The Iconic Trigger
SST brain activity peaks in left-hemisphere long-term memory encoding indicate those images and audio segments that are strongly encoded in long-term memory. These strongly encoded mnemonic segments serve as ‘key images’ or ‘hooks’ that the brain uses to reconstruct these memories when recalling or recognizing the original event.
We term these mnemonic elements ‘Iconic Triggers’ as being exposed to an Iconic Trigger reactivates memory of the original viewed material, eg advertisement.
As such, Iconic Triggers are a powerful way of integrating the various media components of an advertising campaign.
Long-term Memory Encoding and Advertising Effectiveness
MLC Case Studies
- Key Scene Analysis
- Optimisation: Remove Conceptual closure, enhance “
- Neuro Optimised
- Original vs. Neuro Optimised
Identifying the Iconic Triggers
Using the Campaign Iconic Triggers
The Australian Effie Awards
Impact: to achieve advertising awareness of 30% after 9 months;
Over the campaign period, recognition of the TV commercial peaked at 47%, compared to a benchmark of 30%. The campaign was creating impact in a category that was difficult to cut through.
Prompted Advertising Awareness: Save Retirement
Client feedback – just by managing Conceptual Closure
- Ad recognition of Save Retirement TVC achieved record breaking 47%.
- Spontaneous Brand Awareness achieved highest level ever recorded by MLC.
- Brand Linkage more than doubled in the first
- Reduced brand leakage to other competitors compared with previous campaigns.
- Significant uplift in incremental Funds Under Management (in-flows)
- Awarded 2015 Effie advertising effectiveness award in Financial Services category.