ComMotion™
Let’s Get Emotional About Advertising
1
Introducing System 1 vs. System 2 Thinking…
2
Implicit has greater processing power (and is less effortful)
50 bit/sec
System 2
“We are not
thinking
machines that
feel; we are
feeling machines
that think”
Antonio Damasio
System 1
11,000,000 bit/sec
Zimmerman, M. (1989) "The Nervous System in the
Context of Information Theory".
3
Can you tell what it is in the picture?
Go to the Walking
Man Website
4
The way we think: What color is the word?
fffddddggg
5
The way we think
fffddddggg
6
The way we think
green
7
The way we think
green
8
The way we think
blue
9
The way we think
red
10
The way we think
blue
11
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
12
Human behaviour driven by two independent brain systems, 1 & 2 …
System 2
System 1
Explicit
Slow
Analytical
Learned
Propositional
Conscious
Implicit
Fast
Intuitive
Instinctive
Metaphoric
Unconscious
13
Current view is that emotion simply helps message cut through…
14
But new evidence reveals that the most effective advertising draws
people closer to the brand…
15
Emotional campaigns outperform rational, info-based campaigns…
“Emotional advertising campaigns are more effective & more
profitable than rational campaigns - even in 'rational' categories…”
V large profit gains (% reporting)
35%
30%
31%
25%
26%
20%
Les Binet & Peter Field
15%
16%
Marketing in the Era of
Accountability, 2007
(IPA dataMINE analysis
study on 880 case studies).
10%
5%
0%
Emotional Ad Strategy
Combined
Rational Ad Strategy
Campaign strategy
“…The most effective advertisements of all are
those with little or no rational content”
Dec 10
16
Paul Ekman
7 key emotions….
17
Dec 10
FaceTrace® - Measuring Emotional Appeal
“Which of these faces best expresses
how you feel about this ad?”
Contempt
“To what degree did this
ad make you feel
[selected emotion]?”
Sadness
Surprise
Neutral
Happiness
Fear
“And what was it about this
ad that made you feel this way?”
Anger
Disgust
BrainJuicer® 2006
Captures ‘Reasons for Emotion’
2007
2007
Award
Winner
2007
2007
2007
Award
Award
Winner
Winner 1
18
Cadbury Dairy Milk Gorilla
Link: Cadbury Gorilla
19
Cadbury Gorilla Ad
100%
2.17
5
Intensity Score
measured on a
scale from 0 to +3
90%
1
1
Contempt
16
80%
70%
Neutral
Happy
Surprise
% of respondents
Anger
Sadness
60%
Ad is brilliant and gorilla makes me laugh, its
very clever and easy to remember
50%
65
40%
The best ad around! I just love it!!!! it is different
and memorable
Great ad, gets people talking about it,
memorable
30%
First time I saw it I was really surprised it was for
20%
10%
12
0%
Don't understand the connection between a
gorilla and chocolate
Good filming, but what has it to do with
chocolate?
Excellent ad, not quite sure what gorilla
represents, but who cares. Fantastic
Disgust
Fear
Cannot see what the connection was between
Phil Collins, Gorilla & Chocolate
What does a gorilla playing the drums have to do
with chocolate?
Not what I was expecting. Trying to work out
whether the gorilla was real...
20
Bizarre and unique. Makes you watch
the whole ad to find the tagline.
