Upload
dennis-fisher
View
216
Download
4
Tags:
Embed Size (px)
Citation preview
1
ComMotion™Let’s Get Emotional About Advertising
2
Introducing System 1 vs. System 2 Thinking…
3
Implicit has greater processing power (and is less effortful)
System 2
System 1
50 bit/sec
11,000,000 bit/sec
Zimmerman, M. (1989) "The Nervous System in the Context of Information Theory".
“We are not thinking
machines that feel; we are
feeling machines that think”
Antonio Damasio
4
Can you tell what it is in the picture?
Go to the Walking Man Website
5
The way we think: What color is the word?
fffddddggg
6
The way we think
fffddddggg
7
The way we think
green
8
The way we think
green
9
The way we think
blue
10
The way we think
red
11
The way we think
blue
12
Intuitive Judgement
“A bat and a ball cost $1.10 in total. The bat costs $1 more than the ball. How much does the ball cost?”
“People are not accustomed to thinking hard, and are often content to trust a plausible judgement that quickly comes to mind.” Daniel Kahnemann, Nobel Prize Winner
13
Human behaviour driven by two independent brain systems, 1 & 2 …
ExplicitSlow
AnalyticalLearned
PropositionalConscious
System 2
ImplicitFast
IntuitiveInstinctive
Metaphoric Unconscious
System 1
14
Current view is that emotion simply helps message cut through…
15
But new evidence reveals that the most effective advertising draws people closer to the brand…
16
Dec 10
Emotional campaigns outperform rational, info-based campaigns…
16%
26%
31%
0%
5%
10%
15%
20%
25%
30%
35%
Emotional Ad Strategy Combined Rational Ad Strategy
Campaign strategy
V la
rge
pro
fit
ga
ins
(%
re
po
rtin
g)
“Emotional advertising campaigns are more effective & more profitable than rational campaigns - even in 'rational' categories…”
Les Binet & Peter Field
Marketing in the Era of Accountability, 2007
(IPA dataMINE analysis study on 880 case studies).
“…The most effective advertisements of all are those with little or no rational content”
17
Dec 10
Paul Ekman7 key emotions….
18
“Which of these faces best expresses how you feel about this ad?”
“To what degree did this ad make you feel
[selected emotion]?”
“And what was it about thisad that made you feel this way?”
FaceTrace® - Measuring Emotional Appeal
BrainJuicer® 2006
Contempt
Surprise
Anger
Disgust
Happiness
Sadness
Fear
NeutralCaptures ‘Reasons for Emotion’
1Award Winner
2007
2007Award Winner
2007
Award Winner
2007
2007
19
Cadbury Dairy Milk Gorilla
Link: Cadbury Gorilla
20
Cadbury Gorilla Ad
The best ad around! I just love it!!!! it is different and memorable
Great ad, gets people talking about it, memorable
What does a gorilla playing the drums have to do with chocolate?
Don't understand the connection between a gorilla and chocolate
First time I saw it I was really surprised it was for
Excellent ad, not quite sure what gorilla represents, but who cares. Fantastic
Ad is brilliant and gorilla makes me laugh, its very clever and easy to remember
Not what I was expecting. Trying to work out whether the gorilla was real...
Bizarre and unique. Makes you watch the whole ad to find the tagline.
Good filming, but what has it to do with chocolate?
