SIX CZECH COMMERCIALS THAT, ACCORDING TO RESEARCH, WERE SUCCESSFUL. WHAT DO THEY HAVE IN COMMON?

Ipsos’ analysis of 60 Czech campaigns from 2025 found that humour, emotion, empathy and original ideas most strongly drive ad effectiveness, with each campaign rated by at least 100 respondents and more than 6,000 ratings collected online in January 2025. The study links creative experience to brand awareness, empathy to short-term brand choice, and creative ideas to long-term brand relationships, giving marketers a clear framework for evaluating impact. O2, Air Bank, Kooperativa, Vodafone, Kaufland and Bauhaus emerged as the top-performing campaigns, with the strongest work combining entertainment, everyday relevance and a practical solution. For brands, the takeaway is that localized humour and specific consumer problems outperform generic messaging, including in ESG-related communication.

ONEPLAY JOINS PPF’S UNITY LOYALTY PLATFORM

From 20 May, the PPF Group’s ecosystem of benefits will also be extended to Nova Group customers who use the Oneplay service. From 20 May, the Oneplay service from the TV Nova Group will be integrated into the Unity customer platform. The platform, which until now comprised O2 and Air Bank, is thus expanding its… Continue reading ONEPLAY JOINS PPF’S UNITY LOYALTY PLATFORM