The clever campaign from M&S featuring the 16 X-Factor live show contestants has proven a success amongst the show’s loyal fans. Everyone is talking about it! The contemporary version of When You Wish Upon A Star song has been a proven success by engaging with its audience and generating a strong, emotional response. According to Marketing Week the advert is the highest rated among all the brands during the final last Sunday. How was this success measured…?
According to a research study that measures emotional responses to ads from viewers aged between 18 and 25, this generated the highest response with the right mix of emotions. The research agency used an unobtrusive electroencephalograph (EEG) headset to monitor brain activity. In addition to this, the viewer’s eye movements were tracked to provide a correlation between what they saw onscreen and their emotional response. This form of tracking gives the brand a firm handle on how successful the campaign was and reflects that the timing of the advert is just as important, in terms of impact, as the content.
Timing is everything. The contestants look amazing showcasing the new Christmas range and the exposure of this advert has been maximized to its full potential. Steve Sharp, executive marketing director of M&S, emphasised the importance of the program to the British public and how this is reflected by the fact that discussions on the show are continued into the following week. In conclusion we may say that this is M&S at its best and the collaboration between the two brands is one that has created something truly amazing!
Click here to view this emotional performance.