This ad has achieved very strong and positive results for Creative Diagnostics, doing very well against statements such as:
- Has a great photo / image
- Looks good
Significant results were achieved for Affinity on RoleMap and the most likely action off the back of the ad was ‘Visit store/look out for’.
There were mostly positive reactions to the ad’s refinement and links back to heritage. Some verbatims expressed that this ad reinforced to them that David Jones is a store for the ‘upper class’ and they could buy cheaper elsewhere.
In a comparison with Ebay, who attempted to ‘copycat’ this ad in a tactical way, it was clear that David Jones drew stronger levels of Affinity and consumer intentions.
Overall, the ad demonstrated a different approach that generated good feelings towards David Jones. This can only be a positive result in what is probably the most challenging retail environment on record.
Download full results in the document below.