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UK Insights

Win for the Hare and Bear!

Helen Rowe

Head of Brand Communications Tracking

TV 10.01.2014 / 10:29

Hare and bear - John Lewis advert

John Lewis’ tale of the Bear and the Hare wins the battle of the Christmas ads 2013

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 equity.

Source : Kantar TNS

Editor's Notes

The study was carried out using a combination of the TNS's AdEval approach, a validated approach recently renovated to integrate long-term campaign effects and the pioneering facial recognition software Affdex.

For more information or to interview Helen Rowe, please contact us.

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