kicking up a commotion. brand development conference, 2 july 2015
TRANSCRIPT
The World’s Best Ads from 2014
The top 10 Best Ads of 2014…
10
EiA 83.38
Doritos/PepsiCo ‘Cowboy Kid’
9
EiA 83.81
Coca-Cola ‘The Happiest Thank You’
8
EiA 83.96
Coca-Cola Life/The Coca-Cola Company ‘Ser Padres’
7
EiA 84.50
Nike ‘Winner Stays On’
6
EiA 85.70
DTac ‘The Power’
5
EiA 85.82
Pampers ‘Moms 1st Birthday’
4
EiA 86.26
Thai Life Insurance ‘Unsung Hero’
3
EiA 86.38
Budweiser/Anheuser-Busch ‘Puppy Love’
2
EiA 86.56
Turkish Airlines ‘Dreams’
1
EiA 86.81
Le Trefle ‘Emma’
1414
Let us begin at the beginning…..
Play video and view in slideshow
1515
Play video and view in slideshow
After some years of evolution
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Date17
The 3 ways of changing Behaviour
The world around us
The world between us
The world within us
The fast route to behaviour
change – “Switch” is the
easy, practical guidebook to
applying the new ideas, and
changing behavour.
A shock international
bestseller – and a
detailed exploration of
the two systems that
drive our thinking.
Behavioural ScienceThinking slow And fast…
Famous marketing moves the elephant & directs the rider
Famous marketing is less rational & more emotional
Equations for success
2424
Measuring Emotion: FaceTrace®
5
69
18
512
2.08
1
Thank You
Mom
% o
f re
spo
nd
en
ts
With FaceTrace®, we ask how consumers would feel about an ad (select a face), how strongly + why? This gives us a clear understanding of drivers and barriers of engagement.
Sad in a happy way... good parents make good children
Just doesn't really do anything for me
I’m not into any kind of sports
Too long of a commercial
A mother’s love is the best love
It's touching to see the moms' support & love and how their kids appreciate it
Children and parents working hard on a goal together and reaching it
Hard work towards a goal and reaching it
the way it shows people and what they are accomplishing and how it connects
It's not just the one in the spotlight who does all the work
How a mother's love for their children is the same all around the world
Touched by the emotions the mothers expressed at the success of their children
2525
We turn FaceTrace® into a one number score indicative of likely business effects: Emotion-into Action™
Emotion-into-Action™ summary score
Benchmarked to database to predict in market success
10
30
20
8
8
8
8
1.70
8Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a scale
from 0 to +3
2626
With a different model for the Not for Profit sector
10
30
20
8
8
8
8
1.70
8Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a scale
from 0 to +3 How it works for NFP brandsFor charities, Happiness is the strongest predictor of in-market effectiveness
… but stirring negative emotions can also help incite action – a different model to that used for commercial ads/brands
Benchmarked to NFP database to
predict in market success
2727Emotion-into-Action™ Score
*assumes share of voice = share of market
68
73
78
82
Straight to Video Pedestrian BlockbusterMust SeeSolid Performance
Spend maintains share*
A
ll A
ds
Glo
ba
l N
orm
ComMotion®: Total Commercial databaseIndication of Efficiency using Emotion-into-Action™ Score
Commercial stars Split 28% 33% 26% 9% 4%
One data point for every 10 ads
2828
49
53
57
61
Straight to Video Pedestrian BlockbusterMust SeeSolid
Performance
Barn
ard
o's
- L
ife S
tory
Ro
ad
Safe
ty -
Em
bra
ce L
ife
Ro
ad
Safe
ty -
Piz
za
No
t-fo
r-P
rofi
t T
V n
orm
St.
Jo
hn
Am
bu
lan
ce -
Help
less
Charity Emotion-into-Action™ Score
Breakeven
Direct ROI estimate
£0.30
Charity ad star chart examplesEmotion-into-Action™ Score vs not-for-profit star boundaries
>17m YouTube views. Multiple awards, global
licences
Direct ROI estimate >£1.26
2929
Share gain very likelyProfit gain extremely likelyReduction in price sensitivity likelyViral potential in some cases
Share gain likely
Profit gain quite likely
Share gain potential limited
Profit gain possible
You’ll need to spend more tomaintain your market share
You’re going to have to spend considerably more to maintain your market share
Guide to Likely Business Effects
Assuming you match your share of voice with your share of market:
Many current ad campaigns are System 1 & 2 (message/information wrapped up in the velvet glove of emotion). System 1 ads (pure emotion) tend to deliver higher ROI
ROI Index = 115-120
System 1 + 2
ROI Index = 160-180
System 1 only
Blockbuster
Must See
SolidPerformance
Pedestrian
Straightto Video
3030
That’s why emotional campaigns outperform the rest…
‘Marketing in the Era of Accountability’, Binet & Field, IPA, 2008
“Emotional campaigns aremore effective & more profitablethan rational campaigns –even in 'rational' categories…”
31%
26%
16%
Rational Ad Strategy Combined Emotional Ad Strategy
Campaign strategy
% Reporting very large profit gains
3131
And emotional campaigns deliver for the long-term
% Reporting very large profit gains Campaigns lasting 3+ years
‘The Long and Short of It’, Binet & Field, IPA, 2013
43%
23%23%
Rational Ad Strategy Combined Emotional Ad Strategy
Campaign strategy
“The longer the time frame, the more emotions
drive profit”
3232
The 60:40 rule for percentage spend on brand building and activation channels has not changed over time
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%2
00
0
20
01
20
02
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20
11
% S
pe
nd Brand building channels
Sales activation channels
The role of any campaign should be to Create Fame (60% of spend) and Activate on it (the remaining 40%).
Taken from ‘The Long and Short of It’, Binet & Field, IPA, 2013
3333
60% brand building & 40% sales activation delivers maximum returns.
0 20 40 60 80 100%
0
2
4
6
8
10
Activation share of budget
Number of large Effects*
*Effects: Business measures such as profit, sales, market share, penetration,loyalty, and price sensitivity.
Taken from ‘The Long and Short of It’, Binet & Field, IPA, 2013
Adopt a test-and-learn experimental culture
3636
The task for marketing
WHERE MARKETING FOCUSES ITS EFFORTS
Attitude Change
WHERE MARKETING
SHOULD FOCUS ITS EFFORTS
BehaviourChange
Visit the CharityComms website to
view slides from past events, see what
events we have coming up and to
check out what else we do:
www.charitycomms.org.uk
Conference
2 July 2015
London
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