Industries Served Selection
ALLIANZ Financial Solutions

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There is not much good about this ad which tries too hard to make the connection between the Valencia America's Cup 2007 and Allianz. It has lots of borrowed interest to make its points, with the implication that it is a sponsor, or somehow connected with the event. That is never clear or stated. It's intended to capitalize on, and associate itself with, an event which would be expected to appeal to the Allianz target market. Doesn't do it.

Category
Score
% of Category Achieved
Headline
12.69
50.75%
Visual Impact
17.32
62.65
Copy
14.03
56.10
Consumer Appeal
12.38
55.00
Total
56.32
56.32

Headline – This category has seven (7) points of analysis with emphasis on stopping power and selection of the target market. The headline is arresting enough to have the reader ponder what it is about, especially as the two-part visual is not a clear story. "What's going on here?" the reader asks as he/she attempts to match the sectioned headline with the visual. Unless the reader is aware of Allianz as a financial play, there is little reason to believe that the headline is relating to anything but a sporting event.

Visual Impact – With eight (8) points of analysis, this category is critical to an ad's stopping power, product name registration, and emotionality, among others. While this section scored higher than other segments, the points it achieved put it in the very average category. The contrived visual doesn't really relate to a consumer benefit, financial or otherwise. Stopping the reader is step one. If it's off target, it doesn't do the job. (Note: Because of the male shoe, women will not expect this ad to be meant for them. Not wise to eliminate such a large target audience.)

Copy – The ad did poorly in this category of ten (10) points of analysis - being very difficult to read, for one. Here too, the borrowing of the sailing expertise and linking it to the financial services which the company provides, necessitates a leap of faith on the consumer's part. There is no permission to believe to support the claim. Lots of self-congratulation does not a convincing ad make.

Consumer Appeal – This summary category of six (6) points of analysis deals with how it all hangs together - how well it shows an understanding of the consumer's need, and how/if it sets up the dissonance factor with his/her existing product. Not so. In all, it is a contrived-to-associate with an upscale and exciting event which leaves the reader with not much to chew on.


Grayson Associates’ proprietary system to analyze the effectiveness
of print advertising.

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