Highlighting the most impactful ads in the world, Samsung’s Brazilian campaign comes in 3rd place in the TV category.
A Kantar, the world’s leading marketing data and analytics company, has revealed the winners of the 2024 Creative Effectiveness Awards (KCEA), celebrating the best television, digital/social, print/outdoor, and, for the first time, AI-tested ads from across the world. world. As part of its fifth edition celebration, Kantar used LINK AI, an AI-based solution trained with consumer insights from the LINK+ database of over 260,000 ads, to evaluate and reward creatives.
The KCEAs are based on the opinions of real consumers, with 1.97 million people taking part in testing worldwide as of 2023. Award winners feature the ads they found most impactful, providing insight into what drives effectiveness and the creative techniques used by the best advertisers to establish connections. In 2023, at Kantar, we test creative from over 80 countries, hundreds of clients and categories, thousands of brands and ads. In the end, this edition covers 16 markets, 35 customers and 41 brands in 28 categories.
The service director and Head of Creative Development at Kantar Insights Brasil, Francisco Bayeux, states that the award-winning ads are a true showcase of creativity and demonstrate how marketers take digital advertising seriously and optimize their creatives on a large scale.
“Advertising has the power to drive brand growth if it is creative and effective. One of the main priorities of CMOs is to attract more people to their brand”, says Jane Ostler, global executive vice president of Thought Leadership, at Kantar. “When people are predisposed, they are clear about what a brand means to them and how it stands out from the rest.”
The Brazilian campaign “Neo QLED 2023, More WOW than ever”, by Samsung, came in third place in the TV category and was the representative of Brazil with the best placement in the global awards. Check out the video below:
In it, a cat impresses its owner by saying “wow” when seeing the new Samsung TV. This is followed by the man’s frustration at not being able to get the pet to say the word again, until the cat is in front of the TV again.
“For Kantar, this is a clever example of humor that connects with the brand. Researched in around 10 different markets, this ad uses a style of humor that is easily conveyed without a language barrier,” says Bayeux.
Brazil also appeared in fifth place in the digital category, with Heineken’s “H150 Whateverken” campaign, which developed different creative materials. In it, Heineken intertwines its pieces with the brand name and the way people pronounce it: Hekkene, Heini, Hakkinen.
This campaign highlights the brand’s reach and global recognition, as, just because a consumer orders “the green one”, they know they will receive a Heineken. This was a way to celebrate 150 years of international fame. The short video for Facebook/Instagram was produced by the agency Le Pub. Watch below:
Below, the first placed in all categories:
Digital/Social
Printed/Outdoor
TV
Tested by LINK AI
Lessons from winning ads
In addition to the award, Kantar launches a reportin which the company’s creative experts present five key themes that summarize the different ways in which the winning ads successfully achieved this:
- Courage: Show creative courage to connect with customers. A great example of this in action is the “Periodsomnia” by Nana/Libresse/Bodyform, the 9th TV winner, which portrays the experience of sleeping poorly during menstruation, without softening the seriousness of the subject.
- Catastrophizing: Grab attention and connect emotionally through drama. The #1 digital/social winner, a Facebook ad for Mexican coffee liqueur brand Kahlúais a great example of this trend, immersing viewers in soap opera-inspired melodrama.
- Sincere: Realistic advertising that connects with real life. The public information announcement from Rådet for Sikker Trafik (Danish Road Safety Board) “Your answer is better late than never (Better late than never)” is a great example of the trend of ads that reject perfection to connect with viewers.
- Consistent: Know when you have something good – connecting over time. Heineken developed award-winning creative across all three media categories for its outstanding campaign “H150 Whateverken”, showing the power of a good idea, applied consistently.
- Comic: Make them laugh and connect through humor. 12th place in the Digital/Social category is an advertisement from TENA Men which uses humor to address the sensitive issue of male incontinence and convey a serious message in an informative and humorous way.
Clique here to download the report with all the winners.
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