1. Background
Big Shock has built a name for itself as one of the largest European energy drink brands. For years it has stood out in a highly competitive category with its iconic yellow can and affordable price.
2. Paint point
Big Shock team pretested 3 separate ads for its TV campaign. They were interested in finding out which one performs the best and whether there are ways to maximize their impact.
3. Behavio Insight
The test audience clearly favored one variant, performing twice as well as the second one. The third one scored more than three times lower.
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4. Action
Big Shock decided to scrap the most underperforming variant and used their media time for the best two videos only.
5. Outcome
Consistently with pre-testing results, the best ad proved to be twice as effective as the second one. The campaign was a big success, increasing the brandâs mental availability among viewers by 20%.
