On December 11, 2024, neuromarketing tests were conducted with 14 participants, combining neuroscientific, qualitative, and quantitative methods, with the aim of analyzing the reception of three distinct ads:
The results revealed important insights into memorization, emotional engagement, and message clarity, as well as the effectiveness of the narrative and sensory elements used.
Regarding memorization, the ads from Calzedonia and Worten stood out as the most remembered, being mentioned by a similar number of participants. The Aldi ad ranked last, although with a minimal difference – just one participant less.
However, a relevant detail emerged: in the case of Calzedonia, the memorization focused more on the concept rather than the brand itself. Only 3 participants correctly identified the brand, while the others referred to the ad as “the one with the socks” or “the one with the volunteer firefighters,” highlighting strong retention of the visual and narrative content, but a weaker association with the brand.
The elements that participants found most relevant were the music, humor, and the presence of celebrities, with many also highlighting the importance of the message being conveyed, especially as these ads were aired during an emotionally charged time like Christmas. The clarity of the message was generally well achieved, although there were some reservations regarding Calzedonia. Initially, participants struggled to understand the emphasis on the characters’ legs, something that only became clear as the ad progressed.
In the neuroscientific analysis, Calzedonia showed a gradual increase in heart rate (HR) and skin galvanic response (GSR), typical signs of growing emotional engagement. Pupil dilations were recorded at two specific moments: when the family members hug after the professional is called to work, and when the family dog appears, indicating a positive emotional response. The peak of engagement occurred precisely when the notification is received, although there was a steady decline in emotional involvement after that scene. The slogan “Natal a meias” (Christmas with socks), presented at the end, captured the participants’ attention, solidifying the concept of the ad. Although the brand association was limited, the visual focus on the socks and legs proved effective in conveying the central narrative.
Interest level: ****
Attention: ****
Memorization: *****
Emotional engagement: *****
In the case of Worten, the ad stood out for its energy and emotional engagement, being the highest rated by participants. The “emotional peak” coincided with the appearance of celebrities Inês Aires Pereira and Ricardo Araújo Pereira, highlighting a correlation between the identification of the characters and the positive response to the humor in the ad. Both heart rate and skin galvanic response significantly increased during these moments, accompanied by the effect of the music, which amplified the emotional intensity. The Worten logo, displayed at the end with the dynamic movement of the “W,” captured participants’ attention, serving as a brand reinforcement element and ensuring effective memorization.
Interest level: ****
Attention: ****
Memorization: *****
Emotional engagement: ****
In turn, Aldi’s ad positively surprised participants, who highlighted its innovative and “out-of-the-box” character compared to the previous image they had of the brand. The humor and the combination of the mascots with human elements were particularly appreciated, especially in the final moments when the family gathers around the table with the mascots present. Aldi’s logo, positioned in the top right corner throughout the video, was registered from an early stage, ensuring multiple exposures to the visual brand stimulus throughout the ad, such as the supermarket itself, the names of the mascots, etc.
Interest level: ****
Attention: ****
Memorization: ****
Emotional engagement: ****
Although emotionally it was the least impactful of the three ads, the difference compared to Worten was minimal, solidifying Aldi as a case of successful and memorable communication.
In emotional terms, the hierarchy of impact was clear: the Calzedonia ad was the most engaging, followed by Worten, and lastly, Aldi. However, the difference between Worten and Aldi was minimal, reinforcing that both ads managed to captivate participants and effectively convey their messages.
This study highlights the importance of a clear and engaging narrative, the use of emotional elements such as music, humor, and characters, as well as consistency with brand values. Calzedonia, while capturing emotional attention, partially failed in direct brand memorization. Worten, with its humorous and family-oriented approach, received a positive and consistent reception, while Aldi stood out for its innovation and the visual impact of combining humans and mascots. These results underscore the need to balance emotion, clarity, and brand identity to maximize advertising success.
Study written by Benedita Santos, Neuromarketing and Strategy at WYperformance, published in the Meios e Publicidade magazine.
