MullenLowe Romania and iSense Solutions launched a new study under the Bold by Lowe Group umbrella, analyzing the contribution made by the quality of craft to consumer communication. They made this analysis through a research that combined classic tools with innovative techniques such as eye-tracking, EEG and emotion measurement.
The results aim to help brands with a series of valuable insights, from the analysis of the answer given by the respondents, and present the consumer’s perspective on how the ads really meet their goal.
“We believe that it is essential for clients not to choose a concept based solely on how the idea sounds on paper, in its abstract environment. Sometimes the execution and the way it unfolds are just as important as “the big idea”. Brand narrative can solve the business issue more clearly and directly than the stand alone concept, which often lives in the laboratory under a glass bell, on a .ppt slide. No matter how original it sounds, a concept that does not open (and keep) the door for the execution to enter the room remains an arid exercise. The idea and execution must live and strike together in a combo, and should receive the same attention from both the clients and the agencies. It is quite obvious that many consumers are reacting to delicious execution details and less to the Grail that creative teams are looking for: the idea that has not been done yet.”, said Silviu Antohe and Mihai Costache, Group Creative Directors, MullenLowe Romania.
“To identify the most effective ads, we have used tools that can measure how consumers react, what they feel and see. The EEG tool shows how people react to certain stimuli and how interested they are in an ad. Eye-tracking tools tell us what consumers see on the screen and, most importantly, what they do not see. In the end, we were able to get the essential insights that can be applied to the execution of an ad.”, added Iulia Dragusin, Qualitive Researcher, and Andrei Elvadeanu, Client Service Manager iSense Solutions.
Romanians pay more attention to big brands and commercials with products from often used categories. For large, well-established brands, poor-performing ads can be overlooked. For small brands, it matters a lot more to be creative and bold in communication, to maximize the awareness effort.
A clear narrative structure of the TV spot contributes successfully to the delivered message. At the same time, it improves ad recall, while ensuring that brand positioning is clearly understood by the consumer. If the brand is well integrated and solves key tensions, the impact is even higher. It is important that the story is light and has a rhythm that consumers can follow.
Ads that stir curiosity at the moment of viewing successfully deliver strong emotions if the exciting moment has unexpected, disruptive elements such as actors’ performance or good scenario, to catch the viewer’s attention.
At the same time, a good ad execution – from a soundtrack with impact to the actors’ lines – increases the performance of the ad among the audience. Moreover, a good craft can directly address business objectives. Last but not least, a good craft attracts attention and excites the expected emotions. Exceptional elements capture the audience and represent the key to attracting their attention. Carefully choosing moments with greater impact in the story generates emotion and brand affinity.
As a methodology, the study covered a quantitative part of online research with 600 people aged 18-49 living in the urban area, and a qualitative research section, 10 interviews being conducted with iSense NeuroLab Tools.