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ASDA ARGOS BOOTS BURBERRY CADBURY’S CELEBRATIONS DEBENHAMS DFS JOHNLEWIS LIDL
M&S MULBERRY PAYPAL SAINSBURY’S SKYMOVIES VERY WAITROSE WARBURTONS
18 Ads
Reviewed
TOP
THREE STARS
1.BESTALL
ROUNDER
3.MEETS
CONSUMERSNEEDS
INVOLVEMENT
7.16*
ENJOYMENT
3.73
DIFFERENT
3.65
MADEMELOVE
THEBRAND
3.57
ENJOYMENT
3.81
BRANDING
4.63
MADEMELOVE
THEBRAND
3.19
ENJOYMENT
3.51
MEETSMY
NEEDS
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
LOVEDAD
1.STEPAWAYFROM
CHRISTMASTO
WINATCHRISTMASAds 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.
THEUKSTARS
OF2015’s
Christmas
advertising
‘FREETHEJOY’
3.57
‘THEGIANTCRUMPETSHOW’
3.41
‘CHRISTMASTREE’
3.25
‘NOPRESENTS’
3.19
‘#BECAUSEITSCHRISTMAS’
3.13
‘FOUNDIT!(2015)’
3.09
‘MANONTHEMOON’
3.04
‘MOG’SCHRISTMASCALAMITY’
3.04
‘SCHOOLOFCHRISTMAS’
3.03
‘JUSTCAN’TWAIT’
3.00
‘DISCOVERMORE’
2.91
‘WHATMAKESYOURCHRISTMAS?’
2.90
‘THEARTOFCHRISTMAS’
2.95
‘THEJOURNEY’
2.83
‘STEPINTOTHEADVENTURE’
2.81
‘BILLYELLIOTT’
2.70
‘GUARANTEEDCHRISTMASDELIVERY’
2.69
‘MULBERRYMIRACLE’
2.45
MADEMELOVETHEBRAND(NORM=2.82)...
2015’sBIGGESTIMPROVER...
INVOLVEMENT
6.98*
ENJOYMENT
3.23
DIFFERENT
3.65
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.
THREEKEYTAKEAWAYS
‘THEGIANTCRUMPETSHOW’
‘NOPRESENTS’‘FREETHEJOY’
‘JUSTCAN’TWAIT’
...
https://www.youtube.com/watch?v=Eapu0RtW54E
https://www.youtube.com/watch?v=Eapu0RtW54E
https://www.youtube.com/watch?v=QiSaYVFWoTI
https://www.youtube.com/watch?v=QiSaYVFWoTI
https://www.youtube.com/watch?v=CtlwwfEVVRg
https://www.youtube.com/watch?v=CtlwwfEVVRg
https://www.youtube.com/watch?v=961k-cHjMLk
https://www.youtube.com/watch?v=961k-cHjMLk
https://www.youtube.com/watch?v=va0NImPo2aY
https://www.youtube.com/watch?v=va0NImPo2aY
https://www.youtube.com/watch?v=P-CiTy6T3Bg
https://www.youtube.com/watch?v=P-CiTy6T3Bg
https://www.youtube.com/watch?v=8Ju36RQjSTo
https://www.youtube.com/watch?v=8Ju36RQjSTo
https://www.youtube.com/watch?v=J7lFa1R3YjY
https://www.youtube.com/watch?v=J7lFa1R3YjY
https://www.youtube.com/watch?v=wuz2ILq4UeA
https://www.youtube.com/watch?v=wuz2ILq4UeA
https://www.youtube.com/watch?v=KWVO_VDd2_8
https://www.youtube.com/watch?v=KWVO_VDd2_8
https://www.youtube.com/watch?v=OrYZEepTQ5M
https://www.youtube.com/watch?v=OrYZEepTQ5M
https://www.youtube.com/watch?v=VilRHLu6K4k
https://www.youtube.com/watch?v=VilRHLu6K4k
https://www.youtube.com/watch?v=pdu0WKIhjeU
https://www.youtube.com/watch?v=pdu0WKIhjeU
https://www.youtube.com/watch?v=kuRn2S7iPNU
https://www.youtube.com/watch?v=kuRn2S7iPNU
https://www.youtube.com/watch?v=3oF9SA25QIg
https://www.youtube.com/watch?v=3oF9SA25QIg
https://www.youtube.com/watch?v=8NhO6PGPLhg
https://www.youtube.com/watch?v=8NhO6PGPLhg
https://www.youtube.com/watch?v=AIjjO2uxkCM
https://www.youtube.com/watch?v=AIjjO2uxkCM
https://www.youtube.com/watch?v=kLfMrj74otA
https://www.youtube.com/watch?v=kLfMrj74otA
Click to view each ad
3.THECRAFTOF
STORYTELLING
ISKEY
2.MAKEYOURAD
DISTINCT–EVENMORE
SOATCHRISTMAS

