At the time the advert was made, Ms Collinge was a senior figure in Cadbury's in-house marketing team. But as she explains, the finished piece might never have seen the light of day.
Instead, it asks at least 150 people to view the ad and record their emotional responses to it - the drumming gorilla got an extremely positive score. Ms Collinge reported this back to Cadbury's bosses, and the ad was released to widespread acclaim. To try to ensure adverts are as successful as possible, retailers are using high-tech ad-testing firms more often.
"I think for clients, that is the real challenge - not only making it [the adverts] all, and making it all integrated and part of the same campaign, but also how to measure it and whether it is working," she says. The ultimate aim is that clients get both accurate short and long-term sales predictions, and additional metrics like finding out whether the brand of the company is recognisable and familiar to customers or not.is a series exploring how technological innovation is set to shape the new emerging economic landscape.
Source: Tech Daily Report (techdailyreport.net)
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