Approach

Research informed decision making throughout the deisgn and planning process, inclduing early stage quantitative ideation to assess concept strength and market potential, qualitative concept evaluation to help inform creative development, robust quantitative message testing to maximise campaign cut-through, pre-testing of four different voice overs to help deliver the message most powerfully and post campaign creative testing to understand impact.

Outcome

The research provided the client an in-depth view of the real lives that the innovation was aiming to improve and showed that the product had strong potential to succeed in-market. Pre-testing ensured that the intended communications would be understood and would cut through while post testing showed the campaign to be one of the most successful campaigns the brand had ever aired ultimately delivering a significant commercial impact on the brand.