Why the effectiveness of Christmas ads is worth uncovering
Cubery’s Sam Walters looks at the ads that hit their festive targets in 2021.
2021 marks Cubery’s sixth annual review of Australian Christmas advertising, assessing not only the creativity of ads, but also the effectiveness.
Why test ads? Because it gives marketers the confidence to know they’ll work, a chance to step outside the marketing bubble and get feedback from a diverse range of people — many of whom have little in common with those behind their creation.
Brands were quicker to the punch releasing their Christmas campaigns this year, eager to entice shoppers who are at long last — Omicron forgiving — looking past lockdowns and keen to make up for lost time. Having said that, while normality has largely resumed across the country, the communications approach adopted by the vast majority ultimately didn’t deviate too far from last year.
