Jon Evans’ Post

⚠ C-word alert! (No not that one...THAT one..!) Let's talk Christmas ads. Are they still worth it? 🎄 Spoiler: yes. Retailers have faced a few tough years with ad spend taking a nose dive accordingly. 2023 is the year that bucks that trend though, with a 4.9% increase on overall festive spends by our biggest supermarkets. With your telly and socials (and everywhere else!) about to be festive-bombed by everything from talking carrots - yes he's back - to giant carnivorous plant Christmas trees, these ads are always a lesson in how brands perceive their audience, and how they think is the best way to connect with them while standing out from the rest of the noise. One of my faves at the moment is the Morrisons ad. Created by Leo Burnett UK, it's a silly, joyous rendition of Nothings Going To Stop Us Now sung by a various selection of oven gloves, with a focus on the cooks of Christmas. As Billy Connolly once wisely said "Don't ever trust a person who, when left alone in a room with a tea cosy, doesn't try it on" 😂 Equally, I think we're all going to be a little tempted with a little oven glove puppetry! A spin off social media campaign to get UGC of people trying their own oven gloves videos is a nice touch. The wider campaign is placed on radio, press, digital display, social media and out and about as well as the traditional TV ads. Well aware that this one is probs going to be a Marmite affair - let me know what you think! Does it give you the feels or should they stick a sock(puppet) in it? 👇 #christmasad #branding #brandstrategy #ads #coolads #brandcampaign #christmascampaign #smallbusinessmarketing #norfolkbusiness

Long-term brands and agency relationships WORK BETTER.

Happy Valentine's Day! No, not yet! First, comment your partner's name in the comments and get featured on billboards nationwide. Wait, don't be so quick. This was a marketing gimmick successfully pulled off by McDonald's in 2018. What an amazing campaign! Two takeaways from this would be: 1. Celebrate trending events with your audience. 2. Customer engagement at its best. Let's connect on your thoughts! Cossette McDonald's #advertisingandmarketing #marketing #digitalamarketing #mcdonalds #digitaladvertisingagency #business #slogan #campaign

The countdown to The Big Game is here! Fast Company ranks this year’s best Super Bowl ad teasers, and David Shafei's collaboration with GEICO and The Martin Agency makes the top 2! Read more on Fast Company.

"How do you like them... donuts?” I've been looking at the Super Bowl 'best of' ads lists, and no one agrees on which ads were the best last night. No one! I've never seen such a wide range of opinions on Super Bowl ads. My favorite commercial - the Dove 'Hard-Knock Life' commercial, which shows girls playing sports and getting knocked around and then hits us with the powerful message: Hard knocks don't stop girls playing sports... low body confidence does. Let's #KeepHerConfident - doesn't even show up in most lists! I think the best commercials are the ones you remember the next day. So, what do you remember today? State Farm: "Like a Good Neighbaaa"? Dunkin': "The DunKings"? Skechers: No, Mr. T? CeraVe: I am Cera… Ve? I think the Dove ad has legs. I can definitely see them continuing with their Keep Her Confident campaign in the coming year. (It began in October of 2023) I wonder how many other Super Bowl commercials that will be true for? #superbowl #advertising #marketing

Another Boston runs on Dunkin’ ad. I like it, I do! I like it, but do I love it? Do I feel it in my bones? ☕ Casey Affleck’s current “Instigator” movie promo isn’t his first rodeo with Dunkin’. He was featured back in 2016 in a super funny SNL commercial. A clever skit that cemented the relationship between Dunkin’ & Boston. https://lnkd.in/gFMYEJbp ☕ Ben Affleck in “The Drive-thru” made all the sense of the world and had a really strong showing in our System1 Test Your Ad platform. Overall, it was very funny, likable, and strong for short-term sales lift. https://lnkd.in/gtw5p5bx ☕ “The Dun-Kings” is where things get a bit more interesting. Dunkin’ topped our charts as the #1 Super Bowl advertiser for short-term sales lift potential but struggled to emotionally connect in a way to build long-term brand growth. Negative emotions can work really hard for you if you resolve them, but the Ad seemed to have polarizing components (or personalities), leaving unresolved feelings of contempt, disgust & anger. https://lnkd.in/grMxYtkG ☕ So what does Dunkin' love look like? “Holiday Unboxing” featuring Glenn White’s “Everybody Loves a Donut.” You can’t underestimate the power of the human connection & sharing along with a singable tune that makes your heart sing. https://lnkd.in/gSM9gvSE What are your thoughts? Love it? Like it? Still pining for a Dunkin’ jumpsuit? I share #Advertising & #Marketing musings, follow for more. Andrew Tindall Jess M. Genevieve Norris Melissa Rosenthal

💡Some marketing agencies are hesitant to utilise billboard advertising, citing the challenge of tracking or measuring the campaign’s success. However, this perception is not entirely accurate. By integrating a unique phone number or a distinct code within the advertisement, it becomes feasible to monitor and quantify the outcomes effectively. ✅ This method can provide valuable insights into the campaign’s reach and impact, allowing for a more precise assessment of its effectiveness. Moreover, such data can guide future marketing strategies, ensuring that billboard advertising becomes a measurable and results-driven component of the marketing mix. Alternatively, you could create an ad purely for brand awareness without tracking as the example below via Waitrose & Partners and Saatchi & Saatchi UK, which: ✔️ Became a taking point within the local community. ✔️ Received free press coverage ✔️ Being shared on social networks via users like myself outside of the ad location👏🏾 #digitalmarkeing #marketing #billboard #advertising #adspace #brandawareness #publicrelations #pr

Tribute to a Childhood of Doing Nothing Ft. 5 Star Not only as my favourite chocolate but as one of the most memorable brands known for its unique ads, 5 Star has always been about chilling. Not to be confused with ‘taking a break’ (wink wink). 5 Star has been perfecting the art of ‘doing nothing’ for so long that one particular marketing campaign took me out for its mischievousness. A TV ad simply pointing out the way the 5-star review system on practically every website ever is, in fact, a mass promotion for 5 Star itself. #Gasp #TheMoreYouKnow The impeccable tone captured in this ad is a testament to how well the team knew both their audience and the brand itself. The brand is drenched in nostalgia and remains one of the most adored homegrown brands that stood the challenge of time by constantly adapting. So the next time you rate any of your e-shopping hauls, remember to take a bite of 5 Star and do nothing! Watch the ad here: https://lnkd.in/dWyUcSer #cadbury #5starchocolate #donothing #marketingcampaign

POV: You create a wonky billboard stunt so believable than someone alerts the council and a safety fence is installed Waitrose and Saatchi & Saatchi UK created this wonky billboard to demonstrate their recent price drops. A concerned member of the public notified the council over fears of public safety. As a result, the OOH campaign has earned a tonne of media online. I’ve seen a few of these billboard stunts from brands like Specsavers and McDonalds lately, but I like the value add here: ✔️ Simple message (price drops) ✔️ Community participation (calling the council) ✔️ Talkability (press coverage) What do you think?

So Andrew Ross Sorkin estimates ~$30M for Dunkin’s Super Bowl ad. Just for fun, assume Dunkin makes 5 cents in free cash flow per dollar of revenue. That means the ad + extra post-bowl content + incredible viral buzz would need to generate $600M in revenue that only occurred because of the ad. Assuming average purchase price of $10 (coffee and a donut or 2), that’s 60M unit sales to break even. My guess is that Dunkin smashed that number. What do you think? You can by the track suits for $120 (sold out). That’s extra recenue. https://lnkd.in/e3hPTx9r