Lab42 Client Case Study: TV Ad Testing

BACKGROUND

Our client, a creative agency, wanted to test 3 TV ads in storyboard format (using video and audio), which they created for their own client, a fast-casual chain restaurant. The ads were focused on reminding consumers about the quality of the food as well as the homey, family oriented feel of their restaurants.

Our client wanted to utilize the results of this test to decide which one of the three ads to move forward and turn into a finished film, so as to make sure that their investment will have the best possible outcome.

SOLUTION

Lab42 utilized their unique Ad Test methodology and obtained respondents through social media channels, loyalty rewards and mobile applications to collect 300 respondents who met the following criteria:

• Ages 18+, with sample split 50/50 for under 45 years old and over 45 years old
• Category users who have visited a family style restaurant in the past 3 months
• Household income of $25,000 or more
• Reside in the states where the restaurants are located

STUDY DESIGN

The study was designed as a sequential test where all respondents viewed and evaluated all 3 ads.

KEY FINDINGS

• The ad that emphasized the food quality and family time around the table performed significantly better than the other two ads tested across most of the key metrics.
  • It was more likely to be noticed by consumers and engage them, they felt it was more relatable and as a result was also more likely to motivate consumers to visit this restaurant
• One of the ads, that tried to give a new, more modern spin on this restaurant did not perform well at all among this audience.

IMPACT

Our client had clear indication about which ad to move forward into finished film and which creative direction this audience most relates to and could make the restaurant a more appealing and a viable option to consider when they are thinking of eating out.