Kellogg's: Changing emotional values in the Special K universe

Kelloggs is working to reinforce the Special K universe, in close collaboration with their advertising agency Halbye, Kaag & Thompson. A number of emotional parameters were defined as the ones to be changed with a new campaign.

The first film has already been produced and is being screened throughout the Nordic region. To evaluate the ability of the campaign to change the defined emotional values, Halbye and Kelloggs - supported by Zapera - launched an analysis of the effect of the TV advertising in all four Nordic countries (before initiation of media pressure).

The survey was carried out by using the ‘observation - stimulus – observation’ method on a group of women aged between 20 and 40 in the four Nordic countries - Denmark, Sweden, Norway and Finland.

A questionnaire containing a battery of emotional statements concerning the product was answered by the respondents, immediately before seeing two of the campaign films. Once they had been asked a general ‘adliking’ question for each film, the same emotional statements were shown once more.

Strategic Planner at Halbye, Kaag & Thompson, Camilla Munch, says: “By testing the same values before and after showing the campaign film, we get a good idea of whether or not we are on the right track – whether the campaign succeeds in changing those parameters we defined with the client.”

The survey can be considered a precision tool for measurement of the communication effect; precisely focused on the parameters that a campaign (or an advertising film) is based on and should influence. A number of control statements were built into the battery to qualify interpretation of the responses received.

Source: Zapera.com