Brand Objective:
Analyze early-draft animatics of the client’s major brand campaign to identify key drivers of memory encoding, potential ‘trouble spots’ and possible improvements to TVC.
Challenge:
Even the best themes and straplines won’t work without an effective narrative structure—and knowing how to connect each scene into a coherent story with a strong brand close can be hard for even the best creative.
We found that two scenes featuring a doll blowing bubbles formed a strong connection with viewers’ memories but a recurring withdrawal response to the doll was also detected
Questions: How can we maintain strong memory encoding present with the bubble-blowing scenes while improving the viewers’ emotional connection with the doll centerpiece?
Neuro-Insight solution:
We helped create an edited version of the TVC to include ‘connection’ shots between the puppet and members of the crowd – visuals showing the crowd liking the doll resulted in strong approach responses rather than the negative withdrawal response previously observed.
The Results:
- In the six months after airing, Allen’s exceeded sales targets by 20.5% and grew sales by $2.6M over previous performance – booking the highest 6-month revenue in three years.
- Grocery sales grew 25% in the 13 weeks post launch – all with no other promotion or marketing effort.
- This campaign won the Australian Effie award for advertising effectiveness.
