Let's Get Emotional About Advertising. - BrainJuicer

2005
2005
Award
Winner
2007
2007
Award
Winner
Let’s Get Emotional
About Advertising.
1

Making Market Research Sexy…
“Market research at its best
is mind expanding & profit enhancing.
At worst, it’s a 120 page insurance policy heavy on
numbers, light on insight and usually dead-on-arrival.
BrainJuicer’s mission is to inspire brave clients to do great
marketing by translating a generation of breakthroughs in
psychology, behavioural economics & social sciences into
Juicy tools that better understand & predict people’s
behaviour.”
John Kearon, Chief Juicer
2

Introducing System 1 vs. System 2 Thinking…
3

Implicit has greater processing power (and is less effortful)
System 1
System 2
50 bit/sec
“We are not
thinking
machines that
feel; we are
feeling machines
that think”
Antonio Damasio
11,000,000 bit/sec
Zimmerman, M. (1989) "The Nervous System in the
Context of Information Theory".
4

Can you tell what it is in the picture?
5

The way we think
fffddddggg
6

The way we think
fffddddggg
7

The way we think
red
8

The way we think
blue
9

The way we think
green
10

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
11

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
12

Emotional campaigns outperform rational, info-based campaigns…
“Emotional advertising campaigns are more effective & more
profitable than rational campaigns - even in 'rational' categories…”
35%
V large profit gains (% reporting)
30%
25%
20%
15%
10%
5%
0%
31%
26%
16%
Emotional Ad Strategy Combined Rational Ad Strategy
Les Binet & Peter Field
Marketing in the Era of
Accountability, 2007
(IPA dataMINE analysis
study on 880 case studies).
Campaign strategy
“…The most effective advertisements of all are
those with little or no rational content”
13
Dec 10

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

Paul Ekman
16
Dec 10

As seen in ‘Lie To Me’ Hit TV Series based on Paul Ekman’s work
17

FaceTrace ® - Measuring Emotional Appeal
“Which of these faces best expresses
how you feel about this ad?”
Sadness
Contempt
Surprise
“To what degree did this
ad make you feel
[selected emotion]?”
Happiness
Neutral
Anger
“And what was it about this
idea that made you feel this way?”
Captures ‘Reasons for Emotion’
Fear
BrainJuicer ® 2006
Disgust
2007
2007
Award
Winner
2007
2007 2007
Award
Winner Award
Winner
1
18

Think carefully about the type of happiness you want to evoke
for your business objectives early on in campaign development
Happiness Types: Business vs Intermediate Effects
3.50
No. of very large intermediate effects
3.00
2.50
2.00
1.50
1.00
Proud
Grateful/appreciative
Contented
Sensorially
pleased
Excited
Relieved
Awe-inspired
Ecstatic/blissful
Uplifted
Joyful over
others’ misfortune
Amused
1.00 1.50 2.00 2.50 3.00
No. of very large business effects
19
Base: 18 ads for which business effectiveness data is available from the IPA

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
Month Yr
Experiment: which KPI can best select most effective 9 out of these 18 ads?
20

Emotion-into-Action score is the best predictor of Ad Effectiveness
Traditional KPIs actually discriminate against most effective ads…
Average number of very large 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
1.67
2.00
1.78
2.00
1.78
1
Best 9
Ads
Bottom 9
Ads
Best 9
Ads
Bottom 9
Ads
Best 9
Ads
Bottom 9
Ads
Best 9
Ads
Bottom 9
Ads
Best 9
Ads
Bottom 9
Ads
Emotion-into-
Action
Persuasion
Established Industry
Cut-through
Measure Equivalent
Brand Linkage
Specific
Key Message
= on Message
21
Base: 18 ads for which business effectiveness data is available from the IPA

Guide to Likely Business Effects
Blockbuster
Must See
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
Solid Performance
Pedestrian
Profit gain possible
Share gain potential limited
Negative return on marketing investment quite likely
Straight to Video
Negative return on marketing investment likely
22 22
Month Yr

