The Approach
In virtual focus groups, we explored two distinct creative ways in, each offering a different approach to bringing the strategy to life. Participants reacted to a set of early-stage executions, including social posts, TV scripts and out-of-home billboards. This allowed us to see how each territory held up not just in theory, but in the real-world ways people would encounter them.
Across conversations, it was clear: the functional story landed well. People were aligned with the tangible benefits, but the emotional hooks were shakier. The desire for transparency came through loud and clear, but the more emotional messaging struggled to break through, often feeling too lofty or disconnected from the overall strategy.
