CHRISTMAS CREATIVE TEST 2015
CHRISTMAS ADVERT SURVEY 2015
We love an emotional advert don’t we? ‘Sad-vertising’ is all around us this Christmas, led by the high profile John Lewis and chased hard by the likes of Sainsbury’s. But while they’re extremely worthy, maybe it’s just not Christmas… Jamie ShacklockDirector of Research Architecture
CHRISTMAS CREATIVE TEST 2015
ZappiStore’s Christmas Advert Creative test evaluated 11 adverts using its in-house automated research approach, with 1,000 responses captured using SSI’s panel in just a few hours. Read on to find out what people told us about Christmas advertising and the Christmas spirit.
CHRISTMAS ADVERT SURVEY 2015
WINNING ADVERTS
John Lewis – A Man on the Moon (Winner)
Also tested: Aldi, Asda, Boots, Harrods, Harvey Nichols, Lidl, Morrisons, Marks & Spencers, Waitrose
Sainsbury’s – Mog’s Christmas Calamity (Runner up)
CHRISTMAS ADVERT SURVEY 2015
SUMMARY We tested 11 Christmas ads from well-known UK supermarkets and stores and weren’t surprised to see John Lewis and Sainsbury’s rated significantly ahead of the pack in overall appeal, as well as in a host of emotive measures, chief amongst these being ‘sadness’. In fact, ‘sadness’ had the strongest correlation with people loving an advert. But what these ads didn’t win out on was Christmas related measures.
If you really want to feel Christmas, look to a whole host of glitzy ads from the likes of Aldi, Waitrose, Boots and Morrisons because what gets people in the Christmas spirit is happiness, not sadness at all. ‘Happy’ had one of the tightest relationships to that Christmassy feeling and sadness one of the weakest. Cynical as it may sound, in this age of rampant consumerism, the real Christmas spirit is bright lights, presents and eating as much as you can.
Interestingly, ‘happy’ is also in bed with behavioural change, but one suspects that these ‘happy’ Christmas ads are short term sales drivers only.
CHRISTMAS ADVERT SURVEY 2015
KEY METRIC SCORECARDBrand Advert ‘Lovers’ Behavior ChangeJohn Lewis Man on the Moon
Sainsbury’s Mog’s Christmas Calamity
Boots Discover More
Harrods The Land of Make Believe
Morrisons Handmade Right Here
Asda Light up Everything
Marks and Spencer The Art of Christmas
Aldi Favorite Things
Harvey Nichols Avoid Gift Face
Waitrose What makes your Christmas
Lidl The Lidl School of Christmas
Great
Average
Poor
Green indicates significantly above benchmark at 90% confidence levelOverall, how much did you like the advert? / After seeing the advert, are you more or less likely to change your behaviour?
CHRISTMAS ADVERT SURVEY 2015
WHAT EMOTIONS CREATE AD LOVE? Interestingly, sadness is the emotion with the closest relationship with ad ‘love’. John Lewis, in particular leads the way here, followed by Sainsbury’s but many ads avoid this territory entirely.
Sad
Unique
Sympa
thySw
eet
Thou
ghtfu
l
Inspir
ation
al
Authen
tic
surpri
seHap
py Cute0.00
0.20
0.40
0.60
0.80
Top 10 correlating emotions with ‘Lovers’ Advert ‘Sad’ score
John Lewis 26%Sainsburys 11%Harrods 7%Harvey Nichols 4%Aldi 1%Asda 1%Lidl 1%Boots 0%Morrisons 0%M&S 0%Waitrose 0%
Overall, how much did you like the advert? / Please select the emotions that best show how you felt when watching the advert.
CHRISTMAS ADVERT SURVEY 2015
EMOTIONAL REACTION OVER TIME John Lewis and Sainsbury’s leverage that sadness to take us on a more rewarding journey that brings more joy than other less challenging adverts. ‘Strong like’ increases rapidly in the final stages, where others remain flat. John Lewis
Morrisons
Sainsbury’s
Boots
Strong like
Like
Neutral
Dislike
Now move the scale bar when the video is playing to express your feelings.
CHRISTMAS ADVERT SURVEY 2015
EMOTIONAL ASSOCIATIONS WITH CHRISTMAS
But we don’t associated sadness with Christmas, but ‘happiness’ instead, hence we might think of John Lewis’ Man in the Moon as a great ad at Christmas, rather than necessarily a great Christmas ad.
-0.100.000.100.200.300.400.500.600.700.800.90
Top 10 correlating emotions with Christmas measures
FestivePuts me in Xmas spirit
Advert ‘Festive’
score
‘Puts me in Xmas spirit’
scoreAldi 64 33 Morrisons 61 40 Boots 61 50 Waitrose 61 39 Sainsbury's 57 34 Harrods 54 41 Lidl 52 35 Asda 49 38 John Lewis 47 31 Marks & Spencer 45 27 Harvey Nichols 42 19
Please select the emotions that best show how you felt when watching the advert.
