Research-based insights consultancy and specialists in emotional engagement, Inside Story, used state-of-the-art eye scanning technology, combined with an on-line survey, to gauge how viewers emotionally connected with the recent Carlton Draught ‘Beer Chase’ parody on an ‘80s Hollywood car pursuit. Chief executive Liane Ringham explains the results
To test the Clemenger BBDO Melbourne ‘Beer Chase’ spot, Inside Story combined two approaches: Survey Sampling International’s (SSI’s) national online panel of 184 males aged 35 to 60 years, plus a new retinal technology that measures the level of emotional activation through pupil dilation and maps eye movement as it scans across the ad’s images. All the research was conducted in a central Sydney location.
There is little doubt from the results that this ad is a winner: it is certain to have gained attention and cut through.
It is one of the best branded ads we have tested, with branding in most scenes, and it has performed extraordinarily well in terms of emotional activation in our study.
Further, while the ad enjoys broad appeal, it is also clear from the online survey that with a deft hand, it has accurately targeted its Carlton Draught drinker with pinpoint accuracy – in a tone of voice and brand of humour that they find especially appealing. No doubt engagement is about the ad’s parody of clich√©d, over-the-top ‘80s-style Hollywood car pursuits.
It is highly likely, therefore, that ‘Beer Chase’ will be effective in terms of positively impacting brand behaviour for Carlton Draught.
Carlton & United Breweries (CUB) has developed a highly engaging and well branded ad. Activating an emotional connection is key to driving brand choice. Researchers for some time have relied on self-reported feelings but now we are increasingly gaining access to a wide range of sophisticated neuro technologies – to directly measure what’s going on inside the brain, and why.
Emotion opens the door to memory. An ad that can achieve high emotional activation and stays in memory at the point of branding and key message cut-through is highly likely to be effective, according to what we are now learning about ad effectiveness. This is about getting more impact for the brand and its message, within key scenes.
Emotional activation
The ad opens with exceptionally high levels of emotional activation. Top scores of 5.0 (robbers’ arrival) and 4.8 and 4.5 (the stand-off as robbers and police stare each other down) are among the highest scores we have seen and indicate the audience is fully attending, perhaps intrigued by the unfolding storyline and a possible expectation of being thoroughly entertained by another ‘Made From Beer’ Carlton Draught spot.
Emotional activation then appropriately varies across a range of 1.9 to 3.0 as the story unfolds and we are swept along by its fast pace. Finally, with the arrival on the boat at the end of the ad and resumption of social enjoyment of their Carlton Draught (in hand throughout), emotional activation rises to another high point of 3.6.
For most ads, it is at these points of high emotional activation that strong branding is required if brand messaging is to enter long memory and impact positive behaviour. In this spot, however, the brand is integral to most frames but is especially strong at both ends of the ad where emotional activation is highest.
From this vantage point therefore, ‘Beer Chase’ would appear likely to be highly effective advertising for positive impact on behaviour.
No wear-out evident
A brief aside notes that such high levels of emotional activation is in the context of the ad already having had significant exposure, launched during the AFL and NRL Footy finals, in early September. The fact that many (almost 50%) had already seen the ad “10 or more times” in our online survey reflects this heavy recent weight but that said, emotional activation has not been impacted in this study.
This ad has long legs. Its narrative style and somewhat shaggy-dog storyline has many more flights to go.
Brand targeting
The online survey drills deeper. From its responses, we learn that ‘Beer Chase’ is broadly enjoyed by all study participants but holds especially strong appeal among Carlton Draught drinkers (those who have purchased Carlton Draught packaged or on tap in the last six months).
Ninety per cent of Carlton Draught drinkers claimed to like the ad a little or a lot (compared with 70% of all others). A high 87% of Carlton Draught drinkers described the ad as “appealing to people like me” (compared with 63% of all other participants). And 66% claimed that the ad made them feel even more interested in drinking Carlton Draught beer. This compares with 42% of all others.
It appears these Carlton Draught drinkers embrace the particular brand of humour portrayed. They consider the ad good to share (86%) and 70% strongly feel it depicts the type of humour they “enjoy sharing with friends”. This compares with 47% for all others.
Such pinpoint accuracy in targeting reveals a deft hand and a true depth of knowledge of this brand of beer drinker. The implications for the management of the entire CUB portfolio are clear.
With such high levels of activation and attention, brand messaging is as expected – it is also strong.
Again, brand messaging is strongest among those with an affiliation with Carlton Draught – with message takeout focusing on the Carlton Draught being precious (93%) (“They don’t want to waste a drop”), popular (82%), authentic (81%) and for everyone (77%).
Message registration among non/less frequent Carlton Draught drinkers was significant but lower across all these message points.
Conclusion
‘Beer Chase’ would appear to be an all-round winner. It is a highly involving, well branded ad which also achieves strong brand messaging for Carlton Draught.
Our research indicates it is highly likely to achieve a positive impact on sales, especially among those with an affiliation with the Carlton Draught brand..
