[CASE] Eurojackpot: Pre-testing of ads

Read the article in Danish.

Danske Spil is developing a new creative platform for the large brand Eurojackpot. The goal is to position Eurojackpot as the 'life-changing prize' and thus distinguish the product more clearly from Lotto. Simultaneously, the new communication must succeed in reaching a younger target more clearly.

Ipsos has pre-tested an advert using Creative|Spark. Among other things, the test has shown the emotional responses of various target groups to the ad’s messages and story by using Ipsos' neuroscience tools. The results, combined with very tangible recommendations, make it possible to perform crucial adjustments in the advert – already in the development phase.

We had high expectations to the test and were not disappointed. Facial Coding uncovers the emotional reactions and the open-ended questions provide a surprisingly deep insight into the qualitative. So, we get to the substance quickly which enables us to reflect on the things that really matter: how to prioritise the results in the further process.

- Head of Branding & Campaigns, Danske Spil A/S