Unruly EQ Ad Effectiveness Chart : Christmas Ads 2016 EQ Scores  

 

 10.  H & M: Come Together  

 

 Top 4 Emotional Responses  

Warmth Happiness Inspiration Amazement
12% 11% 6% 4%

 Key Brand Metrics  

Authenticity  Relatability Credibility Brand Recall
72% 64% 71% 84%

 Additional Metrics  

Overall Shares Brand Favorability Purchase Intent Find out more
249,174 30% 32% 33%

 

 8 (tie). Burberry: Thomas Burberry  

 

 Top 4 Emotional Responses  

Inspiration Amazement Warmth Happiness
8% 7% 6% 5%

 Key Brand Metrics  

Authenticity  Relatability Credibility Brand Recall
80% 62% 79% 78%

 Additional Metrics  

Overall Shares Brand Favorability Purchase Intent Find out more
92,979 35% 34% 39%

  8 (tie). Temptations: Keep Them Busy  

 

 Top 4 Emotional Responses  

Happiness Surprise Hilarity Warmth
18% 17% 15% 14%

 Key Brand Metrics  

Authenticity  Relatability Credibility Brand Recall
72% 59% 73% 54%

 Additional Metrics  

Overall Shares Brand Favorability Purchase Intent Find out more
152,508 31% 33% 30%

 

 6. (tie) Aldi: Kevin the Carrot 

 

 Top 4 Emotional Responses  

Warmth Happiness Nostalgia Inspiration
16% 15% 5% 4%

 Key Brand Metrics  

Authenticity  Relatability Credibility Brand Recall
82% 75% 81% 77%

 Additional Metrics  

Overall Shares Brand Favorability Purchase Intent Find out more
176,347 33% 38% 32%

 6 (tie).  Sainsbury’s: The Greatest Gift; 

 

 Top 4 Emotional Responses  

Happiness Warmth Inspiration Amazement
20% 19% 7% 5%

 Key Brand Metrics  

Authenticity  Relatability Credibility Brand Recall
80% 72% 79% 82%

 Additional Metrics  

Overall Shares Brand Favorability Purchase Intent Find out more
112,712 30% 36% 35%

 

 5. Heathrow Airport: Coming home for xmas 

 

 Top 4 Emotional Responses  

Warmth Happiness Nostalgia Inspiration
28% 25% 7% 3%

 Key Brand Metrics  

Authenticity  Relatability Credibility Brand Recall
85% 77% 85% 71%

 Additional Metrics  

Overall Shares Brand Favorability Purchase Intent Find out more
455,061 33% 29% 31%

 3 (tie). John Lewis: #BusterTheBoxer 

 

 Top 4 Emotional Responses 

Happiness Warmth Hilarity Amazement
30% 22% 13% 11%

 Key Brand Metrics  

Authenticity  Relatability Credibility Brand Recall
85% 75% 84% 80%

 Additional Metrics  

Overall Shares Brand Favorability Purchase Intent Find out more
2,022,331 34% 30% 38%

 

 3. (tie) Waitrose: #HomeForChristmas 

 

 Top 4 Emotional Responses  

Warmth Happiness Inspiration Amazement
26% 21% 6% 5%

 Key Brand Metrics  

Authenticity  Relatability Credibility Brand Recall
86% 73% 86% 83%

 Additional Metrics  

Overall Shares Brand Favorability Purchase Intent Find out more
295,195 28% 40% 33%

 2. M&S: Mrs Claus 

 

 Top 4 Emotional Responses  

Warmth Happiness Nostalgia Inspiration
30% 25% 9% 6%

 Key Brand Metrics  

Authenticity  Relatability Credibility Brand Recall
83% 75% 82% 74%

 Additional Metrics  

Overall Shares Brand Favorability Purchase Intent Find out more
451,694 37% 32% 37%

 

 1. Amazon Prime: Priest and Imam 

 

 Top 4 Emotional Responses  

Warmth Happiness Inspiration Pride
24% 22% 10% 7%

 Key Brand Metrics  

Authenticity  Relatability Credibility Brand Recall
90% 86% 91% 86%

 Additional Metrics  

Overall Shares Brand Favorability Purchase Intent Find out more
261,838 36% 38% 43%

 

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