How neuroscience improves the effectiveness of stories: Case study Argeta

Published by Valicon on

“At first glance it may seem that creative intuition and neuroscience stand
on the opposite banks,
but in fact they are effective allies. Cooperating with Valicon on the Argeta project has confirmed the potential of neuro testing in optimizing messages, particularlyin adapting to cultural and behavioural characteristics of individual markets. However it must be stressed that the results themselves do not provide definitive answers – what is important is their interpretation, in which we got along really well with Valicon and what eventually brought the client effectively designed advertising messages.”

Janez Rakušček, Executive Creative Director Luna TBWA


In 2016 Atlantic Grupa launched a new communication platform for Argeta as a result of focusing more on emotional rather than rational aspects partnering with Luna TBWA. We were invited to work on the project as well. It was a challenging one, since the communication was going to be launched in Slovenia as well as Croatia, Serbia, Bosnia and Herzegovina simultaneously and unanimously. The main objectives was measuring overall performance in terms of emotional response and fine-tuning it before the launch. The client wanted to understand also scenes’ universality considering cultural diversity of the countries in question

A question “How do you love yours?” was set in the center of communication, encouraging a dialogue with a consumer whilst offering infinite possibilities for answers. In company, with love, when camping and with memories were just some of them shown in the TV copy tested in all 4 countries (Serbian version is shown)

The results below show emotional valence comparison per second among countries in question. Emotional valence is measured with the help of EEG as a general neurophysiological response that reflects comfort of discomfort of the measured sample. It is the most objective information regarding affection or aversion to stimuli the respondents observe.

The emotional dynamic was similar among countries indicating that respondents experienced the stimuli with the same valence, but intensity of emotions differed with Slovenia and Croatia scoring more positively then Serbia. It was an indicator that the campaign lacks of emotional intensity for the Serbian consumer, it needed an extra attention in terms of advertising performance in this country.

The analysis revealed also some other interesting differences between the countries such as a significantly more positive emotional response to the camping scene in Slovenia and Croatia in comparison to Serbia. It makes perfect sense taking into account behavioural differences. Slovenians obviously love camping significantly more than Serbians do.  On the other hand we have also much in common – somewhat less positive response to the actor playing a father in all 4 countries (shorter appearance in launched version) and negative response to the animatic used in the brand section (different opt was used in launched version).

For an average viewer the neuro-optimized version of the ad wasn’t that different from the tested version – shortening the “with a view scene” and changing the brand section in terms of used animatic, but the results improved considerably especially in Serbia.

Classical advertising key performance indicators and other brand KPI’s confirmed positive impact of the campaign.

A coincidence? Not really. According to the study conducted by Nielsen Consumer Neuroscience and Nielsen Catalina Solutions, a combination of EEG, biometric and facial coding consumer responses was shown to have extremely high, even up to 77% explanatory power of in-market sales providing marketers with unprecedented research potential. EEG alone can attribute to 62% of it! 62. Percent!

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