Cadbury’s most effective ad ever…
WOULD have been progressed on
emotional engagement measures
Emotional
Intensity
(0 to +3)
100%
Would NOT have been progressed
on usual information measures
CDM Gorilla
2.17
1.33
5
5
2 Very Positive
Contempt
80%
Disgust
43
70%
 Masterbrand payback 171% vs
previous campaigns
 Revenue ROI of £4.88 for every £1
spent (vs £3.16 for previous
persuasion campaign)
90%
16
UK TV ad test norm
 Hardened price elasticity by 27%
1
Anger
Fear
60%
Sadness
Neutral
50%
65
Happy
40%
0
Surprise
30%
43
20%
-1 Very Negative
10%
12
6
0%
CDM (Gorilla)
Commercial ads norm
How easy it How relevant
How
How much it
is to
it is to you
persuasive
told you
understand
you found it
about the
brand
21
St
a
2 rt
se
4 c
se
6 c
se
8 c
s
10 ec
s
12 e c
s
14 e c
s
16 e c
s
18 e c
s
20 e c
s
22 e c
s
24 e c
s
26 e c
s
28 e c
s
30 e c
s
32 e c
s
34 e c
s
36 e c
s
38 e c
s
40 e c
s
42 e c
s
44 e c
s
46 e c
s
48 e c
s
50 e c
s
52 e c
s
54 e c
s
56 e c
s
58 e c
s
60 e c
s
62 e c
s
64 e c
s
66 e c
s
68 e c
s
70 e c
s
72 e c
s
74 e c
s
76 e c
s
78 e c
s
80 e c
s
82 e c
s
84 e c
s
86 e c
s
88 e c
s
90 e c
se
c
FaceTracing Output: Phil Collins
100%
90%
80%
70%
60%
50%
40%
Month Yr
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happy
30%
Surprise
20%
10%
0%
22
Heineken Walk-In Fridge
Link: Heineken Walk-In fridge
23
Month Yr
…would not have been progressed on cognitive KPIs
- Heineken ‘Walk-In fridge’ ad -
Emotional measurement shows
how brilliant the ad really is
Would not have been progressed on
cognitive KPIs
Finished
TV-ad Norm
Finished
TV-ad Norm
Intensity Score
1.33
2.10
Contempt
3
1
2
0
4
3
1
Disgust
Very Positive
UK TV ad test norm
1
21
Anger
40
Fear
0
Sadness
63
Neutral
Happiness
43
-1
Surprise
Relevant
7
12
Very Negative
Persuasive
Made you
w ant buy the
product
How m uch it
told about
brand
24
FaceTracing – Tracing the Emotional Journey
Intensity Score
measured on a
scale from 0 to +3
0
0
1
0
1
0
1
0
3
0
3
0
3
0
1
3
0
1
3
0
1
3
1
0
1
6
1
0
1
10
11
12
12
13
1
1
0
1
1
1
0
1
2
1
0
1
3
1
0
1
4
2
0
1
Contempt
11 11
10
3
2
0
1
3
2
0
2
4
2
0
1
5
3
1
0
2
Disgust
5
3
1
0
1
5
3
1
0
1
5
3
1
0
2
5
3
1
1
2
32
29 29
29
36
39 40
40
22
21 20
20
3
2
1
1
1
5
2
2
1
1
5
3
2
0
1
5
3
2
0
1
6
3
2
0
1
6
1
2
0
1
27
26 26
24
27
44
47
48 49
52
50
18
16
16 15
13
13
29
% of respondents
38
Anger
69 59
Fear
Sadness
54
52
46
43
44 44
43
83
100 100 99
99
97
95
94 93
92
90
Neutral
32
Happiness
Surprise
15
18
20
12
12
24
25
25 25
12
11
12 13
25
12
7
0
0
0
0
1
1
1
1
1
2
1
2
1
3
1
3
3
6
10 12
16
19
Start 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec sec
25
February 2010
…Enjoyed by millions of people on the web
More Emotional Appeal = Exponential Growth in Fame
100,000,000
10,000,000
YouTube Hits
2
R = 0.79
1,000,000
100,000
10,000
1,000
1
1.25
1.5
1.75
Emotional Intensity Score
2
2.25
2.5
26
….Traditional pre-testing fails to identify raw emotional power
Emotional
Measurement
Traditional
Measurement
Extremely Weak Ads
Highly Effective Ads
27
Month Yr
…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
Effectiveness Success Rate %
80
71
70
60
50
44
40
30
20
10
0
Not Pre-tested
Pre-tested
Source: Marketing in the Era of Accountability, Binet & Field, 2008.
Analysis from the IPA DataMine effectiveness database.
Dec 10
28
The Dirty Little Secret of Traditional Ad Pretesting
“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.”
80
71
70
60
50
44
40
30
20
10
0
Not Pre-tested
Pre-tested
29
So are all categories driven by emotion?
30
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?
Month Yr
31
Rational Question 1
“How likely
are you to
buy this
product?”
32
Rational Question 2
“How often will
you buy this
product?”
33
Rational Question 3
“What brand/
product was
being
advertised?”
34
System 1 measure much more predictive….
Average number of business effects achieved for top and bottom 9 ads when
ordered on each measure
3
2.67
2.56
2.56
2.33
2.33
2.00
2.00
2
1.78
1.78
1.67
1
Best 9
Ads
Bottom 9
Ads
Emotion-intoAction
Best 9
Ads
Bottom 9
Ads
Persuasion
Best 9
Ads
Bottom 9
Ads
Established Industry
Cut-through
Measure Equivalent
Best 9
Ads
Bottom 9
Ads
Brand Linkage
Best 9
Ads
Bottom 9
Ads
Specific
Key Message
On Message
35
Base: 18 ads for which business effectiveness data is available from the IPA
Rational Question 4
“What
message did
you take out
from this ad?”
