In news that has probably come too late for many agencies, a new study has revealed that consumers want advertisers to give them the feel good factor with their Christmas campaigns this year.
Undoubtedly the result of COVID, the British study was conducted by advertising companies Unruly and Tremor Video and found that that 47 per cent wanted 2020’s Christmas adverts to make them feel happy.
A further 44 per cent wanted the festive spots to make them feel warm, while 31 per cent pined for nostalgia.
Not that respondents necessarily wanted a laugh, only 17 per cent wanted a giggle from their Christmas adverts.
Information wasn’t a priority either, with only 15 per cent noting it as important.
When it came to COVID, a third of respondents said advertisers shouldn’t mention it in their ads. But did that mean two-thirds thought they should?
The study also noted that with more spare time on their hands thanks to the virus, Brits are preparing for Christmas earlier, half intend to undertake all or most of their Christmas shopping online with 91 per cent likely to increase their Christmas spend in at least one category.
Commenting on the study, Rebecca Waring, global VP of insights at Unruly said: “We know many brands are still unsure how to approach Christmas advertising this year. Our research shows a third of people think ads should reference COVID, while just under half of respondents had no opinion either way.”
Alex Khan, group managing director, international at Unruly added: “Online shopping and TV consumption are on the rise this Christmas, and as these channels are increasingly embraced due to continued stay-at-home restrictions, advertisers should seize this opportunity to deliver highly-targeted, personalised ads across all screens, particularly CTV and mobile.”
A new global report on the damaging effects of promoting fossil fuels has singled out Australia as being uniquely compromised by agencies lobbying for oil, gas and coal. The joint study by Australian organisations Comms Declare and Clean Creatives lists the 90 advertising, marketing and PR agencies that have hampered cuts to greenhouse gas emissions […]
Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]
Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]
OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]
Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion (US$10B). Freshworks, which was founded in India, has strong roots […]
Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]