The results are in: Which Aussie ad campaign won Christmas 2018?
Cubery (formerly Sensecheck) recently ran its annual study looking into the effectiveness of 13 locally-produced Christmas ads. Its methodology puts the campaigns to the ultimate test: the consumer. Phil Toppi, Cubery’s managing director, reveals the results in this guest post.
There is nothing which gets us more excited about the festive season than the advertising, an annual ritual which sees brands come out with all guns blazing in an attempt to win Christmas. 2018 marks the third year in a row we have tested the effectiveness of Australian Christmas ads, a study which speaks to the people who matter the most – the ones advertisers are trying to influence.
Methodology
Each ad was tested amongst a representative sample of category buyers/intenders, who were asked a series of closed and open-ended questions. The Cubery Rating is our summary metric of overall effectiveness, representing a prediction of both the short- and long-term potential of an ad. The rating is based on an ad’s ability to deliver on three dimensions:
I really like the concept of ‘winning’ Christmas
The Christmas ads listed here are long form pieces of story telling creative – so why is the methodology based on buyers/intent?
If we’re to live by long-and-short effectiveness, we’re targeting everyone, not just category buyers.
How about mentioning the agencies who actually made the ads? As a marketer I love reading about advertising production and effectiveness as a window into what agencies are doing good work.
Hi Kate,
As a fellow marketer, I’d caution you against using this study as any indication of either effectiveness or good work.
Have a look back at previous ‘who won Christmas?’ from Sensecheck and the results are largely at odds with the actual financials when released by companies.
Dubious, black-box snake oil.
I hear you on the effectiveness metric, always somewhat subjective. Still good to know who is doing what though.