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Paddington versus Coca Cola – who’s making consumers ‘feel’ Xmas?

It may still be November (just), but for marketeers the Christmas season started way back. For many consumers, it started when John Lewis dropped the latest in its now iconic festive TV campaign – but where does the department store’s Moz the Monster creative sit with viewers?

According to recent research by Realeyes, the John Lewis ad isn’t even in the top 10. Realeyes uses webcam and facial recognition technology to measure how people feel when they view advertisements. And Lucid tracked over 3,000 viewers to track their engagement.

Their results showed that the Coca-Cola ‘Gogglebox Holidays Are Coming’ creative topped the poll. John Lewis’ Moz the Monster campaign listed at just number 17.

The top ads for creating emotions, according to Realeyes, are:-

Coca-Cola – Gogglebox Holidays Are Coming

Vodafone – A Christmas Love Story

McDonalds – Carrot Stick Christmas

M&S – Paddington & The Christmas Visitor

Currys/PC World – Merry Techmas

H Samuel – Beautiful Christmas Gifts

Waitrose – Christmas Gifts

Heathrow – Bears Christmas

Pandora – Do You Get What You Wish For?

Tesco – Turkey, Every Which Way

“Whilst the hype around Christmas ads has now become a national pastime, it’s sometimes forgotten that their job is to help sell more products and people’s emotional response plays a big part in where they decide to shop,” says Mihkel Jäätma, Realeyes’ chief executive.

“This year saw advertisers trying to be more authentic by using real-life situations, humour and romance to relate to people, which could be seen as a way to cheer them up via universal themes after what’s been another divisive and turbulent year.”


INDUSTRY SPOTLIGHT: Chartered Institute of Marketing cites YouGov survey on ethical advertising

Pulling advertising from YouTube and other parts of Google might appear an extreme reaction by M&S and HSBC, but they could be just the tip of the iceberg, says Chris Daly, CEO of the Chartered Institute of Marketing.

This year it will become increasingly common to see brands taking action to build an ethical company name, and ensure they are engaging in reputable marketing practices.

The CIM’s recent YouGov survey revealed almost nine out of ten (87%) of marketers feel there is now more pressure for their brand to act ethically and provide a role model for society.

This is not just because it’s a good thing to do so: 89% believe the internet, and particularly social media, is giving consumers more information on how brands behave and more power to affect change.

“It is no surprise, then, that 70% reported they were concerned about factors outside of marketing that could affect their ability to protect the brand,” said Daly. “To get a handle on this, marketing needs to have a much stronger influence throughout an organisation to shape ethical policies and protect brand reputation.”