FedEx TVC scores top recall

Singapore - Federal Express' (FedEx) ‘Difficult Package' commercial was the most-recalled TVC in February and March according to the fourth in a series of AdTrack surveys collated by MediaCorp TV and held as part of research company Synovate's monthly omnibus survey.

"FedEx ranked first in this wave with an ad that demonstrates teamwork and dedication with a humorous touch," said Corinne Chong, General Manager, MediaCorp TV Marketing. "Amid the confusion created by the ‘difficult' package, the FedEx team goes the extra mile to ‘capture' the package creatively and ensure its prompt delivery."

The research project involved MediaCorp TV providing a list of TVCs to Synovate, which polled 1,000 adults between the ages of 15 and 64 on their best-remembered ads.

AdTrack results - Feb05/Mar05

Rank                Product/Brand        Creative Agency   Media Agency  Recall %

1          FedEx - Difficult        BBDO                    Optimum Media 80%

Package                                               Direction

2          SK-II Signs Up-         Leo Burnett                        Zenith Media      79%

ifter - Sandy Lam

3          Organics Shampoo   J Walter                 Mindshare         78%

             - Flatmate               Thompson

4           McDonald's              Leo Burnett                        Optimum Media  75%

             - Paycheck/                                          Direction

Tempura Chicken                

            Burgers

5           MARIGOLD HL Milk Y&R                       Optimum Media   73% 

            - Balance                                              Direction

6          National Breast         TMP                      -                         72%               

            Cancer Screening

7           National Council       Crush Advertising    -                         68%

            Against Drug Abuse

8          Huggies Pull-Ups -    Ogilvy & Mather      Mindshare           68%

            Ready 1st

            Underwear        

9          McDonald's              Leo Burnett            Optimum Media   67%

Breakfast Romance                                Direction

10         Coca-Cola - Mini      M&C Saatchi           Mediaedge: CIA   67%  

Cooper/Fila

Promotion

11         Dumex 1 Plus          Lowe & Partners      Optimum Media   64%

            - Cake                     (Malaysia)               Direction

12         Johnson & Johnson Lowe & Partners       Initiative Media     64%

            - Softwash               (Singapore)

13         Grow Milk Powder   Ad.Libitum               MediaWise          64%

- Growie Magical Adventure

14         Fisherman's Friend  Krakatua                  Carat Media         62%

- Shy Woman

15         Lemsip Max Flu       Conquest Marketing  -                        62%

Tablet - Office

16         SingTel 3G              Y&R                       Mediaedge: CIA  62%

             - Magnifique 3loGy

17         Baygon - Fixed       Foote Cone Belding Initiative Media    61%

Target Mosquito      (Thailand)

            Killer

18         Mamy Poko Diapers J Walter Thompson Maxus                59%

            - M-Size/Halfway      (Thailand)                Communications

19         Ginvera Green Tea  Yes 21                     Zenith Media      58%

            Marvel Gel - Yu

Heng

20         Wall's - Mini             McCann-Erickson   Mindshare         58%

            Cornetto