How iCode ensured that an advertisement was well-adjusted for a specific market. Or was it?

Most companies would rather know that something is not right with their marketing materials before launching a campaign, but many of them only rely on declarative surveys. As Budweiser’s case proves, declarative answers tend to miss the point. With iCode, we managed to show Budweiser that an ad they wanted to launch in Poland is really enjoyable, but… there is a big difference between enjoying an ad and actually being emotionally ready to buy a showcased product. Following up on these results, in order to sell their product, Budweiser had to adjust. Read the full story!

Case overview

Client: Budweiser
Research method: iCode Smart test
Goal: making sure that an ad designed for another country would prove effective in Poland by growing the sales potential

Results

  • more than 80% of consumers agreed that the advertisement was moving and encouraged them to buy the beer
  • on an emotional level, over 65% of consumers were confident that the ad was moving…
  • …however, only 20% of consumers were indeed encouraged to buy beer after watching the advertisement

Client’s challenge

Budweiser decided to launch a new commercial on the Polish market, which had been initially designed for another country. The client’s goal was to find out whether Polish consumers would react positively to the advertisement and whether the ad would encourage them to buy the product.

Research

We presented the Budweiser ad to a group of nearly 200 respondents who hadn’t seen it before. We used iCode to measure respondents’ subconscious reactions and juxtaposed them with declarative answers.
declarations
  • 82% of Poles agree that women can hold managerial positions
  • conclusion of results without iCode: in Poland, the advertisement will move consumers and positively impact the brand’s image and the sales potential of Budweiser products
  • but is that really so?
with iCode
  • over 65% of consumers were confident that the advertisement was moving
  • after watching the advertisement, only 20% of consumers were indeed encouraged to buy Budweiser beer
  • advised additional sales support communication in Poland

Results

Without iCode, Budweiser would likely launch their advertisement in Poland and then wonder why sales didn’t skyrocket. Using non-declarative metrics allowed us to discover that the new Budweiser ad is enjoyable and will likely warm the brand’s image. However, the lack of an outlined relationship between the product and the presented story results in limited acquisition potential for the Polish consumer. It will not encourage consumers to purchase beer. If the advertisement were to be launched in Poland, additional sales support communication would be needed. And, after all, a brand’s goal is never only to be liked – everybody wants to sell, too. With this study, Budweiser proved that investing in neuromarketing can be highly profitable in the long run.
Are you planning on launching advertising materials soon? Try iCode to measure if your ad communicates the desired values and effectively connects them to your brand. Ask us anything, or book a free demo 
Tomasz Zając

Tomasz Zając

Consumer Neuroscience

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