A report by technology company ZappiStore (that’s us) provides insight into what consumers think about this year's (2014) holiday advertising in the UK. As a twist, we used the same research tools that billion dollar brands employ to develop and test their adverts. This unique insider data shows which advertising campaigns are actually changing how people shop this year, and why.

1. CHRISTMAS ADVERT
SURVEY

2. CHRISTMAS ADVERT SURVEY 2014
Success in advertising hinges on how well brands
understand how shifting cultural landscapes shape
what you and I think and feel.
CHRISTOPHE OVAERE
Global Sales & Marketing Director
CHRISTMAS ADVERTS
The critics have weighed in on Britain’s 2014 Christmas Adverts, but now it’s time to hear directly from the
people. Post-recession consumers still keep their budgets tight, and with holiday advertising in full swing we’ve
seen what brands think is the key our hearts and pounds. Our study shows who consumers think got it right,
indicating which ads may actually influence how they shop.

3. CHRISTMAS ADVERT SURVEY 2014
WINNING ADVERTS
Winners (clockwise):
John Lewis
Boots
Coca-Cola
Lidl
Runners Up (not pictured):
Sainsbury’s
Marks & Spencer

4. CHRISTMAS ADVERT SURVEY 2014
SUMMARY
The key to success this year centered on leaving the past behind and focusing on human
connections in Christmas present. Overall, adverts tested were exceptionally well loved, but only
four showed strong potential to persuade a change in behavior; those by John Lewis, Boots,
Coca-Cola, and Lidl (with runners up Sainsbury's and Marks & Spencer).
Each of these adverts scored significantly above nationwide averages for encouraging
consumers to consider the brands—a key indicator of purchase intent, and no small feat in a
season defined by feel-good advertising.
Further, in the context of projected flat spending this holiday season, it’s especially noteworthy
that adverts defined by creativity, uniqueness, and meaningful connection demonstrated not
only an ability to entertain, but also to sell. Among the six winning ads only Lidl (similar to its
competitor Aldi) leaned towards a “hard sell.”

5. CHRISTMAS ADVERT SURVEY 2014
SCORECARD
Brand Advert Likeability Consideration
Aldi Everyone’s coming to us this Christmas
Boots Because She’s Special
Coca-Cola Happy Holidays
Harrods The Land of Make Believe
John Lewis Monty The Penguin
Lidl The Little Present
Marks and Spencer Follow The Fairies
Morrisons A Lot Like Christmas
Sainsbury’s Christmas Truce
Tesco Lights On
Waitrose The Gingerbread Stall
Great
Average
Poor
For Consideration green indicates significantly above benchmark at 90% confidence level

6. CHRISTMAS ADVERT SURVEY 2014
Likeability Will consumers watch the ad?
Response What do consumers take away from the ad?
Consideration Are they motivated to take action?
UNDERSTANDING COPY TESTING
Evaluating adverts is no easy task. In fact, it’s
often a point of some contention between
advertising and market research agencies.
Broadly speaking, however, we might all agree
that success or failure boils down to three main
qualities: breaking through and engage our
attention; clearly communicating key messages
and emotions; and, beyond retention (i.e., I
remembered it), demonstrate an ability to
persuade (i.e., I will consider it).

7. CHRISTMAS ADVERT SURVEY 2014
LIKEABILITY
All the ads tested were well liked by consumers, all scoring well above our benchmark scores for
sentiment. However, John Lewis stood out from the crowd with more than two-thirds rating it 8-10/10.
Tell us how much you liked the advert overall (Slider scale).
LOVE
ADVERT
49.5
50.8
58.5
58.8
59.1
67.8
Benchmark (21.2)
- Sainsbury’s
- Coca-Cola
- John Lewis
- Boots
- Lidl
- M&S
Women were more likely to enjoy
the spots by Boots and M&S
Females +7.1
Females +10.5
66.2
61.3

