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EARLIER IDENTIFICATION AND PROBLEM RESOLUTION KEEPS PERFORMANCE FLYING HIGH

A humorous slice-of-prehistoric-life is a clever way to show the dangerous consequences of not using the FedEx delivery services to send your packages. The slice-of-life technique typically is associated with above-average recall. It tells a story, and viewers generally find that engaging and a reason to attend to the message. In this case, the commercial concentrated on a single event and focused on the service as the hero of the story. It offered a humorous solution to one of today’s real problems, and, importantly, it identified the product and resolved the problem much earlier than Commercial B (Carrier Pigeons). By integrating the brand name into the story, rather than slapping it on or hiding it until the end, the commercial substantially improves brand name registration without reducing persuasion or even likability. Compelling, entertaining, informative, highly focused and branded, the commercial was above norm on all the major measures and 38% higher on recall than Commercial B.