino – Ogilvy & Mather
    5- Carrefour – Publicis

    Le classement est basé sur l’efficacité publicitaire des campagnes. Celle-ci est mesurée via le ‘baromètre affichage’ d’Ipsos, un outil normé de référence qui permet d’évaluer les campagnes d’affichage. Les scores sont calculés en fonction de l’attribution publicitaire (la capacité des individus interrogés à reconnaître l’annonceur correspondant au message auquel ils sont exposés), et l’agrément positif (appréciation).

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