Momentum has launched a new television commercial that alludes to the wide choice of products and services it offers while demonstrating the Momentum broker’s passion and understanding of that choice.
Conceptualised by the agency’s Creative Chairman Francois de Villiers, Liora Friedland and Annie Klintworth, and directed by Giant Films’ Ian Gabriel, the ad simply and elegantly conveys passion and knowledge, the two key brand characteristics Draftfcb Cape Town has been briefed to link with Momentum.
A man is shopping for a pair of red stilettos: the options available to him become more and more limited as the instructions he is following – from his wife via SMS – become more and more specific. But, despite his very specific requirements, the shop assistant is still able to offer an array of suitable options and, while he doesn’t quite know what he is getting into, she is able to hone in on the exact pair that his wife wants. The agency wants the viewer to link Momentum and its diverse product range to the shoe store and the expansive range it offers, and the knowledgeable and empathetic shopkeeper with the Momentum broker.
Momentum’s previous commercial, based on the same concept, scored well above the sector norm for noting and liking. According to Millward Brown research, the spot – called ‘Soul Record’ – achieved an average prompted noting of 59 versus the norm of 26 among its key target market, those falling within the LSM 8 -10. Its verified noting within the same target group was 32, versus the norm of 13, and the ad achieved an average weighted liking score of 7.8 against the absolute liking norm of 6.9.
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