Beyond Techspectations: Decoded beyond Trade-in Deals

Technology Used

Predictive AI

Predictive artificial intelligence (AI) refers to the use of machine learning to identify patterns in past events and make predictions about future events

To Measure Attention

Heatmaps

These visualize areas of the image or video that are likely to capture the most attention and areas that may receive less attention using a VIBGYOR color gradient.

Fog maps are visual representations that highlight areas of a visual field or image where viewers experience low clarity or comprehension, indicating regions that may be confusing or unclear.

Fog Maps

It quantifies the level of attention drawn by an image or video, indicating the consensus on its most captivating elements. Images/videos with numerous intriguing components tend to score lower as attention disperses. Conversely, assets with fewer focal points garner higher scores as viewer gazes converge on specific areas.

Focus Score

Saliency Maps

Saliency Maps highlight sections that are likely to be viewed by your audience; this map will only show the areas which are viewed by the users.

Attention Score

It quantifies the overall interest the stimuli has received. It is calculated based on the intensity of heat maps. If there are more intense regions, the attention value will be higher.

To Measure Clarity & Engagement

Clarity Score

It tells you if your customers will easily understand your stuff or not. It helps you see how clear your message or visuals are, so you can make them better for your audience.

Area of Interest

Define specific regions within your content for an even deeper analysis of viewer engagement.

Second by Second Analysis

This offers users deeper insights, elevating research to a new level of advanced data analysis.

Detailed Analysis of the Ad

Overall Score

47.6/100

Highest Focus: The ad reached its peak focus score of 86.47 at the 29-second mark, coinciding with the display of the brand's logo and the tagline "Beyond Techspectations."

Lowest Focus: The focus score dropped to its lowest point of 6.76 at the 19-second mark, coinciding with a shot of two men buried in colorful balls, with only their heads visible. One of them asked, “How much?” The abundance of elements on screen created visual clutter, making it hard for viewers to maintain focus, which led to the dip in the score.

Highest Clarity: Clarity reached its peak at 71.5 during the 29-second mark, coinciding with the display of the brand's logo and the tagline "beyond techspectations" offering viewers a moment of complete clarity about the essence of the entire commercial.

Lowest Clarity: Clarity plummeted to its lowest point of 34.46 at the 20-second mark, as the swift camera shift between two angles briefly disrupted visual coherence.

Highest Attention: Viewer attention spiked to 86.43 at the 19-second mark, coinciding with the shot of two men covered in vibrant, colorful balls with only their heads visible. The burst of bright, playful colors immediately captured attention, driving the peak.

Lowest Attention: Attention dropped to its lowest point, 17.48, at the 5-second mark, when the showroom personnel spoke simultaneously as the customer was looking at his old TV. This overlap created a clash, causing a noticeable dip in attention.

Summary Analysis

Currys' latest campaign, Beyond Techspectations, builds on the success of last year’s Drenched campaign, introducing humor and excitement by immersing customers in giant ball pits to showcase the value of trading in old tech. Created by AMV BBDO and supported by Spark Foundry, this initiative extends the brand's playful platform and highlights unbeatable trade-in deals. The campaign achieved a highest focus score of 86.47, reflecting strong engagement, particularly through the immersive ball pit experience. The highest clarity score of 71.5 indicates that the trade-in messaging was clear and easily understood by the audience. However, at the 5-second mark, attention dropped to 17.48, when showroom personnel spoke simultaneously as the customer focused on their old TV, causing a brief distraction. Despite this, the campaign maintained an average percentage seen of 34.52, showing consistent viewer engagement. Currys reports that every pound spent on marketing has contributed to increased sales, proving the campaign’s success.

Suggestions for Improvement

Reduce Audio-Visual Clashes: Consider adjusting the timing of the voiceover or dialogue to avoid simultaneous audio and visual stimuli, allowing each element to be processed without distraction.