8. CHRISTMAS ADVERT SURVEY 2014
Boots Coca-Cola John Lewis Lidl M&S Sainsbury's
A B C D E F
Inspirational 39 DE 26 30 E 22 16 46 BCDE
Unique 26 D 18 34 BD 13 26 D 36 BD
Puts me in the Christmas spirit 53 F 64 CDEF 50 44 49 36
Authentic 18 14 19 17 10 31 ABDE
Easy to understand 37 41 43 36 39 35
Festive 45 F 52 F 42 F 46 F 50 F 25
For people like me 29 F 30 EF 23 29 F 18 16
Sweet 39 D 41 D 51 DEF 21 33 28
ATTRIBUTES
ABCDEF Significantly different than column indicated at the 95% confidence level | Select which of the messages/attributes you associate most closely with the advert
RESPONSE:
MESSAGES
Coca-Cola continues to own Christmas spirit, significantly outpacing 4 of the 6 top ads in our test for providing
holiday cheer. Sainsbury’s success vs. other top as is driven (in part) by singular strength on attributes:
‘Inspirational’ and ‘Authentic,’ conversely Lidl’s lack of ‘Sweetness’ and ‘Uniqueness’ likely held it back.

9. CHRISTMAS ADVERT SURVEY 2014
Boots Coca-Cola John Lewis Lidl M&S Sainsbury's
A B C D E F
EMOTIONS
Select four key emotions from a comprehensive list of emotion icons | Select the intensity felt for each emotion
Happiness and Love are table stakes when it comes to Holiday advertising, with all 11 ads tested scoring
highly on these measures. Top scoring adverts were those that brought something more.
RESPONSE:
EMOTIONS
Thoughtful
Peaceful
Happiness
Excitement
Love
Sympathy
Cute

10. CHRISTMAS ADVERT SURVEY 2014
CONSIDERATION
Make you more or less likely to consider the brand?
The most important measure for retailers is consideration, the most direct metric for determining whether
their adverts will impact sales. Among the top scoring adverts, 5 of 6 focused almost exclusively on using
creativity, emotion and narrative to drive ROI—a great finding for creative teams and ad agencies.
Sainsbury’s (67)
M&S (67) John Lewis (72)
Boots (70)
Coca-Cola (70)
Lidl (70)
Benchmark (61)
CONSIDER
BRAND
Not at all Somewhat Quite Very much so

11. CHRISTMAS ADVERT SURVEY 2014
VIRALITY
How likely do you think that this advert would go viral?
The words “Can you make us something that will go viral?” is easily a creative team’s worst nightmare.
Our test predicted that 3/6 winning ads would benefit from social buzz, and the proof is in the pudding.
39%
19%
Sainsbury’s
30%
Coca-Cola
41%
John Lewis
23% 21%
Boots Lidl Benchmark
CLAIMED
VIRALITY
20%
M&S

12. CHRISTMAS ADVERT SURVEY 2014
VIRALITY DRIVEN BY UNIQUE
*Data via YouTube views
Uniqueness is the greatest driver of virality. While holiday cheer and being festive are important, only
adverts that were different from the rest of the pack earned social buzz and demonstrated potential to
inspire sharing among consumers.
Virality Views*
Puts me in the
Christmas spirit
For people like me Festive Unique
John Lewis 41 19.7 50 23 42 34
Sainsbury’s 39 14.4 36 16 25 36
Coca Cola 30 .145 64 30 52 18
Boots 23 .532 53 29 45 26
Lidl 21 .678 44 29 46 13
M&S 20 3.1 49 18 50 26
Correlation - .881 -0.202 -0.362 -0.632 .711

