Optimisation of TV
Promotional Strategies

The Insight Challenge

OPIA, a promotional sales agency working with a leading international TV manufacturer, needed to identify which promotions, bundles and creative executions would most effectively drive purchase of their client's TV brand vs. competitors in big-box retail. With cost-of-living pressures reshaping consumer behaviour, the challenge was to pinpoint the most compelling offer combinations — and ensure creative was optimised to land in-store.

The project we crafted

A robust quantitative survey of US TV buyers combining monadic testing, MaxDiff trade-off modelling and tech-enhanced creative diagnostics — delivering clear direction on the promotions and in-store creative most likely to drive TV brand choice at retail.

  • A robust and representative survey of 1,000 US TV buyers covering purchase drivers, cost-of-living impact and brand choice behaviour

  • A monadic test and MaxDiff trade-off model to identify which promotional offers and bundles would have the greatest impact on brand choice — going beyond claimed preference to surface what truly drives purchase decisions

  • Tech-enhanced creative diagnostics to evaluate in-store promotional materials — identifying which executions most effectively communicated the offer and motivated purchase

Outcomes

Clear direction on the optimal promotional offer combination and creative execution to maximise TV brand choice at retail — delivered via an in-person debrief with high-quality storytelling outputs to guide OPIA and their client's in-store strategy

“It was great to work with Waveform’s proactive team...it was a great debrief with high quality outputs and good story telling to bring the data to life and into context.”

Global Director of Commercial, Opia