THE UK Stars OF 2015’s Christmas Advertising - Infographic
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Transcript of THE UK Stars OF 2015’s Christmas Advertising - Infographic
ASDA ARGOS BOOTS BURBERRY CADBURY’S CELEBRATIONS DEBENHAMS DFS JOHN LEWIS LIDLM&S MULBERRY PAYPAL SAINSBURY’S SKY MOVIES VERY WAITROSE WARBURTONS
18 AdsReviewed
TOPTHREE STARS
1.BEST ALLROUNDER
3.MEETS
CONSUMERS NEEDS
INVOLVEMENT
7.16*
ENJOYMENT
3.73
DIFFERENT
3.65
MADE ME LOVETHE BRAND
3.57
ENJOYMENT
3.81
BRANDING
4.63
MADE ME LOVETHE BRAND
3.19
ENJOYMENT
3.51
MEETS MYNEEDS
3.77
Viewers found it more engaging to watch than any other ad, and it was also more likely to make
them buy as a result of seeing it.
The second strongest overall performer; most successful at
connecting with consumers on an emotional level, generating the highest levels of love, enjoyment and branding.
Performs well on emotional affinity, persuasion and highest of all on providing relevant and believable
information and meeting people’s needs.
2.MOST
LOVED AD
1.STEP AWAY FROM
CHRISTMAS TOWIN AT CHRISTMAS
Ads from Warburtons, Paypal, Argos and Cadbury's feel different
and stand out for consumers - there’s more opportunity for
brands to be bold and memorable.
Warburtons’ collaboration with The Muppets captures the imagination, is funny, entertaining and stands out from the sea of sameness of
other Christmas ads.
Man on the Moon, Mog's Christmas Calamity, The Giant Crumpet
Show…these ads tell stories which move between reality and fantasy
and grab consumers' attention.
Footnote
Millward Brown evaluated 18 TV ads, testing them with consumer audiences using its AdExpress performance measurement tool. Viewers scored each on 12 factors : Branding, Involvement, Enjoyment, Made me love (brand), Sets the trends, Persuasion, New information, Different information, Relevant information, Believable information, Different, Meets my needs.
*11 of the 12 factors are scored on a scale of 1-5, while ‘involvement’ is scored on a scale of 1-10.
THE UK STARSOF 2015’sChristmasadvertising
‘FREE THE JOY’
3.57‘THE GIANT CRUMPET SHOW’
3.41‘CHRISTMAS TREE’
3.25‘NO PRESENTS’
3.19‘#BECAUSEITSCHRISTMAS’
3.13
‘FOUND IT! (2015)’
3.09‘MAN ON THE MOON’
3.04‘MOG’S CHRISTMAS CALAMITY’
3.04‘SCHOOL OF CHRISTMAS’
3.03‘JUST CAN’T WAIT’
3.00
‘DISCOVER MORE’
2.91‘WHAT MAKES YOUR CHRISTMAS?’
2.90‘THE ART OF CHRISTMAS’
2.95‘THE JOURNEY’
2.83‘STEP INTO THE ADVENTURE’
2.81
‘BILLY ELLIOTT’
2.70‘GUARANTEED CHRISTMAS DELIVERY’
2.69‘MULBERRY MIRACLE’
2.45
MADE ME LOVE THE BRAND (NORM=2.82)...
2015’s BIGGEST IMPROVER...
INVOLVEMENT6.98*
ENJOYMENT3.23
DIFFERENT3.65
Improved across all 12 key factors: high levels of involvement and enjoyment helped it to
convey its free same day delivery message which was seen as distinct from competitors.
THREE KEY TAKEAWAYS
‘THE GIANT CRUMPET SHOW’‘NO PRESENTS ’‘FREE THE JOY’
‘JUST CAN’T WAIT’
...
https://www.youtube.com/watch?v=Eapu0RtW54Ehttps://www.youtube.com/watch?v=Eapu0RtW54E
https://www.youtube.com/watch?v=QiSaYVFWoTIhttps://www.youtube.com/watch?v=QiSaYVFWoTI
https://www.youtube.com/watch?v=CtlwwfEVVRghttps://www.youtube.com/watch?v=CtlwwfEVVRg
https://www.youtube.com/watch?v=961k-cHjMLkhttps://www.youtube.com/watch?v=961k-cHjMLk
https://www.youtube.com/watch?v=va0NImPo2aYhttps://www.youtube.com/watch?v=va0NImPo2aY
https://www.youtube.com/watch?v=P-CiTy6T3Bghttps://www.youtube.com/watch?v=P-CiTy6T3Bg
https://www.youtube.com/watch?v=8Ju36RQjSTohttps://www.youtube.com/watch?v=8Ju36RQjSTo
https://www.youtube.com/watch?v=J7lFa1R3YjYhttps://www.youtube.com/watch?v=J7lFa1R3YjY
https://www.youtube.com/watch?v=wuz2ILq4UeAhttps://www.youtube.com/watch?v=wuz2ILq4UeA
https://www.youtube.com/watch?v=KWVO_VDd2_8https://www.youtube.com/watch?v=KWVO_VDd2_8
https://www.youtube.com/watch?v=OrYZEepTQ5Mhttps://www.youtube.com/watch?v=OrYZEepTQ5M
https://www.youtube.com/watch?v=VilRHLu6K4khttps://www.youtube.com/watch?v=VilRHLu6K4k
https://www.youtube.com/watch?v=pdu0WKIhjeUhttps://www.youtube.com/watch?v=pdu0WKIhjeU
https://www.youtube.com/watch?v=kuRn2S7iPNUhttps://www.youtube.com/watch?v=kuRn2S7iPNU
https://www.youtube.com/watch?v=3oF9SA25QIghttps://www.youtube.com/watch?v=3oF9SA25QIg
https://www.youtube.com/watch?v=8NhO6PGPLhghttps://www.youtube.com/watch?v=8NhO6PGPLhg
https://www.youtube.com/watch?v=AIjjO2uxkCMhttps://www.youtube.com/watch?v=AIjjO2uxkCM
https://www.youtube.com/watch?v=kLfMrj74otAhttps://www.youtube.com/watch?v=kLfMrj74otA
Click to view each ad
3.THE CRAFT OF
STORYTELLINGIS KEY
2.MAKE YOUR AD
DISTINCT – EVEN MORESO AT CHRISTMAS