“The insights from testing this new brand asset were pivotal in our successful tender pitch to Blue Style, as we were able to refine the mascot based on real audience reactions.”
Background
When VCCP set out to win the creative concept for the travel agency Blue Style, they knew a distinctive, relatable brand asset could make their pitch memorable and impactful. They created a playful mascot with fluffy blue fur, but they were uncertain whether it would resonate with their audience.
Key questions emerged: Does the mascot fit Blue Style’s brand identity? Is it distinctive enough to stand out? And, can it effectively carry the campaign’s message? To find answers, Blue Style turned to Behavio for testing.
Pain Point
The VCCP team needed to ensure their mascot was not only aligned with Blue Style’s brand identity but also appealing and emotionally engaging for their target audience.
They wanted insights on whether the mascot’s distinctive features would evoke the right emotions and associations for a travel brand focused on exciting getaways.
Behavio’s Insight
The testing results revealed that audiences found the mascot to be both original and a strong fit for Blue Style’s brand. It evoked above-average positive emotions, with many respondents appreciating the blue color, which came across as cute and playful.
However, some participants found the mascot’s thickness and mouth less appealing, with the latter evoking more neutral or negative reactions due to a perceived mismatch with the overall design. Despite these minor critiques, the mascot performs exceptionally well from an emotional perspective.
Outcome
Thanks to Behavio’s insights, VCCP was able to present a data-backed, audience-approved mascot that resonated with Blue Style’s brand values and excited their target market.
This win highlighted how testing brand assets can be pivotal in agency pitches, giving VCCP both the self-confidence and insights needed to refine and improve the asset further.
