The Task
- Our Client wanted to test 4 communication routes for an ad, to understand which of those was performing better.
- The 4 ad-stories depicted different problems and emotional payoffs and the client wanted to know whether the ad-stories conveyed the main message that they wanted them to.
The Method
- Conducted an online survey to test 4 ad-stories using an online panel partner across 3 different markets (cities).
The Outcome
- Various combinations were created and each respondent evaluated 2 ad-stories which were rotated in order to understand the overall likeability, spontaneous likes and dislikes, ad persuasion, the understanding of the main message, branding, ease of understanding, relevance, believability, uniqueness and other parameters, for each of the ad-stories.
How the Client benefited
- Supported the Client in identifying which of their proposed ad-stories was being positively received in the three target markets.
- Provided data-driven insights and identified the best communication route to deliver the intended message.