We love this advert by Saatchi & Saatchi for Visa called Football Evolution:
The concept behind Football Evolution is itself an evolution of an earlier ad by Saatchi & Saatchi called Running Man:
When we tested Football Evolution as part of our weekly omnibus we found that viewers were engaged and enjoyed the ad but we were surprised to find it didn’t do as well as Running Man for some key metrics including recall and recognition and message delivery. We reviewed the emotional response and the eye tracking data and the disconnect quickly became apparent:
In the final scenes of Running Man the mystery of why the actor is naked is resolved and both women and men experience enjoyment, then the actors fade into the background and are replaced by the Visa card image and tag line “Life FLOWS better with Visa”. In Running Man the emotional high point is strongly linked with the branding moment and we know that emotion and memory are strongly linked.
In contrast, the emotional engagement and eye tracking results show that in Football Evolution the emotional high point where the protagonist scores a goal and celebrates with his team mates is not strongly linked to the branding moment because viewers are looking at the protagonist and not the branding information:
So we took a lead from Running Man and changed the final scenes of Football Evolution to mimic Running Man:
The emotional engagement and eye tracking results show how the emotional peak is now strongly linked to the branding moment. Key metrics of recall, recognition and message delivery are all now increased by more than 8% in the amended version of Football Evolution. Achieving these results could have been cost and time effective for Visa; this study took less than three days as part of Think’s omnibus.
We contacted Saatchi & Saatchi ahead of positing this blog and received no reply. If you would like to know more please email me on firstname.lastname@example.org