CHRISTMAS ADVERT SURVEY 2015
WHAT EMOTIONS GENERATE BEHAVIORAL CHANGE?
Nor does sadness connect with any immediate behavioral change. Again, that is happiness and festivity – something that brands like Boots have achieved with a bright and glossy Christmas offering.
0.000.200.400.600.80
Top 10 correlating emotions with ‘behavioral change’
Advert ‘Happy’ score
Boots 55%Morrisons 52%Sainsburys 52%Aldi 52%Waitrose 47%John Lewis 46%Lidl 44%Harrods 43%M&S 37%Asda 36%Harvey Nichols 27%
After seeing the advert, are you more or less likely to change your behaviour? / Please select the emotions that best show how you felt when watching the advert.
CHRISTMAS ADVERT SURVEY 2015
ALL ADVERTS
CHRISTMAS ADVERT SURVEY 2015
JOHN LEWIS Advert: “Man on the Moon”
Influence score Emotional score Lover score Brand score
Top 3 messages
Top 3 emotions
Key words
John
Lew
is7.3 1.2
38
64 7.2
Sweet 53%
Festive 47%
Easy to understand 42%
christmaspeople
feelcare
lonely
johnlewis
time
man
love
moon
happy
loved
presentselderly making
sharegood
remember
express christmas.
reach
deserves
family reminds
sharing
shop
dont
xmasgift
happy 46%
thoughtful 43%
love 35%
Standard Norm Best in Class Norm
CHRISTMAS ADVERT SURVEY 2015
SAINSBURY’SAdvert: “Mog’s Christmas Calamity”
Influence score Emotional score Lover score Brand score
Top 3 messages
Top 3 emotions
Key words
Sai
nsbu
ry's
6.8 1.0
38
59 6.7
Festive 57%
Sweet 47%
Easy to understand 41%
christmassharing
sainsburyspeople
xmas help
sharing.cat
family helpingcommunity
great
fire
time
neighboursfriends
christmas.
spirit thingsshare
sainsbury
foodsafety
child
literacy
products
supporting
switched
together.
togetherness happy 52%
cute 40%
laughter 22%
Standard Norm Best in Class Norm
CHRISTMAS ADVERT SURVEY 2015
BOOTSAdvert: “Discover More”
Influence score Emotional score Lover score Brand score
Top 3 messages
Top 3 emotions
Key words
Boo
ts
6.8 0.732
46 7.0
Festive 64%
Puts me in the Christmas spirit 52%
Easy to understand 42%
bootschristmas
giftsxmas lots
presentsrange
wide
time
goodbuy
ideas
quality
great
productslot
gift
christmas.
collect
beautybrands
engaging
ready
daysell
choose
shop
it's
boots.
things
happy 55%
love 20%
excited 19%
Standard Norm Best in Class Norm
CHRISTMAS ADVERT SURVEY 2015
HARRODSAdvert: “The Land of Make Believe”
Influence score Emotional score Lover score Brand score
Top 3 messages
Top 3 emotions
Key words
Har
rods
6.6 0.932
46 6.6
Festive 54%
Sweet 48%
Easy to understand 43%
christmasharrods
magical smallxmasgoodland
things
placemice
shop
spirit coming
makingbig
help
peter
feel
matter
achieve
familydiscover
santa
magic
festive
better
it's
toy
buyadvert
cute 43%
happy 43%
peaceful 28%
Standard Norm Best in Class Norm
CHRISTMAS ADVERT SURVEY 2015
MORRISONSAdvert: “Handmade Right Here”
Influence score Emotional score Lover score Brand score
Top 3 messages
Top 3 emotions
Key words
Mor
rison
s
6.8 0.6
38
45 7.0
Festive 63%
Easy to understand 52%
Puts me in the Christmas spirit 41%
christmasmorrisons
foodxmasfamily
hand
magical
greatpersonalstoretouch
goodtimethings products
morrison's
fresh happy
special
christmas.
foods
producepersonalise
families
quality
easy
companyprovide
loved
tasting
happy 53%
thoughtful 29%
cute 26%
Standard Norm Best in Class Norm
CHRISTMAS ADVERT SURVEY 2015
ASDAAdvert: “Light up Everything”
Influence score Emotional score Lover score Brand score
Top 3 messages
Top 3 emotions
Key words
Asd
a6.6 0.7
32
43 6.6
Festive 49%
Puts me in the Christmas spirit 38%
Easy to understand 34%
christmasasda
fungood
xmas
great
shop
it's
happyenjoy
money
live
pricesbrand
dontproductslow
savecoming
helps
well
timebetter
buy
asda.advertenjoyingwill
exciting
family
happy 36%
excited 32%
laughter 21%
Standard Norm Best in Class Norm
CHRISTMAS ADVERT SURVEY 2015
MARKS & SPENCERAdvert: “The Art of Christmas”
Influence score Emotional score Lover score Brand score
Top 3 messages
Top 3 emotions
Key words
M&
amp;
S
6.4 0.8
38
41 6.5
Festive 46%
Puts me in the Christmas spirit 30%
Youthful 26%
christmasm&s
xmas
marks
art fun
lots
spencergreatfamily
buy
advertisingchristmas.
