We conducted a bespoke online survey of 400 people in key catchment areas for the shopping centre, which included AB testing of potential logo styles and a review of different creative routes. When analysing how successful each creative was, we employed the theory presented by American Psychologist Dr Paul Ekman. He suggests that humans have six primary emotions: joy, surprise, sadness, anger, fear and disgust. Additional neuroscience studies have shown that the ability to generate emotional engagement is hugely important, as it influences our long-term memory encoding and decision-making.
Our results reviewed both the rational and emotional impact of each creative route, providing evaluative and diagnostic feedback. We helped Land Securities to decide between their different creative options, as well as providing direction on how they could further optimise the best performing route. By showing a clear, positive direction for their communications strategy going forward, we were able to perfect the marketing communications prior to launch, maximising in-market performance and their return on advertising spend.