A post-launch check showed a new corporate film carried the brand at 80 per cent, well above the norm
A building materials company launched a one-minute corporate film fronted by a well-known face. Branding came mostly at the end, and the client wanted to know whether viewers connected the film to the brand.
We ran a fast post-launch check in two metros, masking the branding first and benchmarking against a comparable corporate film.
Spontaneous brand linkage reached 80 per cent, well above the benchmark and the top-quartile norm. One small suggestion came with the reassurance: a persistent logo for the digital cuts.
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- The question
- Is the new corporate film, with branding mostly at the end, being linked to the brand strongly enough?
- Approach
- Quick post-launch linkage check with masked branding, benchmarked against another corporate film
- Where
- Two metros, India, 2024
De-identified. Names, places and distinguishing details are generalised.
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