Monthly Archives: February 2011

8% More Bang For Your Media Spend in 3 Days

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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. Continue reading →

Brand Building Takes Time AND Talent

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The lead story in this week’s Campaign about Pfizer looking for a retained European agency a for a well known pharmaceutical product reminded us of the award winning advert for Vitta Farma:

The Original Vitta Farma Ad

The Original Vitta Farma Ad

So we tested the advert in our omnibus in the context of Men’s Health magazine with a sample of thirty men and found that the advert elicited subconscious emotional responses of surprise with confusion, mild shock and in some cases disgust. These emotions were not resolved in the majority of readers because they did not know what the brand Vitta Farma does and they didn’t read the white out of pink text ‘Medicine for erectile dysfunction with special discount.’ As can be seen by the eye tracking heat map. Continue reading →