The IPA has devised a novel way of testing the effectiveness of Christmas 2014 adverts: Dogglebox.
Ellie, Paddy and Duffie, the IPA’s canine testers, were exposed to a series of high profile television adverts. Their posture, eye position, yawns, barks and pants were scientifically analysed and measured to determine emotional engagement with the adverts.
Lorna Hawtin, Disruption Director at TBWA/Manchester said, “We looked quite hard for a segment that hadn’t already seen a lot of adverts that are out there. We wanted to find a group of consumers that really reflected UK households.”
The initial indicative test results showed that clips from John Lewis, Marks & Spencer and Sainsbury’s had the greatest impact.
Watch the Dogglebox video below: