Brand awareness: the heart of successful advertising
Not convinced? Then the results of the Argenta campaign will win you over. We analysed everything in Brand Tracker by DPG Media Advertising and the MIP study — two tools that reveal exactly how well your brand is known.
In brief
Brand awareness is the beating heart of successful advertising campaigns and influences consumer preference and purchasing behaviour.
Argenta's radio campaign demonstrates an impressive 41% rise in brand awareness and a striking 59% increase in purchase intent.
The campaign's success is down to a well-considered strategy that strengthens brand identity and boosts recognition.
The results are confirmed by both the MIP study and the Brand Tracker tool, showing that Argenta enjoys strong brand preference and the lowest level of criticism of all banks tested.
These findings underline the importance of brand awareness for brand growth and customer loyalty, and highlight the need for every brand to consider it as part of their marketing strategy.
Dive into the Argenta case
Want impact? Argenta delivers.
Just over a year ago, Argenta launched its new brand campaign together with LDV United and Mediaplus: 'Doen we niet. Doen we wel'. Through creative, playful contrasts, Argenta makes it clear that it is a bank and insurer that firmly chooses simplicity, humanity and closeness. That strong focus on simplicity is reinforced by the recurring tagline: 'Zo simpel kan het zijn'.
The MIP analysis shows that more than 6 in 10 Flemish consumers (M/F, 18–54) recall the radio campaign. When you consider that average recognition for radio sits at 33% overall and at 37% in the financial sector, that is a remarkably strong result. So strong, in fact, that over the past year only 3 out of 99 tested radio campaigns managed to outperform it: Devos & Lemmens, Colruyt and Bebat. Three brands that have been consistently building a strong, recognisable brand identity for years — and are now reaping the rewards.
That is precisely where Argenta's success lies. A recognisable brand identity — built through the use of distinctive brand assets (the elements of your brand identity that set you apart and make you recognisable to customers) — allows you to differentiate yourself from the competition and make your advertising stick. With this brand campaign, Argenta completely refreshed its distinctive brand assets in its radio spots. The distinguishing power of the current Argenta campaign comes from two things: on one hand, the repetition of the 'Doen we niet. Doen we wel' concept, each time with a fresh creative execution. On the other, there is the recognisable, building musical jingle in the background and the 'Zo simpel kan het zijn' tagline. By bringing all these elements back time and again, Argenta managed to grow campaign recognition from a promising 43% in May '23 to a top score of 64% in November '23.
The campaign carries no activation message — its goal is to grow Argenta's brand awareness and establish a clear brand positioning. A campaign strategy that works. The latest MIP measurements show that spontaneous brand awareness for Argenta is on average 31% higher among consumers exposed to the radio campaign. Looking at brand image, we see a significant uplift across all three image KPIs.
The Brand Tracker confirms Argenta's impact too
Our Brand Tracker tool shows that Argenta's well-considered brand strategy earned it a silver position in top-of-mind awareness within the banking sector — outperforming major players such as ING, Belfius and BNP Paribas Fortis.
What's more, Argenta has the strongest brand preference and the lowest level of criticism of all the banks tested. That consistent focus on proximity, humanity and simplicity is clearly paying off when it comes to overall brand preference.
Why not for your brand?
Want to find out how you can grow your brand, whether in the short or long term? Ask your DPG Media Advertising contact how your brand can get started with radio. Yes, really — it can be that simple!