Tangerine’s £1.2M AI investment sets new standard for brand attention

The winning campaigns at Cannes collectively declared, “Big results, demand big attention” and there is firm evidence to support this. According to research, it takes just 3 seconds of attention to drive brand recall and 10 seconds to generate meaningful actions such as consideration or purchase intent . Yet most content today holds attention for only 2.5 seconds, falling short of delivering any real impact. 

Tangerine has developed Project 10: a proprietary storytelling framework designed to not only capture attention, but hold it beyond the 10 second threshold proven to drive consideration and long term brand growth. 

Built in collaboration with their Intel and creative teams, and shaped by ongoing research into attention science, Project 10 uses AI to activate and adapt content in real time, optimising for deeper engagement and more effective outcomes. 

Tangerine’s www.shapesofattention.co.uk study carried out in 2023, in partnership with Lumen demonstrates a direct correlation between extended attention and increased revenue, consideration, and purchase intent confirming attention as a leading indicator of brand and business success.