Decode the Mystery of Yorkshire Tea Campaign

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

49.34/100

Highest Focus: The ad hit its peak focus score of 85.92 at the 29-second mark, capturing viewers’ attention as the security officer starts interrogating the lady about the stolen bikkies.

Lowest Focus: The focus score hit its lowest point of 45.66 at the 54-second mark, as there were too many characters in the scene including the security officer talking over the microphone thus causing the focus to dip at this moment.

Highest Clarity: Clarity peaked at an impressive 83.5 at the 35-second mark, as they brought in a close up shot of the security officer along with suspense building bgm to back it up to reveal who is the culprit behind the theft. This became the turning point in explaining the message of the campaign.

Lowest Clarity: The clarity score dropped to its lowest point of 55.31 at the 58-second mark, given the voiceover of the ad made it a little clumsier while displaying the title of the brand at the end of the commercial, thus reducing the clarity of the campaign message.

Highest Attention: Viewer attention peaked at 68.29 at the 20-second mark when the scene consisted of a professional working on his computer with some data on it. This grabbed the attention of the viewers making it top the list.

Lowest Attention: Attention dropped to its lowest point of 19.73 at the 11-second mark when the lady in that scene gives a confused look. This doesn’t justify any message to be conveyed hence dropping the score to the lowest.

Summary Analysis

Sarah Lancashire, celebrated for her iconic role in Happy Valley, takes center stage in Yorkshire Tea’s latest ad, adding her signature wit and charm to a cozy whodunit. Set at the brand’s HQ, the story follows the mystery of a stolen packet of biscuits, blending humor, intrigue, and quintessentially British charm. The campaign scored impressively on focus (85.92) and clarity (83.5), reflecting its well-defined storyline and clear messaging. However, it saw a dip in attention (68.29), likely due to slower pacing in the middle sections. Additionally, a low percentage score (28.64) suggests limited engagement among younger audiences, possibly because the campaign leans heavily on nostalgia and traditional British humor. Despite these challenges, the ad aligns seamlessly with Yorkshire Tea’s tradition of lighthearted storytelling and community warmth.

Suggestions for Improvement

Relatable Humor: Incorporate humor or scenarios that resonate with a younger demographic, like modern workplace dynamics or social media trends, while staying true to the brand’s tone.