News

Thai tear-jerkers feature in ranking of world’s most shared ads of 2014

Two ads from Asia have made a ranking of the world’s most shared commercials of the year so far, compiled by ad tech firm Unruly.

Both are from Thailand, with heart-warming films for DTAC and Thai Life Insurance being shared more than 2.4 times between them.

‘Unsung hero’ for Thai Life Insurance has been shared just under 1.3 million times.

‘The power of love’ for DTAC has been shared 1.1 million times.

This is the most shared ad of the year, featuring Shakira in a video for Activa. It’s been shared 5.8 million times.

The list is dominated by World Cup-themed ads, with one fifth of the list made up of content related to the tournament.

The ranking in full:

Unruly's ranking of the most shared ads

Unruly’s APAC MD Phil Townend commented: “This year we saw a hat-trick of global sporting events. Advertisers responded by investing in powerful ads that conveyed the excitement, triumph and exhilaration of these global water cooler moments.”

“With 300 hours of content uploaded to YouTube every minute and more than a billion video views on Facebook every day, consumers are inundated with content in their social feeds, so when a brand can create such a highly shareable video you know they’ve hit something special. Many of the most successful ads this year tied their social videos to a social cause and we saw a range of online video genres utilised by brands, from music videos and prankverts through epic love stories and playful sing-alongs.”

“Activia’s collaboration with Shakira for the video ‘La La La’ rose to the top by capitalizing on World Cup fervour and the current trend for ‘trackvertising,’ where a brand and musical artist co-release a video which is both a musical track and an ad.

“Musical choice can play a critical part in success or failure because it offers a shortcut to emotional engagement with the viewer and eliciting an intense emotional response is the best way to generate social shares. Releasing the spot with Shakira – who this summer became the first person to reach 100 million Facebook likes – and tying the campaign to a social cause by partnering with the World Food Programme all contributed to the success of this record-breaking video,” he said.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing