Clean Floors

Insight into the success of Dr Beckmann’s rug and carpet cleaner TV advertising

The Challenge

Dr Beckmann is one of the UK’s leading brands in household cleaning. Prior to launching a new TV advertising execution, Vision One were commissioned to conduct a pre-test advertising evaluation.

Research Approach

Vision One utilised quantitative research, incorporating our specialist AdProbe approach to evaluate the new execution against 2 competitor executions. The research was conducted online among a sample of relevant target-market respondents who were main grocery shoppers and responsible for purchasing laundry products.

Research Findings

Our research showed that the Dr Beckmann execution had the strongest AdProbe index score when compared to the competitor adverts. The execution also scored well across a number of AdProbe’s key metrics, including Fascination, Recall and Action.

Action

The research was well received and confirmed internal hypotheses around how the advert would be perceived by consumers. The research provided Dr Beckmann with a number of valuable insights and suggested areas of improvement prior to the advert’s full launch.