Creative Concept Testing
Spark were extremely agile – we had very little time to test the proposed creative and multi-layered messaging that was developed as a two-year campaign. Not only did Spark grasp the brief fast, they also executed all the research and results professionally.
Elaine Knowles, Head of Marketing, 123.ie
The Brief
Insurance company 123.ie had secured a new brand spokesperson to star in a new suite of creative aimed at getting more drivers and home owners on the phones and on the website requesting quotes – before going live with the creative, they wanted to gauge consumers reaction.
The Spark
Before testing the creative and discussing factors such as likability, memorability, stand out and influence, we used Spark Powergroups across a range of different audiences, to investigate people’s thoughts and experiences on the insurance market in general, as well as the renewal and quoting process.
The Outcome
123.ie not only gained valuable insight into the effectiveness of the creative, but also into the types of spokespeople that could deliver the message in a differentiated way. This further helped the team and their agency shape the messaging. Using Creative Concept Testing pre-launch gave 123.ie confidence in their campaign, ‘Give Better A Try’, which has been working successfully for them since 2020.
