ad - BrainJuicer

1
Understanding System 1
vs. 2 thinking… for More
Effective Communication!
2007
2007
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A Leading International Online research agency
1

Always start by calling your audience liars!
2

Social animals…
3

Which means we copy other people all the time
4

We think much less than we like to think we think……..
5

System 1 vs. System 2 Thinking…
6

Can you tell what it is in the picture?
7

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
8

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
9

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".
10

Current view is that emotion simply helps message cut through…
11

Current view is that emotion simply helps message cut through…
12

But new evidence reveals that the most effective advertising draws
people closer to the brand…
13

Paul Ekman
14

As seen in ‘Lie To Me’ Hit TV Series based on Paul Ekman’s work
15

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
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1
16

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”
17

Cadbury Dairy Milk Gorilla
18

Cadbury’s Gorilla WOULD NOT have been progressed on usual measures
CDM Gorilla
UK TV ad test norm
2
Very Positive
1
0
-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
19

Measuring the Cadbury Gorilla Emotionally with FaceTrace ®
Which of these faces best expresses
how you feel about this advert?
Contempt
Sadness
Surprise
To what degree did this
advert make you feel
[selected emotion]?
Happiness
Neutral
Anger
What was it about this advert
that made you feel this way?
[Use patented MindReader ®
to capture reasons]
Fear
Disgust
2007
BrainJuicer © 2006
2007
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20

Cadbury Gorilla Ad
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.
21

Cadbury’s most effective ad ever…
WOULD have been progressed on
emotional engagement measures
Would NOT have been progressed
on usual information measures
Emotional
Intensity
(0 to +3)
100%
2.17 1.33
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
22

Emotional Journey: Cadbury Dairy Milk Gorilla
100%
Contempt
90%
80%
Disgust
70%
Anger
60%
“Unsure”
“Music…”
“Feel good
advert”
50%
Fear
“Funny to see the gorilla”
“Not sure what I expected”
“Don't understand
what the advert is for”
“Don't like a close
up of the gorillas
“Love it” nostrils!!”
“An ape playing the
drums!” “It’s funny”
“It all comes together
“But still, what’s and it got is amusing” to
do with chocolate?”
“Good music, good chocolate!”
“Love Cadbury's Chocolate!”
40%
30%
20%
10%
0%
Start
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seconds
48
50
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60
62
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66
68
70
72
74
76
78
80
82
84
86
88
90
Sadness
Neutral
Happy
Surprise
23

FaceTracing Output: Phil Collins
100%
Contempt
Disgust
90%
Anger
Fear
80%
70%
24
Start
2 sec
4 sec
6 sec
8 sec
10 sec
12 sec
14 sec
16 sec
18 sec
20 sec
22 sec
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30 sec
32 sec
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60 sec
62 sec
64 sec
66 sec
68 sec
70 sec
72 sec
74 sec
76 sec
78 sec
80 sec
82 sec
84 sec
86 sec
88 sec
90 sec
Sadness
60%
50%
40%
30%
20%
10%
0%
Neutral
Happy
Surprise

Heineken Walk-In Fridge
25

Heineken Fridge WOULD NOT have been progressed on usual measures
Finished TV-ad
Norm
Very Positive
UK TV ad test norm
1
0
- 1
Relevant Persuasive Made you
w ant buy the
Very Negative
product
How much it
told about
brand
26

Heineken Walk in Fridge
Which of these faces best expresses how you feel about the advert/idea for an advert you saw?
Intensity
Score
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
% of respondents
2.10
3
1
21
63
Childish playing to stereotypes
Didn't mean anything to me
Its just a fridge
It was right up my street and made me laugh
It was stereotypical and because of that it was amusing
Typical Heineken advert. It was funny
Surprise
It made me giggle
12
Walk-In
Fridge
As a woman I was amused by the shoes
- but the fridge was funny and unexpected
For women not surprised but then when it came to men surprised and funny
27

Heineken Walk-in Fridge…
…would not have been progressed on cognitive KPIs
- Heineken ‘Walk-In fridge’ ad -
- Click -
to watch advertisement
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
Contempt
Disgust
1.33 2.10
3 3
1 1
02
4
21
Very Positive
1
UK TV ad test norm
Anger
40
Fear
0
Sadness
Neutral
63
Happiness
43
- 1
Surprise
7
12
Relevant Persuasive Made you
w ant buy the
Very Negative
product
How much it
told about
brand
28

