It’s one thing to make a top ten list for entertaining creative. It’s another thing entirely to make a top ten list for effectiveness. Both the left brain and the right brain can celebrate!
“It’s not what the brands are trying to communicate, it’s how they communicate,” said Peter Daboll, CEO of Ace Metrix, which tracks ad effectiveness based on metrics like “likeability,” “attention,” “relevance,” and “desire,” or purchase intent. “A lot of these brands, especially on the retail side, are very good examples of using a story to spread their message.”
The brief came from PetSmart. The ideas for campaign concepts and production came from Boom Ideanet. And the results came from pet parents everywhere. Check out spots and the story here: Watch The Holiday Season’s Most Effective Ads.
See the PetSmart ad below, and read more about the PetSmart campaign at this earlier Boom Holiday TV blog entry.