Client
With over 10 million customers, UnipolSai Assicurazioni is a leading insurance company in Italy in the Non-Life sectors – particularly in Auto Liability Insurance – and Health, and it is also strongly active in the Life sectors. It operates with the largest network of agencies distributed throughout the national territory; it is also involved in direct insurance through Linear Assicurazioni and in the health insurance sector through Unisalute.
Goal
Evaluate the effectiveness of a commercial that aired on major Italian television networks using neuromarketing techniques integrated with other communication and marketing indicators, in order to optimize the storytelling and narrative of the campaign.
Project
The analysis, conducted in collaboration with the Behavior & Brain Lab at IULM University in Milan coordinated by Prof. Vincenzo Russo, included a neurophysiological analysis that allowed for the identification, second by second, of the main emotional reactions and visual attention, as well as a rational analysis through a questionnaire that provided insights regarding the recall of the commercial and the communication of the offer.
Result
The analysis revealed critical issues and opportunities related to the transitions between scenes of the commercial, the informational banners displayed within it, the claim, and the testimonial involved. These results allowed for the development of various strategic-operational guidelines to enhance the overall effectiveness of the commercial towards the television audience.
