Upload
others
View
2
Download
0
Embed Size (px)
Citation preview
Christmas ad testingWe asked our community of 16-24 year olds (100+ per ad)
to answer questions on 8 Christmas adverts…
2
#1 John LewisThe much anticipated John Lewis advert left our community
feeling wholesome, with 54% saying they felt touched. They
praised the adverts all encompassing plot. They liked the
cute characters, the festive feel and for some, it was all
about the deeper message of inclusivity and relationships.
Many felt the advert was unique compared to other
Christmas adverts they’d seen, so it’s no surprise 85% felt
the advert was unique.
When we asked the community how they would describe
John Lewis as a person, the most frequently used word was
‘family’. The community spoke about how the brand valued
family and being together. Other words which were
mentioned were being inclusive, loving and of high quality.
Our community rated the advert the highest amongst all the
Christmas adverts we tested, with 84% rating the advert 7-
10. The advert also succeeded in getting our community in
the Christmas spirit with 88% rating the advert a 7-10 for
festive feel.
“Inclusion, acceptance and love are the 3 things they believe
in, and try to demonstrate from this advert, their products and
their customers. That John Lewis is for all, has a big range and
wants everyone to get involved in the essence of Christmas..”
“It's very festive, with a lovely theme and message. I like the dragon character
(mainly because dragons aren't associated with Christmas, so they've taken
something random, and related it to Christmas) and think it's very appropriate for
the feeling of the Christmas season.”
“I love the John Lewis adverts every year as they always signify the
start of me getting in the festive spirit. I love the music and the animal
characters and they make me feel that Christmas is a happy family
joyous time of love and being together.”
“Believes in Family, tradition and classics. Believes in looking
after and supporting the community Believes in making a
difference.”
84%rated the advert a
score of 7-10
They were most
likely to feel
happywhen watching
the advert (62%)
78%said they were likely to
share the advert with
friends or family
Watch it here
3
# 2 TescoTesco qualified as the second highest rated Christmas Advert
we tested, with 72% rating it 7-10. The blast from the past
themed advert, took viewers on a nostalgic trip through the
decades in the life of a Tesco delivery driver. For most of our
community, they praised that Tesco had used a different
concept, with 3 in 4 saying it was unique. The community
spoke about how it made them realise just how influential
Tesco was not just in history but in their own life’s too. As well
as this, the community liked that the advert centred around
the average worker demonstrating what a busy time it is for
those in retail.
When we asked the community how they would describe
Tesco as a person, the most frequently used word was
‘family’. The comments focused around how Tesco was for
everyone and offered high quality products for good value.
Whilst the community did enjoy the advert, Tesco scored
lowest amongst the adverts tested for relevance at 61%.
However, it’s worth mentioning that they did still perceive the
advert to be festive with 86% rating the advert a 7-10 for
festive feel.
“Its sweet how the company highlights the retailers role of
delivering Christmas to the nation. I love how the van is trying
to resemble Santa's reindeer. Totally lightens up the whole
advert.”
“It was unique and didn't attempt to do something that had already been done in
other Christmas ads. It was also upbeat which is nice for a change. Not every
Christmas advert has to be emotional."
“I think it's incredibly creative. 'Delivering for 100 years' is brought to
life! I found it memorable too and the music was jolly.”
“1. Tesco is all about the importance of family.
2. Good quality at reasonable prices.
3. Everyone come together to achieve.”
Watch it here
72%rated the advert a
score of 7-10
They were most
likely to feel
happywhen watching
the advert (59%)
59%said they were likely to
share the advert with
friends or family
4
#3 McDonalds
“It's really feel good and makes you think that families come
together at Christmas. It has a really good message to it.”
“Its simplicity; I like the simple story which is also heartfelt. It's not too soppy or
over the top but has a light Christmassy tone whilst still feeling traditional,
therefore making it more believable. Also enjoyed the twist when it changed from
cgi to real-life i.e. found the revelation of the dog funny.”
“This advert is very moving. It reflects the Christmas Spirit because it
has to do with family, children and the magic of imagination.”
68%rated the advert a
score of 7-10
They were most
likely to feel
happywhen watching
the advert (66%)
65%said they were likely to
share the advert with
friends or family
68% of the community rated the McDonalds advert 7-10. 65% of the
community felt more positive towards McDonalds after seeing the
advert – making it joint first with John Lewis out of all the Christmas
ads we tested.
