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United Airlines: A Sci-Fi Story

People love the campaign. But weak branding reduces the impact.

People are intrigued by the sci-fi build-up of the story. Their attention peaks multiple times throughout the video.

The audience, however, cannot recognize the promoted brand.

The messaging gets lost as well, especially since the viewers don’t associate these ideas with airlines. At least not yet.


TV commercial


respondents, representative of American online population

Tested between February 15 and 17, 2023.

Recommended Improvements

  1. Incorporate the brand more prominently into the story.
  2. Bring the messages to the fore-front so they don’t get lost.
  3. Keep up the great emotional response – it enhances the audience’s recall of the ad.

Results were available in under 5 days. For a complete summary, check out the full report below. Downloadable slides included.

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