Book ending the creative process
To support Lebara in the development of a new creative look and feel, we worked closely with the creative agency Unlimited to understand audience personalities and their emotional connections.
These behavioural insights inspired a radical shift in the creative direction.
We then used Implicit Association Testing across various ethnic groups to test consumers’ associations with the new creative concepts against the previous. This enabled us to explore the unconscious influences that often underpin our motivations to engage with something.
The new concepts had a 100% positive preference, 90% of those were strong preferences.