Marketing The Value of Place in Media and

How Its Impact Affects Audiences

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5 Key Elements that Define a “Sense of Place”

1. Mediates our relationship with the world and with each other.

2. It provides a profoundly important foundation for individual

and community identity.

3. It can be an intimate, deeply personal experience yet also

something which we share with others.

4. It is at once recognizable but never constant.

5. It is embodied in the flux between familiarity and difference.

Making Sense of Place: Multidisciplinary PerspectivesEdited by Ian Convery, Edited by Gerard Corsane, Edited by Peter Davis

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• The romance in Wood Allen’s “Midnight in Paris”.

• The loneliness of space in “Gravity.”

• The severity of nature in “The Life of Pi.”

• The random insanity of war in “The Hurt Locker.”

• The terror inside the townhouse of “The Exorcist.”

Location often “plays” a character in movies

Cinema Can Provide a “Sense of Place”

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Happy 62% 51% 52% 41% 45% 39%

Excited 29% 18% 18% 12% 18% 8%

Interested 23% 16% 9% 15% 11% 16%

Hopeful 14% 16% 17% 12% 12% 12%

Confident 6% 18% 18% 13% 14% 14%

Loving 5% 11% 8% 5% 9% 8%

Relieved 3% 6% 6% 4% 5% 5%

Movie Theater Live TV AM/FM Radio Internet via PC Mobile Web/App Print

Are Theaters The Happiest

Media Places on Earth?

Consumers Think So!

Published: September 15, 2013

Compared To Other Media,

People Are Happiest At The Cinema

37%32%

44%

29% 32% 31%

0%

20%

40%

60%

Movie

Theater

Live TV AM/FM

Radio

Internet

via PC

Mobile

Web/App

Print

% of Media Time Spent – Avg. Fri-Sun

Alert

0.1%

3%3%

4%

5%

2%

0%

2%

4%

6%

Movie

Theater

Live TV AM/FM

Radio

Internet via

PC

Mobile

Web/App

Print

% of Media Time Spent – Avg. Fri-Sun

Bored

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Audiences Are More Attentive While At Movie TheatersLess time spent feeling Bored, More time spent being Alert

Source: USA TouchPoints, 2013

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When an emotional response is generated in the emotional centers of our brain, we

experience that emotion in our bodies through the autonomic nervous system.

“My skin tingles with anticipation.”

“My heart leaps with joy.”

“It takes my breath away.”

“It moves me.”

Skin Conductance Heart Rate Breathing Motion

Measuring Emotional Engagement Via Biometrics

Biometric

Belt

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“…marketing organizations must begin to understand the

elusive yet decisive force of emotion; any significant and lasting improvement in ROI for brand-equity development depends on it.“

- Bob Woodard, EVP-Advertising Effectiveness for the ARF.

From:

Pre-cognitive measurement

An emotion colored

in by memory

A state of feeling

Physiological response

triggered and executed non-

consciously

A state of emotion

A state of feeling made conscious

Private, mental experience

of an emotion

NON-CONSCIOUS CONSCIOUS

The Goals of the Creative

MAKE THEM

FEEL

Love is connecting with family and loved ones.

These everyday, natural moments of

connection create a sense of companionship

that is comfortable and long-term.

These moments happen over Blend 43.

AND

TEACH

THEM THAT

+

Overall Taste of the Coffee

is a brand you would be

proud to offer others

Creative 60 sec – Nescafe Blend 43 (n=426)

Animatic 60 sec – Nescafe Blend 43 (n=451)

Note: (*) indicates non-significant drivers.

Calibration of Cinema vs. At Home

0.90 1.43 1.35 1.391.22 1.13 1.51 1.61

0

2

4

6

8

10

Anger Sadness Anxiety Shame

US (12% Emotional Uplift)

6.31 5.895.18

6.375.13

6.85 6.35 5.907.05

6.25

0

2

4

6

8

10

Surprise Happiness Love Pride Contentment

USA - At Home (n=153) USA - In Cinema (n=260)

Elicitation of Emotions:

Cinema vs. At Home

• Note: (*) indicates non-significant drivers. Significance testing was conducted between USA – At Home (Creative) and USA – In Cinema (Creative) at 95% of confidence. indicates a significant difference.

USA – Original Calibration

USA – In Cinema (Creative) (n=260)

USA – In Home (Creative) (n=153)

3 x higher - Love elicitation.

Elicitation of Emotions:

Cinema vs. At Home

• Note

USA – Recalibration USA – In Cinema (Creative) (n=260)

USA – In Home (Creative) (n=153)

6 x higher- Love elicitation.

Note: (*) indicates non-significant drivers. Significance testing was conducted between USA – At Home (Creative) and USA – In Cinema (Creative) at 95% of confidence. indicates a significant difference.

USA only (Creative) - Female

USA only (Creative) - Male

USA

BUSINESS OUTCOMES (CONTESTABLE LOYALTY)

At Home (USA) In Cinema (USA)

49%

45%

21%

23%

30%

32%

5.49

5.49

Contestable

Loyalty - to

choose to buy

Contestable

Loyalty - to

choose to drink

0 to 5 6 to 7 8 to 10

36%

38%

33%

32%

31%

30%

6.22

6.27

0 to 5 6 to 7 8 to 10

Note: Significance testing was conducted between At Home (USA) and In Cinema (USA) at the 95% level of confidence. Blue indicates that the In Cinema (USA) result was significantly higher than the At Home (USA) result.

USA

BUSINESS OUTCOMES (FIRST CHOICE)

At Home (USA) In Cinema (USA)

55%

54%

21%

21%

24%

25%

4.87

4.77

First Choice

to buy

First Choice

to drink

0 to 5 6 to 7 8 to 10

46%

50%

34%

26%

20%

24%

5.61

5.50

0 to 5 6 to 7 8 to 10

Note: Significance testing was conducted between At Home (USA) and In Cinema (USA) at the 95% level of confidence. Blue indicates that the In Cinema (USA) result was significantly higher than the At Home (USA) result.

Emotional Engagement vs.

Rational Judgment

“The essential difference between

emotion and reason is that

emotion leads to action while reason leads to conclusions.”

- Donald B. Calne, Neurologist and Author of

Within Reason: Rationality and Human Behavior

…”emotion leads to action”…

BRAND CHOICE

QUALITY

FEELINGS

DISCRETE EMOTIONS

THOUGHTS

VALUE FOR MONEY

PRICE

NIELSEN CUP SHARE

Surprise

Happiness

Love

Sadness

Anxiety

Shame

PrideContentment

Anger

PERFORMANCE REPUTATION

0.93 MASTERBRAND

0.78 DENOMINATORS

Strong correlation between Prophecy brand performance

and Nielsen share of cups consumed

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From Wave I to Wave II

of their Ad Campaign,

Blend 43 Saw a 17% in

Brand Strength

Brand Strength is

Correlated to

Brand Share

23%

26%

17%

27%29%

24%

Overall Rationale Emotional

Brand Strength Changes

Blend 43

Wave I Wave II

Thank You for

Your Kind Attention

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