Big Shock: "Doubling our ad impact"

TV CAMPAIGN – 3 video executions, pretest

Sometimes less is more. Pretesting showed a dramatically different performance of 3 ads. Big Shock decided to buy media only for the best two ads.

20 years

 on the market

26 million

cans sold
per year

24 mil USD

turnover
per year

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. PAIN 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. 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.

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 brand’s mental availability among viewers by 20%.

Marie Syrovatkova

Business Insight and Expansion Analyst

With Behavio, I can rely on sophisticated solutions that effectively use advanced statistics. The high quality of the data is ensured by accurate research methods that are fun for respondents. The reports are lucid and can be used directly in presentations to our management.

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