Both strongly outperform UK benchmark on Emotion-into-Action TM
% of Cases
(UK finished film norm)
50%
= Great ads
40%
= Good ads
= Mediocre ads
30%
28%
31%
84
22%
85
20%
16%
10%
0%
1%
1%
86
Emotion-into-Action Score
29

…Enjoyed by millions of people on the web
100,000,000
More Emotional Appeal = Exponential Growth in Fame
10,000,000
YouTube Hits
1,000,000
100,000
R 2 = 0.79
10,000
1,000
1 1.25 1.5 1.75 2 2.25 2.5
Emotional Intensity Score
30

Traditional pre-testing actually REDUCES ad effectiveness
60
“Cases with favourable pre-testing results
did significantly worse in market
than those that were not tested”
Effectiveness Success Rate %
80
71
70
- Binet & Field, Marketing in the Era of Accountability, 2008
50
40
44
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.
31

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
70
71
60
50
40
44
30
20
10
0
Not Pre-tested
Pre-tested
32

So are all categories driven by emotion?
33

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?
34

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
35
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
-0.1
-0.05
-0.2
-0.16
-0.3
-0.4
-0.27
-0.30
-0.5
Emotion-into-
Action
Persuasion
Established Industry
Cut-through
Measure Equivalent
Brand Linkage
Specific
Key Message
= on Message
36
Base: 10 ads for which SOM and ESOV 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
37 37

Indication of Efficiency using Emotion-into-Action Score
Efficiency = share gain/extra share of voice
CDM Gorilla
ROI £1.85*
IPA Silver
Efficiency
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
Emotion-into-Action Score
38
Note: colour = confidence band (based on average size of 95% confidence interval for efficiency values)

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.
+
Competitor
Ad A
Rickards Pint of Delicious. Off To A
Good Start – Silver Winner, 2010. Sales
Volume Growth of 12% YOY. Reversed
fortunes of Rickards Red.
+
Competitor
Ad B
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%.
+
Competitor
Ad C
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 D
39

We have even brought this approach to China – and one learning in China
is that using celebrities is still a near-guarantee for a successful ad
Ad tested EiA score Percentile
President Ice Tea Serenade 87.4
Kraft Oreo Sippy Cup 86.3
Minute Maid Pulp 85.2
Lay's Distance 84.9
Top 20%
Lay's Cheers 84.7
Maybelline Writer 84.5
Neutrogena Umbrella 84.2
Daphne Singer 84.0
Taoti Hotspring 83.3
Sprite Inspiration 83.2 20 - 40%
Heineken Walk in Fridge 83.1
MaybellineModel 82.9
VW Tiguan 82.7
Quaker Dad 81.9
Neutrogena Water 81.8
VW Lavida 81.5 40 - 60%
MaybellineMagnum 80.8
Evian Roller Babies 80.7
Acer Pilot 79.7
Budweiser Surf 79.6
Vanish 79.2
Maybelline Blogger 78.9
New Balance Love vs Hate 78.8
60 - 80%
Danone Ballon 78.4
Airwick Cartoon 78.2
Danone Trashbag 77.9
Danone CNY 77.7
Chivas Alaska 77.6
Chivas Waterfall 74.5
Li Ning Basketball 74.4
Bottom 20%
Maybelline Rocker 73.3
Cadbury Gorilla 70.0
Emotion-into-Action Performance
vs China Tier 1 Norm
test score & relative performance
Bottom
20%
70 75 80 85 90
Emotion-into-Action score
Top
20%
40

Example: Karena Lam – a beautiful model with a good image
“Karena Lam, the spokesperson has a good image”
“Beautiful female model”
41

Some celebrities can be quite polarising though…
“Choosing Zeng Yi Ke is a good
decision, because it would leave
people with a deep impression,
whether you like or dislike her”
“Maybelline actually hires
Brother Zeng to be its
spokesperson, how fun”
“I simply loathe Zeng Yi Ke,
having him endorse
Maybelline simply alienates
me from the brand”
“I do not like the actress in the ad, feel
that she does not have taste, and I
think that the slogan of 'dare to bare'
is not good for this brand”
“Absolutely hate her, she
tarnishes the word 'music‘.”
“[The ad has] rapidly downgraded
[Maybelline] from an international
brand to a low-end brand that
street girls use” 42

