Is “push to add drama” truly the best ad? Yes, for the agency.

Do you remember how TNT Benelux launched?
Odds are high you don’t even know what I’m talking about… (based on small-scale research, see below).

But if I’d ask you whether you recall a really cool video starring a big, red button in the middle of a town square – flanked with a sign that said “push to add drama”, chances are high you know what I’m talking about…
(based on small-scale research, see below).

The Best Ad in the World

Do I love the ad? Hell yeah!
Do I believe this is the best ad in the world? Hell no!

Why it isn’t the best advert in the world

To determine whether a specific ad is good or not, one has to look at the goals that were set before the advert was made. I have to be honest here, I don’t know the advertiser’s goals. But I believe they can be one or more of the following:

  • Awareness of the Brand TNT – it was a product launch after all
  • Drive ratings for the TV Channel – which impacts the bottom line of TNT
  • Brand building: make TNT’s identity
  • Other goals?

So in the last couple of weeks I ran an experiment to know whether this great concept also proved to be the best ad ever made (as I read somewhere). And once again, I need to be honest. The hypothesis I was looking to back up through research was:

“Push to add drama is the best ad for the agency that made it.”

Experiment Design

The experiment design consisted of two groups:

  • People within the Marketing, Communication, Ad industry
  • People outside of that industry

Next to that, the experiment asked whether they knew the brand for whom this video was made (in 2 distinctive manners) and whether they have been watching TNT Benelux so far. Hence the questions after viewing the movie:

  • For which brand is this video made?
  • For which newly launched TV station this video was aired? Tip: logistics, explosives.
  • Have you watched TNT Benelux?

Experiment Results

Experiment results

Experiment results


Experiment conclusion?

In general people don’t recall the brand promoted through the viral video. Even when I provided extra tips to them: “explosives (=TNT)” & “logistics (=TNT)”. Consequently it shouldn’t surprise that only 1 out of 35 respondents watched the channel. Within my respondents nobody went to see the website of TNT Benelux.

Well done Agency!

The most striking thing however is that the “Marketing, Communication, Advertising Group” of respondents basically all knew which agency made this ad / viral movie. And today, they’re all dreaming about a collaboration with that agency. It was the best ad in the world. For the agency that is.

What’s your view on viral advertising by the way?

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