ASA: Creative development

In the past, the ASA has run advertising campaigns to make consumers aware that they exist to protect them from misleading, harmful and offensive advertising.

A new campaign was planned and the ASA were looking to test the designs and messaging produced by their creative agency to identify which design was most appealing to the public and would therefore help to raise awareness.

Combining a qualitative approach of focus groups with an online quantitative survey, we were able to provide the ASA with a thorough assessment of public opinion on each design and campaign message.

The research identified an overall preference towards a design and campaign message that was official and authoritative in nature, but it also highlighted that the final decision should rest on defining a target audience for the campaign as adults 35+ as those aged between 16-34 years old deemed this to be rather boring and preferred an alternative approach.

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