A new ad from OFF Insecticide earns top scores with a gentle reminder to prepare for the peskier side of summer while GrubHub outperforms the Websites category bringing a successful online campaign to the airwaves to promote the online ordering application.
OFF Insecticide earns the highest scoring ad of the week with an ad featuring step-by-step instructions for enjoying summer sunsets without those pesky mosquitos. With its 655 overall Ace Score, “Outdoor Refresher Course” scored higher than all other ads debuting last week.
“Outdoor Refresher Course” was most successful in generating desire for its clip-on mosquito repellent, scoring highly in both desire and relevance. Additionally, the ad excelled in the Emotional Sentiment category, earning a score 47% higher than the Insecticide category norm.
It is no surprise that when asked what the single best thing about the ad was, 28% of respondents considered it the product, as the ad was primarily driven by product passion. These results can also be seen in the verbatim responses, where respondents mentioned the relatable quality of the ad and their desire to try the product.
GrubHub’s “Knock Out” is this week’s Category Overachiever, beating the Website category norm by 23 percent – the largest gap to category norm of all ads debuted in the 20th week of the year.
The ad earned an average Ace Score of 611, and effectively breaks through, scoring highly in both the Attention and Desire categories (701 and 671 respectively).
Further, 28 percent of respondents stated that the visual scenes of the flying burrito are the best thing about the ad.
Of the 323 optional verbatim comments left, 25 percent called the ad “funny,” perhaps due to the visual scenes of a flying burrito slapping a man ordering food on a phone. If there was a criticism from the respondents, it’s that they wanted more information about the app and its features.
Watch this year’s winning Ads of the Week by Category Overachievers.
