Agency: iMotions - Enabling Services                    
Date: April - June 2009
                   
Client: Cadbury
                   
Place: Denmark

Background / Objectives:

The client wanted to evaluate the TV Ad of the new advertisement campaign for it’s V6 - Dual Action brand.
They wanted to know which scenes to keep in a 15 second edition of a 30 sec. commercial.
NOTE: This methodology can be used as post-production optimization of all moving images formats.

Methodology:

- Attention Tool® + Questionnaire
- Target segment: 120 people (Males 50% / Females 50%) / Age: “Young” & “Old”
- 2 Cells: (A/B) 60 people each (30 M / 30 F).
- Cell A was shown a representative frame of each scene of the TV Ad to be measured with EMOTION METRICS
to know the Emotional Activation Curve of the TV Ad.
- Cell B was shown the 30 second TV Ad to be measured with EYE TRACKING METRICS - Bee Swarm - Rubber Bands
to know the branding and communication messaging characteristics of the TV Ad.
- Cell B was asked a brief questionnaire about Recall, Likes / Dislikes, etc...

Results:

1. Emotional Activation Curve(Emotional Activation Analysis)
This graph states the arousal level each scene produces with the consumer.




2. Branding(Bee Swarm + Rubber Bands Analysis)
This analysis reveals if the product (V6) is seen or not seen when featured in each scene.

        


3. Attention: Percentage of total viewers(Bee Swarm + Rubber Bands Analysis)
This graph reveals the percentage of focused attention in each scene.

Bee Swarm & Rubber Band Analysis

4. Answers to the Questionnaire: Which brand was shown in the Ad?
Young Segement: 39 % Stimorol & 58% V6 / Old Segment: 19% Stimorol & 73% V6

Selection of the conclusions / learning

•  The Ad movie works well emotionally but it does not achieve to expose the product / brand properly and benefit from the “high” emotional activation. This is also confirmed by the low recall rate specially with the “Young” segment.
•  Use the woman’s ability to create emotional activation to grab attention while placing the message as she generates considerable more emotional activation than the man.
•  Capitalize when the product is in touch or on top of the main characters (man & woman) as it is only then when the product get exposure, otherwise it is not seen.
•  The people and their faces get the attention of the respondent, not the rest, including the “flying bubbles”.
•  The “flying bubbles” are basically not seen throughout the Ad. They distribute the attention of the respondent preventing the attention on the main messages.
•  The scenes with people generates more emotional activation than the situational scenes or food exposure scenes. Nevertheless the “cake” (frame 9) gets a as high an emotional activation as the people.
•  The shot of the inside of the chewing gum (frame 3) gets the lowest Emotional Activation of all the frames in the Ad.
  
  
  
• COPYRIGHT: Cadbury Stimorol A/S. All rights reserved.