Kantar today revealed the 10 most creatively effective Australian and New Zealand ads of 2021 as judged by consumers.
The ads, part of Kantar's Creative Effectiveness Awards, were chosen from more than 100 tested using Kantar’s testing solution, Link.
Brian Turner, Kantar New Zealand's creative development director, says the ads were bold, brave, authentic and embraced storytelling to cut-through ongoing pandemic disruptions.
“What makes these awards unique is that consumers are the jury," he says.
"As people control a brand’s fortunes through their spending power, their voice should be heard when it comes to effective advertising and these top 10 spoke loud and clear to us all down under during 2021.”
The top 10:
1. Mitre 10 ‘With You All the Way’ New Zealand, TV
Winner - Global Kantar Creative Effectiveness Awards
“This is a beautiful example of how a well-crafted storyline can show both a product and brand experience to best effect. The whole experience is brought to life with charm and empathy, employing human interconnectedness and emotion to its advantage. You cannot help but feel that you will be in the safest of hands with Mitre 10 for your toughest DIY project.”
2. Tourism New Zealand ‘Messages from NZ’ Australia, TV
“This creative demonstrates the benefits of showcasing what you have at its best while staying authentic when you do it. It combines warmth, charm, a dash of humour and some Kiwi understatement, showing off New Zealand at its visual best. Of course you'd want to visit!”
3. Air New Zealand ‘Your ticket to a New Zealand Adventure’ Australia, TV
“This quick Tikki tour of some of New Zealand’s best attractions to whet the appetite with a price to seal the deal all wrapped up in a 15-second short inspired the post-pandemic adventurer in us all.”
4. KitchenAid ‘Make to stand out’ Australia, Digital (OLV)
“KitchenAid mixes all the right ingredients. At a time when home cooking was in our top tiers of lockdown entertainment, the ad keeps the product at the centre, showcasing its functionality with a quirky close-up and lively execution. It glamourises the often-used demo and takes it to the next level.”
5. Airbnb ‘Twilight’ Australia, Digital
“Airbnb’s simple carousel of visual and bijou retreats is at once elegant, engaging and effective – encouraging the wanderlust in us all while we were stuck at home.”
6. OAK Flavoured Milk ‘OAK Flavour Generator Phase II’ Australia, Digital (Facebook, Video)
“This consumer-led campaign centres on Oak drinkers creating their own flavours. It generated intrigue and interest in discovering which flavours would actually find their way to the shelf. The campaign created buzz and excitement across Australia and was a resounding success.”
7. Google ‘Helping you help others’ Australia, TV
“Google beautifully demonstrates its portfolio of products in an entertaining and informative way. Credible scenarios are woven in an easy-to-follow mission filled with warmth, humour and empathy. It is purpose and product woven together into one powerful narrative.”
8. OMO ‘Sustainable OMO Refill’ Australia, TV
“People are left feeling not just confident that OMO will get their clothes clean, but positive that it can help them contribute to the planet. Good for both muddy clothes and for mother nature, this ad shows how sustainability credentials can be done well in advertising.”
9. AAMI ‘AAMI Does Emergency Home Assist Keith’ Australia, Digital (Facebook Video)
“Humour is one of the main creative enhancers of receptivity to advertising and AAMI is a maestro at this. It delivers straightforward and consistent singular messaging and leverages its brand cues strongly across all campaigns.”
10. HelloFresh ‘Chicken and Chips’ Australia, Print/Outdoor
“So simple, you get it, HelloFresh delivers uncluttered visual appeal with its static copy. The food itself does the talking with just a sprinkling of humour through clever wordplay thrown in for seasoning – and it does look good enough to eat!”
In 2021, marketers increased advertising and media investments particularly on online platforms as more media channels became digitised.
Kantar Australia head of creative Irene Joshy says this created great opportunities for new types of creative expression.
However, the age-old advertising principles still hold true.
“When you combine clear marketing objectives with brilliantly executed creative, we see effectiveness in action," says Joshy .
"The foundations of great advertising apply; however, whatever the journey, technique or device, the common thread is all these ads entertain.
"We have stopped referring to digital content versus TV content, because it is an artificial segregation. Consumers lap it all up as interesting content. And if the ad can entertain and engage them, then they're absolutely game.”
“Regardless of the sheer breadth and scale of different ways to reach and connect with consumers again, brands must step back and ensure that there is a cumulative connection and consistency in the message and brand in every format.
"The customer journey is not a linear experience. At a time when we couldn’t travel due to on-going pandemic disruptions, the winning creatives did that for us, delivering great content that travelled across contexts and platforms. How? They nailed the creative sparks that resonated with Aussies and Kiwis.”
- Brands asked us to RSVP. “They understand the dominant consumer sentiment and created their ads with that in mind. In 2021, it was about inviting people to come and be part of experiences – some new and some renewed.”
- Brand were bold and uplifting. “Being bold and experimental with the use of emotions ranging from awe to warmth and pride created effective campaigns across screens. You don't have to be emotional in your advertising to elicit an emotional response.”
- Authenticity and entertainment mattered. “Brand built relevance created aspirations or just made you smile through visual storytelling – leveraging sound-off viewing as well. But at all times, they were authentic and entertaining.”
- Brands were up close and purposeful. “These brands explored new dimensions of tech that helps, does good and entertains – delivering purpose and making it real for consumers.”
Straford Rodrigues, Kantar’s head of media and marketing effectiveness, says it’s also important to acknowledge that great creative is more than just connection.
"It transcends ROI too. In fact, the quality of creative is the single largest driver of advertising profitability that a marketer can influence," says Rodrigues.
“Our global CrossMedia studies find that creative quality and consistency of use across channel accounts for 50 per cent of campaign effectiveness.
"These ads all boast very strong creative, which is built consistently across touchpoints to make the most of the media synergies. Understanding how to make that creative effective in the environment is absolutely critical.”
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