Cannot see what the connection was between Phil Collins, Gorilla & Chocolate
12
65
16
1
5
2.17
1
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
% o
f re
spo
nd
ents
Intensity Scoremeasured on ascale from 0 to +3
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happy
Surprise
21
Cadbury’s most effective ad ever…
126
65
43
16
43
5 5
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
CDM (Gorilla) Commercial ads norm
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happy
Surprise
2.17 1.33
-1
0
1
2
How easy itis to
understand
How relevantit is to you
Howpersuasiveyou found it
How much ittold you
about thebrand
CDM Gorilla UK TV ad test norm
Very Positive
Very Negative
Emotional Intensity (0 to +3)
Would NOT have been progressed on usual information measures
WOULD have been progressed on emotional engagement measures
Masterbrand payback 171% vs previous campaigns
Revenue ROI of £4.88 for every £1 spent (vs £3.16 for previous persuasion campaign)
Hardened price elasticity by 27%
Month Yr
22
FaceTracing Output: Phil Collins
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Start
2 se
c4
sec6
sec8
sec
10 se
c
12 se
c
14 se
c
16 se
c
18 se
c
20 se
c
22 se
c
24 se
c
26 se
c
28 se
c
30 se
c
32 se
c
34 se
c
36 se
c
38 se
c
40 se
c
42 se
c
44 se
c
46 se
c
48 se
c
50 se
c
52 se
c
54 se
c
56 se
c
58 se
c
60 se
c
62 se
c
64 se
c
66 se
c
68 se
c
70 se
c
72 se
c
74 se
c
76 se
c
78 se
c
80 se
c
82 se
c
84 se
c
86 se
c
88 se
c
90 se
c
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happy
Surprise
Month Yr
23
Heineken Walk-In Fridge
Link: Heineken Walk-In fridge
247
12
43
63
40
21
4023 3
1.33 2.101 1
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
Finished TV-ad Norm
Heineken Walk-in Fridge……would not have been progressed on cognitive KPIs
- Heineken ‘Walk-In fridge’ ad -
Emotional measurement shows how brilliant the ad really is
-1
0
1
Relevant Persuasive Made youwant buy the
product
How much ittold about
brand
UK TV ad test normVery Positive
Very Negative
Finished TV-ad Norm
Would not have been progressed on cognitive KPIs
February 2010
25
0 0 0 1 1 1 1 1 1 3 610 12 12 12 12 11 12 13 16 19 22 21 20 20 18 16 16 15 13 13
0 0 0 0 1 1 2 2 33
7
1215
18 2024 25 25 25
25
32
36 39 40 40 44 47 48 49 52 50
100 100 99 99 97 95 94 93 92 9083
69 59 54 52 46 43 44 44 43
3832 29 29 29
29 27 26 26 24 27
0 0 0 0 00 0 1 1 1 1
1
1 11 1
11 1 2
2 1 1 2 21
1 1 1 11
0 0 0 0 00 0 0 0 0 0
0
0 00 0
00 0 0
0 0 0 0 11
1 0 0 00
0 0 0 0 00 0 0 0 0 0
0
1 11 1
22 2 2
1 1 1 1 11
2 2 2 22
00 0 0 0 1
11 1 2 3 4
4 3 3
3 3 3 3 32
2 3 3 3 1
0 0 1 1 1 3 3 3 3 3 3 610 11 12 12 13 11 11 10
5 5 5 5 5 3 5 5 5 6 600000
Start 1sec
2sec
3sec
4sec
5sec
6sec
7sec
8sec
9sec
10sec
11sec
12sec
13sec
14sec
15sec
16sec
17sec
18sec
19sec
20sec
21sec
22sec
23sec
24sec
25sec
26sec
27sec
28sec
29sec
30sec
% o
f re
spo
nd
ents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score measured on a scale from 0 to +3
FaceTracing – Tracing the Emotional Journey
26
…Enjoyed by millions of people on the web
R2 = 0.79
1,000
10,000
100,000
1,000,000
10,000,000
100,000,000
1 1.25 1.5 1.75 2 2.25 2.5
Emotional Intensity Score
Yo
uT
ub
e H
its
More Emotional Appeal = Exponential Growth in Fame
Month Yr
27
Month Yr
27
….Traditional pre-testing fails to identify raw emotional power
Month Yr
27
Highly Effective AdsExtremely Weak Ads
Emotional Measurement
Traditional Measurement
28
Dec 10
71
44
0
10
20
30
40
50
60
70
80
Not Pre-tested Pre-tested
…AND REDUCES ad effectiveness
“Cases with favourable pre-testing results did significantly worse in market
than those that were not tested”
- Binet & Field, Marketing in the Era of Accountability, 2008
Source: Marketing in the Era of Accountability, Binet & Field, 2008. Analysis from the IPA DataMine effectiveness database.
Effectiveness Success Rate %
29
The Dirty Little Secret of Traditional Ad Pretesting
71
44
0
10
20
30
40
50
60
70
80
Not Pre-tested Pre-tested
“The dirty little secret of traditional, information-based ad pretesting is that it’s actually making things worse, by actively discriminating against the best creative & most effective work and suggesting ‘improvements’ to fit it’s
rational, information-based agenda.”
30
So are all categories driven by emotion?