Many in the community said that this was their favourite
Christmas advert of 2019, because of the heart warming nature of
the advert. They felt it was cute, loved the storyline and thought it was
really clever how it changed from CGI to real life. It’s no doubt that
for many the advert pulled on their heartstrings, our community
members felt McDonalds were spot on with not making their advert
overly emotional which they appreciated. Some also praised
McDonalds for showcasing a sense of realism, by showcasing a
diverse modern family.
When we asked the community how they would describe McDonalds
as a person, ‘family’ was the most used word. As a result of seeing
the advert, the community felt McDonalds was inclusive and valued
families. Overall the community, really felt McDonalds nailed the
Christmas spirit, making this advert the most relevant vs. other
Christmas advert we tested (82%), the advert also had the festive
appeal, with 82% giving the advert a festive rating of 7-10.
“I really like the use of a modern family in the advert who seem likeable. The
advert is funny and heart-warming, with a cute dog in it too. I think it has a
Christmas festive feel and makes me smile.”
Watch it here
5
#4 Amazon64% of the community rated the Amazon advert 7-10. The
community enjoyed the upbeat feeling that the Amazon
advert gave them - as a result, 44% felt excited from
watching the advert. Some in the community enjoyed that
Amazon had a deeper meaning to their advert by having the
song ‘Everybody Needs Somebody to Love’, feeling this was
very relevant for the festive season. Many in the community,
also enjoyed the montage of different groups of people
Amazon focused on, the diverse groups covered made the
advert more relatable and captured the holiday spirit for
them.
When we asked the community how they would describe
Amazon as a person. The community spoke about how the
brand was for the people, embodied love and had good
family values.
Overall the community, felt that the advert was relevant
compared to other adverts (72%), the advert also got the
community into the Christmas spirit, with 68% giving the
advert a festive rating of 7-10.
“The advert promotes being together and spending time with
others which are important aspects at Christmas. Also it
includes a range of people from different ages which makes it
inclusive.”
“I love the happy festive vibe of the advert, and I love that they had a really catchy
song. I think its great that they used so many different people of different ages,
genders, locations and ethnicities to show that Christmas is for everyone and its
all about being with those who you love and who are close to you.”
“The children, the laughter, the catchy song, the holiday spirit and
the message of falling in love and needing somebody (family, or
someone special) make this advert really something. It is great.”
“I love the way relationships are addressed in this advert. It is true, everybody
needs somebody. The music, the cultural aspect and the different places and
people give the advert a nice touch.”
Watch it here
64%rated the advert a
score of 7-10
They were most
likely to feel
happywhen watching
the advert (69%)
55%said they were likely to
share the advert with
friends or family
6
#5 Sainsburys63% of the community rated the Sainsburys advert 7-10.
Many in the community spoke about how they enjoyed
the heartfelt, underlying message that Christmas was the
season of giving and helping those in need. As a result,
42% felt touched when watching the advert. As well as
this, some praised Sainsburys for addressing those in
poverty around Christmas and telling a different version
of events compared to what other adverts do. The
historical references went down very well with the
community, they liked that it took you back to the
Victorian era and some even referred to the advert as
having a cinematic feel to it.
When we asked the community how they would describe
Sainsburys as a person, the most used word was
‘kindness’. As a result of seeing the advert, the likened
Sainsburys to being compassionate, of good quality and
loyal.
Overall the community, felt that the advert was unique
(83%) as well as being festive too, with 69% giving the
advert a festive rating of 7-10.
“The feeling of a classic Christmas movie in an ad was great, I
liked the narrators voice and the visuals were quite good.”
“I enjoyed the advert as I thought I was interesting and eye catching. I like how it
aimed at poverty and actual problems which occur today and has a nice message
behind it.”
“This ad is very exciting and reminds us how exciting it is to share with
others at Christmas to do our best to make others happy.”
“I actually really enjoyed this advert but it felt long whilst I was watching it . I like
that its got a theme and set in a certain time period and it has a nice message.
Its cute and heart warming and I liked that at the end it acknowledged itself with
the "and that is a totally true story" I thought that was a good touch.”
Watch it here
63%rated the advert a
score of 7-10
They were most
likely to feel
interestedwhen watching
the advert (54%)
58%said they were likely to
share the advert with
friends or family
7
#6 Aldi62% of the community rated the Aldi advert 7-10. Those in
the community enjoyed the cute factor that the advert
possessed, with the return of Kevin the carrot and new
addition, Tiny Tom tomato. The return of Kevin from 2018’s
Christmas advert, meant the community felt a fondness
towards the Aldi advert. The community found the storyline
very humorous as well as enjoying references to popular
culture such as the parody of The Greatest Showman and
Kevin singing to Let Me Entertain You by Robbie Williams.
