Tesco’s new creative strategy works in their favour.

An eye-tracking study by Lumen ResearchAn Omnibus study prepared by Lumen Research

14th January 2015

This weeks Winner:Tesco’s New Campaign!

A new creative strategy has resulted in Tesco receiving bountiful levels of standout and engagement.

The new design has worked well to localise attention to the key areas of interest!

Actual Expected

Standout 79% 83%

Engagement

2.8” 3.3”

Actual Expected

Standout 90% 84%

Engagement

2.8” 3.3”

Prompted & Free RecallDid Tesco get remembered?

Participants were asked to recall which adverts they had seen in the paper they had just read.

We found that in the prompted recall condition 78% of participants recalled seeing Tesco in the paper.

In the free recall condition, 61% recalled seeing a Tesco advert in the paper.

This high recall rate often occurs when adverts are engaged with for over 2 seconds, this is our “2 Second Rule”. Prompted Recall Free recall

Tesco 78% 61%

Some advertising psychologyFigure and Ground

Tesco’s new campaign demonstrates how it is possible to extenuate content and create a sense of importance by making it the figure.

Figure and ground organisation is a principle of Gestalt psychology. It describes how one perceives the environment by discriminating between the figure (e.g. a lion) and the ground (e.g. African savannah).

According to Bernard Weitzman (1963), a psychologist from New York, elements of a picture are more likely to be noted and remembered if they belong to the figure than the ground.

This could suggest why Tesco’s recall rate and standout was so notable.