Case Study: Vodafone improves ad effectiveness with Nielsen Consumer Neuroscience

“Being a Super” by Leveraging Consumer Neuroscience

Vodafone, the British telecommunications company, wanted to understand whether a new “Being a Super” advertising campaign for its SuperNet offerings created an emotional connection with viewers. Because many purchases are driven by emotion and standard measurement tools can miss that response, the company worked with Nielsen Consumer Neuroscience to evaluate one of the campaign’s ads, “Super-Dad.”

Nielsen Consumer Neuroscience used EEG-based neuroscience to measure emotional engagement, memory activation, persuasiveness, and the most salient moments in the ad. The results showed strong performance across the key neurometrics, including overall effectiveness and action intent, and Nielsen also identified scenes that could be removed through ad compression to produce a shorter, cheaper ad that was still effective.

Vodafone