Some in the community, also praised the vast selection of
food showcased in the advert.
When we asked the community how they would describe Aldi
as a person, ‘fun’ was one of the most used words. As a
result of seeing the advert, they likened Aldi to being joyful,
fun, good quality, family orientated and good value.
Overall the community, felt that the advert was relevant
(74%) as they were familiar with the concept from the 2018
advert, the advert also got the community into the
Christmas spirit, with 68% giving the advert a festive rating
of 7-10.
“i like the humour element, the cartoons are so well drawn
and it's a unique idea.”
“It's really cute and catchy. Has a wholesome feeling about it, with lots of
food! Think children will really like it.”
“I like that the advert has incorporated such a popular film with a
great family feel and great music which gets people interested
and makes people smile.”
“Believe in extraordinary and doing things differently. They love eccentricity
They're very spirited and believe in living life passionately and seeing the
funny side.”
Watch it here
62%rated the advert a
score of 7-10
They were most
likely to feel
happywhen watching
the advert (54%)
57%said they were likely to
share the advert with
friends or family
8
#7 Argos
62% of the community rated the Argos advert 7-10. The
community felt excited when viewing the advert (43%),
this was because of the bright visuals and the catchy song
that most were familiar with. Many spoke about how the
advert embodied the magic of Christmas and releasing
your inner child, with members speaking fondly about
the nostalgia they felt when watching the dad look
through the Argos catalogue – something which they
also did when they were younger before Christmas.
When we asked the community how they would describe
Argos as a person. The community spoke about how the
brand was family orientated and how fun was important
to them.
Overall the community, felt that the advert stood out vs.
other adverts and therefore felt it was unique (73%), the
advert also got the community into the Christmas spirit,
with 59% giving the advert a festive rating of 7-10.
“I like the song, it was fun and unique. For the brand also,
all the items shown were very "Argos" so it seemed very
fitting.”
“I love the storyline and that idea of being/feeling like a kid again at
Christmas no matter your age.”
“This ad has everything a Christmas advert ought to have: Magic,
Wishes and Presents. It is quite nice and has colour and a lot of
imagination to it. Nice work.”
“I absolutely love this advert! When I was younger I used to do the exact same
thing with drawing a circle around the products I want and even though Argos
have moved away from the catalogue it's still a lovely memory. It's a Christmas
advert that is nice and simple to watch but not too repetitive, it's something
different compared to the other adverts I've seen lately.”
Watch it here
62%rated the advert a
score of 7-10
They were most
likely to feel
happywhen watching
the advert (56%)
51%said they were likely to
share the advert with
friends or family
9
#8 WalkersWalkers had the lowest rating Christmas advert we tested,
with 54% rating it 7-10. The advert which starred Mariah
Carey proved to be slightly divisive amongst the community.
The majority, enjoyed the advert with most praising Walkers for
getting Mariah Carey on board. As the singer had become
such a part of Christmas culture, they felt her appearance
made the advert stand out vs. other Christmas adverts. They
enjoyed the vibrant colours, humour and that the advert didn’t
try to be emotional which in fact made it more memorable for
them. However, for others despite Mariah’s appearance they
didn’t get much of a festive vibe from the advert and therefore
described it as ‘commercial’ and ‘cringey’.
When we asked the community how they would describe
Walkers as a person, the community spoke about how the
brand was fun, of high quality and a humorous/down to
earth brand.
Overall the community, felt that the advert was unique
compared to other adverts (70%), whilst it didn’t get the
highest festive rating, 59% still gave the advert a festive rating
of 7-10.
“It was more entertaining than the other ones and uses
Mariah Carey in a way that isn't typical and expected.”
“It was amusing, they weren't trying too hard for hitting the 'feels' and they
weren't pushing the comedy too far. And at least they were honest, they sell
crisps, end of.”
“The advert is very engaging and catchy. Besides, it is full of
colour, joy and an interesting topic: Christmas and sharing.”
“This advert is hilarious. I live the music, the Christmas costumes and the
whole setting. It is also very catchy.”
Watch it here
54%rated the advert a
score of 7-10
They were most
likely to feel
interestedwhen watching
the advert (47%)
50%said they were likely to
share the advert with
friends or family