2014 – a vintage year for Christmas advertising?
John Lewis was the undisputed winner last Christmas in the store wars with The Bear and the Hare emerging as Britain’s favourite Christmas ad (TNS 2013 data) and the campaign credited with driving the retailer’s most successful Christmas on record.
Can ‘Monty the Penguin’, John Lewis’ 2014 campaign, match the same achievements?
In contrast, 2013 proved a tough Christmas for Tesco, the UK’s largest retailer, with a disappointing ad campaign and poor sales. Would 2014’s Tesco TV execution resonate more strongly with consumers?
To explore this TNS UK tested both John Lewis and Tesco’s latest TV executions using a combination of TNS's AdEval approach, a validated approach covering both short-term and long-term campaign effects, coupled with Affectiva’s facial coding and emotion analytics software.