Tell an engaging story that celebrates and reflects on an aspect of life
Ad tested EiA score Percentile
President Ice Tea Serenade 87.4
Kraft Oreo Sippy Cup 86.3
Minute Maid Pulp 85.2
Lay's Distance 84.9
Top 20%
Lay's Cheers 84.7
Maybelline Writer 84.5
Neutrogena Umbrella 84.2
Daphne Singer 84.0
Taoti Hotspring 83.3
Sprite Inspiration 83.2 20 - 40%
Heineken Walk in Fridge 83.1
MaybellineModel 82.9
VW Tiguan 82.7
Quaker Dad 81.9
Neutrogena Water 81.8
VW Lavida 81.5 40 - 60%
MaybellineMagnum 80.8
Evian Roller Babies 80.7
Acer Pilot 79.7
Budweiser Surf 79.6
Vanish 79.2
Maybelline Blogger 78.9
New Balance Love vs Hate 78.8
60 - 80%
Danone Ballon 78.4
Airwick Cartoon 78.2
Danone Trashbag 77.9
Danone CNY 77.7
Chivas Alaska 77.6
Chivas Waterfall 74.5
Li Ning Basketball 74.4
Bottom 20%
Maybelline Rocker 73.3
Cadbury Gorilla 70.0
Emotion-into-Action Performance
vs China Tier 1 Norm
test score & relative performance
Bottom
20%
70 75 80 85 90
Emotion-into-Action score
Top
20%
43

President Ice Tea Serenade
44

President Ice Tea Serenade scored 87.4 on Emotion-into-Action, which
puts it at a 94% performance vs the Chinese Tier 1 benchmark
87.4
94%
Bottom
20%
Top
20%
70 75 80 85 90
Emotion-into-Action score
45

President ‘Serenade’ celebrates the passion of youth
“The young chap's
persistence and his passion
for music makes us proud,
earns our admiration and
respect”
“To youngsters, the sky is the
limit”
“Being young is to
never give up”
“It's okay to fail, because you have
the greatest asset called youth”
“Drinking President ice tea
doesn't only please your palate,
it brings back good memories
from your youth!”
46

Cadbury Gorilla – Certainly not average…
Extremely Weak Ad
Highly Effective Ad
47

Cadbury Gorilla scored 70.0 on Emotion-into-Action, which means it’s
the lowest scoring ad we’ve tested in Chinese Tier 1…
70.0
Bottom
20%
Top
20%
70 75 80 85 90
Emotion-into-Action score
48

Cadbury Gorilla – China vs UK
Obviously very fake because a
gorilla cannot play music on its
own!
That gorilla is rather disgusting,
don't know what the ad is trying
to convey, very silly
This is a chocolate ad, but I don't
think any chocolate appeared.
And the gorilla doesn't seem to
be compatible with the image of
chocolate
The performance is very
interesting, leaves a deep
impression
1.77
4
8
2
0
2
24
29
Intensity Score
measured on a
scale from 0 to +3
Contempt
Disgust
Anger
Fear
Sadness
Neutral
% of respondents
2.17
5
1
16
65
Cannot see what the connection was
between Phil Collins, Gorilla &
Chocolate
Don't understand the connection
between a gorilla and chocolate
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
The gorilla is very ‘high’
The gorilla is so different
compared to before, can a piece
of chocolate make such a
difference?
31
Happiness
Surprise
The best ad around! I just love it!!!! it
is different and memorable
Why use a gorilla as the lead
character?!
12
Bizarre and unique. Makes you watch
the whole ad to find the tagline. 49
CHINA
UK

So what have we learned?
Emotion drives behaviour – emotional response is a better predictor of ROI
FaceTrace is a good tool for measuring emotion
CommScan correctly identifies ads that have the potential to be “famous” and that drive the
largest business effects
MindReader provides useful diagnostics on what is really happening (open ended and selfcoded)
CommScan can identify executional elements at all stages of the creative process that
improve the results of communications
There is lots more to do!
50

Thank You
Alex Batchelor
Chief Operating Officer
+44 7710 943 140
alex.batchelor@brainjuicer.com
Orlando Wood
MD of BrainJuicer Labs
+44 7980 671768
orlando.wood@brainjuicer.com
London Brighton Rotterdam Lausanne Hamburg New York Chicago Los Angeles Toronto Melbourne
A Leading International Online research agency
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