drench case study
Making and researching the TV ad
To make the ad, we used a combination of computer generated images (CGI), eight puppeteers, a choreographer and a dancer. After a two day shoot and two months in post production, the ad was ready to research.
Once launched, the techniques used were the subject of much discussion on YouTube.
The ad was then researched, to check that it met the objectives we had set for it.
A group of consumers matching our core target audience were recruited by our communications tracking agency. These consumers were shown a number of ads online, including drench ads (in different lengths) and were asked a number of questions about them, including:
- How likely is the ad to stand out to consumers, and what makes it memorable?
- How successfully does the ad work to engage people, and deliver the desired messaging?
- Does the Brains character and music work in the intended way?
Results
The results were encouraging, confirming that the ad:
- stood out, and was the type of ad people would talk about
- conveyed the idea of mental hydration
- worked well to build a personality for drench almost exactly as intended
