Warburtons’ 'The Giant Crumpet Show' festive spot is the 'most successful' Christmas ad when it comes to driving sales and brand building according to a Millward Brown report.
The study evaluated 18 TV ads, and tested them with consumer audiences using its AdExpress performance measurement tool. Viewers scored each ad on 12 factors including branding, involvement, enjoyment and persuasion.
The 'Giant Crumpet Show' was the best all-rounder, scoring highest on involvement (a mean score of 7.16, the norm is 4.53), branding (4.49 versus 3.87), sets the trends (3.71 versus 3.08) and persuasion – making people more likely to buy (3.49 compared to 2.94). It was rated joint highest on being different from others, and second highest on relevance.
Argos was this year’s ‘biggest improver’ – with 'Just Can’t Wait' achieving higher scores than its 2014 ad across all 12 key factors.
PayPal’s 'No Presents' ad scored well on emotional affinity, persuasion and enjoyment, and was highest of all on providing relevant and believable information and meeting people’s needs. Viewers liked the interplay between the brothers, and identified with the parents’ desire to stay at home rather than facing the shops.
Amanda Phillips, UK Head of marketing at Millward Brown said: “Warburtons’ success shows you don’t have to make people cry to win their hearts, or shower them with Christmas to make an impact. The ad is highly branded and humorous, and cuts through the festive noise to build emotional loyalty and motivate people to buy. It gets viewers feeling good, and excited about the new product. The UK public loves The Muppets and loves crumpets, and together they’re a winning formula."
John Lewis’s highly anticipated 'Man on the Moon' created an emotional connection with viewers, although it scored lower than the 2014 ad on enjoyment, affinity (love) and persuasion.
Similarly, while viewers found Sainsbury's Mog's Christmas Calamity enjoyable and involving, it drove involvement and love to a lesser extent than Sainsbury’s 2014 creative.