Punter Appeal - DDB UK
By Matt Williams, campaignlive.co.uk, Thursday, 01 December 2011 08:00AM
Terry's proved a smash hit for DDB UK but its campaigns for Harvey Nichols and Gu fell flat.
At the end of the day, the UK is still a nation of chocolate lovers. That's if DDB UK's Punter Appeal results are anything to go by, after Campaign asked 2,000 members of the public to rate ten of the agency's ads.
Coming out on top was the Terry's Chocolate Orange "smash it to pieces" spot, which showed people attacking their chocolate sphere in order to break up the segments. The ad just managed to scrape an overall score of 6.06, and proved that DDB made a good decision to ditch Dawn French from Terry's marketing campaigns in favour of a bit of mindless violence.
Grabbing second and third in DDB's list are two brands that have helped make the agency famous over the past few years.
A charming TV spot for Volkswagen, which sentimentally recalled how all the best cars from the old days were roofless, was awarded an overall score of 5.81, while Marmite proved that more people love than hate its advertising by achieving an average rating of 5.66.
Further down the list, the public's scores for a Virgin Media campaign provided mixed results for DDB as it braces itself for the outcome of the technology company's advertising review. A mark of 5.8 for how impressed the public were with the ad wasn't too bad, but the fact that people weren't particularly enthused to share the spot with friends resulted in it only achieving an overall mark of 5.37.
At the wrong end of the table were ads that seemed to be well received by the creative industry when they broke earlier this year.
The Gu "temptations" campaign highlighted those moments when you're tempted to do something you're not supposed to, but the public struggled to identify with the charm, awarding it just 4.95.
Bottom of the pile was a brand that has historically done well in ad award shows. Harvey Nichols has won plaudits both domestically and in Cannes, and has repeatedly produced visually intriguing campaigns. The latest ad, to promote the retailer's summer sale, used the positioning of "daylight robbery" but, judging from a disappointing overall score of 4.33, it seems that it was the public that were the ones left feeling shortchanged.
How DDB's Ads scored
1. Terry's Chocolate Orange - Smash it: 6.06
2. Volkswagen Golf - Cabriolet: 5.81
3. Marmite - Haute cuisine: 5.66
4. Purina - Winalot: 5.64
5. Bud Ice - The hotter the day, the less you pay: 5.45
6. Virgin Media - TiVo: 5.37
7. Kwik Fit - Kitt: 5.36
8. Tropicana - Great-tasting juice: 5.34
9. Gu - Temptations: 4.95
10. Harvey Nichols - Daylight robbery: 4.33
Source: OnePoll Research. Sample: 2,000 people (1,051 female, 949 male)
This article was first published on campaignlive.co.uk
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