FeelMore50™ Olympics: 2016’s Gold Medal Winners and Runners Up

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FeelMore50™: 2016’s Olympic Gold Medal Advertisers

http://feelmore.brainjuicer.com/

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Rio 2016 Opening Ceremony watched by 3 billion viewers worldwideSource: CNN

The Olympic Games provide one of the largest marketing platforms in the world, reaching billions of consumers and

therefore seducing brands to compete hard to achieve gold medal advertisements.

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FeelMore50 Olympic Advertising Testing

45ads tested

12 countries

5 continents

25 brands

26agencies

4

Top 10

Rank Title Country Advertiser Agency Star Rating Emotion-into-Action

1 Amizade Vence McDonald's DDB Chicago 83.89

2 Gold Feelings (Brazil) The Coca-Cola Company Ogilvy Sao Paulo 83.17

3 “Thank You Mom (Obrigado Mae) –

Strong”Procter & Gamble Wieden + Kennedy Portland 82.62

4 “Never Lose the Love” PepsiCo TBWA\Chiat\Day L.A. 81.53

5 We’re the Superhumans Channel 4 4creative (In-House) 80.62

6 Desafiando Barreras (The Chant) Samsung Mobile Leo Burnett Chicago 80.13

7 Unlimited Future Nike Wieden + Kennedy Portland 79.12

8 Gold Actions The Coca-Cola Company Ogilvy & Mather Brazil 78.73

9 Go For Broke ANTA Sports Products MullenLowe China 78.63

10 Perseguição Nissan LEW'LARA\TBWA 77.96

5

Top 10

Rank Title Country Advertiser Agency Star Rating Emotion-into-Action

1 Amizade Vence McDonald's DDB Chicago 83.89

2 Gold Feelings (Brazil) The Coca-Cola Company Ogilvy Sao Paulo 83.17

3 “Thank You Mom (Obrigado Mae) –

Strong”Procter & Gamble Wieden + Kennedy Portland 82.62

4 “Never Lose the Love” PepsiCo TBWA\Chiat\Day L.A. 81.53

5 We’re the Superhumans Channel 4 4creative (In-House) 80.62

6 Desafiando Barreras (The Chant) Samsung Mobile Leo Burnett Chicago 80.13

7 Unlimited Future Nike Wieden + Kennedy Portland 79.12

8 Gold Actions The Coca-Cola Company Ogilvy & Mather Brazil 78.73

9 Go For Broke ANTA Sports Products MullenLowe China 78.63

10 Perseguição Nissan LEW'LARA\TBWA 77.96

Gold, Silver, and Bronze Medals all go to ads tested in Brazil.Gold: McDonald’s

Silver: The Coca-Cola CompanyBronze: Procter & Gamble

Visit http://feelmore.brainjuicer.com/global/olympics16 to view the Top 10 rated ads

http://feelmore.brainjuicer.com/global/olympics16



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2016 Olympic Gold Medal Winner | McDonald’s “Amizade Vence”

FeelMore50 Olympics

Rank #183.89 Emotion-Into-Action

http://feelmore.brainjuicer.com/view/01/19/1212




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SURPRISE

HAPPINESS

NEUTRAL

SADNESS

FEAR

ANGER

DISGUST

CONTEMPT

Emotion-into-Action®

Score: 83.89

2016 Olympic Gold Medal Winner | McDonald’s “Amizade Vence”

17

71

101

2.351

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

I found it interesting but it didn't make me happy or sad

Coming together around a common goal and making children happy

Seeing children of non Brazilian parents speaking Portuguese

The happiness and joy of the children

The innocent joy of children makes it feel more real and genuine

Seeing children being joyful and having fun makes me happy

I didn't know about this promotion

Very cool that McDonald's is valuing children around the world

Surprised that this ad made me feel happy about the Olympics

Has the highest happiness rating, making us feel moreIntensity Score

measured on a scale from 0 to +3


So why does how we feel matter?

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Behavioural science has taught us we are feeling creatures that think

System 1: quick, instinctive, feeling part of the brain System 2: slower, cognitive, rational part of the brain

We make the vast majority of our decisions with

System 1Feelings are what drive behaviour

“We are not thinking machines that feel – we are feeling machines that think” – Antonio Damasio

Daniel Kahneman | Nobel Prize Winner

The answer to an easy question – how do I feel about it? – serves as an answer to a

much more difficult question – what do I think about it?

