On Device Research Wins at the IAB Europe Research Awards 2022

Winning for both the Brand Advertising Effectiveness category & Research Innovation category, the awards ceremony took place in Madrid at the IAB Europe Interact Conference.
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It’s great for conferences and awards to be back in real person again, isn’t it? But it’s even better when you find out the awards you’ve been shortlisted for have won! Yes – that’s right! Both!

Firstly, it was announced that the Lavazza AR gamification campaign research in partnership with Yahoo and Block V won the category for Brand Advertising Effectiveness and secondly Pringles alongside Yahoo and Gorilla in the room won for the Research Innovation category. A massive congratulations goes out to all parties involved in these fantastic campaigns.

More on Lavazza:

In May 2021, On Device Research had a fantastic opportunity to work with Yahoo and Lavazza coffee who were using AR technology to create a game which aimed to get visitors into their new London flagship store. The campaign consisted of a fully immersive AR based game where the aim was to collect ‘virtual’ coffee cups on the map in exchange for prizes at the new Flagship store. The AR activity was also supported by wider digital activity.

Through measuring this campaign, we were better able to understand how the consumption of AR through gamification helped promote Lavazza’s new store and more widely how the digital campaign performed for its key brand metrics.

The campaign helped demonstrate the following outputs:

  • The campaign significantly drove top of mind mentions of Lavazza, particularly among those who played the AR Game.
  • Prompted awareness of Lavazza improved, significantly driven by the AR game. Lavazza improved its competitive position, positioning ahead of Nespresso.
  • Total Media and the AR Game both significantly drove intent to visit the Lavazza store – with the AR Game doing so at stronger levels.
  • Following campaign exposure, respondents were significantly more positive towards the brand – in particular among those exposed to the AR Game.
  • The AR Game significantly drove perceptions that Lavazza is ‘trustworthy’, ‘delivers the best experience’, ‘is relevant’, ‘meets needs better than competitors’ and ‘sets trends’.
  • Exposure to the AR Game significantly drove perceptions that Lavazza is high quality – positioning ahead of competitors.
  • Gloria Bagdadli, Global Retailing Director at Lavazza Group commented:

    "Yahoo’s creative services and innovative solutions enabled Lavazza to promote the launch of the London Flagship store to our target audience in a fun and compelling way. The use of augmented reality technology firmly positioned Lavazza as an innovative brand. The research team came up with a study design which enabled us to measure the contribution of each format on our brand KPI’s and most importantly gave us evidence of how AR and gamification can engage our customers. The results speak for themselves!"

    More on Pringles:

    Pringles wanted to use AR to help promote the brand’s association as being the snack for eating whilst gaming. XR technology specialist (Gorilla In The Room) created the AR experience in their mobile based app, designed to record behavioural measurement of real-life AR exposures. This technology uses accelerometer and gyroscope data from the respondent’s mobile device to record how people interacted with the AR experience and interpretative algorithms to show how engaging, and interesting they found it. 24 hours after the AR experience, respondents (who were all within the target audience of gamers) were invited to complete the Pringles brand survey. The behavioural and survey data could then be combined to provide a powerful new level of insight.

    The research was then able to demonstrate that:

  • The campaign saw an incredible CTR—over 2.5x the average benchmark, along with a high view through rate.
  • In addition, our independent brand study revealed some strong shifts in brand metrics amongst those exposed to the campaign.
  • The campaign’s AR experience increased spontaneous awareness +13% points which was more than the overall campaign increase.
  • AR proved to have pronounced effects on awareness and brand associations aligning Pringles with gaming.
  • (Source: Yahoo/OnDevice. Fieldwork: 19th November – 22nd December 2020. Sample: 300 Adults 18+ [150 exposed/150 control]).

    The results (above) from our study confirm the campaign had a significant impact for Pringles, particularly when it came to the AR element. It also informed how AR differs from other digital platforms, demonstrating its unique strengths as a brand communications tool and where it adds value to the digital media mix. AR proved to have pronounced effects on awareness - vital for Pringles operating in a cluttered market - but also in brand association; aligning Pringles with gaming.

    More widely, these results help provide the industry overall with increased confidence in AR as a digital platform within the wider digital media mix. Stephen McSweeny - Digital Marketing Manager of Pringles Europe commented:

    "The campaign partnership with Yahoo proved a huge success. Working with Yahoo, On Device Research & Gorilla in The Room enabled us to connect with our audience in a unique way that strengthened our association with gaming. The research helped to demonstrate how the use of AR aided towards the overall campaign's success. This has helped with future campaign strategy, in which we are already considering AR to play a significant role in 2022"

    Sarah Robson, Head of Advertising Effectiveness at On Device Research stated:

    “It’s fantastic to see these campaigns win at the IAB Europe Research Awards for Brand Advertising Effectiveness and for Research Innovation. Our innovative research methodologies across this space working alongside Yahoo was able to demonstrate the benefits of using AR as a productive tool for increasing brand and product awareness. Our ability to measure AR alongside wider digital campaigns helped deliver further understanding into how the two mediums work together in more detail.”

    For further information on the Lavazza campaign, please contact:

    Selma Ali – Insights Director at Yahoo selma.ali@yahooinc.com

    For more information on the Pringles campaign, please contact:

    Arifa.Haque@Yahooinc.com

    For further information on our AR research capabilities, please contact Sarah Robson at On Device Research Sarah.Robson@ondeviceresearch.com

    Do you have a research challenge? Want to prove how your media helps build brands? Speak to us today at www.ondeviceresearch.com/contact

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