{"id":22493,"date":"2020-06-24T16:00:11","date_gmt":"2020-06-24T12:00:11","guid":{"rendered":"https:\/\/www.middleeastevents.com\/blog\/?p=22493"},"modified":"2020-06-24T16:00:11","modified_gmt":"2020-06-24T12:00:11","slug":"bp-milka-and-hsbc-top-the-tables-in-kantars-creative-effectiveness-awards","status":"publish","type":"post","link":"https:\/\/www.middleeastevents.com\/blog\/bp-milka-and-hsbc-top-the-tables-in-kantars-creative-effectiveness-awards\/","title":{"rendered":"BP, Milka And HSBC Top The Tables In Kantar’s Creative Effectiveness Awards"},"content":{"rendered":"

BP\u2019s Blind Date <\/em>(Spain), Milka\u2019s Christmas ad Give to those who give the most<\/em> (Germany) and HSBC\u2019s CSR Birmingham <\/em>(UK) are the most effective ads from around the world\u00a0 in 2019, according to Kantar\u2019s inaugural Creative Effectiveness awards. These new awards celebrate the world\u2019s best performing ads across the three key media channels based on actual consumer feedback.<\/p>\n

Spanning three categories (digital, print\/out of home and TV) and from 78 different markets, the winners represent the most creative and effective work from over 10,000 ads tested with consumers in 2019 using Kantar\u2019s Link creative testing, which measures any advert\u2019s potential to deliver against short and long-term brand goals. These first award winners perform in the top 4% for short-term sales likelihood, and the top 1% for long-term brand building when measured against the Link database of over 200,000 ads analysed over the past 30 years. The winning ads are all at least twice as likely to drive sales than an ad that performs at the median evaluation score and ten times more likely than a weak ad.<\/p>\n

The winners show that distinctive creative is central to advertising success, falling in the top 15% of ads for distinctiveness in Kantar\u2019s database. In a world flooded with content, brands need to ensure their advertising captures people\u2019s attention.<\/p>\n

Digital effectiveness: Engage don\u2019t enrage <\/strong><\/p>\n

Analysis of the digital category revealed the most effective ads reward the viewer with entertaining content that breaks through the \u2018ad filter\u2019 in consumers\u2019 mindsand compels them to view it. Milka\u2019s Christmas ad Give to those who give the most <\/em>tops the digital ad awards, demonstrating the power of storytelling for driving engagement by evoking strong emotions. The beautifully touching film, centred around a strong, seasonally relevant message of thoughtful gifting, was created in partnership with the European Union of the Deaf and promotes inclusion in a very moving way.<\/p>\n\n\n\n\n\n\n
Digital Ranking<\/strong><\/td>\nBrand<\/strong><\/td>\nAd Name<\/strong><\/td>\nAgency<\/strong><\/td>\nCountry<\/strong><\/td>\n<\/tr>\n
1<\/strong><\/td>\nMilka<\/td>\nMilka Christmas: give to those who give the most<\/td>\nWieden + Kennedy, Amsterdam<\/td>\nGermany<\/td>\n<\/tr>\n
2<\/strong><\/td>\nGoogle App<\/td>\nSearch the lyrics with Google<\/td>\nZula Alpha Kilo<\/td>\nIndonesia<\/td>\n<\/tr>\n
3<\/strong><\/td>\nDulux<\/td>\nLet\u2019s colour experiment: escalator<\/td>\nRoad 381<\/td>\nUK<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

 <\/p>\n

The winners here illustrate the power of creative to deliver an instant impression about the brand. Immediate impact is essential as consumers give just seconds of their time to print and out of home (OOH) ads, in which the content needs to communicate its message or hook the viewer in for longer.Print & Out of Home ads: Spark a response in seconds <\/strong><\/p>\n

HSBC evokes an immediate emotional reaction through its winning OOH execution. The shocking statistic that 1 in 45 people living in Birmingham have no address, therefore can\u2019t have a bank account, a job, or a home, helps highlight the work the bank is doing to support the local community. The impact of the message is heightened by delivering it in situ enabled by the medium of OOH.<\/p>\n\n\n\n\n\n\n
Print and OOH Ranking<\/strong><\/td>\nBrand<\/strong><\/td>\nAd Name<\/strong><\/td>\nAgency<\/strong><\/td>\nCountry<\/strong><\/td>\n\u00a0<\/strong><\/td>\n<\/tr>\n
1<\/strong><\/td>\nHSBC<\/td>\nHSBC CSR Birmingham<\/td>\nWunderman Thompson<\/td>\nUK<\/td>\n <\/td>\n<\/tr>\n
2<\/strong><\/td>\nEstrella Damm<\/td>\nSilja<\/td>\n&Ros\u00e0s<\/td>\nUK<\/td>\n <\/td>\n<\/tr>\n
3<\/strong><\/td>\nCamden Hells<\/td>\nJuicer static<\/td>\nForever Beta<\/td>\nUK<\/td>\n <\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Top-performing TV ads tell great stories<\/strong><\/p>\n

