TBWA MEASURES BRAINWAVES FOR ADLOVE
TBWA\Istanbul’s internship selection procedure followed an innovative route – measuring an intern’s passion via their brainwaves.
Their project, “AdLove” involved preparing a test in cooperation with Minder, one of the largest companies in the field of neurotechnology in Turkey. Interns who came in for an interview, were asked to don headgear which would sense their brain activity using the latest Electroencephalography (EEG) technology.
“We had the interns watch the foremost iconic ads in the history of advertisement and observed their feelings by converting the signals unto numerical data,” says TBWA\Istanbul.
“As a result five out of 503 interns who conceded the most love towards advertising acquired a right to become a part of the TBWA\Istanbul family.”
Minder compiled data on their reactions to ads such as TBWA’s “Think Different”, measuring excitement and infatuation.
“We had an offer from TBWA on deploying this technology for their internship selection process,” says neurotechnology specialist, Ça?ri Karahan.
“We’re trying to monitor their passion, love and excitement for this creative area in a scientific way based on numeric data.
“We found the differences in the levels of excitement and passion between the candidates and scored them based on these minor differences. Actually, we tried to choose the interns who deserved this job the most; got excited and infatuated about it.”
What do you think about this selection process?
