The results are in: Which Aussie ad campaign won Christmas 2017?
From LEGO to Target to Officeworks, 11 of Australia’s biggest Christmas campaigns have been put to the ultimate test: the consumer. Phil Toppi, managing director at Sensecheck, reveals the results in this guest post.
Christmas is the most exciting time of the year in the advertising world – it’s the season where the general public actually look forward to seeing commercials, with the level of buzz and excitement around them seemingly kicking up another gear each year.
While Australian Christmas ads aren’t generally as lavish or expensive as the likes of John Lewis, M&S and Sainsbury’s in the UK, local brands appear to be taking note of overseas trends, and are placing greater emphasis on building emotional appeal and engaging viewers through storytelling. After Cadbury took home the turkey in 2016, we again used the Sensecheck platform to test and analyse the performance of 11 locally-aired ads.
| Brand | Ad Name | Sensecheck
Rating |
|
| 1 | Arnott’s | Santa’s big night | 63 |
| 2 | LEGO | Build it together | 60 |
| 3 | Woolworths | Share the spirit of Christmas | 59 |
| 4 | Target | Who makes Christmas special | 58 |
| 5 | Amazon | Give a little bit | 57 |
| 6 | David Jones | Now it feels like Christmas | 52 |
| 7 | Coles | What we love about Christmas | 51 |
| 8 | Bonds | Light it up this Christmas | 50 |
| 9 | Officeworks | There’s more in every gift | 47 |
| 10 | Myer | Elf’s journey | 46 |
| 11 | ALDI | The more the merrier | 34 |
#1: Arnott’s – ‘Santa’s big night’
What a simplistic, artificial and inaccurate way of testing advertising.
What would you suggest Matt? Subjective opinion?
Agree with Matt – to be fair, none of them are good – but the “top performing” ads have no pace / are repetitive, and have no real story – they could have been told in 10s. For what is essentially a brand reminding consumers that they exist, they could have saved a lot on all that strategy / creative / production time.
The females in the bonds ad are trying so hard to be tough — pathetic