While advertising on its own isn't a magic wand for financial
performance and brand growth, an effective ad campaign in the run
up to Christmas clearly important. Kantar company, TNS has measured
the potential for both short term immediate sales response and long
term impact from the 5 most high profile Christmas ads in 2013.
And the results are in:
M&S - "Alice in Wonderland" failed to
deliver the magic this Christmas for M&S, a fact reflected in
their recent performance. TNS research findings had revealed that
the ad would not boost short term sales nor support performance in
the longer term. On a brighter note, the ad did resonate
among 25-44 year old females, an opportunity for M&S to build
on in the future perhaps.
Morrison's - While immediate performance is
disappointing for Morrison's there are encouraging signs that their
Christmas ad could help strengthen their brand in the future and
deliver long term growth. To do this would require sustained effort
with Ant and Dec an important component, along with strong brand
messaging and experience.
Tesco - According to the TNS research, Tesco
were one of the losers this Christmas. Their "family through the
years" ad failed to hit the spot. According to the findings the
lack of novelty and surprise will prove unlikely to influence sales
this year or in the future.
John Lewis - John Lewis' tale of the Bear and
the Hare won the battle of the Christmas ads this year. This
success is reflected in their recent performance and supports TNS'
findings that the ad was likely to translate into short term sales.
What made the campaign even more successful though is the ad's
emotive connection with respondents. This indicates the campaign
should drive long term brand equity and deliver future growth.
Aldi - Aldi was another winner according to the
TNS research findings, their familiar campaign theme- a focus on
price and the use of subtle humour, worked well by driving a highly
relevant message for both short-term sales and longer-term brand