Highly competitive travel and hospitality
Uncovering optimization opportunities to drive advertising effectiveness
A highly competitive airline industry with low costs carriers was entering major markets with consumer sentiment towards any carrier at an all time low.
New creative was needed to revamp the brand image and strengthen the bond with consumers.
To evaluate newly developed TV spots, diagnose executions to understand what is driving / inhibiting performance, and to uncover optimization opportunities to drive ad effectiveness.
Utilizing Parker’s blended quant-qual ad testing methodology, comparisons to benchmarks and Parker’s normative database identified the relative and absolute appeal of each spot based on key measures. Additional diagnostics and emotional engagement identified further optimization opportunities for the lead spots.
Airline strengthened relationship with customers in markets where spots where shown as measured by inmarket loyalty and increased sales. Agency won awards at the Cannes Advertising Festival, the Hugo television awards, and the One Show for its optimized version of one spot.