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THE UK Stars OF 2015’s Christmas Advertising - Infographic

  • 1. ASDA ARGOS BOOTS BURBERRY CADBURY’S CELEBRATIONS DEBENHAMS DFS JOHNLEWIS LIDL M&S MULBERRY PAYPAL SAINSBURY’S SKYMOVIES VERY WAITROSE WARBURTONS 18 Ads Reviewed TOP THREE STARS 1.BESTALL ROUNDER 3.MEETS CONSUMERSNEEDS INVOLVEMENT 7.16* ENJOYMENT 3.73 DIFFERENT 3.65 MADEMELOVE THEBRAND 3.57 ENJOYMENT 3.81 BRANDING 4.63 MADEMELOVE THEBRAND 3.19 ENJOYMENT 3.51 MEETSMY NEEDS 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 LOVEDAD 1.STEPAWAYFROM CHRISTMASTO WINATCHRISTMASAds 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. THEUKSTARS OF2015’s Christmas advertising ‘FREETHEJOY’ 3.57 ‘THEGIANTCRUMPETSHOW’ 3.41 ‘CHRISTMASTREE’ 3.25 ‘NOPRESENTS’ 3.19 ‘#BECAUSEITSCHRISTMAS’ 3.13 ‘FOUNDIT!(2015)’ 3.09 ‘MANONTHEMOON’ 3.04 ‘MOG’SCHRISTMASCALAMITY’ 3.04 ‘SCHOOLOFCHRISTMAS’ 3.03 ‘JUSTCAN’TWAIT’ 3.00 ‘DISCOVERMORE’ 2.91 ‘WHATMAKESYOURCHRISTMAS?’ 2.90 ‘THEARTOFCHRISTMAS’ 2.95 ‘THEJOURNEY’ 2.83 ‘STEPINTOTHEADVENTURE’ 2.81 ‘BILLYELLIOTT’ 2.70 ‘GUARANTEEDCHRISTMASDELIVERY’ 2.69 ‘MULBERRYMIRACLE’ 2.45 MADEMELOVETHEBRAND(NORM=2.82)... 2015’sBIGGESTIMPROVER... INVOLVEMENT 6.98* ENJOYMENT 3.23 DIFFERENT 3.65 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. THREEKEYTAKEAWAYS ‘THEGIANTCRUMPETSHOW’ ‘NOPRESENTS’‘FREETHEJOY’ ‘JUSTCAN’TWAIT’ ... https://www.youtube.com/watch?v=Eapu0RtW54E https://www.youtube.com/watch?v=Eapu0RtW54E https://www.youtube.com/watch?v=QiSaYVFWoTI https://www.youtube.com/watch?v=QiSaYVFWoTI https://www.youtube.com/watch?v=CtlwwfEVVRg https://www.youtube.com/watch?v=CtlwwfEVVRg https://www.youtube.com/watch?v=961k-cHjMLk https://www.youtube.com/watch?v=961k-cHjMLk https://www.youtube.com/watch?v=va0NImPo2aY https://www.youtube.com/watch?v=va0NImPo2aY https://www.youtube.com/watch?v=P-CiTy6T3Bg https://www.youtube.com/watch?v=P-CiTy6T3Bg https://www.youtube.com/watch?v=8Ju36RQjSTo https://www.youtube.com/watch?v=8Ju36RQjSTo https://www.youtube.com/watch?v=J7lFa1R3YjY https://www.youtube.com/watch?v=J7lFa1R3YjY https://www.youtube.com/watch?v=wuz2ILq4UeA https://www.youtube.com/watch?v=wuz2ILq4UeA https://www.youtube.com/watch?v=KWVO_VDd2_8 https://www.youtube.com/watch?v=KWVO_VDd2_8 https://www.youtube.com/watch?v=OrYZEepTQ5M https://www.youtube.com/watch?v=OrYZEepTQ5M https://www.youtube.com/watch?v=VilRHLu6K4k https://www.youtube.com/watch?v=VilRHLu6K4k https://www.youtube.com/watch?v=pdu0WKIhjeU https://www.youtube.com/watch?v=pdu0WKIhjeU https://www.youtube.com/watch?v=kuRn2S7iPNU https://www.youtube.com/watch?v=kuRn2S7iPNU https://www.youtube.com/watch?v=3oF9SA25QIg https://www.youtube.com/watch?v=3oF9SA25QIg https://www.youtube.com/watch?v=8NhO6PGPLhg https://www.youtube.com/watch?v=8NhO6PGPLhg https://www.youtube.com/watch?v=AIjjO2uxkCM https://www.youtube.com/watch?v=AIjjO2uxkCM https://www.youtube.com/watch?v=kLfMrj74otA https://www.youtube.com/watch?v=kLfMrj74otA Click to view each ad 3.THECRAFTOF STORYTELLING ISKEY 2.MAKEYOURAD DISTINCT–EVENMORE SOATCHRISTMAS