Download - John Kearon - Festival of New MR - 2014
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
The Fes'val of NewMR 2014 would not be possible without our sponsors. Thanks to:
Our Pla'num Sponsor for 2014
Silver Sponsors
Americas Session Sponsor Media Partner Fes'val Supporters
• Schlesinger Associates • Lightspeed GMI • krea
The Fes'val of 2014
• Dub
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
Kicking Up a Commo'on How Emo>on Always Wins in Communica>on
2014 Pla>num Sponsor
John Kearon Chief Juicer, BrainJuicer Group PLC UK
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
Jan 11
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We think much less than we think we think
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
System 1 -‐ Famous Brand Building
Embrace “the Logic of Intui1on.” Make your brand the intui've, easy, obvious choice. Understand “the 95%
and the 5%.”
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
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Let’s Get Emo'onal About Ads And Kick Up a Commo'on!
System 1 – Feel Nothing…Do Nothing
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
Make My Brand Famous
Brand Share = Fame x Availability 9
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
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73
78
82
Straight to Video Pedestrian Blockbuster Must See Solid Performance
Spend maintains à share*
*assumes share of voice = share of market Emotion-‐into-‐Action™ Score
Efficiency using Emo'on-‐into-‐Ac'on™ Score Efficiency = share gain/extra share of voice
CDM Gorilla ROI £1.85 IPA Silver
P&G Thank You Mom 30% higher ROI than P&G average
EFFIES Gold
‘Basketball’
3 Pony
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
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Guide to Likely Business Effects Profit gain extremely likely Share gain very likely Reduced price sensi'vity likely Viral poten1al in some cases Profit gain quite likely Share gain likely Profit gain possible Share gain poten'al limited
Nega've return on marke'ng investment quite likely Nega've return on marke'ng investment likely
ROI Index = 160-180
System 1 only
ROI Index = 115-120
System 1 + 2
Blockbuster
Must See
Solid Performance
Pedestrian
Straight to Video
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
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78
40
63
Weak Brand Pedestrian Brand Iconic Brand Super Brand Solid Brand
Emotion-‐into-‐Action™ Score
$400m in incremental sales
Share price increase: from $60 to $80 per share 7/12 to 6/13
P&G Post •
P&G Pre •
P&G Moved From 3 to a 4-‐Star Brand
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
Which of these faces best expresses how you feel about this idea?
To what degree did this idea make you feel [selected emo'on]?
What was it about this idea that made you feel this way?
[Uses patented MindReader® to capture reasons]
Measuring Emo'on with FaceTrace®
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
68
73
78
82
Straight to Video Pedestrian Blockbuster Must See Solid Performance
Spend maintains à share*
*assumes share of voice = share of market Emotion-‐into-‐Action™ Score
Tropicana Fruit to City ROI £1.73
Tropicana Breakfast in New York ROI £1.83 IPA Silver
Difference between good and great
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
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1 1 6
72 6643
27 30
43
100
1 2 58913
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Tropicana:Breakfast in
New York
Tropicana: Fruitto the City
Commercial adsnorm
ContemptDisgustAngerFearSadnessNeutralHappySurprise
Emotional Intensity (0 to +3)
1.79 1.66
ROI: £1.83 £1.73
1.28
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
Tropicana: Breakfast in New YorkTropicana: Fruit to the City
Tropicana adverts ROI comparison
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
“This way of thinking about adver'sing is exci'ng and
inspiring. But I want you to know that if you want to create five star ads, you are looking at a radically different style of adver'sing.”
Orlando Hooper-‐Greenhill, Global Planning
Director for HSBC, JWT
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
68
73
78
82
Straight to Video Pedestrian Blockbuster Must See Solid Performance
Spend maintains à share*
*assumes share of voice = share of market Emotion-‐into-‐Action™ Score
Different music moves from a 3 to 5 Star
Bread Everything I own
Scon Manhews Earth to Calm
Ronan Kea'ng When you say nothing at all
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
2014 UK Christmas Adverts…
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
The Juice on Applying Behavioural Science to Famous Brand Building
Fame OVER AIDA Emo'on OVER Cogni'on
Seduc'on OVER Persuasion UHT OVER USP
Execu'on OVER Big Idea Reach OVER Frequency
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
The Fes'val of NewMR 2014 would not be possible without our sponsors. Thanks to:
Our Pla'num Sponsor for 2014
Silver Sponsors
Americas Session Sponsor Media Partner Fes'val Supporters
• Schlesinger Associates • Lightspeed GMI • krea
The Fes'val of 2014
• Dub
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
THANK YOU
2014 Pla>num Sponsor
John Kearon Chief Juicer, BrainJuicer Group PLC UK
John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014
THANK YOU
FeelMore50R® http://feelmore.brainjuicer.com/feelmore50/ 2014 Xmas Ads https://brianjuicerblog.wordpress.com BrainJuicer site www.brainjuicer.com Modern Marketers Guide to Changing Behaviour http://www.slideshare.net/brainjuicer/the-modern-marketers-guide-to-changing-consumer-behaviour