Intensity Score
measured on a
scale from 0 to +3
Contempt
Disgust
Anger
100%
90%
80%
70%
2.17
5
1
16
Cannot see what the connection was between
Phil Collins, Gorilla & Chocolate
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
Fear
Sadness
Neutral
Happy
% of respondents
60%
50%
40%
30%
65
Ad is brilliant and gorilla makes me laugh, its
very clever and easy to remember
The best ad around! I just love it!!!! it is different
and memorable
Great ad, gets people talking about it,
memorable
First time I saw it I was really surprised it was for
Surprise
20%
10%
0%
12
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...
Bizarre and unique. Makes you watch
the whole ad to find the tagline.
23

Cadbury’s most effective ad ever…
Emotional
Intensity
(0 to +3)
100%
2.17 1.28
5 5
2 Very Positive
CDM Gorilla
UK TV ad test norm
Masterbrand payback 171% vs
previous campaigns
90%
80%
70%
16
43
Contempt
Disgust
Anger
1
Revenue ROI of £4.88 for every £1
spent (vs £3.16 for previous
persuasion campaign)
Hardened price elasticity by 27%
60%
Fear
Sadness
50%
Neutral
40%
65
Happy
Surprise
0
30%
43
20%
10%
0%
12
CDM (Gorilla)
6
Commercial ads norm
-1 Very Negative
How easy it
is to
understand
How relevant
it is to you
How
persuasive
you found it
How much it
told you
about the
brand
24

Emotional Journey: Cadbury Dairy Milk Gorilla
100%
Contempt
90%
80%
Disgust
70%
Anger
60%
Fear
Brooding
uncertainty:
“Unsure”
“Music”
“Feel good advert”
“Don't understand what the
advert is for”
“Funny to see the gorilla”
“Not sure what i expected”
“Love it”
“An ape playing the drums”
“Don't like a close up of the
gorillas nostrils!!”
50%
40%
“Intrigued about how the
gorilla relates to the slogan
at the end”
“What’s it got to do with
chocolate?” 30%
“It’s funny”
“It all comes together
and is amusing”
“Good music, good
chocolate!”
“Love Cadbury's
Chocolate!”
20%
10%
0%
Start
2
4
6
8
10
12
14
16
18
20
22
24
26
28
30
32
34
36
38
40
42
44
46
seconds
48
50
52
54
56
58
60
62
64
66
68
70
72
74
76
78
80
82
84
86
88
90
Sadness
Neutral
Happy
Surprise
25

Let’s look at some ads …
26

Let’s look at some ads
Tropicana – Breakfast in New York
Tropicana – Fruit to the City
Google Chrome – Sophie
Chrysler – Half Time in America (Clint Eastwood)
VW – The Dog Strikes Back
M&Ms - Shell
27

A
B
28

ROI*: $1.83 $1.73
Emotional
Intensity
(0 to +3)
100%
90%
80%
70%
60%
50%
1.79 1.66
13 1 29
27
30
1.28
58
10
43
Contempt
Disgust
Anger
Fear
Sadness
5.5
5
Brand X: Ad A
5.47
5.13
5.08
Brand X: Ad B
5.22
5.17
5.00
40%
30%
72
66
43
Neutral
Happy
Surprise
20%
10%
0%
1 1
Brand X: Ad A Brand X: Ad B Commercial ads
norm
6
4.5
How much it
told you about
the brand
How relevant it
is to you
How persuasive
you found it
*ROI measured by Nielsen
29

Indication of Efficiency using Emotion-into-Action Score
Efficiency = share gain/extra share of voice
Tropicana Breakfast
in New York
ROI $1.83
IPA Silver
Efficiency
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
Emotion-into-Action Score
30
Note: colour = confidence band (based on average size of 95% confidence interval for efficiency values)