13. CHRISTMAS ADVERT SURVEY 2014
ALL ADVERTS

14. CHRISTMAS ADVERT SURVEY 2014
JOHN LEWIS
Advert: “Monty The Penguin”
LOVE
ADVERT
Tell us how much you liked the avert overall. | Make you more or less likely to consider the brand? | How do you feel about the advert? What is the key word that comes to mind?
RESPONSE
Happy
Love
Cute Good
Sad
Warm
Thoughtful Amazing
Bored Cool
Heartwarming
Sweet
Festive
Lovely
Adorable
Awwww
Funny
Neutral
Random
Pointless
Loving
Playful
Excited
Peaceful
Excellent
Emotional
Fc
Calm
Ok
Content
CONSIDER
BRAND
67.8%
BENCHMARK 61% (+11)
Not at all Somewhat Quite Very much so
BENCH-
MARK
21% (+47)
72

15. CHRISTMAS ADVERT SURVEY 2014
BOOTS
Advert: “Because She’s Special”
LOVE
ADVERT
CONSIDER
BRAND
59.1%
BENCHMARK 61% (+9)
Not at all Somewhat Quite Very much so
BENCH-
MARK
21% (+38)
70
RESPONSE
Happy
Good
OkEmotional
Bored
Warm
ThoughtfulLovely
Love
Boring
Sad
Cool
Loving
Christmas
Sweet
Family
Content
ThankfulUplifting
Snowy
Nice
Pleasant
Dftyrdtty
Sickly
Itslovely
Special
Warmth
Xmasy
Chilled
Emotion
Tell us how much you liked the avert overall. | Make you more or less likely to consider the brand? | How do you feel about the advert? What is the key word that comes to mind?

16. CHRISTMAS ADVERT SURVEY 2014
SAINSBURY'S
Advert: “Christmas Truce”
LOVE
ADVERT
Confused Sad
Happy
Emotional
Thoughtful
Moved
Bored
Nostalgic
Uncomfortable
Love
Proud
Cool
Interested
Caring
None
Wonderful
Christmasy
Indifferent
Nice
Superb
Weird Empathy
Sorrowful
Unity
Tateless
Loving
Past
It'saboutwarStrange
Powerful
CONSIDER
BRAND BENCHMARK 61% (+6)
Not at all Somewhat Quite Very much so
67
RESPONSE
BENCH-
MARK
21% (+47)
58.8%
Tell us how much you liked the avert overall. | Make you more or less likely to consider the brand? | How do you feel about the advert? What is the key word that comes to mind?

17. CHRISTMAS ADVERT SURVEY 2014
CONSIDER
BRAND BENCHMARK 61% (+9)
Not at all Somewhat Quite Very much so
BENCH-
MARK
21% (+31)
COCA-COLA
Advert: “Happy Holidays”
LOVE
ADVERT
70
58.5%
Happy
Christmas
CoolGreat
Festive
Warm
Good
Emotional
Christmasy
Lovely
Love
BoredItsamazing
Mellow
Sesonal
Cheerful
Smart
Softly
Comfort
KindnessMagical
Beautiful
Uplifiting
Cute
Sick
Sweet
Inspirational
Dull
Like
RESPONSE
Tell us how much you liked the avert overall. | Make you more or less likely to consider the brand? | How do you feel about the advert? What is the key word that comes to mind?

18. CHRISTMAS ADVERT SURVEY 2014
MARKS & SPENCER
Advert: “Follow The Fairies”
LOVE
ADVERT
CONSIDER
BRAND BENCHMARK 61% (+6)
Not at all Somewhat Quite Very much so
BENCH-
MARK
21% (+30)
50.8%
67
Happy
Festive
Good Fun
Bored
Christmassy
Boring
Dull
Joy
Magical
Indifferent
Ok
Excited
Cool
Love
ChristmasNice
None
WarmOriginal
Amused
Exciting
Interesting
Amusing
Fond
Wonderful
Enjoyable
Delightful
Why
RESPONSE
Tell us how much you liked the avert overall. | Make you more or less likely to consider the brand? | How do you feel about the advert? What is the key word that comes to mind?

