The Real Estate Institute of Western Australia Advertising Concept Testing
Challenge
The Real Estate Institute of Western Australia (REIWA) challenged Insightrix to help them determine the level of engagement, attention, and emotional connection TV audiences had with REIWA’s recent “Take a Stickybeak” advertising campaign.
The lighthearted campaign was created to acknowledge that people like having a stickybeak (an inquisitive person) at properties for sale and to see what’s happening in the market.
Approach
To measure the connection between the TV audience and the commercial, Insightrix conducted facial expression analysis of the ad, which included the following steps:
- Insightrix invited 50 participants from Perth and the surrounding area to complete an online survey.
- Participants were asked to turn on their webcams while watching the commercial.
- Based on respondents’ facial expressions, the technology measured six metrics: surprise, smile, concentration, dislike, attention, and expressiveness.
A valence metric was also calculated to determine how pleasant the commercial viewing experience was.
Outcome
Insightrix provided REIWA with a report detailing study results as they compare to norms for ads in Australia. The report included analysis by age, gender, and whether the respondent had previously seen the commercial.
The main findings were:
- The ad successfully engaged the audience and captured attention. It was also at norm in terms of emotional connection with the audience.
- The stickybeaks shown in the ad were attention grabbers. People were drawn into the ad whether or not they liked the stickybeaks.
- Viewers were more surprised than the norm, supporting the high level of attention viewers gave the commercial.
- While concentration overall was close to norm, those who had not seen the ad before tended to be confused and had to concentrate.
- Expressions of dislike were below norms and smiles were above norm particularly when the words “Vote Now” and “Win Great Prizes” appear. Smiles were, however, much lower among those who had seen the ad before, suggesting wear out.
The analysis showed REIWA that they are on the right track with the campaign. The opportunities to vote and win great prizes resonate with audiences. Subtle changes could be made to increase the emotional connection and reduce wear out. Insightrix provided these suggested creative changes to REIWA.