How do you reposition a core USP and increase its relevance in communication?
One of Australia’s leading telecommunications companies wanted to further leverage their established USP, leading to acquisition and improved advocacy.
The old way of communicating about their USP needed to evolve in an effort to drive further brand consideration. Sprout was commissioned to understand if the campaign territory would drive behavioural change and to optimise the campaign creative.
In addition to Qualitative Research and Behavioral Economics methods, we used our proprietary advertising effectiveness research approach, Emotivcom™ to test how effective the campaign was in activating the emotional motivations of current customers and competitive customers. Understanding the power of the emotional response was critical to further leverage growth from a funtional USP.
This campaign is now the umbrella campaign for the organisation and is ensuring the brand stays relevant and is attractive to more customers.