Lufthansa ‘New CEO is coming’
Lufthansa, the largest German airline, has published this commercial. It caused quite an outbreak in comments in the advertising world and on youtube itself. Either viewers loved it or hated it. The reason? Quite some people claimed that the punchline at the end was not delivered well and therefore caused confusion. Instead of getting the take home message that the new CEO arrives relaxed so no need to panic, they understood ‘no need to panic, because the new CEO won’t arrive today anymore’. The latter is not something that you’d like your commercial to deliver as a take home message. But which one is actually the really perceived way?
We thought, how about we try and quantify what the true perceived effect really was with our system. If you haven’t seen the commercial yourself, you can watch it right here.
Our Approach
We showed this commercial to German testers that haven’t seen it before. While they were viewing it, we recorded eye movements, their emotional response through facial tracking, and also their heart rate for changes in excitement. These measures will definitely tell us what the majority of people really thinks and if and when the commercial goes sideways.