Google Chrome
31

Google Chrome – Dear Sophie
32

Indication of Efficiency using Emotion-into-Action Score
Efficiency = share gain/extra share of voice
Efficiency
60 65 70 75 80 85 90
Google
Chrome
80.9
US Finished
Film Norm
72.4
Emotion-into-Action Score
Norm from Feb 2012
‘Chrome’ tested Oct 2011
Note: color = confidence band (based on average size of 95% confidence
interval for efficiency values)
33

FaceTrace ® Emotional Response: Google Chrome
Which of these faces best expresses how you feel about the ad you saw?
Intensity Score
measured on a
scale from 0 to +3
Contempt
Disgust
100%
90%
80%
70%
1.70 1.36
0
2
29
Positive
Emotion:
69%
That children grow up so fast and move away
It was just ok
It was kinda boring and long but it was interesting
It was just another ad for Google
You lost my attention early in the video
Complicated
3
1
2
41
Anger
Fear
Sadness
% of respondents
60%
50%
40%
63
A father is sharing his feelings with his daughter
It is heart-warming
It is heart-warming. I want to do this for my future
kids
It is heart-warming and family oriented. I wish I
had done this for my kids
Positive
Emotion:
53%
Neutral
Happiness
30%
20%
It's about family
Exceptionally deep and abiding love demonstrated
by a father to his daughter
It is heart-warming, love the nice piano, sweet
advert
42
10%
Surprise
0%
That the dad wanted to share what he felt having is
6 daughter
The speed and clarity of the info that was listed
Google 'Chrome' (106)
11
US Finished
Film Norm
34

Type of Happiness: Google Chrome
…Which of the following descriptions, if any, describe the type of happiness you felt in relation to this advert?
Amused
Excited
11
13
11
20
US Finished Film Norm
Google 'Chrome' (106)
Proud
7
17
Pleased for others
12
30
Awe-inspired
8
27
Contented /sense of well-being
11
24
Ecstatic /blissful
4
8
Uplifted
17
33
Sense of gratitude /appreciative
8
16
Relieved
Joyful over others' misfortune
3
2
3
0
Sensory pleasure (i.e. senses of sight, sound, smell, taste,
touch)
7
11
0 10 20 30 40 50 60 70 80 90 100
% of respondents
35
Total Sample: 106

Contempt
Disgust
Emotional Journey: Google Chrome
“The child is ill and I feel for the
father writing about his worries.”
“It didn't show exactly how
all the features would work”
100%
90%
80%
70%
36
“She's just SO cute! And growing up. It's
cool seeing that. Commercials are
usually just snapshots not stories”
“Because it's very uplifting
music and the atmosphere is
great”
“feeling
sentimental
watching the child
grow up”
“Get a warm
feeling as to
what the dad
was thinking”
60%
50%
“its cute how the dad
is writing to the
daughter”
40%
30%
20%
10%
0%
Anger
Fear
Sadness
Neutral
“realizing what is
being done”
Happy
Surprise
“there's
another baby”
“I didn't know I could
do this”
% of respondents
Start
1 sec
2 sec
3 sec
4 sec
5 sec
6 sec
7 sec
8 sec
9 sec
10 sec
11 sec
12 sec
13 sec
14 sec
15 sec
16 sec
17 sec
18 sec
19 sec
20 sec
21 sec
22 sec
23 sec
24 sec
25 sec
26 sec
27 sec
28 sec
29 sec
30 sec
31 sec
32 sec
33 sec
34 sec
35 sec
36 sec
37 sec
38 sec
39 sec
40 sec
41 sec
42 sec
43 sec
44 sec
45 sec
46 sec
47 sec
48 sec
49 sec
50 sec
51 sec
52 sec
53 sec
54 sec
55 sec
56 sec
57 sec
58 sec
59 sec
60 sec
61 sec
62 sec
63 sec
64 sec
65 sec
66 sec
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69 sec
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71 sec
72 sec
73 sec
74 sec
75 sec
76 sec
77 sec
78 sec
79 sec
80 sec
81 sec
82 sec
83 sec
84 sec
85 sec
86 sec
87 sec
88 sec
89 sec
90 sec
Total Sample: 106

