Moving on from an iconic campaign

The Need

In 2015, our client (a well-known insurance brand) reversed 5 years of commercial and brand decline through a campaign that won 2 IPA awards and reaffirmed the brand’s core purpose of ‘hassle free insurance’. But even great campaigns begin to wear out and by 2020, it was time for the brand to go in a slightly different direction. But would it work?

Our Approach

Using AdVantage, we were able to test 3 different creatives within the first release of the campaign. By using different sample cells for each creative as well as a control cell, we were able to identify the strengths and weaknesses of the new campaign as a whole.

The Outcome

The new campaign was a huge success. Facial coding showed that the first half of the ad drew people in – whereas the second half generated happiness with the brand reveal synchronised with the peak. Our skip tracing technique showed engagement remained until well after the brand reveal and our creative framework showed that the ad evoked feelings of happiness and surprise. Not only was it a creative success, but it also had impact on the brand, elevating it across each of our four pillars of brand equity.

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