Designing a TV commercial oriented towards the esthetic preferences of the core target groups
Solution
Carrying out a pre-test that analyses, among other things, advertising impact in terms of likeability, activation level, branding and recall in comparison to other TV commercials
The commercial achieved a high level of impact overall but showed milieu-specific dissonance in certain scenes.
The analysis was able to derive precise recommendations on how the commercial could achieve higher impact in the target groups by changing the video editing or using different music.
What the client says
On the one hand there are commonalities and on the other hand clear boundaries between the milieus. We were also able to use the findings from this test very effectively for our social media strategy.
