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
% 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
% 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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