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Background
Big Shock, one of Europe's largest energy drink brands, is known for its iconic yellow can and affordable pricing. Over the years, the brand has stood out in a highly competitive category. Despite its success, Big Shock faced challenges in maintaining growth, particularly in the TV advertising space.
Pain Point
The Big Shock team pre-tested three distinct TV ads and wanted to determine which performed best. They also sought ways to maximize the impact of the campaign, ensuring they invested in the right creative concept.
Behavio’s Insight
Testing revealed clear insights: one ad stood out, performing twice as well as the second, while the third ad performed more than three times worse. This data allowed Big Shock to make an informed decision about which ads would resonate best with their audience.
Outcome
Big Shock decided to scrap the most underperforming ad and focused their media time on the top two ads. They used the insights gained from the testing to refine their media strategy.
As predicted, the top-performing ad proved to be twice as effective as the second. The campaign was a big success, increasing Big Shock's mental availability among viewers by 20%. The use of data-driven insights helped the brand maximize its impact and connect with a broader audience.
