Magnet 97

Welcome to this week’s magnet! Today we’re revisited the spectacle that eurovision was, going back to our childhood with Lego, and discussing an experiment Channel 4 is partaking in.

Enjoy!

Legoland:

The brand, which is owned by Merlin Entertainments, launched a TV campaign that uses fun, bright imagery and distinctive brand assets from Lego to generate long- and short-term returns.

The ‘Where imaginations build and build’ ad tops Kantar’s ‘The Works’ study, which assesses the effectiveness of ads among the public.

Produced in association with Marketing Week and the Advertising Association’s Trust Working Group, each month the study assesses effectiveness by asking 750 consumers what they think of five top ads – for April it was TV ads – 150 consumers per advert. The study also tracks the facial expressions and eye movements of those viewing the ads.

The Legoland ad follows a child’s journey in on of its park as he explores various rides and amusements with his family. It is the first phase of a wider campaign by Legoland “to put the land back in Legoland” and build a platform centred around children’s imagination.

Legoland leans on its distinct assets in this ad, with the unmistakable Lego blocks and figures appearing at various points, as well as the logos on amusements in the park.

This makes the ad extremely distinct and helps the brand stand out from the crowd, Kantar’s research finds, as it can claim “uniqueness” in the top 100 percentile of all UK ads.

The branding throughout the ad is extremely strong, placing it in the top 3% of all UK ads. Across different branding measures – brand cues, brand focus and brand fit – Legoland’s ad is at least in the top 3% of UK ads.

Crucially, this advert is also an example of one which delivers both strong long-term and short-term returns. It scores in the top 2% for the former and top 8% for the latter.

Eurovison Viewership:

This year's Eurovision grand final has broken BBC viewing records, as the broadcaster has announced it was the most-watched grand final in history.

Broadcaster viewing figures showed an average of 9.9 million UK viewers tuned into the programme, peaking at 11 million.

Internationally, the final was watched by over 50 million viewers! 

Channel 4:

In a UK first, advertisers on Channel 4’s streaming service are set to take part in an experiment to see if fewer adverts from a single brand, broadcast in a less cluttered advertising environment, can deliver more effective and impactful campaigns.

The trial, never before undertaken in the UK, will determine whether High Impact campaigns, delivering a lower frequency of adverts, can deliver more cut through with viewers. 

Around 30 brands, including Lloyds Banking Group, Boots, John Lewis, Domino’s and Toyota, will take part in the 12-week trial, which if successful, could open an exciting new way for advertisers to reach audiences on Channel 4’s streaming service.  

Channel 4 has commissioned research agency, BRDC, to undertake research during the experiment which is due to begin shortly.

Channel 4’s Head of Commercial Innovation and Partners, Jonathan Lewis, said: “At Channel 4 we have a reputation for delivering market leading commercial innovation. From launching the world’s first personalised broadcaster on-demand ads with Coca-Cola, to the launch of our Brandmatch product providing the UK’s first broadcaster data matching solution; we are always exploring new ways in which brands can most effectively reach our audience, with impact.

“Improving the advertising experience on our streaming platform is critical to future growth both from a viewer and advertiser perspective. We are delighted to be leading the way again in such a hotly debated area and are confident this is something the market will want to embrace, particularly when they see the results.”