Is Roger Federer worthwhile as an advertising ambassador?

The better the emotional impact of the brand ambassador fits the brand, the more successful the collaboration will be. This success factor is most valuable when the fit during the collaboration is high. A perfect example is George Clooney's appearance for Nespresso. Clooney's elegant charm and accessibility suited the brand right from the start. Using an ambassador to steer brand emotions in a new direction, on the other hand, is expensive and only makes sense in the very long term. But how do you analyze this emotional fit? A traditional survey is powerless here. This is because customers cannot put the emotional impact of brands and ambassadors into words. Using non-verbal survey methods, on the other hand, the emotional impact of the brand and the ambassador can be measured independently and then compared with each other. With the EmoCompass study von Zutt was approached in this way.

Which brand comes closest to Federer emotionally?

When asked non-verbally, the likeable and successful tennis pro comes across as friendly, inspiring and powerful. To create a worthwhile fit, the brand must trigger the same emotions. This is the only way to create a clear and consistent feeling in the customer's brain - and to strengthen the brand impact through Federer. If there is no fit, the customer receives a diffuse feeling. This has less impact on the brain and is less memorable. This results in the following ranking: according to the study, On is the narrow winner. The sports shoe manufacturer comes closest to the tennis star emotionally. On the one hand, the sporting power is clearly present in a sports shoe. There is also a good dose of inspiration, not least because of the innovative shoe sole. For the clear match point, however, On would also have to convey more friendliness and approachability in addition to innovative power.

The winner of the ranking is closely followed by Jura. The Swiss coffee machine manufacturer found in Roger almost what George Clooney is to Nespresso - a likeable brand ambassador who fits the brand. Lindt and Rolex also performed well, with a valuable emotional fit with Federer. The brands Barilla, Switzerland Tourism, Credit Suisse and Mercedes are a little further away. Although some of these fit in with the tennis pro, not enough to create an effective fit. The clear tail light is Sunrise. The telecom brand does not match any of the three Federer emotions and draws in completely different emotional worlds. This does not create a valuable fit with Roger.

Conclusion and Learnings of the Study

The study shows that when choosing brand ambassadors, it is always necessary to check on an emotional level whether they really fit the brand. Moreover, not every fit is obvious: tennis players and coffee machine manufacturers are not the best combination on a rational level. On an emotional level, however, there can still be a strong match. If the emotional fit is right, it is worth paying further attention to how the ambassador is integrated into the communication. Ideally, the brand ambassador will be part of a story that also fits the emotional profile - the brand's core differentiation. Such an emotionally fitting story can significantly increase the ambassador's impact. The right story weaves the ambassador and the brand deep into the neuron network of the customer's brain. In this respect too, George Clooney's commercial for Nespresso is an ideal practical example. The emotional differentiation core of Nespresso is that the sophisticated coffee system makes you a better host. In the commercials you see Clooney in exactly this role. Since Clooney is very well-known and popular, mirror neurons are activated and consumers want to see themselves in Clooney again. The ambassador, brand and story work together perfectly to create an emotionally gripping advertising campaign. The brand, ambassador and story must therefore be emotionally coordinated to achieve the optimum impact. Star brands such as Nespresso, Apple, Nike and others use methods that can measure the emotional impact of brands and touchpoints.

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This study was conducted by the Neuromarketing company for research, strategy and design Zutt & Partner carried out. The company offers free Workshops on the study (detailed results, interpretations, further information on the study and initial approaches to solutions). Werbewoche.ch publishes the study free of charge out of editorial interest.