Swedish agency ANR BBDO created “The Lag Stress Test” for ume.net to test if individuals in high stress jobs could deal with lag without getting frustrated.
For part two in the brand’s “Living with Lag” campaign, ANR BBDO teamed up with production company B-Reel to create a custom game which responded to stress levels measured via an Emotiv EPOC brain-sensing headset and Mio FUSE heart rate monitor, increasing lag to correlate with frustration. As you might expect, while individual perfromances varied, ultimately no one was able to deal with lag without getting frustrated. “Lag always means frustration,” the spot concludes, before presenting ume.net’s “1000 mbit/s frustration free fiber” as the solution. The test is an effective way to prove the point, even if it was an obvious one, and highlights the service’s key benefit in a way anyone can appreciate.
“We want to be in the forefront when it comes to broadband innovation, said Agneta Filén, marketing Director at ume.net (part of Umea Energi), in a statement. “There are enough situations in our everyday life that can cause frustration. Slow Internet shouldn’t be one of them if there are other alternatives.”