36
Success often achieved with very low message takeout so long as
emotion
is strong
Start
5 Seconds
10 Seconds
15 Seconds
20 Seconds
25 Seconds
End
90
80
70
60
50
40
30
20
Emotion-into-Action
10
0
Key Message
1
2
3
4
5
6
7
8
9
10 11 12 13
14 15 16 17 18
IPA Silver Award Winner
IPA Bronze Award Winner
Note: All IPA Award Winners Shown
Month Yr
37
Message takeout = simply not predictive of success…
Average number of business effects achieved for top and bottom 9 ads when
ordered on each measure
3
2.67
2.56
2.56
2.33
2.33
2.00
2.00
2
1.78
1.78
1.67
1
Best 9
Ads
Bottom 9
Ads
Emotion-intoAction
Best 9
Ads
Bottom 9
Ads
Persuasion
Best 9
Ads
Bottom 9
Ads
Established Industry
Cut-through
Measure Equivalent
Best 9
Ads
Bottom 9
Ads
Brand Linkage
Best 9
Ads
Bottom 9
Ads
Specific
Key Message
On Message
38
Month Yr
Base: 18 ads for which business effectiveness data is available from the IPA
Emotion-into-Action™ has a strong, positive correlation with efficiency;
Traditional cognitive KPIs actually show a negative correlation
Extent to which variation in each measure explains variation in efficiency
(R-squared values) – with positive or negative correlations marked (+/-)
0.5
+
0.4
0.37
-
-
-
-
0.3
0.2
0.1
0
-0.05
-0.1
-0.16
-0.2
-0.3
-0.27
-0.30
-0.4
-0.5
Emotion-intoAction
Persuasion
Established Industry
Cut-through
Measure Equivalent
Brand Linkage
Specific
Key Message
= on Message
39
Month Yr
Base: 10 ads for which SOM and ESOV data is available from the IPA
Guide to Likely Business Effects
Blockbuster
Must See
Solid Performance
Pedestrian
Straight to Video
Profit gain extremely likely
Share gain very likely
Reduction in price sensitivity likely
Viral potential in some cases
Profit gain quite likely
Share gain likely
Profit gain possible
Share gain potential limited
Negative return on marketing investment quite likely
Negative return on marketing investment likely
40
Month Yr
40
Indication of Efficiency using Emotion-into-Action™ Score
Efficiency = share gain/extra share of voice
Efficiency
CDM Gorilla
ROI £1.85*
IPA Silver
60
65
70
75
80
85
90
* 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
Em otion-into-Action™ Score
Month Yr
Note: colour = confidence band (based on average size of 95% confidence interval for efficiency values)
41
Tropicana Fruit to the City
Tropicana Fresh From the Tree
42
Month Yr
Tropicana Breakfast in New York
picana Breakfast In NY
Month Yr
43
Emotional response predicts, rational measures mislead…
ROI*:
Emotional
Intensity
(0 to +3)
100%
£1.83
£1.73
Brand X: Ad A
1.79
13
1
1.66
9
2
90%
27
80%
1.33
5.47
5.5
5
8
0
1
30
5.22
43
70%
Contempt
5.17
5.13
Disgust
5.08
Anger
60%
5.00
Fear
50%
40%
Brand X: Ad B
Sadness
5
Neutral
72
Happy
66
30%
43
Surprise
20%
10%
0%
1
1
Brand X: Ad A
Brand X: Ad B
6
Commercial ads
norm
4.5
How much it
told you about
the brand
How relevant it How persuasive
is to you
you found it
*ROI measured by Nielsen
44
Indication of Efficiency using Emotion-into-Action™ Score
Efficiency = share gain/extra share of voice
Efficiency
Tropicana Breakfast
in New York
ROI £1.83
IPA Silver
60
65
70
75
80
85
90
Tropicana
Fruit to City
ROI £1.73
* 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
Em otion-into-Action™ Score
Note: colour = confidence band (based on average size of 95% confidence interval for efficiency values)
45
Can ComMotion™ help me improve a message-driven ad?
