Driven’s AA advert was the most effective print campaign during the Queen’s Platinum Jubilee.
Kantar said that the Wilmslow agency’s “Congratulations mA’Am” campaign was “head and shoulders above the rest.”
“We’re thrilled the idea achieved such strong results for our fantastic clients at The AA,” Graham Dury, Client Service Partner at driven told Prolific North.
“You can’t argue with Kantar and this proves again that the country’s most creative and effective work can come from Manchester”.
The advert was in the top 20% of all UK ads on distinctiveness and in the top 7% for brand cues.
“In our study of 750 UK consumers, driven’s concept for The AA was head and shoulders above the rest,” said Lynne Deason, Head of Creative Effectiveness at Kantar.
“It struck the right balance, joining in with the joy of the celebrations of the Platinum Jubilee in an impactful and humorous way, whilst ensuring that the brand is also celebrated and stands out.”
Deason added that it was now in the top 2% of all ads in the Kantar database for “likely to be remembered in association with the brand featured”.
“This ad is a brilliant example of how the brand can be literally at the centre of what is emotionally engaging and interesting about an ad,” she continued.