According to research conducted by online research companies and other organizations, it has been found that “high-quality advertisements that have won major awards for their creative works and are recognized around the world” are not necessarily “advertisements that are highly effective.”
Cannes Lions, the world’s largest advertising festival, attracts original and highly creative advertisements, and is a festival that attracts the attention of many creators. The award-winning content, selected from a wide variety of works, must have an innovative impact on the brand and be highly effective in advertising. However, the surprising results revealed that only a quarter of all recent works were able to demonstrate their “advertising power” (high effectiveness).
“Creative award-winning content” and “advertising power” have been linked as a matter of course until now. Why has originality and creative advertising lost its power?
We analyze the “evaluation and effects” of works, which are a problem for creators.
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Creative evaluation does not necessarily lead to brand influence
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Creative receives the highest evaluation only when it wins customer trust.
Why did the influence of award-winning content decline?
Source:
Creative evaluation does not necessarily lead to brand influence
/
Creative receives the highest evaluation only when it wins customer trust.
Creative advertisements are required to use unique expressions for branding, to differentiate themselves from others, and to attract interest from users.
However, these days, it seems like we are seeing a lot of award-winning content that focuses on attracting users’ attention and gets high ratings. The more impactful your work is, the more likely you are to attract users. However, this alone does not connect creativity and advertising power. This is because content that appeals to a brand’s value and differentiates itself is considered “highly effective advertising.”
How you make your brand impression is important
Even if the content is globally recognized, it has little impact on users and does not lead to advertising power, so it seems necessary to reconsider future content production.
One of the methods to increase effectiveness is “purpose” (intention, purpose, goal). Analytical research shows that companies that are able to brand their purpose are more than twice as likely to achieve growth than those that don’t.
The important thing is for creatives to clearly understand the brand’s purpose. Unless the content matches and visualizes the brand image that users have, it will not have the purpose of increasing advertising effectiveness.
Source:
Creative evaluation does not necessarily lead to brand influence
/
Creative receives the highest evaluation only when it wins customer trust.
summary
What is important when creating advertising is to promote branding that distinguishes it from other companies and to increase its significance. It is necessary to draw out the needs that are unique to this company and build it in a way that will be chosen by users. In order to not only be memorable but also to thoroughly spread the brand, it is important to strongly differentiate the product from others.
Among recent award-winning works, how many advertising creatives intentionally evoked a brand? In originality and creativity, it is necessary to find appropriate expressions that connect with the value of the brand you want to appeal to. Even for advertising creatives that have won international awards, it is ultimately the users who can evaluate them.
Source:
Creative evaluation does not necessarily lead to brand influence
/
Creative receives the highest evaluation only when it wins customer trust.