June 18th, 2014

Atlantis Resort Kicks Off Summer With a Steal

Author

Ace Metrix

 

Atlantis Resort took a break from the tropics for a week to join us as this week’s Category Overachiever and Ace Score winner – taking the rare double for week 24. The Bahamas resort has been debuting new ads since the very first day of 2014, but “Summer Fun” is the first one to bring in such a high score for the brand.

Ad of the Week: Category Overachiever & Top Ace Score

Atlantis Resort’s new ad, “Summer Fun” achieved an Ace Score of 666, which is 18.5% above the Hotels category 12-month norm. The ad engrosses consumers in scenes of its water park, dolphins, beaches and an irresistible summer deal.

Nearly every gender/age demographic gave the ad above-norm scores. (Or course, Males/50+ had to ruin the fun.) Males/36-49 and Females/21-35 awarded the ad its highest scores, each above 700.

Even more trend-worthy, however, is how past and current users of the brand rated the ad. Memories made in Atlantis don’t seem to fade with its current users scoring the ad a whopping Ace Score of 871. Likewise, past purchasers awarded the ad a high Ace Score of 752. What may be most impressive though, is how the ad was rated by prospective users, who gave the ad a score 27 points above the ad’s overall Ace Score.

Just as the memories never fade, the emotion of the resort can be curated in just 30 seconds. The Emotional Sentiment score for the ad came in 26% above the brand’s average.

Using the 306 optional survey responses collected from the ad’s survey, the word cloud reveals what exactly caught viewers’ emotions and attention. The word “fun” had the highest use with 17% of survey respondents using the word. Other standout words include “want” (11%), “great” (11%), “family” (8%) and “deal” (7%).

When looking at how consumers answered the question, “What is the single best thing about this ad?” we gain even greater understanding of what made this ad especially outstanding. The combination of the ad’s promotion as well as the fun visuals were what enticed consumers to consider a tropical summer vacation.

While Atlantis has aired other ads featuring promotions, the fact that “Summer Fun” was 0:30 also may have helped improve its score. Of the eight ads Atlantis Resort has debuted this year, over half of them are just 0:15, which suggests that consumers may need a little more of an escape to get the full picture.

Watch this year’s winning Ads of the Week by Category Overachievers.

Watch this year’s winning Ads of the Week by Ace Score.

AD TITLE

{{ title }}

BRAND

CATEGORY

{{ category }}

AIR DATE

{{ date }}

ACE SCORE

{{ rank }}

Scroll To Top