Find out how Millward Brown diagnostics highlighted opportunities to optimize creative

1. CHAMPIONS OF CREATIVE LINK™ RECOMMENDATIONS
DRIVE 50% INCREASE IN AD
EFFICIENCY
MILLWARD BROWN DIAGNOSTICS HIGHLIGHTED OPPORTUNITIES TO
OPTIMIZE CREATIVE
CHALLENGE
A mobile phone provider was launching a new
“pay as you go” offer to win new customers. In
addition to in-store marketing, the client planned
to use TV as the primary channel to announce the
new service. During creative development, the
client raised concerns about the ad:
o Would people understand the offer?
o Would the ad resonate with consumers
while remaining on-brand?
INSIGHTS
Millward Brown found that the idea behind the ad had potential to effectively communicate the new
service, but was hampered by the execution. Specifically, people reported feeling "unimpressed" by the ad
because they:
o Disliked the characters;
o Found it to have a sinister and scary tone;
o Felt it lacked truly engaging scenes.
Recommendations:
o Lighten the overall tone to remove the sinister feel of the main characters.
o Consider the number and length of scenes within the ad. Delete the less memorable scenes and
extend the stronger ones to increase comprehension and allow people to “get into” the ad.
o Increase the level of mystery and make the resolution more amusing and meaningful.
o Reconsider the music to improve appreciation of the ad and make it more upbeat and lighthearted.

2. ACTION
IMPACT
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8
AWARENESS INDEX PREDICTION
50% 12
increase in
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NEW!
As a result, the client:
o Took steps to make the ad less sinister and
more lighthearted.
o Reduced the number of vignettes and
lengthened the remaining ones.
o Changed the music to strengthen positive
engagement.
ORIGINAL EDIT REVISED EDIT
efficiency
Source: Millward Brown
The finished ad generated much greater emotional
affinity and improved brand recognition, while
maintaining its ability to clearly communicate the
new service.