Local Accent Bias

You like the sound of your own voice

The Brief

IRS+ specialise in bringing national brands to local communities through local radio and digital distribution. They briefed us to produce a video to highlight the power of local radio for brands which could be used as part of their comms.

The Response

After digesting the brief we challenged the required output of a video explaining the power of local radio and proposed a different approach. We wanted to work with IRS+ and dig deeper to explore the psychology behind why local radio has such an impact. To do this we ran an experiment via Youtube which pulled from the principles of A/B creative testing. Working with Spark Foundry and Nissan, we rerecorded the VO for their TVC and we geotargeted certain areas in Ireland with skippable ads comparing the view rate difference between the national accent and the local accents. We hoped to prove that there was a  “Local Accent Bias”

The Outputs

Once the results came in and it was in favour of the local accent, we produced an animation based case study that would explain the experiment easily. This video would then be used to generate PR and start a conversation as to when brands should use local accents in the advertising for additional engagement.