Sally Joubert, CEO, Luma Research
It is only just the start of December, but the Christmas campaigns are back in full flight ... and boy do we love this early Christmas gift.
This Christmas Season we have interviewed more than 5000 people across Australia, the US and the UK with our Ad Intelligence platform add+impact. We wanted to know what consumers are expecting from brands this Christmas and importantly which campaigns are nailing it.
With our first Christmas out of COVID lockdowns and now heading towards an impending global recession, we're expecting this season to be like no other. Amid global economic uncertainties the usual celebrations will look different for many this year which brings additional challenges for brands.
We found that around one third are planning to spend less this year and many have already made cuts to spending especially on fuel, energy and food.
However, the majority are planning to celebrate as usual this festive season which makes it especially competitive for retailers this year. How can brands make sure their ads convey the right message and right tone for these times?
One of the standout findings from our research is the overwhelming agreement across all three markets that people feel positive towards brands that show they support the community.
We have already looked at 38 ads, including John Lewis, Myer, David Jones, Aldi and Walmart, to name a few.
The ads with a heartfelt narrative and a strong community connection did very well.
The John Lewis ad The Beginner attracts the most attention of all the ads we tested. Built around the retailers support for the future of young people of care, the ad tells the emotional story of the great lengths a foster father goes to. The ad is a genuine tear jerker and made even more compelling with a great soundtrack and brilliant casting.
The Beginner video
Marks and Spencer’s Gifts that Give also shows compassion and generates positive feelings for the retailer by showcasing it’s support for local communities via the partnership with the Neighbourly Foundation. The ad clearly communicates this support and positions the retailer as a meaningful destination for gifts which is relevant and persuasive for consumers this year. Overall however the ad is less engaging than ‘The Beginner’ and will be less likely to cut-through
Gifts that Give
Another popular and effective way to engage is to delight and entertain the audience to spread the joy this season. This year we see some awesome ads that are achieving this – everything from animated stories to classic Hollywood style big screen extravaganzas. Australia Post’s animated beauty Spread the Merry is the most likely to cut-through and is in the top 10% of Luma’s database of almost 9000 ads.
Spread the Merry
Another beautiful animated story is Kroger’s The Magical Cookbook from the US, also in the top 10% of our database. The family story is compelling and generates strong empathy for the brand. Be warned it could make you cry!
The Magical Cookbook
Big W’s Make a Little Magic does as it names suggest. This will cut-through – it is not only original but the magic story is exciting and leaves people feeling happy.
Make a Little Magic
Michael Hill’s ‘Make Their Christmas’ continues the story of childhood love from last year and is one of the most likeable ads this season.
Make Their Christmas
This year we are seeing a rise in the number of people who are feeling worried about their future. Another way brands are responding is to create joy at this time. Amazon Uk’s ‘Joy is Made’ does just this. Beautifully filmed, the ad shows the joy in doing something special for someone you love. The ad is highly effective and leaves people feeling positive about Amazon.
Amazon Joy is Made
And finally it wouldn’t be the festive season without a little humour. Asda’s Buddy the Elf is funny, well liked and spreads the festive cheer. Will Ferrell’s classic character Buddy is back and has been seamlessly integrated into an Asda store via some clever CGI tricks! The strong humour, casting and the infamous music track drive watchability -it’s a cracker.
Buddy the Elf
The winners so far this festive season:
Effectiveness UK – Amazon Joy is Made
Effectiveness Aust – Australia Post Spread the Merry
Effectiveness USA - Kroger Magical Cookbook
Likability UK – John Lewis The Beginner
Likeability Aust – Michael Hill Only You
Likeability USA - Kroger Magical Cookbook
Funniest for 2022 – Asda Buddy the Elf
And finally one from the archives – one of the most attention grabbing Christmas ads of all time is for Bonds from 2011
Bonds
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
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