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Background
Dental Implants GPS connected with Behavio through a third-party media company after producing two new TV ad spots. The first, called the “Guide Spot,” featured emotionally-driven messaging that highlighted the life-changing impact of dental implants on patients. The second, the “Search Spot,” focused on practical details like care options and location convenience.
Pain Point
The client turned to Behavio to pre-test both TV ad spots to determine which would better resonate with their target audience and the general public.
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“The entire process was straightforward, and we gained valuable insights from Behavio’s ad testing.”
Behavio’s Insight
Testing revealed that branding was a key challenge for both ads. Despite the logo appearing at the beginning of each ad, overall brand recall remained low. Additionally, many viewers were confused by the use of “GPS” in the company name, an insight the client had not been aware of.
Both ads, however, scored highly in emotion and messaging, particularly through their use of real-life patient testimonials. The “Guide Spot” performed slightly better with both the target audience and the general public, primarily because of the positive emotional response it elicited.
Outcome
The Dental Implants GPS team found the branding insights particularly helpful, especially regarding the confusion around the company name. Moving forward, they plan to strengthen their brand presence in marketing efforts, ensuring their name and identity are more clearly communicated in future campaigns.
