UK Retailer Iceland’s No Palm Oil advertisement is the most powerful ad of Christmas 2018, according to Kantar Millward Brown’s annual consumer research into the effectiveness of festive advertising campaigns. Consumers reviewed ads from 22 brands and retailers, scoring each on 12 factors that are proven to motivate people to buy, and build a strong brand in the long term. The research team also carried out facial coding, which analyses people’s facial expressions as they watch to get a true emotional response.
Iceland’s controversial ad was best-received overall. It performed well across the board, with consumers scoring it top on 10 of the 12 factors, including ‘Involvement’, ‘Brand Love’, ‘Enjoyment’, ‘Persuasion’, ‘Relevant’ and ‘Different from others’. The retailer has used Christmas to communicate a powerful message, wrapped up in a story that’s beautifully told. The reworked Greenpeace ad successfully taps into the spirit of 2018 by choosing to talk about wider societal and environmental issues. The effectiveness of the ad – which has been viewed millions of times online – shows it’s possible to make a huge impact without spending on a TV campaign, if you have an emotionally compelling story that creates ‘buzz’ in the media. Impressively, Iceland also saw a large 29-point improvement in Offline Influence (the degree to which consumer influencers are talking about it offline).
You can watch the campaign here