Two life insurance ads scored well on recall and persuasion; second-by-second EEG data showed exactly where each lost the viewer
A life insurer wanted to know how two TV ads already on air were working, beyond what viewers said about them.
Both ads were tested with EEG, eye gaze and facial expression recorded second by second, alongside a standard questionnaire.
Both scored well on recall and persuasion; implicit engagement was average, and the traces showed precisely which scenes held attention and which lost it. The client took five concrete rules into the next creative brief.
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- The question
- How did two aired TV ads really work, and what should the next campaign learn from them?
- Approach
- TriE: EEG, eye gaze and facial expression, second by second, beside a standard questionnaire
- Where
- Two cities, India, 2018
De-identified. Names, places and distinguishing details are generalised.
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