Dettol ad named as most effective campaign

An ad for Dettol antibacterial spray has been hailed as the most motivational ad of the year so far by TNS Research International.

Dettol advert

A nostalgic campaign for Walkers Crisps featuring Gary Lineker and Cat Deeley and Kellogg’s free cornflakes ad were ranked second and third.

Paul Baker, head of Mercury, the division of TNS that conducts the research, believes that the Dettol ad tapped into public concerns over recent health scares.

“An increased awareness of protecting yourself and your family against germs, caused by the recent publicity of swine flu and E. coli, is likely to have contributed highly to its success,” he says.

Viewers completed a questionnaire to determine their emotional response to the ads, and to assess their motivation to buy the product or service advertised.

Baker says: “We know that the more an ad emotionally connects with the consumer, the more likely they are to act on it.’

The Mercury rankings are updated on a quarterly basis to provide clients with feedback on adverts as they launch. The final results for 2009 will be revealed in January.

More than 200 ads were rated between April and September and the Top 10 were:
1. Dettol
2. Walkers
3. Kellogg’s
4. iPhone
5. Tesco
6. Premier Inn
7. Morrisons
8. Comparethemarket.com
9. Currys
10. Jacob’s.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here