How can we ensure that current creatives are the most effective they can be? Is there room for adjustment or innovation that could unveil untapped potential?
Household Capital, a beacon of financial security for Australian seniors, had already crafted commercials that were performing adequately (four separate three-minute advertorials that were running on TV across Australia). But as pioneers of discovering what lays beyond conscious measurement, Neuro-Insight was solicited to explore the possibility of unlocking further ROI for Household Capital.
The Process:
Using our proprietary neuro-technology, SST™, we analyzed the brain activity of retirees and soon-to-be retirees to identify which parts of the advertorials were most effective and which parts could be optimized. Here is what we found:
- The Power of Lived Experiences: Customer testimonials struck a chord, igniting high levels of engagement (personal relevance).
- Visualizing Security: The viewers effectively encoded visual website demonstrations.
- The Peril of Repetition: Re-stating customer quotes backfired. Instead of reinforcement, it triggered a phenomenon called “conceptual closure” – otherwise known as the brain’s memory centers shutting down, deeming the information redundant.
Armed with these subconscious learnings, we convened a workshop with Household Capital’s key stakeholders to optimize their creatives accordingly.
The Results:
The results were a resounding testament to the power of making the subconscious conscious. Household Capital’s Chief Marketing Officer Mario Garrido shares: “Since integrating the research findings, we can directly attribute a 30% increase in the performance in inbound call enquiries [a direct line to potential customers] from our new advertorials to the neuro optimization process.” Furthermore, “Although radio creative was not tested, a similar uplift was achieved in radio advertising, by applying the same insights,” demonstrating the cross-channel potential of these discoveries.
Ultimately, this isn’t about fixing what isn’t broken. It’s about recognizing that even the most successful creations harbor hidden reserves of effectiveness. A few well-placed tweaks, informed by what happens in our subconscious, can unlock unbelievable potential.
Purchase the NMSBA’s 2024 Yearbook (found here) to read the full case study.
Source: NMSBA. (2024). Unlocking the Hidden Upside of Creative Effectiveness. In Neuromarketing Yearbook 2024 (pp. 82–83).
