Direct-to-Consumer (DTC) Motivation

Situation

Our client was preparing for the launch of a flight of televisions ads for their brand.  DDMAC notified them that certain language in the voiceover would need to be changed or removed.  Unfortunately, this was less than three weeks before ads were to begin and the media had already been purchased.  Our client requested that we evaluate three new versions plus the original version to see which one of the three new versions was equal to or better than the original on the following:  prompting consumers to seek more information about the product, encouraging them to see their physician and motivating them to get the prescription filled.  Sample sizes were to be large enough for a 90% confidence level and results needed to segmented by their four consumer groups.

Solution & Task

Answers & Insights proposed that 90 consumers review each of the ads in a monadic design and answer a series of questions.  We wrote and programmed an Internet survey in which consumers could watch the various versions of the 60-second television advertisement.  Respondents were segmented and ads were randomized.  The sample was drawn from our household panel and netted an incidence of 2%.

Action

The findings illustrated that one of the new advertisements was clearly ahead of the other ads in terms of motivation and call to action.