goodgifts
presents
shopping
range
fashion
productsquality
money
things
gifthappy
excitementhappiness
excitinggrownups...get
greedy happy 37%
excited 37%
cool 22%
Standard Norm Best in Class Norm
CHRISTMAS ADVERT SURVEY 2015
ALDIAdvert: “Favourite Things”
Influence score Emotional score Lover score Brand score
Top 3 messages
Top 3 emotions
Key words
Ald
i6.6 0.6
32
39 6.8
Festive 63%
Easy to understand 39%
Puts me in the Christmas spirit 36%
christmasaldi
xmas
family
food
good
favouritelots
christmas.
perfecthappy
items
time
magical
thingsproducts
dontfestivealdi's
it's
variety
buy
expectfanmily
gifts
goods
great
gfjtyjf
friends
fun
happy 52%
excited 23%
cute 20%
Standard Norm Best in Class Norm
CHRISTMAS ADVERT SURVEY 2015
HARVEY NICHOLSAdvert: “Avoid Gift Face”
Influence score Emotional score Lover score Brand score
Top 3 messages
Top 3 emotions
Key words
Har
vey
Nic
hols
5.8 0.732
38 5.8
Easy to understand 47%
Festive 44%
Sweet 21%
giftsharvey
presentsbuygiftchristmas
people
willavoid nichols
shopgood
rubbish
great
nicksbetter
nicholls
happy dont
nicols
receive
perfectpretend
productsfind
lovemessage
lots
boringthings
laughter 37%
happy 27%
indifferent 21%
Standard Norm Best in Class Norm
CHRISTMAS ADVERT SURVEY 2015
WAITROSEAdvert: “What makes your Christmas”
Influence score Emotional score Lover score Brand score
Top 3 messages
Top 3 emotions
Key words
Wai
tros
e6.2 0.7
38
37 6.4
Festive 62%
Easy to understand 48%
Puts me in the Christmas spirit 38%
christmaswaitrose
familyfood
good
timexmas
lotsfun
preparingheston
qualitywaitrose.
christmassyenjoying
eating
christmas.advert
exciting families
extra
getogethersfvrbf
food.friends
feel
family.
goods
feed
feedshappy 47%
excited 26%
love 24%
Standard Norm Best in Class Norm
CHRISTMAS ADVERT SURVEY 2015
LIDLAdvert: “The Lidl School of Christmas”
Influence score Emotional score Lover score Brand score
Top 3 messages
Top 3 emotions
Key words
Lidl
6.3 0.7
38
33 6.4
Festive 52%
Puts me in the Christmas spirit 35%
Easy to understand 34%
christmaslidl
xmas
products
goodpeople food
familylots it'sbuy
advertchristmas.
fun
enjoy
messageshowing
prepareprepared range
qualityneeded
provide
festive
lidlsidea
help
lidli
lidl. key
happy 44%
laughter 23%
cute 23%
Standard Norm Best in Class Norm
CHRISTMAS ADVERT SURVEY 2015
MERRY CHRISTMAS …whatever that means to you… For many of us, it looks like it means a happy and care-free holiday period, eating and drinking with our loved ones. That’s what underpins our ‘Christmas spirit’, and perhaps it’s not always about having a sharper focus on those less happy all around us.
For sure, we love to be reminded of the beauty of human decency and to think of those in need and how we can help. Even more so, we love an advert that offers these sobering thoughts and follows up quickly with a happy ending before we have to get too serious. But maybe this is tapping into a human spirit that should always be in residence, rather than necessarily a Christmas one.
The John Lewis advert is brilliant, but maybe it’s just not Christmas?
CHRISTMAS ADVERT SURVEY 2015
WHO General Population; N=100+ (per advert)
WHERE United Kingdom, Representative Sample
WHEN November 2015
WHAT 11 adverts tested via online survey; Sample provided with compliments from SSI
SAMPLE SPECS
Report Drafted by Jamie Shacklock & Team ZappiStore London
CHRISTOPHE OVAEREGlobal Sales & Marketing Director
JAMIE SHACKLOCKDirector of Research Architecture
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CHRISTMAS ADVERT SURVEY 2015
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CHRISTMAS ADVERT SURVEY 2015
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CHRISTMAS ADVERT SURVEY 2015
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