Ad of the month: Australians love Mr Whippy
An ad for Sony’s 4K TV that shows everyday Australians having experiences for the first time has been named ad of the month for July by Mumbrella’s sister title Encore.
The ad was created by Havas Worldwide.
The ad of the month is based on an online survey of 1,000 Australians. In the survey, analysed by research firm The Acid Test, using a representative panel provided by Pure Profile, consumers were asked to choose their favourite ad from a shortlist of 10 ads which have run on TV or online.
Grant Bell from The Acid Test said: “Australians loved the heart warming, inspiring stories of real life people and found the first time experiences engaging and evocative. The story of Grace Roberts who saw an ice cream van for the first time successfully tapped into fond childhood memories. Robert Turnbull’s first time at the beach was enthralling and almost unbelievable.”
Each of the 1,000 survey respondents saw a random set of three ads and each ad was seen by an average of 300 people. The percentages below reflect the number of people that chose the ad as their favourite in the set.
The shortlist
#1 – Sony, Havas Worldwide (60 per cent)
#2 – Macquarie Bank, String Theory (50 per cent)
#3 – KFC, Ogilvy Sydney (39 per cent)
#4 – Vodafone, Ogilvy Sydney (35 per cent)
#5 – The Foundation for Developing Cambodian Communities, Crank Films (31 per cent)
#6 – Kotex, SHIFT (29 per cent)
#7 – Renault Megane, Naked Melbourne (27 per cent)
#8 – CommBank, M&C Saatchi (25 per cent)
#9 – Optus, M&C Saatchi Sydney (22 per cent)
#10 – Labor, Australian Labour Party Canberra (16 per cent)
The top three ads by demographic:
18-39
- #1 – Sony (52 per cent)
- #2 – KFC (48 per cent)
- #3 – Kotex (38 per cent)
18-49
- #1 – Sony (55 per cent)
- #2 – KFC (48 per cent)
- #3 – Macquarie Bank (42 per cent)
25-54
- #1 – Sony (60 per cent)
- #2 – Macquarie Bank (47 per cent)
- #3 – KFC (46 per cent)
This story first appeared in the weekly edition of Encore available for iPad and Android tablets. Visit encore.com.au for a preview of the app or click below to download.
