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Advert Ratings: Easter Edition

As we all know, Christmas adverts are supermarket’s time to shine – at least for their Creative, Advertising, and Marketing teams. However, as consumers we have never taken the time to appreciate the magical delights that are Easter adverts!

So here are the Supermarket Advert Ratings: Easter Edition…

Aldi

The German supermarket depicts a beautiful dreamland of festive treats with the words to “My Favourite Things” from the classic “The Sound of Music” altered to reflect the on going theme. A wonderfully made advert that gives the semblance of a child’s dream or maybe even a chef!

TDLY ratings for:

Creativity – 8/10                            Marketing – 7/10                          Festivity – 9/10

Total Score = 24

 

Lidl

A brilliant series of Easter ads – five to be exact! The main one showing a typical classroom situation with very young children being told by their teacher that they will be planning an Easter Egg Hunt for their parents. With all the excitement and fuss that this creates it allows Lidl to give their audience a sense of whimsy and nostalgia towards the season.

TDLY ratings for:

Creativity – 7/10                            Marketing – 8/10                          Festivity – 9/10

Total Score = 24

 

Morrisons

Amidst their rebranding Morrison’s gives the feeling that they just needed to whip up an ad for the seasonal period. Although the thought behind the message and the emotion it brings it shows lack of creativity. Nonetheless they are able to display a lovely array of items from Morrison’s with the hint of humour.

TDLY ratings for:

Creativity – 5/10                            Marketing – 7/10                          Festivity – 8/10

Total Score = 20

 

Asda

You’ll either have nightmares or be in complete hysterics! Only Asda; the company that made patting your bottom to show you saved money an iconic gesture, would be able to pull this off! A giant chocolate hen being delivered to an Asda supermarket is the opening scene, this hen is alive and then climbs on top of the store to lay chocolate eggs that fall through a hatch on the roof into the store to an eagerly awaiting crowd!

TDLY ratings for:

Creativity – 7/10                            Marketing – 6/10                          Festivity – 7/10

Total Score = 20

 

Tesco

An inspired ad that is seemingly British, presenting what children can do in the space of their fortnight long Easter break! Not only do they display foods but they also show home crafts ideas for young ones (using Tesco containers and 5p bags) in this aptly titled montage; “14 Days of Helps”. The altered take on what needs to be shown in an Easter advert is surprisingly exceptional in its own simplicity.

TDLY ratings for:

Creativity – 9/10                            Marketing – 8/10                          Festivity – 6/10

Total Score = 23

 

Sainsburys

This is a wonderfully eclectic arrangement of clips that give hints of what more one could add to their traditional Easter foods. Perfectly named #LittleTwists playlist, gives the idea of adding bacon to hot cross buns and ginger beer to roast lamb with the exciting big band music playing in the background! These mouth-watering ads have given the British consumer a delightful medley of options for their festive treats.

TDLY ratings for:

Creativity – 9/10                            Marketing – 8/10                          Festivity – 8/10

Total Score = 25

 

Waitrose

The array of Waitrose food arranged on this perfectly white table cloth is the opening scene with an extremely British male voiceover describing flavours of Easter eggs finishing with a cameo of celebrity Chef Heston Blumenthal. That’s about it – the simplicity and direct message is liberating considering all the other adverts from their competitors. There is a lack of imagination however this is quite forgiven with the minimalistic portrayal of Easter at Waitrose.

TDLY ratings for:

Creativity – 6/10                            Marketing – 8/10                          Festivity – 7/10

 

Marks and Spencer

Who doesn’t love an M&S ad!! We all do…from the Christmas and Valentines ads that leave the audience salivating to the skilfully orchestrated display of their pre-packaged foods. This display of chocolate in the “Adventures in What Came First?” video is as wholesome as the rest of them. Although this is not a new venture in terms of creativity for M&S, they always know how leave the consumer magically stimulated.

TDLY ratings for:

Creativity – 7/10                            Marketing – 9/10                          Festivity – 8/10

Total Score = 24

Happy Easter Folks!

Aston Martin Targets ‘Femennials’

The 2016 Geneva International Motor Show has been going on for the last two weeks, unveiling new models and car concepts for the year to come. Now in its 86th year, the Swiss auto show has become a who’s who in terms of car brands, ranging from Audi and Honda to Maserati and Tesla.

