Virgin Australia

The 'Magic' press ad from Virgin Australia is a good example of how an ad designed to enhance Affinity can also deliver a strong Call to Action.

Key findingsVirgin Australia

Creatively, the ad is viewed in a very positive light, and it achieves high scores for Interest.

Significantly high scores are achieved for delivering to:

  • Understanding / familiarity
  • Relevance / appropriateness
  • Differentiation

The ad also achieved significantly high scores for driving Affinityand Reappraisal

 These good feelings carried through to ActionMap where we saw Virgin achieving significantly high scores for intentions to ‘Try/buy’ as well as strong scores for ‘Remember for Later’ and motivating ‘Web Search

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