46
Dec 10
First cut = a weak ad triggering feelings of contempt
….improved towards delivering a more positive emotional response
…turned into a thought-provoking,
inspirational narrative.
Pretentious, smug, patronising character that
just ‘keeps waffling on’…
100%
63.9
0.70
67.4
1.02
3
2
3
3
Emotion-intoAction™ Score
Intensity Score
Contempt
90%
Disgust
% of respondents
80%
70%
60%
50
Anger
65
Fear
50%
Sadness
40%
Neutral
30%
35
20%
Happiness
25
10%
0%
8
4
Surprise
Finance Brand - First cut Finance Brand - Final cut
(100)
(101)
47
Dec 10
Total Sample: 201
FaceTracing emotional diagnostics reveal main character perceived
as pretentious, smug, patronising, and who is waffling on
I’m being
patronised
100%
Contempt
smug looking man
90%
Don’t believe they’re
listening
80%
70%
% of respondents
Pretentious
Disgust
Feel capitalist looking
down on me
The actor is too
smug
60%
Anger
Waffling on, people doing
mundane tasks
50%
Fear
40%
Sadness
30%
Neutral
20%
10%
Happiness
30 sec
29 sec
28 sec
27 sec
26 sec
25 sec
24 sec
23 sec
22 sec
21 sec
20 sec
19 sec
18 sec
17 sec
16 sec
15 sec
14 sec
13 sec
12 sec
11 sec
10 sec
9 sec
8 sec
7 sec
6 sec
5 sec
4 sec
3 sec
2 sec
1 sec
Start
0%
Surprise
48
Dec 10
Total Sample: 100
With the aid of the diagnostics the final cut becomes a much more
thought-provoking, inspirational narrative
100%
Contempt
90%
Disgust
80%
% of respondents
70%
Anger
I need no
inhibitions to
hold me back
60%
character seems
personable and
believable.
50%
40%
gives a sense
that the world is
your oyster
Made me think
about life
30%
Its an
inspirational
scene
20%
nice friendly man
10%
Fear
Sadness
Neutral
thought provoking
Happiness
30 sec
29 sec
28 sec
27 sec
26 sec
25 sec
24 sec
23 sec
22 sec
21 sec
20 sec
19 sec
18 sec
17 sec
16 sec
15 sec
14 sec
13 sec
12 sec
11 sec
10 sec
9 sec
8 sec
7 sec
6 sec
5 sec
4 sec
3 sec
2 sec
1 sec
Start
0%
Surprise
49
Dec 10
Total Sample: 101
Emotion-into-Action™ Score relative to our UK Financial Finished Film
Norms Database
% of Cases
UK Financial Finished
Film Norm = 65.5
(17 cases)
100
90
 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 2
80
[New]
[ 67.4 EiA score]
70
60
Ad 1
50
[Original]
[ 63.9 EiA score]
47
40
30
20
24
18
12
10
0
<61
61-65
66-70
Emotion-into-Action™ Score
Dec 10
Total Sample: 201
>71
50
Emotional Diagnostics Shedding Light on Storytelling…
100%
90%
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.
80%
Contempt
70%
Disgust
Anger
60%
Fear
50%
Sadness
Neutral
40%
Happy
Surprise
30%
20%
10%
100%
se
c
se
c
se
c
se
c
se
c
se
c
se
c
se
c
se
c
se
c
20
19
18
17
16
15
14
13
12
11
se
c
se
c
se
c
se
c
se
c
se
c
10
9
8
7
6
se
c
5
se
c
se
c
se
c
4
3
2
1
St
ar
t
0%
100%
90%
90%
80%
80%
Contempt
Contempt
70%
70%
Disgust
Disgust
Anger
60%
Anger
60%
Fear
Fear
50%
Sadness
Sadness
50%
Neutral
Neutral
40%
40%
Happy
Happy
Surprise
30%
Surprise
30%
20%
20%
10%
10%
0%
0%
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
1
St
ar
t
se
c
2
se
c
3
se
c
4
se
c
5
se
c
6
se
c
7
se
c
8
se
c
9
se
10 c
se
11 c
se
12 c
se
13 c
se
14 c
se
15 c
se
16 c
se
17 c
se
18 c
se
19 c
se
20 c
se
21 c
se
22 c
se
23 c
se
24 c
se
25 c
se
26 c
se
27 c
se
28 c
se
c
Start
51
As-salt the senses…
Link: Knoor Salty
52
Knorr Sidekicks developed a sympathetic character in Salty in the TV ad and used Online
Salty makes
quite aand
lotfame
of people
sad…
advertising
to build happiness
in second wave
of campaign
 Which of these faces best expresses how you feel about the advert you saw?