Creating a ComMotion:
NFL Super Bowl Ads
Produced February 2012
A Market Research Experiment by BrainJuicer Labs ®
37

Indication of Efficiency using Emotion-into-Action Score
Efficiency defined as likely share gain/extra share of voice
Blockbuster
Must See
Solid
Performance
Pedestrian
Straight
to Video
US Finished
Film Norm
Chrysler:
It’s Halftime in America
(2 mins)
38

Emotional Response: Chrysler’s Halftime in America
Which of these faces best expresses how you feel about this ad?
100%
90%
80%
1.31 1.36
3
2
0
3 1
4
01
6
Intensity Score
measured on a
scale from 0 to +3
Contempt
Disgust
% o f r e s p o n d e n t s
70%
60%
50%
40%
40
41
Anger
Fear
Sadness
30%
20%
35
42
Neutral
10%
0%
10 11
Total (150)
US Finished Film Norm
Happiness
Surprise
Significance Level: = 95%
Total Sample: 150
39

What is it about this ad that made you feel this way?
Intensity Score
measured on a
scale from 0 to
+3
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
1.31
3
4
01
6
40
35
10
Total (150)
It's long and the point is not clear
Eastwood Sold Out
Lies
Seems to be a cross between a car ad and a political ad... a sneaky political ad
That the county has gone from bad to worse
Car makers failed we should not have used taxpayers money to bail them out
Because of the down fall of the company and people out of work
Money spent on ad that could have been used to help Detroit needy
It's an alright ad but there is nothing in it of interest to me
Another car ad but very interestingly done
Another ad telling us how great the bail out was and how everything is ok
It was interesting but in the long run it's just another ad trying to sell
Government shouldn't bailout private companies
Because as true Americans we always rally together and get back to the top
It was a positive message for a struggling country spoken by a respected person
Hopefully the economy can turn around and put us Americans back to work. I
It was more inspiring than happiness. That nothing will keep America down
Actually I felt a since of proudness because it is only halftime, now let's move
Just to see Clint Eastwood doing it
Clint Eastwood!
Jobs in Detroit
What was the message about the second half
40

Type of Happiness: Chrysler’s Halftime in America
…Which of the following descriptions, if any, describe the type of happiness you felt in relation to this ad?
Amused
3
20
US Finished Film Norm
Excited
9
13
Total (150)
Proud
7
27
Pleased for others
7
12
Awe-inspired
8
13
Contented /sense of well-being
11
8
Ecstatic /blissful
4
1
Uplifted
17
24
Sense of gratitude /appreciative
8
11
Relieved
3
2
Joyful over others' misfortune
3
2
Sensory pleasure (ie senses of sight, sound, smell, taste,
touch)
3
11
0 20 40 60 80 100
% of respondents
41
Total Sample: 150

FaceTracing: Emotions During Ad: Chrysler’s Halftime in America
100%
Went political
NO MORE BAILOUTS
Contempt
90%
% of respondents
80%
70%
60%
50%
40%
30%
20%
10%
its sad that so
many people are
out of work and
need financial
help
stating a good thing
about the economy
i just realized it was Clint
Eastwood, and i need to
listen
they almost lost
everything
SAD STATE OF
AFFAIRS
That is what we do if we can
find a way we make a way
After all the
turmoil we
rallied and acted
as one
sad
getting americans
together at the end
I like it when he says
that this country can't
be knocked out with
one punch.
Realizing we still have a long
way to go to fight back and
change the economic climate
of America.
second half is about to
begin
Disgust
Anger
Fear
Sadness
Neutral
Happy
0%
Start 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 105 110 115 120
Surprise
42
Total Sample: 150

