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Smash Martians is ‘most memorable’ pre-internet ad

New research from marketing data and analytics specialist Acxiom -‘Ad campaigns reimagined’ – claims that:

*35 per cent of consumers say creating an emotional response will influence them to respond positively to an ad

*A majority of consumers (53 per cent) do not believe advertising is becoming increasingly relevant to them

*Only a third say they wouldn’t be more likely to respond to a marketing message they had seen on another channel (no idea what this means). Acxiom says it highlights the importance of joined up, relevant marketing.

More interestingly a poll of 2000 consumers – responding to stills – says that these are the nation’s most memorable ‘pre-internet’ ads:

1. Smash – Martians (69.4%)

2. BT – You got an ology? (68.9%)

3. Yellow Pages – JR Hartley (65.1%)

4. PG Tips – Chimps (57.6%)

5. Asda – That’s Asda price (57.3%)

Smash and BT were also the ads consumers most enjoyed, followed by Tango’s ‘you’ve been Tango’d.’

Acxiom also says that:

*Leveraging simple emotions has been overdone and marketers need to notch up the sophistication of their ads’ emotional appeal.

*Consumers are looking to be engaged with on a ‘human’ level.

*Marketers need to create a unified ‘brand world.’

*Great creative still matters, but today brands need to do much more and combine intelligence, data and innovation to reach and engage audiences.

*Data and technology, alongside this great creative, is key to achieving impact.

But these findings are the result of a ’round table’ discussion between ‘experts’ from Acxiom and Starcom Mediavest so I’m not quite sure how this constitutes research. Or whether the need for ‘data and innovation’ is anything more than wishful thinking.

Acxiom European marketing director Jed Mole says: “These classic, much-loved ads showed us that a human, emotional connection is important in creating a successful campaign. But while great creative still counts, ensuring that it reaches and engages the relevant audiences wherever they are, on whatever device is every bit as important. Today, the creative only retains its integrity when the multiple moments of truth across channels and screens reinforce the message and build a trusted relationship with the consumer.”

The full report is available here.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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