According to Ace Metrix’s algorithms, Rubbermaid’s ad, “Neat. Not” (below) was the most effective ad in 2009. The ad created by Y&R managed to generate an overall “Ace” score of 717 out of a possible 900, which measures both the ad’s watchability and persuasiveness.
Ace Metrix CEO Steve Goldman commented:
“Consumers clearly connected with the Rubbermaid creative treatment,”. “The combination of a simple message, clear calls to action and a differentiating product all helped this ad to stand out from others.”
Steve Pawl, VP, marketing at Rubbermaid, said the ad and the product “were the result of understanding our consumers’ frustrations around cluttered cabinets. We are especially pleased that the spot resonated so well with our audience.” Pawl credited Y&R for “bringing this solution to life in an engaging and compelling way.”
Creative?
Let’s face it. A creative ad might be viral but its effectiveness (in terms of sales generation) is still questionable. The ad, in my opinion, fared lower in terms of creativity when compared to Time’s list of TV ads.
How about persuasiveness? At least to Ace Metrix, “Neat. Not” possessed both creativity and persuasiveness. But how does a company even measure persuasiveness? I guess the best way is still to measure the ROI (revenue/investment) of the ad. However, this has been a long time challenge to marketers and there’s no clear cut solution to it, is there?
Let us know your thoughts via comments below.
