"The neuro research was extremely valuable. Because our brand movie is all about emotion, we specifically opted for neuro. This ensures we don't get socially desirable answers, but real insights instead."
Unravel joined the creation process early on. This allowed us to consult on the initial concept and storyboard, based on established insights and best practices.
The consultants brought valuable insights to the table, stemming either from academic publications or Unravel's own insights database. These recommendations revolved around elements such as the opening shot, camera movement, editing style, visible emotions and voice-over usage.
With our recommendations, we always stay true to our philosophy that an adjustment should never overthrow a creative concept. Our advice helped to make the ad more attractive, persuasive and memorable – while keeping the core idea vibrant and alive.
The recommended adjustments to the ad were subtle. Our goal is to tweak the commercial only on those elements that the creative concept allows for. That's what we call data driven creativity. Nonetheless, many times we see that exactly these small adjustments make a big difference in effectiveness. This case is no exception...
In an additional post-test (again with 20 viewers), we saw that the adjustments fulfilled their intended effect. The emotional highlights from the first test remained, while the previous pain points had vanished.
The final commercial scored 64,7% higher on the benchmark than during the pre-test, allowing Pearle to maximize the impact on sales and branding from day one.
Unravel Research uses EEG and eye tracking to understand what the consumer won't tell you. This way we increase the impact of your ads.
Curious how your brand can profit from neuromarketing research? Tim loves to show you 5 crucial insights that lay the foundation for a perfect - sales increasing - commercial.