100%
1.33
1.16
1.39
0
2
1
0
1
4
1
0
10
10
90%
Emotional Intensity
Score (from 0 to
+3)
Contempt
27
80%
Disgust
% of respondents
70%
38
45
Anger
60%
38
Fear
50%
Sadness
40%
30%
40
35
20%
Neutral
32
Happiness
10%
0%
3
Knorr Sidekicks Salty
TV (Wave 1)
Jan 11
7
7
Knorr Sidekicks Neck Brace
Knorr Sidekicks Mask
Surprise
Online (Wave 2)
53
As-salt the senses (2)…
Link: Knorr Salty Neck Brace
Jan 11
54
Knorr Sidekicks developed a sympathetic character in Salty in the TV ad and used Online
Creating
positive
resolution
across
advertising
to build
happiness
and fame in second
waveaofcampaign….
campaign
 Which of these faces best expresses how you feel about the advert you saw?
100%
1.33
1.16
1.39
0
2
1
0
1
4
1
0
10
10
90%
Emotional Intensity
Score (from 0 to
+3)
Contempt
27
80%
Disgust
% of respondents
70%
38
45
Anger
60%
38
Fear
50%
Sadness
40%
30%
40
35
20%
Neutral
32
Happiness
10%
0%
3
Knorr Sidekicks Salty
TV (Wave 1)
Jan 11
7
7
Knorr Sidekicks Neck Brace
Knorr Sidekicks Mask
Surprise
Online (Wave 2)
55
As-salt the senses (3)…
Link: Knorr Salty Mask
Jan 11
56
Knorr Sidekicks developed a sympathetic character in Salty in the TV ad and used Online
Creating
positive
resolution
across
advertising
to build
happiness
and fame in second
waveaofcampaign….
campaign
 Which of these faces best expresses how you feel about the advert you saw?
100%
1.33
1.16
1.39
0
2
1
0
1
4
1
0
10
10
90%
Emotional Intensity
Score (from 0 to
+3)
Contempt
27
80%
Disgust
% of respondents
70%
38
45
Anger
60%
38
Fear
50%
Sadness
40%
30%
40
35
20%
Neutral
32
Happiness
10%
0%
3
Knorr Sidekicks Salty
7
7
Knorr Sidekicks Neck Brace
Knorr Sidekicks Mask
TV (Wave 1)
Jan 11
62.0
Surprise
Online (Wave 2)
68.5
69.1
57
Salty dating….
Link: Knoor Salty Dating
Jan 11
58
The right music can make a huge difference
100%
90%
74.9
81.3
87.7
1.68
2.06
0
2.31
0
2
0
0
4
12
7
13
80%
Emotion-into-Action™
Intensity Score
Contempt
Disgust
11
23
% of respondents
70%
Anger
60%
Fear
50%
82
Sadness
40%
55
71
30%
Neutral
20%
Happiness
10%
9
0%
Music Score #1
Month Yr
4
7
Music Score #2
Music Score #3
Same ad – 3 different music scores
Surprise
59
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
60
CASSIES Experiment Canada: Emotional Response
Which of these faces best expresses how you feel about the advert you saw?
72.2
100%
59.6
2
0
1
0
2
8
80%
% of respondents
70.0
73.2
71.2
78.4
2
0
1
0
3
0
1
0
4
2
0
5
0
1
1
2
0
15
90%
70%
75.6
2
1
0
1
0
Contempt
33
35
2
0
45
73.6
Emotion-intoAction™Score
39
53
37
45
60%
Disgust
Anger
44
50%
Fear
40%
41
52
62
50
30%
46
41
20%
25
Neutral
10%
0%
Sadness
46
19
4
6
Rickards
AWARD
WINNER
Brand A
Beer
10
2
McDonald's
AWARD
WINNER
Brand B
Fast Food
6
3
2
McCain Sweet
Potato
Superfries
AWARD
WINNER
Brand C
A Pillsbury
Ready to Bake
Cookies
AWARD
WINNER
Frozen Potatoes
Happiness
Brand D
Surprise
Home Baking Mixes
61
www.brainjuicer.com
Contact us
Keep in touch…
Will Goodhand
Juicy Evangelist
will.goodhand@brainjuicer.com
+44 7980 673 186
62