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Mood Audio
We knew that context was always a key driver of effectiveness, and we wanted to find out if the mood of a person would change throughout the day, and if it did how could our communication match that mood.
We found mood trends for different demographics via one of Australia’s biggest research pieces on Mood. We could produce creative to match their moods, but also write the communication to marry up to their informational need state. We created an internal dashboard that informed our creatives, on the different moods and needs across the different day parts, so that could inform the optimised executions.
Mood Audio Example - Woolworths
6AM-9AM | 9AM-3PM | 3PM-5PM | 5PM-7PM | 5PM-7PM | |
Mood | Tired and happy | Focused and happy | Tired and relieved | Tired and relaxed | Tired and relaxed |
Need | Update and uplift me | Keep me company and entertain me | Entertain and uplift me | Entertain and keep me company | Entertain and keep me company |
Communicate | Inform with friendly energy | Be subtle and simple. Rhythm and melody | Be fun and conversational | Be real and casual | Be soft and comfortable |
Audio Example |
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