Typical of the November period, our screens were full of Christmas ads to get Kiwis in the mood, and The Warehouse, with DDB, proved most successful in that mission as it's taken out the Ad Impact Award.
For the 60-second ‘Get that Christmas Feeling’ video, DDB asked consumers to reflect on what Christmas meant to them and then re-enacted these in an elaborate series of quirky segments, which included a super chilled out dad, a present cannon and a lego boat. It was an altogether fun campaign that focused more on spreading the Christmas spirit than pushing a hard sell.
Colmar Brunton said the ad was enjoyed by the New Zealand public and made them love the brand. It also found the creative contained different information compared to others, which was relevant, credible and very easy to understand by the audience.
The campaign scored particularly well in the impact it left on consumers, and also proved quite persuasive.
“Overall, ‘Get that Christmas feeling’ has created an appeal for the brand among kiwis, which is why they are more likely to shop at The Warehouse in the future,” the Colmar Brunton release says.
Moving away from Christmas, InterIslander’s ‘Find Time’, via Clemenger, was the runner-up for November, as its proved both enjoyable and effective. Colmar Brunton said New Zealanders were more likely to consider the InterIslander in the future after watching the emotional story of a daughter cheering up her father with a trip down memory lane.