Diagnostic Measures: Chrysler’s Halftime in America
Please indicate how positive or negative you feel about this ad in relation to each of the following statements
3
Strongly Positive
2
1
0
H o w
different it
was
H o w easy it
is to
understand
H o w
mem o rable
yo u fo und it
Overall
o pinio n
H o w
impactful
yo u fo und it
H o w much
yo u liked the
so undtrack
H o w
entertaining
yo u fo und it
H o w
persuasive
yo u fo und it
H o w
relevant it is
to yo u
H o w much it
to ld yo u
abo ut the
brand
H o w much it
made yo u
want to buy
H o w
creative yo u
fo und it
H o w clever
yo u fo und it
-1
Norm
-2
Chrysler's Halftime in America
-3
Strongly Negative
Significance Level: = 95%
Total Sample: 150
43

VW – The Dog Strikes Back
44

Emotional Response: VW vs. Honda Teaser & Super Bowl Ads
Which of these faces best expresses how you feel about this ad?
% of respondents
100%
90%
80%
70%
60%
50%
40%
30%
20%
1.40 2.17 1.61 1.92 1.36 2.15
1
2
0
3 3
2 4 3
1
3
2
1
0
01
16
20
43
41
35
70
71
65
41
39
42
1
1
2
16
Intensity Score
measured on a
scale from 0 to +3
Contempt
Disgust
Anger
Fear
Sadness
Neutral
10%
0%
11 9
US Finished Film
Norm
The Force 2011
Super Bowl Ad
(186)
16
The Bark Side
Super Bowl Teaser
2012 (150)
9
The Dog Strikes
Back Super Bowl
Ad 2012 (150)
15
Day Off - Teaser Ad
2012 (152)
9
Day Off - Full
Length Super Bowl
Ad 2012 (152)
Happiness
Surprise
Volkswagen
Honda
Significance Level: = 95%
Total Sample: 150
45

Type of Happiness: VW’s The Bark Side & The Dog Strikes Back
…Which of the following descriptions, if any, describe the type of happiness you felt in relation to this ad/ idea for an ad.
Amused
Excited
Proud
Pleased for others
Awe-inspired
Contented /sense of well-being
Ecstatic /blissful
Uplifted
Sense of gratitude /appreciative
Relieved
Joyful over others' misfortune
Sensory pleasure (ie senses of sight, sound, smell, taste, touch)
Other
20
10
8
13
4
7
7
4
11
12
7
4
8
8
9
11
7
4
4
21
20
17
5
5
8
4
2
3
3
3
3
14
7
11
1
1
1
36
57
The Bark Side (150)
The Dog Strikes Back (150)
US Finished Film Norm
0 20 40 60 80 100
% of respondents
46
Total Sample: 300

Type of Happiness: Honda’s Day Off Teaser & Full Length Film
…Which of the following descriptions, if any, describe the type of happiness you felt in relation to this advert/ idea for an advert.
Amused
Excited
Proud
Pleased for others
Awe-inspired
Contented /sense of well-being
Ecstatic /blissful
Uplifted
Sense of gratitude /appreciative
Relieved
Joyful over others' misfortune
Sensory pleasure (ie senses of sight, sound, smell, taste, touch)
Other
13
13
3
4
7
3
7
12
1
6
8
5
11
6
6
4
12
17
4
8
8
1
3
3
1
1
3
4
16
11
0
3
1
20
22
19
31
31
58
Teaser (152)
Full Length (152)
US Finished Film Norm
0 20 40 60 80 100
% of respondents
47
Total Sample: 300

Indication of Efficiency using Emotion-into-Action Score
Efficiency defined as likely share gain/extra share of voice
Blockbuster
Must See
Solid
Performance
Pedestrian
Efficiency
60 65 70 75 80 85 90
HONDA:
Day Off –Teaser
(10 secs)
HONDA:
Day Off – Full Length
Super Bowl Ad
(2 mins 20 secs)
Straight
to Video
US Finished
Film Norm
VW:
The Bark Side
(1 min)
VW:
The Force
2011 (1 min)
Emotion-into-Action Score
VW:
The Dog Strikes
Back
(1 min 15 secs)
48

