heat says: An audience of over 60 senior industry colleagues attended to hear the findings behind our new indepth study.
We already knew that heat is a happy brand, in fact it over indexs at 172 against the celebrity market average on TGI. We also knew from our Anatomy of Influence research that heat is a highly influential brand. Obviously it's also a fantastic multi-platform brand with over 4.8m touchpoints across print, radio, TV and digital. So, what did we want to find out? We had three key questions:
1) Why is it important for brands to drive an emotional response?
2) Is an advertising message enhanced by using a common brand across platforms?
3) Can a lead medium prime response to other platforms?
To answer these compelling questions we recruited 180 consumers and Neuro-Insight conducted research which involved monitoring brain activity to unpick pre-rationalised responses to give consistent quantitative metrics. One of the areas that we were keen to find out more about was the link between memory and purchase decisions. Commercial and academic studies have demonstrated the link between memory encoding and real life decision making and purchase behaviour. 5 ad campaigns were tested: two cosmetics and toiletries brands, fashion, confectionary and drinks.
Interestingly to put our results into context heat magazine generated a higher emotional intensity response that The Simpsons and a greater long term memory encoding that Downton Abbey.
Top line results showed:
• heat magazine elicits strong attention and emotional intensity
• heat radio is a strong performer for desirability
• heat online is high for left brain responses, particularly attention
• heat television is associated with good memory and engagement
• The emotional response for heat is strong
• There is a stronger response to the same advertising with consistent heat branding
• Consistent branding has a greater response in the brain
Key learnings:
• The heat brand elicits a strong and positive emotional state, which translates to advertising displayed in the context of the brand
• Responses to advertising messages across platforms linked by the heat brand are stronger than those without
• heat magazine primes response to linked radio and online advertising
