Project
Direct response TV advert.
Inspired thinking
When you're talking about a subject as emotive as cancer, particularly in a TV setting, treating it sensitively is even more important than it would be normally. We tried to make the advert feel as real as possible, so it was engaging for the customer even in a world of animation.
What we did
- Used customer research to identify the tangible benefits that drive response
- We were able to innovate whilst still working within an existing creative framework
- Tested two creative routes to ensure the final advert achieved the right balance of empathy and response
Results
New business enquiries have increased by over 25% year on year.
