A premium smartphone launch reached well above norm and branded below it, except for the one execution that put the product first
A smartphone maker launched a premium model with about ten executions across television, digital and outdoor, and wanted the campaign read against two rival launches in the same window.
Reach and branding were measured execution by execution against norms; brand imagery was compared between people who had seen the advertising and people who had not; mini-groups with owners and intenders added the why.
Reach ran well above norm on every execution; branding ran below it on all but one, the execution that led with the product. Among those exposed, the functional perceptions the campaign was built on moved by double digits. The client had a clear creative brief for the next wave: put the product first.
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- The question
- Did the launch campaign work, against two rival launches in the same window, and what did it do to the brand?
- Approach
- Campaign evaluation across markets with quotas on handset brand and price segment; creative-by-creative reach and branding; imagery among exposed and unexposed; mini-groups
- Where
- Multi-city, India, 2020
De-identified. Names, places and distinguishing details are generalised.
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