Results were measured within two groups: Danes aged 25-60 years, and people in Denmark with a high interest in brain science.
When it comes to the general Danish population, 56% say that they can remember the Brain Prize campaign, and 42% say that the campaign makes them want to learn more about the Brain Prize. In terms of campaign likeability, 48% of Danes express that they like the campaign (equivalent to 1,329,240 Danes) and the audience had a 29% higher interest in wanting to learn more compared to the benchmark measurement for information interest.
More than half of people in Denmark with a high interest in brain science said that the campaign makes them want to learn more about the Brain Prize, and an even higher number say that it makes them feel positive about the Lundbeck Foundation and its work with brain research (52% and 55%, respectively). This is a 34% increase compared to the benchmark measurement for expected brand appeal. Finally, 55% express that they like the campaign—a 24% increase compared to the benchmark measurement for ad liking.
The campaign also succeeded in getting 13,000 Danes to navigate to the Brain Prize landing page from social media—a significant increase compared to the previous Brain Prize campaign, which generated approximately 300 clicks with the exact same media investment.