<p>Our research uncovered five ways to drive the short without neglecting long-term gains.</p>
Distinctive assets work effectively for performance-led campaigns, but even better when worked into a right-brained narrative! Example: Jet2Holidays
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Right-brained elements such as sense of place, humour and hummable music drive Emotional Intensity – which on average drives higher Spike – but they also have the potential to support the long-term! Example: Lidl
Fluent Devices have the potential to work across all types of communications as drivers of Emotional Intensity as well as brand. Example: O2
Whether it’s distinctive assets or a Fluent Device, assets aren’t owned overnight, so make sure to use them regularly and consistently across comms! Example: Cadbury
Features that drive Spike, either through Speed of Branding, Emotional Intensity or both, rarely work in isolation. The most effective Spike ads incorporate more than one feature. Example: Aldi