CANNES, FR.—June 19, 2012—Ace Metrix™, the new standard in television and video analytics, congratulates the Cannes Creative Effectiveness Lions Winners and announces the Ace Scores of the winners, including Grand Prix Winner Axe/ Unilever, as well as other Lions winners Chrysler, Snickers/ Mars and Febreze/ P&G. Ads may be viewed here.
Cannes Lions Creative Effectiveness Winners
|Brand||Campaign||Average Ace Score|
|Axe (Grand Prix Winner)||“Excite”||607**|
|Snickers||“You’re Not You When You’re Hungry”||633|
|Chrysler||“Born of Fire”||591|
Definition: Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. Respondents are randomly selected and representative of the U.S. TV viewing audience. The results are presented on a scale of 0-950, which represents scoring on creative attributes such as relevance, persuasion, watchability, information, attention, etc.
**Ace Score for 16-20 year-old males, target audience.
“We are true believers in the power of great creative—Axe’s Excite/ Angels campaign by BBH London was created to win the hearts and minds of young men—an objective it achieved in spades, as its exceedingly high attention and desire scores indicate,” said Peter Daboll, CEO of Ace Metrix. “Snickers’ ‘You’re Not You When You’re Hungry,’ campaign by Abbott Mead Vickers BBDO achieved an average Ace Score of 633, and worked well because it wove its celebrity stars, including Betty White, Rosanne Barr and Richard Lewis and Liza Minelli, into the storyline of the ads.”
Proctor & Gamble’s Febreze brand made a huge splash at this year’s Cannes, with an average Ace Score of 601 for its “Breathe Happy” campaign by Grey. The 60-second kick-off ad for the campaign, featuring Susan and Erica sitting on a filthy couch, scored a successful 619. Verbatim comments from consumers indicated that they were able to truly understand the effectiveness of Febreze from the demonstrable nature of the ads. One Midwest male said, “I think it made a lasting point. I thought it was hilarious and extremely entertaining.” One mother from the West said, “I thought it was a great commercial. I liked the demonstration of it. I thought it was informative and also funny.”
Chrysler and Wieden + Kennedy’s “Born of Fire” campaign starring Eminem, which broke during the 2011 Super Bowl, achieved a 591 Ace Score, exceeding the automotive average of 526. The ad appealed to Americans’ sense of patriotism, as evidenced by comments from this 36-49 year-old father in the south, “An awesome commercial—so glad the United States still has a hold on luxury vehicles–gives the feeling that purchasing a vehicle here will directly impact our lives as Americans and the economy.
Note: Ace Metrix is not an official sponsor of the Cannes Lions festival nor does it participate in the selection, evaluation, or judging process.
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