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B2BM
April 2009
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Evaluating creative
37
The colour of
creative success
When creative agency Tonic devised a global
B2B campaign for Norwegian
telecommunications company Telenor –
including the design of a new corporate
website – early evaluation of its proposed
creative executions showed the colour
scheme for the creative needed tweaking.
Through global workshops set up to share
initial creative briefs with potential end-users,
Tonic established that end-users in its target
“The intersection between aesthetics
markets in South East Asia wanted to see
creative that was more colourful and vibrant
and practicality is important in the than the ‘Nordic restraint’ the brand’s identity
digital world – you can have an incredible
had in its native country.
“By involving those people as part of the
looking website but it’s not going to
creative process, we avoided rolling out a
engage if it’s not useable”
piece of work that was inappropriate and
would have alienated whole areas of the
market,” says Ranzie Anthony, managing
Garrett Dearey, associate director, Positive Digital partner and founder of Tonic. “Involving end-
users during the process – rather than just
functionality intuitive or does it take a 7. It’s all in the eyes waiting to gauge their reaction at the end –
mastermind to interact with it?’ ” says Trefor Eyetracking offers another way of grasping means a better product as well as avoiding
Thomas, creative director of Brand some tangible results to ascertain creative uncomfortable sticking points where the
Advocate. The ease of measurability of digital success. The process involves mapping eye client and the agency argue over who is right.
creative also means that the evaluation of it movements, using special goggles, to At the end of the day the opinions of the end
can be used to complement and enhance establish what the eye is drawn to when user are the most important – they’re the
more traditional forms, he adds. looking at an ad or a brand placed in ones you’re trying to engage with after all.”
situation. The new look creative is due to be rolled out
6. Don’t overlook emotional intelligence Specialist company, Eyetracker, can later this year.
It can be easy to get bogged down track a participant’s eye movements as he
measuring the ‘scientific’ success of a or she looks at a website, or flicks through a Eyetracker, this is a technique more and
creative campaign, by analysing leads magazine in which a client’s ad has been more B2B brands are showing an interest
generated and ROI, but being able to judge placed, to see if or how they engage with it. in. “Used properly, it can be a hugely
how a creative execution actually makes a According to Iain Janes, research director at powerful tool for analysing creative work,”
person feel can be equally insightful – he says. The expense attached to the
especially for use when planning future process depends on the depth of the study –
campaigns. but day rate prices to hire the equipment
Communication research agency Mesh and an operator start from around £1500
Planning has pioneered a way to capture per day, says Janes.
customer’s emotions at the time of viewing
an ad, which it feeds back to clients. Paid 8. Consider science versus art
participants use their mobile phones to text When evaluating the success of a piece of
pre-agreed codes, which explain their creative, the trick is not to be too scientific
thoughts and reactions whenever they about it, warns McKee. The science part is
come into contact with a specific brand what happens at the end of the campaign
they have been asked to look out for. They process – looking at your ROI and how many
also keep an online diary to log any
“Pull together a list of
leads you achieved – but that’s not the same
comments they have to share on an ad as measuring creative directly he argues.
campaign. responses that you think “Creative is as much an inspired moment of
“We’ve worked with a psychologist at
you’d like to prompt and
clarity or genius as it is a measurable,
the London School of Economics who tangible thing that you can put your finger
confirmed that you can’t as effectively ask
use this list to see if the
on in. It’s about what makes you feel good. If
people to recall their emotional response to
creative ticks the right boxes”
it was something you could put in a can,
an ad as you can effectively capture that label and put on a shelf, everyone would be
emotion in real time,” says Mesh’s chief doing it. To try and over prescribe how you
experience officer, Fiona Blades. Chris Cleaver, MD of business brands, Dragon develop creative work is a mistake.”
B2BM APRIL 09 – www.b2bm.biz
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