September 2009 Creative Benchmarking - Bonds' Fathers' Day press ad
(1m, PowerPoint (.ppt) format)
September 2009 study
Bonds' Fathers' Day press ad not only stimulates (Re)Appraisal, it also generates Affinity for the brand and links well with TV.
Key findings
- The Bonds ad is eye catching and scores above norm for recognition, despite being a one-off for Father’s Day.
- People associate the ad with Bonds.
- The ad is generating affinity with the brand and stimulating reappraisal. It links well with TV.
- The ad is contributing to brand equity, making Bonds seem different and relevant.
- This topical ad illustrates advertising around calendar events can be effective.
Download the full results of the Bonds' Fathers' Day ad below.
Learn more about Role Map, one of The Newspaper Works' proprietary effectiveness measures.
Find out more about the six strategic roles that can assist Advertisers in connecting powerfully with consumers in newspapers.
Go through past Creative Benchmarking research:
- August 2009: Ads from NSW State Govt, OPSM, Foxtel, Meat & Livestock.
- June / July 2009: Results for AAMI, Mars, Kit Kat and Virgin Blue show that issues on the Public Agenda can connect powerfully with consumers.
- May 2009: Featuring ads by Dan Murphy's, Ikea, Coles, David Jones and Myer.
- Coles rethinks press adverts: Coles enjoy a complete turnaround in the effectiveness of its advertising following a change in direction for its press activity.
