Kmart’s ‘Big Gas Savings’ Ad Outperforms ‘Ship My Pants’
Posted in: UncategorizedKmart’s ‘Ship My Pants’ video may have taken YouTube by storm, but it’s the retailer’s follow up — ‘Big Gas Savings’ — that’s truly outperforming.
According to Advertising Benchmark Index, which measures ads' effectiveness across all media channels, Kmart’s second punny ad scored well above average and performed well in all of the areas ABX measures. It's quite the coup for a brand not exactly well-known for out-of-the-box advertising.
"Getting pants or anything else shipped to you is not nearly as compelling nor universal as saving money on gas," said Gary Getto, president at ABX. "In the case of Big Gas Savings, the messaging was clear and easily understood and the humor was not quite as lewd as the Ship My Pants ad and did not generate the level of dislikes that Ship My Pants did."
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