Dawn Ad Featuring Clean-up of Oil-Soaked Birds Demonstrates Positive Reaction to Cause-Related Marketing
LOS ANGELES – Ace Metrix, the industry standard in television advertising analytics, announced the Ace Metrix Quarterly Top 10 for the second quarter ending June 30, 2010. The winning ad, called “Wash Away” for P&G Dawn Ultra dishwashing liquid, scored an Ace Score of 699 out of a possible 950, with 734 for persuasion and 653 for watchability. The winning score is based on analysis from the ads’ run date of April 7, 13 days before the explosion of the Deep Water Horizon oil rig setting off the Gulf Oil spill. In further analysis conducted by Ace Metrix on June 25, the ad scored 35 points higher for an Ace Score of 734. The extreme jump in Ace Score demonstrates the heightened consumer awareness brought about by the Gulf Oil spill and consumers overall concern about environmental impact of the spill.
In the ad retest key elements of the Persuasion score showed dramatic increases: likeability jumped by 40 points, relevance jumped by 60 points and desire jumped by 58 points, demonstrating the impact external events can have on the overall persuasiveness of television advertising. At the same time, the watchability scored remained almost constant between the two tests validating the consistency of the Ace Metrix methodology.
“For many products that are perceived as commodities, impactful creative that taps into what consumers find meaningful elevates the product and the brand to a whole new level. In the Dawn Ultra spot, Dawn soap achieves a quiet heroic status by gently cleaning oil-soaked animals. The ad demonstrates the positive reaction consumers have to cause-related marketing when it is skillfully executed and interwoven with a product’s intrinsic features,” said Peter Daboll, chief executive of Ace Metrix.
The Dawn Ultra ad is even more noteworthy for making a mark in a product category, household detergent that typically does not feature high-scoring creative. A typical ad in the category achieves an Ace Score of 526, as compared to Dawn’s score of 699. While resonating strongly across all demographic groups, the Dawn ad was particularly impactful with young people.
The 30 second spot, created by Dawn’s agency Publicis Groupe’s Kaplan Thaler Group, New York, also highlights a $1 per bottle donation to various wildlife groups, and is part of a larger ongoing cause-related marketing effort by Dawn started over 20 years ago after the 1989 Exxon Valdez oil spill.
Quarterly Ads Resonate with Women
For the Ace Metrix Quarterly Top 10 women rated all the ads higher than men. The highest performing ad among women was the Starbucks “The Big Picture” ad, which ranked sixth with an Ace Score of 681. The highest performing ad among men was Activision’s “Call of Duty: Black Opps” ad, scoring a 693 Ace Score among males and a 630 Ace Score overall.
The Apple iPhone “Face Time” ad, breaking late in the quarter on June 27th, ranked second with an Ace Score of 696. Also showing the power of new products, the “Orange Complains About Being a Pretzel” ad for Mars M&M’s, introducing the new pretzel M&M’s, ranked third with an Ace Score of 690. Other top ads included Wonka brand “Oompa Loompa Sings” scoring 687 and Samsung’s Refrigerator “Designed with Everyone in Mind” scoring 685.
The complete Ace Metrix Quarterly Top 10 for the quarter ending June 30, 2010 is as follows:
More About The Ace Metrix Quarterly Top 10
The Ace Score Quarterly Top 10 is a quarterly ranking of the Top 10 nationally-breaking television ads with the best creative effectiveness as measured by the Ace Score.
The Ace Score is a patent-pending measurement of creative effectiveness based on measures of persuasion and watchability, and delivered by the on-demand Ace Metrix service. The persuasion rating is based on the interactivity of six data elements, desire, relevance, likeability, attention, information and change, automatically captured and analyzed for each ad. Watchability measures the engagement that a person has with the ad.
About Ace Metrix
Ace Metrix delivers actionable analytics and competitive intelligence through the first syndicated software service measuring television advertising creative effectiveness. Featuring the patent-pending Ace Score, Ace Metrix is delivered through a SaaS delivery model to the desktops of national advertisers and agency executives. With Ace Metrix, advertisers and brand managers can make adjustments to creative and media schedules in near real-time resulting in savings of hundreds of thousands of dollars. Ace Metrix works with leading national advertisers including Big Lots, Coldwell Banker Real Estate Corp., Microsoft, Nintendo, Nissan North America and others. For more information please see www.acemetrix.com.
Note: Ace Metrix and Ace Score are trademarks of Ace Metrix. Other trademarks are property of their respective owners.