How iCode saved a company from running an ineffective coffee ad

Coffee is by far the most popular and effective stimulant we use on a daily basis. But how can we make a coffee advertisement just as effective at sharing desired values and nourishing the brand image? iCode is the answer!

Case overview

Client: Segafredo
Research method: iCode Smart test
When: 2019
Goal: checking the effectiveness and value-recognition within a new campaign

Results

  • 13% more effective communication
  • 5th position among professional Italian coffee bean distributors
  • 5% growth in coffee beans distribution
  • gaining insights into emotional reactions – vital for future campaigns

Client’s challenge

Segafredo launched a new advertising campaign for the Selezione product line in 2018. The brand opted to evaluate the campaign’s effectiveness before continuing in 2019. The primary purpose was to see if the desired values were clear and associated with the brand.

Research

We tested Segafredo’s fundamental values and attributes to their audience using iCode smart test after showing the original verstion of their ad. We measured the respondents’ implicit reactions.
Original version of the ad

Outcome:

  • only 29% of consumers associated Segafredo with being a barista at their own home and with motivation to act big
  • conclusion – two main attributes were not yet well established with the brand

Recommendations:

  • the communication of the ad should emphasize the abovementioned values
  • on top of that, based on iCode results, we advised visual changes – beauty shots improvement and stronger brand exposure at key moments to better link essential values with the Segafredo brand

Road to the goal

Segafredo team rapidly implemented our recommended changes to the ad. We ran another part of iCode tests to check whether the new ad transfers desired values, and connects them to the brand.
Improved version of the ad

Outcome:

  • 39% of consumers now associated Segafredo with being a barista at their own home (10% increase)
  • 45% of consumers now associated Segafredo with motivation to act big. (16% increase)
  • the changes implemented to the ad resulted in boosting the brand image

 

Recommendations:

  • the ad is now ready to be launched on air!
  • the communication of the ad now has a higher potential to move consumers emotions and motivate them

Results

Using iCode, we were able to determine if consumers truly believe in values important to our client – not just on a declarative level, but also subconsciously. We measured if the ad transfers these values and puts the right amount of emphasis on the brand image. As it turned out, the advertisement required enhancements in several areas. The upgrades were eagerly implemented, and the post-test results revealed substantial growth in the ad effectiveness. As the Segafredo representatives claim, investing in neuromarketing research was a profitable experience, and they still benefit from our insights and results.

Joanna Sobyra

Marketing Director Segafredo Zanetti Poland
„According to Nielsen, after spring commercial emission in 2019, the brand moved from the 6th to the 5th position in professional Italian coffee beans. Moreover, there was also a 5% weight distribution. Gaining knowledge about emotional reactions of respondents was the key in preparing better, more efficient commercial version. The investment in neuromarketing research was profitable.”
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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