Discover how a telecom company used Actnable AI to predict and reduce customer churn, improving retention and saving costs.
A prominent East African media agency who are part of a globally recognised media group, which specialises in servicing brands in the telecom sector.
Tasked with a pitch for a leading global telecom brand, the client aimed to demonstrate their expertise in neuroscience-backed consumer behaviour and insights to refine creative campaigns.
The challenge involved testing two distinct creative outputs —a “Montage” versus a “Collage of Campaign Stills” featuring key messages and branding across three diverse African markets: Tanzania, the Democratic Republic of Congo (DRC), and Nigeria.
The primary objective was to assess the resonance of the creative ideas with the Gen Z target audience, specifically evaluating their ability to evoke feelings of connection, relevance, appeal, confidence, intelligence, and boldness in choosing self-representative options.
The client required a solution that was not only effective and adaptable to local market nuances but one that offered rapid turnaround, given a stringent three-day deadline.
Actnable AI’s Neuro AI creative testing platform was identified as a potential solution to gauge campaign effectiveness across these divergentAfrican markets within the tight timeframe.
The core challenge was to gather insights from 30-40 respondents each in Tanzania, DRC, and Nigeria within a two-day window.
While an online methodology would typically offer speed and ease for participant engagement, a face-to-face approach was deemed more reliable and preferable in these markets, particularly for reaching a broader demographic, including feature phone users.
Actnable deployed a hybrid methodology. Data collection agencies, serving as Actnable’s in-country partners, were engaged and thoroughly briefed.
The experiment’s design and setup were meticulously configured on Actnable’s cloud-based Neuro AI platform, powered by FaceReader Online.
This setup allowed for the integration of questions and creative outputs with a feature to capture facial expressions using device cameras (smartphones or tablets).
Experimental links were then distributed to field teams, who followed standard procedures for participant recruitment and experiment execution.
Remarkably, the target sample size in each country was achieved within a day and a half, with results instantaneously synced to the server upon experiment completion.
Progress was continuously monitored, and recordings were reviewed.
The study enabled the client to confirm the campaign’s effectiveness in terms of relevance, appeal, and brand connection.
While each of the three African markets demonstrated unique associations with the core campaign message, a universal sentiment among Gen Z was that the campaign authentically represented their generation.
The insights gained were instrumental in helping the client identify which elements of the campaign to dial up and areas that could be refined for improved presentation.
Overall, the study provided valuable data on brand associations and recall.
Actnable Neuro AI proved to be an exceptionally effective platform for the African markets, distinguished by its scalability, accessibility, flexibility, affordability, and robust analytical capabilities for creative testing.
Actnable AI is available for a virtual demonstration of this revolutionary ad creative testing platform that will be a game changer in your efforts to minimise risk with new creative while getting instant feedback on what to tweak in your latest campaign.
Book a meeting: https://calendly.com/dharmendrajain_actnable_ai
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