FaceTracing: Emotions During Ad: VW’s The Dog Strikes Back
100%
I don't think this was necessary
to the dog part of the ad
I don't get it .. why is
star wars in this ad?
Detracts from the ad -
wasn't necessary to have
the alien scene at the end
Contempt
90%
80%
70%
The poor
doggie can't
get through
door
It's funny seeing all
the things the dog
does to lose weight
Sad that the dog is
having to refuse food.
ruins the commercial
Darth Vadar is about to
do something to the alien
The ad takes a turn for the
worse. The ad is ruined.
Disgust
Anger
% of respondents
60%
50%
40%
30%
20%
the motivational
music as the dog
starts working out
dog is acting
human;
realizes he is
overweight;
that's funny.
oh my! he is
exercising. lol
Success of dog being
able to chase the car
after losing weight
nice change of
pace and tie in
with star wars
The dog lost the weight
and looks great!
It's a VW Ad !!--didn't see
that comin', very clever!!
wasn't expecting the
star wars scene
I too liked the Darth
Vadar (child) ad better
than the dog ad
darth vader
appears
Fear
Sadness
Neutral
10%
dog cant
fit!
Happy
0%
Start
1 sec
2 sec
3 sec
4 sec
5 sec
6 sec
7 sec
8 sec
9 sec
10 sec
11 sec
12 sec
13 sec
14 sec
15 sec
16 sec
17 sec
18 sec
19 sec
20 sec
21 sec
22 sec
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25 sec
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31 sec
32 sec
33 sec
34 sec
35 sec
36 sec
37 sec
38 sec
39 sec
40 sec
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42 sec
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46 sec
47 sec
48 sec
49 sec
50 sec
51 sec
52 sec
53 sec
54 sec
55 sec
56 sec
57 sec
58 sec
59 sec
60 sec
61 sec
62 sec
63 sec
64 sec
65 sec
66 sec
67 sec
68 sec
69 sec
70 sec
71 sec
72 sec
73 sec
74 sec
75 sec
Surprise
49
Total Sample: 150

M&Ms – Just My Shell
50

Indication of Efficiency using Emotion-into-Action Score
Efficiency defined as likely share gain/extra share of voice
Blockbuster
Must See
Solid
Performance
Efficiency
M&M’s
Just My Shell
(30 secs)
60 65 70 75 80 85 90
Pedestrian
Straight
to Video
US Finished
Film Norm
Coca Cola:
It’s On
(15 secs)
Coca Cola:
Catch
(1 min)
Coca Cola:
Penguin Thief
(30 secs)
Emotion-into-Action Score
51

But will it go viral?
52

Predicting Sharability
800,000
700,000
VW's The Bark Side
No. of Shares
600,000
500,000
400,000
300,000
200,000
VW's The Dog
Strikes Back
M&M's Just My
Shell
Honda's Day Off
100,000
0
Coca Cola's
Superstition
Cars.com's
Confident You
Chrysler's Half-time
in America
Coca Cola's Catch
Coca Cola's Arghh
BrainJuicer® ComMotion® Index
BrainJuicer® ComMotion® Index calculated from Emotional Response
Sharing Data taken from Viral Video Chart website (as of 23 Feb 2012)
53

Super Bowl Ad Classification
EiA & ComMotion Index Scores Plotted for Super Bowl Ads Tested
EiA
Paid Media Efficiency
100
Fame Ads
94
88
Honda's Day M&M's Just My Shell
Coca Cola's Coca Cola's Catch Off - Full
82
Superstition
VW's The Dog Strikes Back
Coca Cola's Arghh Coca Cola's
Penguin Thief
76
Coca Cola's It’s On
Honda's Day
VW's The
Off - Teaser
Bark Side
0 40 80 120 160 200
70
Chrysler's Half-time in America
64
Cars.com's Confident You
ComMotion Index
Earned Media Efficiency
58
52
46
54