brand Case Study
Making a Powerful Impact on an Olympic Stage
The Client's Situation
Our client, a major auto manufacturer, had the opportunity to advertise during the Olympic games.
The client wanted to take advantage of this global stage by making a stronger brand impact on consumers by connecting their brand to the ethos of the games.
Approach + Solution
Two executions (‘Fans V1’ and ‘Fans V2’) were tested using our proprietary AdPi® Copy Testing solution to determine which asset should be used for launch, in addition to identifying any areas of optimization. V1 included an explicit reference to the Olympics while V2’s reference was more implicit.
Phoenix Brand Effect results uncovered media and competitive challenges in-market, with overall validation of expected results, including creative improvements recognized by AdPi®, our holistic solution that informs at each stage of creative development.
We determined the best way to improve brand linkage was to make the brand vehicle’s role more prominent in the storyline, and if there was not time to modify the creative, then it is critical that repeat frequency via the right media strategy be achieved.