Chinese New Year season is one of the most important advertising periods for marketers. The year 2021 presents some unique challenges: the shadow of a difficult year of 2020, the uncertainty of global economic recovery, the rebound of domestic COVID-19 cases, and the sudden government instruction of urging people to cancel trips. What are the winning ingredients of a successful Year of Ox ad?
Kantar China First Creativity Award harnesses Kantar’s unrivalled expertise in creative testing and advanced AI technology now available in China via Kantar Marketplace platform. The judging procedure focuses on the performances of candidate ads on three key dimensions for creative success: engagement, persuasiveness, branding. More than 110 Chinese New Year ads from 60+ brands were added to the candidate pool.
The candidate ads have to fit three criteria:
- It was produced for Chinese New Year of 2021;
- It was no longer than 5 minutes;
- I was publicly aired on Chinese Mainland.
To identify the best of the best, Kantar first held an expert panel review to shortlist of 26 ads. Then all of these ads were put to consumer testing through Kantar Marketplace platform. Now Kantar unveils the Top 10 Chinese New Year Ads for 2021.
During a livestreaming session on March 3, 2021, Kantar experts shared some key findings from this competition.
To watch playback, please click here.(Chinese mainland IP address only, in mandarin)
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