By 2025, Covid messaging faced a new challenge: people weren’t just ignoring Covid-centric ads, they were resistant to them. Moderna Canada needed a fresh creative approach that could connect emotionally while navigating pandemic messaging fatigue.

The team wanted the rigor of market research panels to validate ideas before investing in production. But reduced budgets and compressed timelines made that impossible. Moderna Canada had also used the same creative for two years. What once resonated – showing how Covid disrupted weddings and travel plans – no longer reflected people’s lives. The need to realign had become essential.

That’s where Resonance, Coegi’s AI-powered creative intelligence tool, offered a solution. Modeled on biometric eye-tracking studies and backed by linguistic analysis, Resonance replicates panel-based testing at a fraction of the time and cost. By analyzing predictive visual attention, cognitive clarity, ad recall, and persuasiveness, Resonance allowed the team to pre-test creative concepts in early development.

In collaboration with Moderna’s creative team, Sephrina, these insights shaped the next round of development. Messaging was sharpened for cultural authenticity, simplified for clarity, and refined to build stronger emotional connection. Predicted performance scores improved from early drafts to later iterations, validating the refinements. Production cycles were streamlined, saving time and resources while ensuring only the strongest concepts moved forward. Most importantly, the team gained confidence that their new messaging would resonate in a sensitive cultural moment.
The outcome: creative that reflected the cultural climate, achieved stronger predicted results, and delivered greater efficiency than traditional market research could have provided.