An iconic Australian brand which had lapsed from consumers’ minds was investing a significant above-the-line budget for the first time in a decade. Because of the length of their advertising silence, they needed to ensure that their creative was optimised.
A test and control quantitative advertising pre-test was conducted with a nationally representative sample of the target audience. Through our fast turnaround platform, the project was completed in three days.
The research clearly indicated that brand linkage needed to be enhanced for the final cut of the TVC, to make the brand the hero of the execution. Based on our findings, several scene changes were made for the final edit to maximise the chances of in-market success.