19. CHRISTMAS ADVERT SURVEY 2014
LIDL
Advert: “The Little Present”
LOVE
ADVERT
Happy
Bored
Good
Festive
SurprisedExcited
Hungry
Boring
No
Warm
Nice
Great
Cool
Goof
Cheerful
Calming
Christmassy
DullFriendly Impresse
Annoying
Thoughtprovoking
Exciting
Cosy
Neutral.
Mediocore
Interesting
Jlhdfgdfg
Suprise
CONSIDER
BRAND BENCHMARK 61% (+9)
Not at all Somewhat Quite Very much so
BENCH-
MARK
21%
49.5%
70
RESPONSE
Tell us how much you liked the avert overall. | Make you more or less likely to consider the brand? | How do you feel about the advert? What is the key word that comes to mind?

20. CHRISTMAS ADVERT SURVEY 2014
HARRODS
Advert: “A Little Christmas Tail”
LOVE
ADVERT
CONSIDER
BRAND BENCHMARK 61% (+2)
Not at all Somewhat Quite Very much so
BENCH-
MARK
21% (+26)
47.3%
63
Happy
Cute
BoredGood
Boring
WarmExcited
Relaxed
Sad
Great
Long
CoolInspired
Nostalgic
Silly
Love
Magical
Nice
Cheery
Heartwarming
Merry
Seasonal
Meh
Young
Peaceful
Alright
Decent
Compassion
RESPONSE
Tell us how much you liked the avert overall. | Make you more or less likely to consider the brand? | How do you feel about the advert? What is the key word that comes to mind?

21. CHRISTMAS ADVERT SURVEY 2014
MORRISONS
Advert: “A Lot Like Christmas”
LOVE
ADVERT
CONSIDER
BRAND BENCHMARK 61% (+6)
Not at all Somewhat Quite Very much so
BENCH-
MARK
21% (+23)
Happy
Festive
Excited Nice
Christmassy
Excitement
Warm Neutral
Peaceful
Good
Bored
Jolly
CalmBoring
Great
Joyful Toolong
None
Relaxed
Fine
Xmassy
Fun
Cliché
Charming
Existed
Cute
Feel Good
67
43.8%
RESPONSE
Tell us how much you liked the avert overall. | Make you more or less likely to consider the brand? | How do you feel about the advert? What is the key word that comes to mind?

22. CHRISTMAS ADVERT SURVEY 2014
CONSIDER
BRAND
37.1%
BENCHMARK 61% (+5)
Not at all Somewhat Quite Very much so
BENCH-
MARK
21% (+16)
ALDI
Advert: “Everyone’s coming to us this Christmas”
LOVE
ADVERT
Happy
Good
FestiveWarm
Indifferent
Relaxed Bored
Interested
Like
Interesting
Boring
Excited Joy
Cool
Christmas
Family
Nostalgic
Great
Neutral
Christmassy Cheerful
Christmasy
Excitedforxmas
Hate Nice
Anticipating.
Happiness
Exciting
Warmth
66
RESPONSE
Tell us how much you liked the avert overall. | Make you more or less likely to consider the brand? | How do you feel about the advert? What is the key word that comes to mind?

23. CHRISTMAS ADVERT SURVEY 2014
WAITROSE
Advert: “The Gingerbread Stall”
LOVE
ADVERT
CONSIDER
BRAND BENCHMARK 61% (+1)
Not at all Somewhat Quite Very much so
BENCH-
MARK
21% (+15)
62
36.0%
Happy
Bored
Festive None
Dull
Warm
Cute Slow
Good
IndifferentEmpathy
Nice
Peaceful
Inspired
Great
Uneasy
Relatable
Smart
Caring
Cookies
Calming
Relaxed
Long
Apathetic
Humanity
Bliss
Endearing
RESPONSE
Tell us how much you liked the avert overall. | Make you more or less likely to consider the brand? | How do you feel about the advert? What is the key word that comes to mind?

