Neuroscience and pre-testing: Perfection through brainwaves

Post-campaign studies using neuroscience helped to perfect the creative in Aviva's first TV commercials in its 'Get the Aviva deal' advertising campaign, starring Paul Whitehouse.

Neuroscience and pre-testing: Perfection through brainwaves

Steve OgbornICM Research

Post-campaign studies using neuroscience show that Aviva's 'Get the Aviva deal' advertising execution could be improved through small changes to the creative.

After Christmas 2010, Aviva launched the latest incarnation of its successful 'Get the Aviva deal' television campaign for its insurance products. Prior to airing, the commercial was evaluated using focus groups and ICM's online quantitative tests; the industry-standard methodologies. These traditional approaches measure conscious responses to the advertising. In February of 2011, the opportunity arose to re-evaluate the ad using a neuroscience technique; these approaches allow subconscious responses...

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