Unruly: Amazon Prime produced the most effective Christmas campaign in 2016

An ad for Amazon Prime was the most effective Christmas video campaign last year, according to new data released today by video ad tech company Unruly.

The retail brand’s ad "Priest and Imam", created by Joint, has topped Unruly’s Xmas Ad Effectiveness Chart, which uses a combined metric called an EQ Score, to rank ads on their likely emotional, social and business impact.

Amazon’s ad, which features a priest and an imam exchanging gifts, finished top after scoring the highest for authenticity (90%), relatability (86%), brand recall (86%), credibility (91%) and encouraging people to find out more (43%).

It also scored highly for brand favourability (36%), purchase intent (38%), and also packed a real emotional punch, with almost a quarter of viewers feeling intense feelings of warmth (24%) and happiness (22%).

Amazon finished at the top with 6.3 out of 10 - ahead of Marks & Spencer’s "Mrs Claus" in second spot (6.2).

Despite attracting the most online shares of any ad last year (2.02 million), John Lewis’s "#BusterTheBoxer" was in joint-third with a score of 6.1 alongside Waitrose’s "#HomeForChristmas".

Top 10 - Unruly Ad Effectiveness Chart: Xmas Edition (to see all the metrics, click here).

10. H&M: "Come Together" - 5.4

8 (tie). Temptations: "Keep Them Busy" - 5.7

8 (tie). Burberry: "Thomas Burberry" - 5.7

6 (tie). Sainsbury’s: "The Greatest Gift" - 5.8

6 (tie). Aldi: "Kevin The Carrot" - 5.8

5. Heathrow Airport: "Come Home For Xmas" - 5.9

3 (tie). Waitrose: "#HomeForChristmas" - 6.1

3 (tie). John Lewis: "#BusterTheBoxer" - 6.1

2. M&S: "Mrs Claus" - 6.2

1. Amazon: "Priest and Imam" - 6.3


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