Making a Retail Chain’s Ad Campaign More Successful
Challenge
A retail chain needed to understand which voice-over was most impactful for an upcoming ad campaign.
The client was not convinced that targeted consumers would be able to discriminate among three different voice-overs for the audio portion of the campaign.
The research had to:
- Determine which voiceover version would have greatest effect on visit intent.
- Measure each voice-over’s ability to convey key emotional dimensions.
- Assess uniqueness and brand fit, based on exposure to the audio.
Approach
- M/A/R/C®’s Accelerated Screen solution quickly identifies the ideas that rise to the top in appeal and breakthrough ─ all at a great value.
- Using sequential monadic execution, each respondent was exposed to three audio versions, each featuring a different voice-over.
- Custom attributes included welcoming, kind, mischievous, strong brand fit, and trustworthy.
Outcome
- Initial perceptions that there would be no discrimination were incorrect.
- One of the three voices delivered best on being welcoming, kind, and a good fit.
- Combined with strongest appeal and visit intent, this voice-over was the clear winner.