Do you like those “That’s not a Buick!” ads that have been running since spring? Reeks of an Oldsmobile ad from a different era, but the highers-up at Buick think it’s been a success. Now it seems there’s quantifiable proof!
According to Automotive News, Boston-based Innerscope Research Inc. used “consumer neuroscience” to gauge the effectiveness of one of these 30-second Buick spots. The results? “One of the highest overall levels of emotional engagement” they have ever recorded.
Back in October, 50 volunteers watched a Buick spot while Innerscope collected “biometric signals” such as changes in heart rate, breathing patterns, and visual tracking “to reflect the respondents’ emotional response throughout the [Buick] spot.”
Innerscope measured the “engagement trace,” or the moment-by-moment response. On a 100-point scale, a response of 65 or higher reflects an emotionally engaged viewer, but volunteers had a response that “soared into the 80s.”
The ads were created by Leo Burnett. Innerscope wasn’t commissioned by Buick for the research.