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Brand growth is driven by three factors

FEELING

how people feel about a brand

predicts future market share

FAMEhow readily a

brand comes to mind predicts market share

FLUENCYdistinct assets used to recognize a brand act as a toolkit to build market share

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5-star communication delivers the largest business effects

Glob

al

Nor

mStraight to Video Pedestrian Solid Performer Must See Blockbuster

28% 33% 26% 9% 4%

Below average ad

An average ad,unlikely to make much impact in market

Above average ad

Small share gain possible with 10% ESOV

Very strong versus the database and likely to deliver in-market success

Share gain likely, with 10% ESOV

Rare, top of the database ad typified by high levels of happiness at a high degree of intensity and likely to deliver strong in-market success

Share gain extremely likely, with 10% ESOV. Possibility to go viral

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Olympic advertising puts in a strong performance

Bra

inJu

icer

Ad

Testi

ng E

ffici

ency

Sp

end

driv

es sh

are

gain

Spen

d in

suffi

cien

t to

hold

shar

e

Spend maintains share*

68 73 78 82

Straight to Video Pedestrian Solid Performer Must See Blockbuster

All

Ads

Glo

bal N

orm

E m o ti o n - i n t o - A c ti o n ™ S c o r e

28% 33% 26% 9% 4%


Which Olympic brands delivered on drivers of brand growth?

FAME

Daniel Kahneman | Nobel Prize Winner

Nothing in life is as important as when you are thinking

about it

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Fame | ANTA “Go For Broke”

FeelMore50 Olympics





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SURPRISE

HAPPINESS

NEUTRAL

SADNESS

FEAR

ANGER

DISGUST

CONTEMPT

Emotion-into-Action® Score: 78.63

Fame | “Go For Broke” purchases mental availability for ANTA

6

80

14

2.11

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

Nothing to attract attention

It's just okay

Leading to good results just like ANTA does

I like the Rio Olympics theme throughout

Achieving their best

The physical strength

A very dynamic ad

Hadn’t thought of ANTA before

Retailer clothing brand located in mostly tier 2 and tier 3 cities trying to expand into tier 1 cities by building

fame with this Olympic ad

Intensity Scoremeasured on a scale

from 0 to +3

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Fame | P&G “Thank You Mom (Obrigado Mae) – Strong”

FeelMore50 Olympics





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0 0 1 7 13 16 19 21 22 22 23 28 41 45 51 56 59 63 67 69 70 75 79 83 85 89 89 95 97 100 105 110 115

115 120

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186 191

191 197 204 212

212

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Cumu

lative

Flux

Point

s

Norm229

Start 5s 10s 15s 20s 25s 30s 35s 40s 45s 50s 55s 60s 65s 70s 75s 80s 85s 90s 95s 100s105s110s115s

% of

resp

onde

nts

ContemptDisgustAngerFearSadnessNeutralHappinessSurprise

Emotional Dynamism

Fame | “Thank You Mom (Obrigado Mae) – Strong” earns Fame

Emotional Dynamism: Sum of all changes in emotion across every second of the video (excluding neutrality gains)

Sharing Potential: Based on Emotional Dynamism, emotional intensity and

happiness vs norm

Emotional Dynamism leads

to Sharing Potential5% of people who see

the ad online will share the ad

FEELING

The essential difference between emotion and reason is that emotion leads to action

while reason leads to conclusions

Donald B Calne | Neurologist

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Feeling | Two contrasting human themes evident in FeelMore50 Olympics top 10

FeelMoreOlympics Top 10: Reasons for Happiness

1. Supporting: world coming together, cheering on athletes

and countries

2. Achieving: personal achievement, competition,

win, lose

Top 10 ads included scenes of individual

accomplishment being a shared success

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Feeling | Successful brands made individual accomplishment a shared success

13 919

7668 49

820

26

13 1 52.35 1.88 1.78

21

COKE "GOLD FEELINGS" GATORADE "NEVER LOOSE THE LOVE" NIKE "UNLIMITED FUTURE"

% of

resp

onde

nts

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

Emotion-into-Action® Score: 83.17 81.53 79.12

“Happiness on the faces of winners is

contagious” (Happiness)

“We can all be what we want if we have a good

heart” (Happiness)

“Honest and inspiring. A message everyone can relate

too”(Happiness)

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% Reporting each type of happiness

-3E+25

Schadenfreude

Amused

Ecstatic

Relieved

Sensory pleasure

Pleased for others

Proud

Contented

Excited

Appreciative

Uplifted

Awe-inspired

Global NormTop 10 Olympic Average

most effective

less effective

Feeling | Consumers left feeling awe-inspired, proud but also pleased for others

Most effective | less effective = Importance of types of happiness

ranked on number of associated very large business effects as defined by the

IPA

FLUENCY

Over time, brands build memory structures; most are very simple, such

as associations with colour, pack shapes and fonts. These are vital because they

make the brand and its advertising easily recognisable

Professor Byron Sharp

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Fluency | Lots of distinct assets evident in the Olympics Top 10

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Contact us

Celia NishioSenior Client Director, LatAm

Alex HuntPresident, Americas

Thank you, any questions?

For general enquiries, contact us at [email protected].

Visit http://feelmore.brainjuicer.com/global/olympics16 to view the Top 10 rated ads

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FeelMore50™ Olympics: 2016’s Gold Medal Winners and Runners Up