Creative development
How to get the best ROI from your advertising
HOW TO GET THE BEST ROI FROM YOUR ADVERTISING
“Great advertising knows that nobody likes to watch an ad unless it’s a great ad. People love great ads.”
It costs the same amount to launch an effective campaign as an ineffective one.
Regardless of which media you are communicating through, people are very clear about what they do and don’t like, what moves and inspires them, and what makes them want to share it. On average our creative development research delivers a 40% uplift in ROI. On a $500K media spend that’s a saving of $200K.
For more than 30 years, we have been helping clients develop award winning, compelling and timeless communications.
The top 10% of ads on our database are 76% more likely to drive sales than the bottom 10% – so getting your advertising right has a significant pay off.
CASE STUDY
Rekindling NZers’ love affair with Lotto
The Challenge
There was a need to re-engage NZers’ hearts and minds with their national lottery . Along with a brand refresh, Lotto needed to establish an emotional connection – to get people sitting up, taking notice and buying tickets.
The creative idea around imagining what winning the lottery could mean to individuals’ lives, life and loved ones was strong – but the Executive Team wanted the certainty of a predictive measure of performance before they signed off a significant creative and media investment.
Learning
Link™ proved the power of emotional connection and that increased affinity to Lotto creates a stronger intention to purchase. Clear guidance on story sequencing, casting suitability, importance of music, and the defining winning moment helped to optimise the ad before it was shot. The results speak for themselves – Lotto sales are up and Pop’s Gift was voted Fair Go’s “Ad of the Year” for 2015.