Month Yr
31
World Exclusive: IPA experiment correlating big business effects
XL Business Effects
18 Ad campaigns – all submitted for IPA ‘most effective campaign’ award
Key criterion: # of very large business effects achieved, for example: market share gain reduction of price sensitivity increased penetration profit gain loyalty gain
Experiment: which KPI can best select most effective 9 out of these 18 ads?
32
Rational Question 1
“How likely are you to buy this product?”X
33
“How often will you buy this product?”
Rational Question 2
X
34
“What brand/ product was being advertised?”
Rational Question 3
X
35
System 1 measure much more predictive….
2.67
1.67
2.00
2.33
1.78
2.56
2.00
2.33
1.78
2.56
1
2
3
Best 9Ads
Bottom 9Ads
Best 9Ads
Bottom 9Ads
Best 9Ads
Bottom 9Ads
Best 9Ads
Bottom 9Ads
Best 9Ads
Bottom 9Ads
Emotion-into-Action
Persuasion Established Industry Cut-through
Measure Equivalent
Specific Key MessageOn Message
Base: 18 ads for which business effectiveness data is available from the IPA
Brand Linkage
Average number of business effects achieved for top and bottom 9 ads when ordered on each measure
36
Rational Question 4
“What message did you take out from this ad?”X
Month Yr
37
Start 5 Seconds 10 Seconds 15 Seconds 20 Seconds 25 Seconds End
Success often achieved with very low message takeout so long as emotion is strong
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Key Message
Emotion-into-Action
0
10
20
30
40
50
60
70
80
90
IPA Silver Award Winner
IPA Bronze Award WinnerNote: All IPA Award Winners Shown
Month Yr
38
Message takeout = simply not predictive of success…
2.67
1.67
2.00
2.33
1.78
2.56
2.00
2.33
1.78
2.56
1
2
3
Best 9Ads
Bottom 9Ads
Best 9Ads
Bottom 9Ads
Best 9Ads
Bottom 9Ads
Best 9Ads
Bottom 9Ads
Best 9Ads
Bottom 9Ads
Emotion-into-Action
Persuasion Established Industry Cut-through
Measure Equivalent
Specific Key MessageOn Message
Base: 18 ads for which business effectiveness data is available from the IPA
Brand Linkage
Average number of business effects achieved for top and bottom 9 ads when ordered on each measure
Month Yr
39
Emotion-into-Action™ has a strong, positive correlation with efficiency; Traditional cognitive KPIs actually show a negative correlation
0.37
-0.05
-0.27
-0.16
-0.30
-0.5
-0.4
-0.3
-0.2
-0.1
0
0.1
0.2
0.3
0.4
0.5
Emotion-into-Action
Persuasion Established Industry Cut-through
Measure Equivalent
Brand Linkage
Base: 10 ads for which SOM and ESOV data is available from the IPA
Specific Key Message = on Message
+ - - - -
Extent to which variation in each measure explains variation in efficiency (R-squared values) – with positive or negative correlations marked (+/-)
Month Yr
40 40
Guide to Likely Business Effects
Profit gain extremely likelyShare gain very likelyReduction in price sensitivity likely Viral potential in some cases
Profit gain quite likelyShare gain likely
Profit gain possibleShare gain potential limited
Negative return on marketing investment quite likely
Negative return on marketing investment likely
Blockbuster
Must See
Solid Performance
Pedestrian
Straight to Video
Month Yr
41
60 65 70 75 80 85 90
Emotion-into-Action™ Score
Eff
icie
ncy
41
Indication of Efficiency using Emotion-into-Action™ ScoreEfficiency = share gain/extra share of voice
Note: colour = confidence band (based on average size of 95% confidence interval for efficiency values)
CDM GorillaROI £1.85*IPA Silver
* Calculated using a reported revenue ROI of £4.88 and a reported ‘conservative industry estimate for gross margin’ of 38%. Source: Advertising Works 19, WARC, 2010
Month Yr
42
Tropicana Fruit to the City
Link: Tropicana Fresh From the Tree
Month Yr
43
Tropicana Breakfast in New York
Link: Tropicana Breakfast In NY
44
1 16
7266
43
2730
43
100
1 2 58913
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Brand X: Ad A Brand X: Ad B Commercial adsnorm
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happy
Surprise
Emotional response predicts, rational measures mislead…
Emotional Intensity (0 to +3)
1.79 1.66
ROI*: £1.83 £1.73
*ROI measured by Nielsen
1.33
5.08
5.00
5.47
5.225.17
5.13
4.5
5
5.5
How much ittold you about
the brand
How relevant itis to you
How persuasiveyou found it
Brand X: Ad A Brand X: Ad B
45
60 65 70 75 80 85 90
Emotion-into-Action™ Score
Eff
icie
ncy
45
Indication of Efficiency using Emotion-into-Action™ ScoreEfficiency = share gain/extra share of voice
Note: colour = confidence band (based on average size of 95% confidence interval for efficiency values)
Tropicana Fruit to CityROI £1.73
Tropicana Breakfast in New York
ROI £1.83IPA Silver
* Calculated using a reported revenue ROI of £4.88 and a reported ‘conservative industry estimate for gross margin’ of 38%. Source: Advertising Works 19, WARC, 2010
46
Dec 10
Can ComMotion™ help me improve a message-driven ad?
