Concept and Pre Ad Evaluation

Need for research

Our client is a reputed Ad agency, who wanted to develop a new TVC for a brown sugar brand. Before doing so, they wanted us to check which communication route to take from a list of concepts they developed, once determining the concept and producing a TVC, they also wanted us to evaluate the new TVC in terms of clutter cut through and identify the improvement areas if any.

Methodology employed

We did the study in two phases, in the first phase we conducted a concept evaluation study to assess the communication route we did 4 focused group discussion to ascertain the route for the TVC. Post which two Ads were developed, then a pre ad evaluation study was conducted at a centralized test location so that exposure of the Ad is controlled. We used a 7-inch tablet phone with headphones to expose the Ads. From approval of the questionnaire, fieldwork, data analysis and reporting. we completed the first phase in 9 days and the second phase of this project in 6 days.

Actionable findings

We suggested 2 communication routes from the first stage of research.

For the second stage we first we assessed the cut-through of the ad in the clutter. A clutter had 5 ads, with one Client TVC, Competition Ads, not related to a Client product category. We found out that one of the Ad’s had a better acceptance, cut through and brand recall. We also recommended them to give more screen time for the brand name and prominence to the key message in one of the edits.

Impact

As per our suggestion, one of the Ads was launched on television first, it had good GRP ratings.