Zappi Amplify Storyboard

Zappi Amplify Storyboard and Zappi Amplify Storyboard Boardomatic are part of the Zappi Amplify Ad System. Both are perfect to help you find the best storylines to progress to production and provides rich diagnostics into how to make your ideas even stronger. These solutions help you set your ad up for success and prevents the need for major, costly post-production changes. Designed with the same key metrics framework as Zappi Amplify TV, you can track effectiveness throughout the development stages.

Key Measures

Like all solutions in the Zappi Amplify system, the Zappi Amplify Storyboard & Boardomatic framework is comprised of measures grouped into four key ROI-driver areas:

  • Reach: cut through the clutter, link to the brand, and build distinct memory structures
  • Resonance: engage and trigger an emotional response, and communicate key messages and category drivers
  • Response: increase brand purchase and appeal
  • Risk: avoid insensitivity and damaging virality
This is different than Amplify TV, which includes a fifth 'R' called Return that helps predict sales uplift and added brand equity. Amplify Storyboard does not include Return because at this stage of development it is hard to accurately predict sales and brand impact.

Testing process

  1. You can select between two different versions of Amplify Storyboard based on your preferred stimuli:
    1. Amplify Storyboard: for static, comic strip style storyboards shown in a carousel. Each storyboard can consist of  2-10 scenes spliced into separate frames/images.
    2. Amplify Storyboard Boardomatic: for video-based boardomatic stimuli.
  2. 200 category-consumer respondents are exposed to each storyboard 
  3. Key questionnaire components:
    1. Uniqueness, relevance, and ability to persuade: Respondents answer questions to gauge your ad idea’s ability to stand out from the crowd and persuade viewers to select your brand.
    2. Appeal: Respondents are asked to rate how appealing they find your ad idea and answer why.
    3. Emotional engagement: Respondents are asked to rate which emotions are conveyed by each scene for static storyboards, or second-by-second for video boardomatics.
    4. Message believability and clarity: Respondents are asked how clearly the stimuli conveys the intended messaging and how believable the messaging is after they’ve been exposed to your stimuli.

Configuration checklist

  • Obtain your stimuli:
    • Static frame-by-frame storyboard carousel: you can upload 2-10 scenes per project/survey, within the same country and category.
  • Ensure you add the following information to configure your survey: 
    • Storyboard name: to help you keep track of which stimulus is which in reporting, this will not be shown to respondents. 
    • Brand name: to feed into survey questions such as brand appeal, brand usage, etc.
    • 8-10 Brand/category attributes: to see which attributes respondents associate with your stimuli. We recommend entering 8-10 attributes, but the platform can accommodate 2-20.
    • 1-4 key messages for your stimuli: to see which messages respondents find believable after viewing your stimuli and which they think are clearly conveyed.
    • Names of any celebrities, characters, or personalities in the storyboard: to feed into survey questions to assess appeal, awareness, and fit with your brand.

Storyboard preparation guidelines

  1. Do not exceed 10 pages to avoid respondent fatigue.
  2. Focus on communicating story flow, dialogue and action notes to establish whether the overall ad idea
  3. Don’t explain meanings. Just write what is happening in the scene visually. (Say “Fruits start moving” instead of “Fruits come alive”)
  4. Include key lines from the script, brand assets, product imagery, and characters or celebrities, notations about music and/or sound effects
  5. If there are celebrities, write their names. Don’t rely on drawing alone
  6. You may add sound bubbles or write the sound as a text as in comic books.
  7. Try to explain the type of music used (soft, fast, energetic, pop music, jazz, etc) and underline if music intensifies, slows, etc.
  8. Specify the language of the song to be used, especially if the language is not the local language.
  9. Make sure that the drawing style between the ads tested within a single project is similar as they will be compared directly to each other.
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