christmas advertising of 2014
TRANSCRIPT
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CHRISTMAS ADVERTISINGAROUND THE WORLD
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All Over The World
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Advertising - UKand small bit in US
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GOT LOTS TO WATCHNOTE DOWN YOUR FAVOURITE
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MULBERRYFASHION BRAND, HANDBAG DESIGNER
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MARKS & SPENCERRETAILER
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DEBENHAMSRETAILER
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BOOTSPHARMACY CHAIN
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SAINSBURY’SSUPERMARKET CHAIN
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JOHN LEWISRETAILER
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BURBERRYLUXURY FASHION HOUSE
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WAITROSESUPERMARKET CHAIN
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THE CAMPAIGN
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THE OUTCOME
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ARGOSCATALOGUE RETAILER
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TESCOSUPERMARKET CHAIN
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POST OFFICE UKPOST OFFICE
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LIDLSUPERMARKET CHAIN
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ALDISUPERMARKET CHAIN
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HALFORDSBIKE RETAILER
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HARRODSDEPARTMENT STORE
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COCA COLA
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EXPEDIAAIRLINE
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MORRISON’SSUPERMARKET CHAIN
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WHAT IS CHRISTMAS?
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THEMES OF 2014 CHRISTMAS ADVERTISINGGIVING CARING SHARING LOVE FUN
ENTERTAINMENT HUMOUR SUPPORT ELEGANCE BEAUTY
Christmas Spirit
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Debenhams
Marks & Spencer
Mulberry
Boots Waitrose
Burberry
John Lewis
Sainsbury’s
Post Office UK
Tesco
Argos
Coca Cola
Harrods
Aldi
Lidl
Morrison’s
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Debenhams
Marks & Spencer
Mulberry
Boots Waitrose
Burberry
John Lewis
Sainsbury’s
Post Office UK
Tesco
Argos
Coca Cola
Harrods
Aldi
Lidl
Morrison’s20,000,000 200,000 62,000
1,600,000
14,500,000 1,500,0001,000,000
3,100,000
750,000 8,500,000 900,000
28,000
65,000
50,000
600,000 1,400,000
1st
2nd
3rd
4th
5th
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THE WINNERS
CHRISTMAS VALUES
BRAND
VISUALLY CONNECTSVALUES AND BRAND
"THE BRANDS THAT TUG AT OUR HEARTSTRINGS ARE THE BRANDS WHICH GET US TO OPEN OUR WALLETS. WE SIMPLY DON'T WANT TO BE RATIONAL ABOUT CHRISTMAS.”
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STORYTELLING THAT WINSCREATING MYSTERY
HEARTWARMING EMOTION
CALM BEAUTY
CREATING QUALITY CONTENT RATHER THAN SELLING
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ADS THAT LOSE
DIRECT SELLING
PRODUCT PLACEMENTS
TRADITIONAL ADVERTISING
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WINNERS KNOWTHEY GOT IT RIGHTAND THEY’RE CONTINUING THE STORY ON SOCIAL MEDIA
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USE OF #SOCIALMEDIA TO CONTINUE CONVERSATION AND ENGAGEMENT
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#SpecialBecause 1 tweet per 380 views
#MontyThePenguin 1 tweet per 90 views
#ChristmasIsForSharing 1 tweet per 390 views
#WinChristmas1 tweet per 240 views
#FollowTheFairies1 tweet per 110 views
#FoundIt 1 tweet per 42 views
Misleading
ENGAGEMENT
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#AllWrappedUp 1 tweet per 11 views
Misleading
#TescoToyTeam1 tweet per 6800 views
#SantaFliesCoach 1 view per 114 views
ENGAGEMENT
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THANK YOU!