47
Dec 10
4 8
25
35
6550
23 3
0.70 1.02
3
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Finance Brand - First cut(100)
Finance Brand - Final cut(101)
% o
f re
spo
nd
ents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
Emotion-into- Action™ Score 63.9 67.4
Total Sample: 201
First cut = a weak ad triggering feelings of contempt ….improved towards delivering a more positive emotional response
Pretentious, smug, patronising character that just ‘keeps waffling on’…
…turned into a thought-provoking, inspirational narrative.
Dec 10
48
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sta
rt
1 s
ec
2 s
ec
3 s
ec
4 s
ec
5 s
ec
6 s
ec
7 s
ec
8 s
ec
9 s
ec
10
se
c
11
se
c
12
se
c
13
se
c
14
se
c
15
se
c
16
se
c
17
se
c
18
se
c
19
se
c
20
se
c
21
se
c
22
se
c
23
se
c
24
se
c
25
se
c
26
se
c
27
se
c
28
se
c
29
se
c
30
se
c
% o
f re
spo
nd
ents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Total Sample: 100
The actor is too smug
Don’t believe they’re listening
Pretentious
smug looking man
I’m being patronised
Feel capitalist looking down on me
Waffling on, people doing mundane tasks
FaceTracing emotional diagnostics reveal main character perceived as pretentious, smug, patronising, and who is waffling on
Dec 10
49
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sta
rt
1 s
ec
2 s
ec
3 s
ec
4 s
ec
5 s
ec
6 s
ec
7 s
ec
8 s
ec
9 s
ec
10
se
c
11
se
c
12
se
c
13
se
c
14
se
c
15
se
c
16
se
c
17
se
c
18
se
c
19
se
c
20
se
c
21
se
c
22
se
c
23
se
c
24
se
c
25
se
c
26
se
c
27
se
c
28
se
c
29
se
c
30
se
c
% o
f re
spo
nd
ents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Total Sample: 101
thought provoking
character seems personable and
believable.
nice friendly man
Made me think about life
I need no inhibitions to hold me back
Its an inspirational
scene
gives a sense that the world is
your oyster
With the aid of the diagnostics the final cut becomes a much more thought-provoking, inspirational narrative
50
Dec 10
Emotion-into-Action™ Score relative to our UK Financial Finished Film Norms Database
Total Sample: 201
18
24
47
12
0
10
20
30
40
50
60
70
80
90
100
<61 61-65 66-70 >71
Emotion-into-Action™ Score
% of CasesUK Financial Finished
Film Norm = 65.5(17 cases)
The revisions made to CEO have brought it from being a below average performer in its category on Emotion-into-Action™, to an above average performer
Ad 1[Original]
[ 63.9 EiA score]
Ad 2[New]
[ 67.4 EiA score]
5151
Emotional Diagnostics Shedding Light on Storytelling…
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happy
Surprise
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Start 2 sec 4 sec 6 sec 8 sec 10 sec 12 sec 14 sec 16 sec 18 sec 20 sec 22 sec 24 sec 26 sec 28 sec 30 sec
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happy
Surprise
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happy
Surprise
Emotional journeys during the course of a TV ad also have a bearing on effectiveness - resolving negative emotions the most powerful, with happiness/surprise building at the end also good.
