Exploring the long term memory coding of ad content

As part of our annual review of Jet2’s ad campaigns, we were asked to explore both the conscious and the long term memory encoding ability of their content so that their ads could be properly optimised to make a lasting impact.

In order to assess the subconscious effect of their ads, we used Steady State Topography (SST) to analyse the neurological reaction in a TV advertisement break simulation. In doing so, we were able to provide an in-depth view of how music, messaging and branding combine to create memorable features, giving Jet2 a fresh new lens through which to approach their creative briefs.