Every week, Amárach and Future Proof Insights share exclusive findings from their PRIZM+ ad testing service showcasing best practice creative advertising in Ireland.

Creativity can come at a cost, our recent analysis of Three Ireland's 'Kango Kian' 5G broadband campaign showed that the creative successfully captures viewers' hearts and engagement, but it does show a risk in how it cements the brand in the audience’s minds.

The data shows the campaign's creative approach, featuring a determined installer jackhammering his way across Ireland to the tune of Vanessa Carlton's 'A Thousand Miles,' creates strong emotional engagement and drives viewer enjoyment well above typical telecommunications advertising.

The humorous destruction sequences, particularly as Kian makes his way through iconic Irish locations, create peaks in emotional response and sustained viewer attention.

Insights from our COM-B behavioural framework showed that while the campaign shows strong potential to drive consumer action when the message lands, finding the right balance between entertainment and brand presence remains key to maximising its impact.

Crucially, when viewers found the advertisement relevant to their needs, the behavioural impact score was 71.8% higher than for those who didn't see it as personally relevant - a dramatic difference that highlights the importance of targeted media placement.

The campaign also showed stronger behavioural response among younger audiences, with those aged 18-24 scoring notably higher than those over 55.

This suggests that while the creative approach successfully drives action among its core target audience, the campaign's effectiveness is heavily dependent on reaching viewers who are actively in the market for broadband solutions.

In general, the emotional success appears to come at a cost. The research indicates that while viewers thoroughly enjoy the content, they might not retain or attribute the concept back to the brand as effectively as other telecommunications advertisements.

This suggests a potential trade-off between entertainment value and brand memorability. The campaign excels at creating an emotional connection and driving thought, but faces challenges in ensuring the brand remains front and centre in viewers' minds.

There is a risk that this could drive misattribution to other players in the category as the memorisation isn’t tied to Three.

For more information about PRIZM+ go to: https://www.futureproofinsights.ie/prizm-plus/