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Spur "Sign Writing" ad tops Adtrack survey
The recent Spur TVC, made by the Haas Communication Collective of Cape Town, was ranked the best-liked across all TVCs broadcast last year, by Adtrack, Millward Brown's proprietary advertising testing system that evaluates the impact and liking of all brand advertising in South Africa amongst the public. The survey evaluated 1500 ads. [video]
Respondent samples were recruited for the survey from South Africa's major metropolitan areas, based on strict demographic quotas to ensure a nationally representative TV viewing population.
The ad shows a sign writer who can't complete a simple job because he keeps on downing tools as he gives in to the temptation of The Spur menu.
Growing social success
The company's Facebook page has moved onto the country's top 90 list and its Twitter page, onto the top 40.
Executive chairman, Allen Ambor said, "The success of the commercial rests as much on its creative execution as on the implicit recognition by the public across a broad income spectrum that the food, prices and atmosphere are extremely inviting. The sign writer's appetite resonates with their own."
Group marketing executive, Sacha du Plessis added, "Increased investment in social media communications of the Thursday 'Bottomless Ribs and Wings' promotion grew the fan base more than six fold in just six weeks. An appealing and creative strategy, backed by digital advertising and the widespread sharing mechanism of the application, saw the Facebook community grow from 4000 fans to over 40,000, with excellent engagement across the social platform."
He confirmed that a new website, a mobisite that boasted a geo-locate restaurant finder and time-targeted specials banners were all contributing to its online pre-eminence in its sector.
