Champions of Creative
A mobile phone provider was launching a new "pay as you go" offer to win new customers. In addition to in-store marketing, the client planned to use TV as the primary channel to announce the new service. During creative development, the client raised concerns about the ad:
Millward Brown found that the idea behind the ad had potential to effectively communicate the new service, but was hampered by the execution. Specifically, people reported feeling "unimpressed" by the ad because they:
As a result, the client:
The finished ad generated much greater emotional affinity and improved brand recognition, while maintaining its ability to clearly communicate the new service.