Does my ad evoke the emotions I want it to?
LG, ‘Stage Fright’
LG commissioned Dutch creative agency SuperHeroes to build on the success of its IPS monitors video hit, ‘So Real It’s Scary’, with an equally popular sequel.
SuperHeroes set up the IPS monitors over the urinals in a men’s toilet, in a bid to find out whether the screens were sufficiently lifelike to cause ‘stage fright’. Playing once more on the monitors’ extreme realism, they filmed men’s reactions as a couple of models suddenly appeared, acting flirtatious and seemingly staring straight at them as they went about their business.
As the approach was potentially controversial, LG wanted to be sure that the video would be perceived positively before launching. LG’s media partner AOL commissioned us to test ‘Stage Fright’ in the UK, its intended launch market, to see how people actually responded to the video.
In under 48 hours, we tested the video on 300 people in the UK – and another 300 in the US, to see if there were any geographical differences in emotional response.
Results revealed that ‘Stage Fright’ performed exactly as the creative agency had envisioned. After some initial confusion, there was a strong and sustained rise in happiness. Negative emotions were minimal throughout, and the video ended on a high peak – its audience was engaged to the very end.
Ending on a high ensures the media’s lasting impact on its audience.
The video performed extremely well, justifying spend on the full range of AOL’s premium distribution options. Realeyes analytics showed that the content resonated most with young audiences in particular, and that the clip had a particularly strong finish. Furthermore, the video performed just as well in the US as in the UK, making a transatlantic launch advisable to get the most out of this particularly strong creative.
Emotional engagement was exceptionally strong overall, and Stage Fright’s EmotionAll® score was in the top 5% of all videos in the database at the time of testing.
Knowing which audience to target maximised consumer engagement with no increase in media spend.
Strong content with smart distribution resulted in 14% brand lift – more than 3x the industry average.
Realeyes provided AOL with perceptive and actionable insight into how LG’s content resonated with different audiences. AOL was able to use this information in guiding and executing the global distribution plan, and the video gathered over 1 million views in 48 hours. By targeting young audiences and publishers with high play-to-end ratios, as suggested by Realeyes analytics, AOL maximised consumer engagement with no increase in media spend, ultimately driving over 10 million views, and over 100,000 social actions.