Most Effective
Effective
Less Effective
5252
As-salt the senses…
Link: Knoor Salty
53Jan 11 53
37 7
32
3540
38
4538
27
10 10
01
0
00
0
0 2 4
1.33 1.16 1.390
11
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Knorr Sidekicks Salty Knorr Sidekicks Neck Brace Knorr Sidekicks Mask
% o
f re
spo
nd
ents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Emotional Intensity Score (from 0 to +3)
Knorr Sidekicks developed a sympathetic character in Salty in the TV ad and used Online advertising to build happiness and fame in second wave of campaign
Which of these faces best expresses how you feel about the advert you saw?
TV (Wave 1) Online (Wave 2)
Salty makes quite a lot of people sad…
54Jan 11 54
As-salt the senses (2)…
Link: Knorr Salty Neck Brace
55Jan 11 55
37 7
32
3540
38
4538
27
10 10
01
0
00
0
0 2 4
1.33 1.16 1.390
11
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Knorr Sidekicks Salty Knorr Sidekicks Neck Brace Knorr Sidekicks Mask
% o
f re
spo
nd
ents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Emotional Intensity Score (from 0 to +3)
Knorr Sidekicks developed a sympathetic character in Salty in the TV ad and used Online advertising to build happiness and fame in second wave of campaign
Which of these faces best expresses how you feel about the advert you saw?
TV (Wave 1) Online (Wave 2)
Creating positive resolution across a campaign….
56Jan 11 56
As-salt the senses (3)…
Link: Knorr Salty Mask
57Jan 11 57
37 7
32
3540
38
4538
27
10 10
01
0
00
0
0 2 4
1.33 1.16 1.390
11
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Knorr Sidekicks Salty Knorr Sidekicks Neck Brace Knorr Sidekicks Mask
% o
f re
spo
nd
ents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Emotional Intensity Score (from 0 to +3)
Knorr Sidekicks developed a sympathetic character in Salty in the TV ad and used Online advertising to build happiness and fame in second wave of campaign
Which of these faces best expresses how you feel about the advert you saw?
TV (Wave 1) Online (Wave 2)
Creating positive resolution across a campaign….
62.0 68.5 69.1
58Jan 11 58
Salty dating….
Link: Knoor Salty Dating
Month Yr
59
94 7
5571
82
2311
71312
40
0 00 2 00 0 01.68 2.06 2.31
0 0 0
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Music Score #1 Music Score #2 Music Score #3
% o
f re
spo
nd
ents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
The right music can make a huge difference
74.9 81.3 87.7 Emotion-into-Action™
Same ad – 3 different music scores
60
This is not just a UK phenomenon:CASSIES Experiment Canada 2010
McCain Sweet Potato Superfries. Packaged Goods Foods & Best Launch Bronze Winner, 2010. Year 1 sales of $8.4m vs $3.9m objective. Now leading sweet potato brand in frozen category.
Rickards Pint of Delicious. Off To A Good Start – Silver Winner, 2010. Sales Volume Growth of 12% YOY. Reversed fortunes of Rickards Red.
McDonalds Mornings. Off To A Good Start – Silver Winner, 2009. Increased breakfast sales by +9%, breakfast guest counts by +13.2%, morning guest counts by +18.2%, coffee unit growth +28.6%.
Pillsbury Cookies. Off To A Good Start – Bronze Winner, 2008. Baseline tonnage growth of +24% (vs prior average 3 year growth rate of 1%).
Competitor Ad A
Competitor Ad B
Competitor Ad C
Competitor Ad D
+
+
+
+
61
4 6 102 6 3 2
19
46
25
52
41
5046
62
41
45
44
35
53
3945
33 37
2
0
0 00 0 0 00
0
0 00 0 0 11
2
1 10 0
2 02
1 12
15
2 3 4 51 20
8
0 00
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
RickardsAWARDWINNER
Brand A McDonald'sAWARD
WINNER
Brand B McCain SweetPotato
SuperfriesAWARDWINNER
Brand C A PillsburyReady to Bake
CookiesAWARDWINNER
Brand D
% o
f re
spo
nd
ents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
CASSIES Experiment Canada: Emotional Response
Which of these faces best expresses how you feel about the advert you saw?
72.2 59.6 75.6 70.0 73.2 71.2 78.4 73.6Emotion-into-Action™Score
Beer Fast Food Frozen Potatoes Home Baking Mixes
62
Contact us
Contact us
www.brainjuicer.com
Keep in touch…
Will GoodhandJuicy [email protected] +44 7980 673 186