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

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Keep in touch…

Will GoodhandJuicy Evangelistwill.goodhand@brainjuicer.com +44 7980 673 186