24. CHRISTMAS ADVERT SURVEY 2014
TESCO
Advert: “Lights On”
LOVE
ADVERT
CONSIDER
BRAND BENCHMARK 61% (+5)
Not at all Somewhat Quite Very much so
66
BENCH-
MARK
21% (+13)
33.6%
Happy
Excited
FestiveGood
Christmassy
Boring Bored
Neutral
Peaceful
Sad
Christmasy
Indifferent
Christmas
Nice
Seasonal
Awesome
Uninterested
Warm
Notsure
Touching Delighted
Poor
Content
Happiness
Caring
Cheerful
Very niceCute
Graphics
RESPONSE
Tell us how much you liked the avert overall. | Make you more or less likely to consider the brand? | How do you feel about the advert? What is the key word that comes to mind?

25. CHRISTMAS ADVERT SURVEY 2014
CHEERS
Advertising often gets a bad rap, and very often deservedly so. However, with more than a few
Christmas ads this year trading in the decadent “buy, buy, buy” approach of Christmas past for a
more humble, contemporary message, it’s worth asking “why?”
We’d like to think that great advertising is a reflection of culture today. After all, a brand’s
success depends on its ability to connect with how people think and feel right now. Their
advertising is an expression of what they’ve learned from market research.
As an indicator of the cultural zeitgeist (or at least one version of it) this Christmas we learned
that more than ever people are craving meaningful connections grounded in reality. Feelings
about family and good will towards men can connect with us, and the data indicates that we’re
eager to respond.
It’s only a theory, but it’s certainly a nice one.

26. CHRISTMAS ADVERT SURVEY 2014
WHO General Population; N=100+ (per advert)
WHERE United Kingdom, Representative Sample
WHEN November 2014
WHAT
11 adverts tested via online survey;
Sample provided with compliments from SSI
SAMPLE SPECS
Report Drafted by Jason Potteiger & Team ZapptStore London
Cover Image from theidearoom.net creative commons

27. CHRISTOPHE OVAERE
Global Sales & Marketing Director
Christophe@Zappistore.comSteve@Zappistore.com
STEPHEN PHILLIPS
CEO
JASON POTTEIGER
Manager, Client Excellence
Jason@Zappistore.com
THE AUTHORS

28. CHRISTMAS ADVERT SURVEY 2014
FUNNY NAME, WHAT DO YOU DO?
We’re an online marketplace helping researcher agencies & brands streamline the research process,
using cutting-edge automation technology to deliver best-in-class insights quickly.
ZappiStore cuts costs and shrinks timelines by
automating research projects that are repeated
frequently and use the same basic design.
ZappiStore’s agile research philosophy advocates
a test-and-learn approach, creating more touch
points for consumer feedback to inform decisions.
HOW: Automation WHY: Agility
YOUR BRAND

29. CHRISTMAS ADVERT SURVEY 2014
CONCEPT
TESTING
COMMUNICATION
TESTING
PRODUCT
DEVELOPMENT
PACKAGE
TESTING
BRAND
TRACKING
Leverage best-in-class research products
across Kantar’s portfolio of companies.
Build custom solutions to address specific,
recurring business questions.
2 Ways To Use ZappiStore
1 2
OUR RESEARCH MARKETPLACE.
With a suite of name-brand research products, and the ability to build you custom solutions, ZappiStore
provides a (growing) set of tools designed for agile research.

30. CHRISTMAS ADVERT SURVEY 2014
THE BENEFIT FOR YOU
24/7 access to analytics via interactive
dashboard-style reports  Making
understanding the data easy—and
providing you more time to think and
plan big ideas.
Launch research studies in a few clicks,
get results delivered in as little as 6 hours
 Providing answers fast enough to
keep up with business (and at low cost
that doesn’t hurt).
On-demand answers link learning with
moving faster  Informing decision
making with consumer insights—and
allowing a test-and-learn approach to
developing big ideas!
EFFICIENT ITERATIVE ACCESSIBLE
Advanced tech speeds-up turn around and drives down cost, allowing brands to adopt an agile approach
to research. ZappiStore’s marketplace lets you inform more business decisions by making research more
efficient, iterative, and accessible.

31. WWW.ZAPPISTORE.COM