Challenge
Tonic sought to understand the true value of community-based advertising in a competitive media landscape. While simplicity is often overlooked in favour of more complex ad executions, Tonic wanted to investigate whether straightforward messaging could leave a meaningful impression and drive neural impact.
Result
Partnering with Neuroconsulting Australia, Tonic discovered that its community-focused advertising, when combined with matching visuals or emotional imagery, outperformed expectations.
The research showed an impressive uplift in attention (+29%), memory encoding (+11%), and engagement (+8%) compared to the average of all other ads tested.
These results confirm that well-crafted community messaging can drive significant and meaningful neural changes, proving the power of simplicity in advertising.
Percentage points refers to indexed scores and the comparison across all ads in Neuroconsulting Au’s existing database
Source: Neuroconsulting Australia, Electroencephalography (EEG) used to collect live brain activity of Australians 45-60. Oct-Nov 2024.
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