Which Aussie advertising campaign won Christmas 2016?
Eight of Australia’s Christmas ad campaigns were put to the test to measure their creative effectiveness. Phil Toppi, managing director at SenseCheck, reveals the results in this guest post.
With the festive season now well and truly upon us, the level of anticipation and excitement around the unveiling of Christmas campaigns seems to kick up another gear each year.
But with much of the media attention fixated on the likes of Marks & Spencer, H&M, Sainsbury’s and John Lewis (the latter of which saw #BusterTheBoxer become Unruly’s number one most shared ad of 2016), we decided instead to take a look at how our home-grown Aussie talent stacks up.
To do this, we used the SenseCheck on-demand platform to measure the creative effectiveness of eight locally produced TV campaigns. The results are summarised below, ranked using the SenseCheck Rating (a summary measure of the overall creative strength of the ad).
