Advertisement agency in Skåne pretested ad ideas in Poland and England

In the fall the advertisement agency Rönngard in Malmö won the European pitch for Eden Springs, which is leading in Europe for cold water and water coolers in offices.

Rönngard’s creative solution was significantly sharper and more dramatic than the previous more pale and grey ads. But how would clients and prospects react in the different markets – each with their own special culture? Was the creation too provoking?

Peter Imhäuser, who is Managing Director and strategist at the agency, contacted Zapera who suggested creative pretests online in Poland and England.

- Zapera did a great job, says Peter. We were relatively late in the time schedule but Zapera worked smart, flexible and showed great involvement. The report came so quick that we made the original deadline for the campaign.

The creative pretest indicated that both Rönngard’s proposals created significantly more attention than the previous ads and responded to Eden’s brand promise. But the most provoking proposal stood out too much and was regarded among some as too daring. Therefore the client and Rönngard chose the other proposal which was less extreme and which Rönngard is now continuing to work on with the text. The ad idea will be used on all of Eden Springs’ 16 markets in Europe.

Source: Zapera News, Issue 29, May 2008