Is Woolies’ decision to recycle last Christmas’ TV campaign the smart play?
Yesterday, Mumbrella revealed that Woolworths is rerunning last year’s Christmas campaign, in a week where many big brands — including rivals Coles — have launched big new festive-themed TV ads. So who has it right? Jo-Ann Foo, Senior Director at Analytic Partners, reveals what the data shows about building campaigns that perform long after the tinsel’s packed away.
Jo-Ann Foo, senior director of Analytic Partners
Christmas is the season of big emotions and big budgets. If you’re a marketer this applies both in your personal and professional life. It’s the season when audiences are emotionally primed, media channels are saturated and brands compete to create their most memorable work of the year.
But this year, one of Australia’s biggest advertisers has taken a different approach. Woolworths surprised many by rerunning last year’s “Make This Christmas a Classic” ad instead of producing new creative – telling Mumbrella it is redirecting its TVC budget toward cost-of-living relief initiatives.
In an industry where it’s almost expected that brands will launch something shiny and new for Christmas, that decision stands out. And it might just be a sign of things to come.
How about the Wallet Wizard ads that are over 10 years old and still on air.
Great piece Jo – on point!
This is my favourite line: “Before investing in a glossy TVC, marketers should ask whether their ad can genuinely earn that level of attention. “
And who are the marketers going to ask that question of?
Is there some oracle ,I don’t know about, who can tell if that ‘glossy TVC can genuinely earn that level of attention’?
If only it was that easy.