The TV winners demonstrate the continued sales-generating and brand-building ability of broadcast content, particularly when strong distinctive assets are weaved into great emotional story telling. Crowned as\u00a0 Kantar\u2019s most powerful TV ad of 2019 globally, BP\u2019s Blind Date<\/em> is a great example of how a distinctive approach to a category can create differentiation. The ad shows how a functional message can be intrinsically sewn into an amusing, brand-centric story that is quite different to what you would expect to see from the category.<\/p>\n\n\n\n\n\n\n
TV Ranking<\/strong><\/td>\nBrand<\/strong><\/td>\nAd Name<\/strong><\/td>\nAgency<\/strong><\/td>\nCountry<\/strong><\/td>\n<\/tr>\n
1<\/strong><\/td>\nBP<\/td>\nBlind Date<\/td>\nOgilvy&Mather<\/td>\nSpain<\/td>\n<\/tr>\n
2<\/strong><\/td>\nTim Hortons<\/td>\nAsk a Timbits Kid<\/td>\nZula Alpha Kilo<\/td>\nCanada<\/td>\n<\/tr>\n
3<\/strong><\/td>\nUnox<\/td>\nTijdenveranderen<\/td>\nTBWA<\/td>\nNetherlands<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\u201cThe first ever Kantar Creative and Effective awards showcase some of the most impactful advertising work from around the world,\u201d said Daren Poole, Global Head of Creative at Kantar. \u201cThe commonality across all the winning ads is distinctiveness, and how strongly the brand is integrated into the narrative. Our winners \u2013 real consumers\u2019 favourites – take on many forms and employ a range of creative tactics to convey their message; proving there is no \u2018one-size-fits-all\u2019 approach that can be employed to achieve great content. Interestingly, many of the winning ads in Kantar\u2019s Creative Effectiveness awards are heart-warming stories or contain humour, in contrast to the broader industry trend, which is to incorporate humour less.\u201d Just over one third (34%) of 2019\u2019s adverts were intentionally light-hearted or funny, compared to more than half (54%) of ads evaluated by Kantar in 2000.<\/p>\n

Poole added. \u201cFor content to drive brand impact and deliver ROI, it must be created with the consumer in mind, by understanding what will translate best to the audience, and how. Weaving intelligent and iterative research into the creative development process ensures the strongest ideas, and most effective executions end up seeing the light of day. We know that in the era of the COVID-19 pandemic consumers want advertisers to have authentic empathy and to be useful. Achieving this creatively and sensitively is incredibly difficult, making pre-testing as important as ever\u201d<\/p>\n

For more learnings about Link ad testing, advertising trends, and to review the full winners list, please visit https:\/\/www.kantar.com\/creative-effective<\/a>.<\/p>\n

Questions? <\/em>Contact the Kantar Middle East team on <\/em>kantaruae@kantar.com\u00a0<\/em><\/a>for more information on the most accurate consumer insights during and post COVID-19. Also <\/em>stock up on updates and insights to help your brand manage the effects of COVID-19 and prepare for the future on our <\/em>COVID-19 page<\/em><\/a>. Follow us on <\/em>LinkedIn<\/em><\/a> and <\/em>Twitter<\/em><\/a> to keep up to date with our comms, and stay safe!<\/em><\/p>\n

\"\"<\/p>\n","protected":false},"excerpt":{"rendered":"

BP\u2019s Blind Date (Spain), Milka\u2019s Christmas ad Give to those who give the most (Germany) and HSBC\u2019s CSR Birmingham (UK) are the most effective ads from around the world\u00a0 in 2019, according to Kantar\u2019s inaugural Creative Effectiveness awards. These new awards celebrate the world\u2019s best performing ads across the three key media channels based on […]<\/p>\n","protected":false},"author":1,"featured_media":22494,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-22493","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.middleeastevents.com\/blog\/wp-json\/wp\/v2\/posts\/22493","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.middleeastevents.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.middleeastevents.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.middleeastevents.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.middleeastevents.com\/blog\/wp-json\/wp\/v2\/comments?post=22493"}],"version-history":[{"count":1,"href":"https:\/\/www.middleeastevents.com\/blog\/wp-json\/wp\/v2\/posts\/22493\/revisions"}],"predecessor-version":[{"id":22495,"href":"https:\/\/www.middleeastevents.com\/blog\/wp-json\/wp\/v2\/posts\/22493\/revisions\/22495"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.middleeastevents.com\/blog\/wp-json\/wp\/v2\/media\/22494"}],"wp:attachment":[{"href":"https:\/\/www.middleeastevents.com\/blog\/wp-json\/wp\/v2\/media?parent=22493"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.middleeastevents.com\/blog\/wp-json\/wp\/v2\/categories?post=22493"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.middleeastevents.com\/blog\/wp-json\/wp\/v2\/tags?post=22493"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}