凯度-2021年创意效果奖（英文）-2021.5-13页_5mb

Kantar Creative Effectiveness Awards 2021 Summary

Core Content

The Kantar Creative Effectiveness Awards 2021 highlights the most creative and effective advertising campaigns from 2020, emphasizing the enduring principles of effective advertising even in the context of the pandemic. The report outlines five key habits that contribute to ad effectiveness, showcases winning ads from various markets, and provides insights into the creative strategies used to achieve success.

Main Points

• Advertising Continuity: Despite the challenges of the pandemic, people continued to engage with ads, and the effectiveness of advertising remained consistent with pre-pandemic standards.
• Creative Effectiveness: Effective advertising is not just about being noticed but also about creating meaningful emotional connections and aligning with brand values.
• Consumer-Centric Approach: Brands that understand and address consumer needs through creativity tend to see greater success in both short-term and long-term metrics.
• Testing and Validation: Kantar uses its Link platform to test and validate the effectiveness of ads, ensuring they deliver value to brands in terms of sales and brand equity.
• Inclusion and Diversity: There is a growing emphasis on inclusive advertising, which not only aligns with societal values but also enhances brand performance and ROI.

The 5 Habits of Highly Effective Advertisers

1. Being Distinctive

   • Ads must stand out in a saturated market.
   • Example: Adrenaline Rush (Russia) uses fast-paced visuals and a powerful soundtrack to capture attention.
   • Fast-paced ads have a higher short-term sales likelihood compared to slow-paced ones.

2. Branding Intrinsically

   • Ads should reinforce brand identity and ensure the message is memorable.
   • Example: Cheers to all (Heineken) and Pimp my Goat (Kozel) effectively integrate brand messaging into the narrative.
   • Strong branding is linked to better recall and long-term brand equity.

3. Being Meaningfully Different

   • Ads should create a distinct and emotionally resonant brand image.
   • Example: Atino (Bosch) uses storytelling to evoke emotional responses and position the product as a meaningful tool.
   • Brands that convey a meaningful difference can see up to double the growth in brand value.

4. Triggering Emotion

   • Emotional engagement is a key driver of ad effectiveness.
   • Examples include heartwarming stories (And a lot of Milka), emotional relevance (It Comes Naturally), and humor (Consignes 2 Sécurity - The Retour).
   • Emotion helps in creating memorable and impactful brand associations.

5. Talk with Your Consumers

   • Testing ads with real consumers is essential to ensure they meet brand and marketing objectives.
   • Kantar uses the Link dashboard to provide insights and optimize creative content.
   • Testing can be done quickly and affordably through the Kantar Marketplace platform.

Key Winning Ads

Winning Creative Tactics

• Inclusion and Diversity: Many ads address social issues and promote inclusivity, contributing to brand growth and emotional impact.
• Humor: Used effectively in ads to engage audiences and maintain brand relevance.
• Storytelling: A powerful tool to create emotional connections and reinforce brand values.
• Celebrity Endorsements: While not a guarantee of success, they can enhance brand credibility and reach.
• Local Adaptation: Tailoring ads to specific markets helps in better engagement and relevance.

Conclusion

The Kantar Creative Effectiveness Awards 2021 demonstrate that effective advertising remains rooted in creativity, emotional connection, and brand alignment. By following the five habits outlined, advertisers can create campaigns that resonate with consumers and deliver measurable results. Kantar's insights and testing tools, such as Link and Kantar Marketplace, provide valuable support in achieving these goals.