The crowd favourite however was the Aston Martin DB11, which CEO Andy Palmer calls “dynamically gifted” combining “exceptional design with the latest technology throughout”. Palmer elaborates that the DB11 is “not only the most important car that Aston Martin has launched in recent history, but also in its 103-year existence”. This reflection comes as no surprise due to the luxury automaker’s chequered past. In fact, Aston Martin has slid into bankruptcy seven times during its 103 years and has failed to turn a profit since 2010.

The DB series, named after onetime owner Sir David Brown, was arguably popularised due to its association with James Bond, appearing in 12 out of 24 Bond films. This love affair between two British icons positioned the DB as a bad boy’s car of choice, but has had negative connotations in the form of alienating a female demographic. It has been reported that out of an estimated 70,000 sales, over its entire history, only 3,500 Aston Martins have been sold to women. Therefore, the DB11 will mark a new era for Aston Martin as it introduces a new strategy to broaden its customer base.

Enter Charlotte, a young, attractive and wealthy female buyer-persona which the DB11 is targeting. While at the convention in Geneva, Mr. Palmer further proclaimed that “when you start on a new car, you start with your customer in mind” and thus “the DB11 has been designed for a young lady, sophisticated and rich”. This customer-focused view was ratified by Laura Schwab, President of Aston Martin’s Americas Division, who affirmed that “the car has broad appeal” and “is very approachable, regardless of your age or gender”. But how exactly does Ms. Schwab purpose to reach these ‘femennials’? With a cocktail of experiential events and personal word-of-mouth.

Even before Geneva, Schwab set her plan in motion by sending exclusive DB11 material to existing customers for a first glimpse of the female friendly supercar before the rest of the world. And, as of last week, physical DB11s are currently being hauled across America where Aston Martin teams are hosting parties for their past customers to experience the newest edition to the DB bloodline in person. These parties are being held in settings such as the country club a customer belongs to, and at times even in a customer’s home, where said customer is invited to come along with 11 guests to celebrate the DB11 in style. Not your average test drive huh?

Ms. Schwab believes that for a rarefied brand “to attract new customers, you start with who you know”, and in Aston Martin’s case she seems to have got it right as the DB11 already has 1,000 orders. Although it has not been released yet how many orders have come from so-called ‘femennials’, Christopher Cedergren, of consumer behaviour consultants Iceology, is optimistic. Cedergren claims that the promotional styling of “beauty and performance” is the perfect combination for capturing young and affluent consumers, particularly female.

This repositioning is supposedly just the beginning as Aston Martin hopes to move beyond sports cars and introduce crossovers and full size-size sedans over the next decade. For now however, the newly targeted DB11 has definitely left crowds at Geneva shaken and stirred.

P&G V Unilever: Who Did It Better?

The annual Warc 100 was released yesterday showcasing the world’s best marketing campaigns of 2015. The methodology of this ranking is a culmination of more than 2,000 separate campaign awards across creativity, strategy and performance. P&G walked away as the most effective advertiser with 9 campaigns making the top 100. ‘Like A Girl’ by Leo Burnett for Always and ‘Smellcome To Manhood’ by Wieden & Kennedy for Old Spice were two such P&G campaigns on the list.

P&G dethroned Unilever form the previous year as only three Unilever campaigns made the top 100 this year. According to the report, while both companies have driven efficiency by cutting ‘non-working media’ and shifting to digital, P&G had the upper hand based on powerful advertising and talkability. Have Unilever cut costs so much as to stifle their marketing ideas?warc-firm-rankingElsewhere, Warc named Ikea and Heineken as ‘breakthrough brands’ as both made their top 10 début this year. Warc credited these positions to the Swedish retail brand’s global scale and international success while the Dutch brewing company was awarded more so for its sponsorships such as the Rugby World Cup and to the Bond franchise.warc-campaigns-rankingThe campaign that bagged the top spot however was ‘Penny the Pirate’ by Saatchi & Saatchi for OPSM, an Australian optical chain which produced and promoted a printed book and app to help identify vision problems in children. This combination of traditional and digital media saw 126,000 parents buy the book, an increase in eye test bookings by 22.6% year on year and a jump in sales of 22.4%.