An eBay Plus ad by CHE Proximity has been named the most effective at engaging Australians during last year’s pandemic.
‘The fast and the furious’ by eBay Plus and CHEP edged up work from AAMI, Nescafé and Ice Break as part of Kantar’s Global Creative Effectiveness Awards, which tested ads using Kantar’s validated ad testing solution.
eBay Plus’s ad managed to rank 18th on Kantar’s global list.
Speaking about the ad, Kantar director, creative Kris Katalbas-Hagamann said the work was particularly well-received among Aussies.
“It resonated with consumers globally but especially with Australians because it took them behind the scenes in a humourous but succinct way,” Katalbas-Hagamann said.
“Ads adopting emotional routes have a better chance of breaking through the brain’s filters, and using an emotional cue like humour is actually one of the best ways to prevent people from skipping an ad in the digital environment. eBay played to this emotion very well.”
Kantar’s Head of Media, Digital and Creative Mark Henning added that high-quality creative was a must for brands looking to create engaging and effective campaigns.
“The quality of creative is the single largest driver of advertising profitability that a marketer can influence,” adds Kantar’s Head of Media, Digital and Creative Mark Henning.
“Our global CrossMedia studies find that creative quality and consistency of use across channel accounts for 50 per cent of campaign effectiveness. The link between the top 10 Aussie ads is that they each have strong creative, which is built consistently across touchpoints to make the most of the media synergies – and understanding how to make that creative effective in the environment is absolutely critical.”
“As Australians continue to explore, engage and communicate in our COVID-social world, Kantar’s March Consumer Sentiment Survey finds over two in five Australians have increased claimed usage of TV on-demand (47 per cent) and online platforms (40 per cent) while the average media consumption and claimed usage by Aussies has increased by 30 per cent.”
Kantar Australia Creative Effectiveness Awards – Top 10, 2020
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