Aer Lingus were looking to strengthen brand affinity and build emotional connections with target audiences
Outcome: Aer Lingus achieved a 14% uplift in brand consideration and a 10% increase in purchase intent by leveraging TAM Ireland’s strategy and Amplified Intelligence’s attention metrics for emotionally resonant advertising.
The Challenge: Building Emotional Resonance in a Crowded Market
Aer Lingus sought to create a campaign that didn’t just raise awareness but truly resonate with audiences on an emotional level. In a competitive market, the brand needed to ensure their creative cut through the noise, building brand love while delivering measurable outcomes.
TAM Ireland, known for their expertise in television advertising, identified an opportunity to help Aer Lingus optimise their campaign by incorporating advanced attention metrics. Recognising the importance of actionable insights, TAM Ireland introduced Amplified Intelligence to the project, bringing a new layer of measurement and strategic value to the campaign.
The Approach: Attention and Emotion Driving Campaign Success
With TAM Ireland’s guidance, Aer Lingus partnered with Amplified Intelligence to elevate their television campaign by focusing on both active attention and emotional resonance. The goal was to align the creative with what mattered most – capturing audience attention and driving a meaningful connection to the brand.
Television was selected as the primary channel for its unparalleled ability to deliver attention at scale. Amplified’s world-leading attention data capture tool recorded precise human engagement from live TV, providing actionable insights that were seamlessly integrated into the campaign execution to optimise performance and drive stronger outcomes.
The Campaign: “Brand Love is in the Air”
The Aer Lingus campaign celebrated life’s emotional moments and showcased how the airline could play a meaningful role in its audience’s journeys. With TAM Ireland providing strategic direction, the campaign focused on compelling storytelling, human connections, and stunning visuals to draw viewers in.
Amplified Intelligence measured audience attention and engagement to ensure the campaign was not only seen but deeply felt, using advanced tools to provide actionable insights on creative effectiveness.
The Results: Proving the Power of Attention and Emotional Connection
Thanks to TAM Ireland’s leadership and Amplified Intelligence’s insights, the Aer Lingus campaign delivered:
- A 14% uplift in brand consideration, demonstrating a stronger emotional connection with the audience
- A 10% increase in purchase intent, showcasing how attention-driven storytelling drives tangible commercial outcomes
The collaboration between TAM Ireland, Amplified Intelligence, and Aer Lingus highlighted the effectiveness of combining advanced attention insights with high-quality creative to deliver real impact.
What This Means for Brands
TAM Ireland’s expertise in aligning advertisers with the right tools and strategies, paired with Amplified Intelligence’s ability to measure human attention, showcases how brands can unlock the full potential of their campaigns. Together, they demonstrated that attention-driven advertising delivers both emotional resonance and measurable business results.
How attention can help you
Reduce ad spend wastage, streamline your campaign’s time to market and improve the effectiveness of your advertising performance, all the while empowering your teams with more meaningful data to make the right decisions time and again.
In the media buying space change is necessary, and accountability is a positive. We believe that attention metrics help highlight quality audience reach, and a truer return on your investment.
What we can help you track
Other Customer Success Stories
A UK online food delivery service wanted to improve the efficiency of its AV media mix – across TV, BVOD and YT.
Change in format use contributed to a 5% increase in reach, a 20% increase in active attention seconds and a 4.5% increase in active attention per reach point.
Irish National Lottery had become acutely aware that vanity metrics were the wrong tools for impacting memory. They were the first brand to license attentionPLAN® (2021)
In only 3 months after optimisation an 9% increase in their longstanding Distinctive Brand Asset Score.
Our Products
Understand how people are viewing your advertising.
Test your branded creative and messaging using real human attention in real environments. Ethical collection of human attention to advertising through GDPR compliant triple opt-in panels. Machine-learning models designed to create true omnichannel measurement and true comparison across environments, devices and formats.
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Plan your next campaign with the world’s most accurate and rich attention-based media planning tool.
Predict the amount of human attention your channel mix will attract and plan every detail of your campaign to increase the long-term lift of your brand. Use attentionPLAN® as a standalone web tool, or integrate it into existing systems through our advanced API offering.
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Using real human attention for in-flight campaign optimisation.
Attach an attentionPROVE® tag when you purchase your media to unlock valuable attention insights. Replace performance assumptions with a complete view of audience viewing behaviours, fuel instant optimisation by knowing which ad creatives, messages, and environments generate the highest quality attention.
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