A major financial services company developed a powerful campaign based on unexpected discoveries made by Ace Metrix’s competitive intelligence.
During their creative strategy development phase, a major financial services company realized that they needed more in-depth understanding of the competitive landscape in advertising. Through Ace Metrix, they were able to review:
- All ads from the competition during the previous 90 days.
- Ads from an adjacent industry with related themes and topics.
- Ads from other industries that appealed particularly well to their target audience.
They made several surprising discoveries including:
- There was a visual commonality in all ads in their industry to which some consumers were responding negatively.
- No brand in the industry was communicating important but little-known consumer benefits.
- Their target audience enjoyed receiving information on their smart phones.
- Their target audience responded to “moderately emotional” commercials much better than either “utilitarian” or “highly emotional” ones.
These insights provided their creative team with both short-term solutions on how to tweak their existing ads, and ideas for their next campaign. They were also able to make data-driven decisions on their media placements and rotation.
For more info, contact:
1-800-279-7984
info@acemetrix.com
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