BMW
In our many years of research experience, this is one of the most common discussions we have in generally: Choose for impact with originality, of go for a clear ad communicating fast?
The ad with shoes, attracts way more attention compared to the standard ad. However the standard ad was better in creating brandlinkage.
| A. Shoe | B. Car | |
|---|---|---|
| Average attention | 0,95s | 0,67s |
| Time to first fixation | 0,28s | 0,62s |
| % Brand score | 45% | 67% |
| % Text score | 80% | 89% |
| % Visual score | 86% | 87% |
MOCK-UP
We adjusted the “Shoe”- ad causing higher brandlinkage and higher reach of the proposition as is to be seen in additional analyses below:
Read the full story and discusion at Frankwatching, with more than 780 shares, 350 reactions and 31k views (Dutch):
https://www.frankwatching.com/archive/2017/08/22/eyewatching-welke-campagne-van-bmw-is-effectiever/
Primer Research 