Case Study: Heineken Uses Nielsen Consumer Neuroscience to Improve Ad Storytelling

“Open Your World” to Consumers Through Storytelling

Heineken used Nielsen Consumer Neuroscience to evaluate “The Voyage,” a TV advertisement in its “Open Your World” campaign. The company wanted to measure how well the ad communicated the key messages of “adventurous,” “premium,” and “exotic.”

Nielsen Consumer Neuroscience used EEG and eye tracking to assess resonance among male viewers ages 21-54 and to test message recall. The ad ranked in the bottom 40% of all ads tested, and Nielsen found that the story was too complicated, created high cognitive effort, and failed to engage emotionally, while also identifying scenes that should be removed to improve focus on the product and brand.

Heineken