Briscoes claims Christmas victory in latest Ad Impact round

  • Ad Impact
  • January 25, 2016
  • StopPress Team
Briscoes claims Christmas victory in latest Ad Impact round

The Briscoes Lady, known to her loved ones as Tammy Wells, has become something of an advertising legend, appearing as the face of the retailer for over 25 years. And despite spending so much time in front of the camera, it appears she hasn't lost her touch, winning the latest round of Colmar Brunton's Ad Impact Awards.

This edition of the award is particularly sweet for the retailer (and its agency, Ogilvy & Mather) because it featured several ads produced in the lead up to Christmas, one of the most competitive periods in the advertising calendar (particularly for retail brands).

The ad takes viewers on a journey through a family’s Christmas, including children playing outside and men cooking on the BBQ.

“This story epitomises the New Zealand Kiwi summer Christmas and togetherness of the festive season that consumers can all relate to, overall delivering a heart-warming ad,” said the Colmar Brunton release on the announcement.

Consumers scored the ad highly on its impact measures, finding the Christmas scenes enjoyable and engaging to create a memorable ad.

“Viewers also find the ad persuasive, as it made them feel that Briscoes delivered the main things they need from a homeware store,” said the release. “This all culminates in a strong emotional response from viewers to the ad, with a strong sense of brand affinity and appeal created; helping to build long term brand equity for Briscoes.”

As is to be expected during the Christmas months, it was a battle of the retail brands, with Briscoes pipping Countdown's 'Food Glorious Food' spot to take the crown. 

What's notable abut both these spots is that they're slightly more endearing than the standard retail fare that's produced by these brands. And this is in some ways reflective of the global trend that has seen many retailers adopt a more creative approach to advertising during the Christmas period. And while neither of these ads are quite as jaw-droppingly good as the John Lewis spots, it's certainly refreshing tyo see retail brands becoming slightly more creative, albeit only during set periods of the year.   

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

The collaborative approach: Woods Agency's Reuben Woods on tackling the world stage from Tauranga
Sponsored content

The collaborative approach: Woods Agency's Reuben Woods on tackling the world stage from Tauranga

When Reuben and Melissa Woods started Woods Agency in their spare bedroom in Papamoa Beach back in 2004, they only had one regular client, bedroom furniture company Design Mobel. Fourteen years on, their client list spans the length of New Zealand and into the Pacific Islands. We chat with Reuben about how they built an agency that focuses on developing regional companies into world-class brands.

Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit