You know a toy is cool when even adults, with no children, consider purchasing it. Mattel launched a new ad last week featuring its Hot Wheels RC Street Hawk, a toy car that can both roll on the ground and fly with the use of a remote control. The ad, “Flying Car,” wins the title of Category Overachiever this week for outperforming every other ad in its category by the largest percentage. Meanwhile, IHOP shows off its new, scrumptious breakfast in the ad “Waffullicious,” cooking up the highest Ace Score of any ad to debut last week.
“Flying Car” debuted last week and shortly thereafter entered our database with an Ace Score of 617, 32% above the 12-month Toy category norm. The ad details the futuristic features of Mattel’s Street Hawk, from rolling on the ground to flying through the air all possible with a remote control.Men were particularly impressed with the Street Hawk’s abilities, scoring the ad 10% higher than what women awarded the ad.
The ad was able to achieve high scores across each of the six components of Persuasion, earning especially high marks for Desire and Relevance. Consumers really wanted to get their hands on the flying car with the Desire score coming in 34% higher than the 90-day Toy norm. Likewise, consumers found the ad much more relevant than the average Toy ad. Some consumers even mentioned that they would buy this toy for Christmas (either for themselves or a child), helping this ad earn a Relevance score 26% above the norm.
The word cloud shows just how much this ad influenced consumer desire for the Street Hawk. Respondents used words like “fun” (10%), “cool” (11%), “great” (10%) and “want” (5%) to describe their thoughts and feelings on the ad.
The ad’s stellar product and Mattel’s ability to convey just how cool the product is contributed to the ad’s stand out performance.
Watch this year’s winning Ads of the Week by Category Overachievers.
IHOP is known for stuffing all sorts of deliciousness into breakfast foods and its new ad, “Waffullicious,” shows off this scrumptious differentiator. Respondents awarded the ad an Ace Score of 656, topping the other 101 ads to debut last week.
Women ages 36-49 were especially impressed with IHOP’s waffles, giving the ad an Ace Score of 708, 8% above the ad’s total Ace Score.
While the IHOP brand draws a large appeal, it’s really the waffles that are the winner of this ad. Sixteen percent of consumers said the visuals were the best thing about this ad while 20% said it was the waffles itself.
Seventy-five percent of the survey’s respondents have been to IHOP in the last year; and those that had been in the last four weeks were most ready for a warm waffle, awarding the ad an Ace Score of 753.
While the International House of Pancakes is usually all about, well, pancakes, waffles were the center of attention in this spot. Of the 500 consumers who took the survey, 351 elected to leave IHOP feedback, and this respondent’s verbatim sums up that feedback quite well.
