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Hello!

Craig Page Head of Digital

Ogilvy PR Australia @CraigDPage

Anne Rayner Global Head of Communications Research

TNS anne.rayner@tnsglobal.com

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Super Bowl strategies worth learning from

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Super Bowl 50 in numbers

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111.9M viewers

49:35 minutes

5M dollars

62 adverts

45% attrition

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The ads we analysed

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Bud Light / Bud Light Party Budweiser / Give a Damn Budweiser / Not Backing Down Budweiser / Act Like It Colgate / Every Drop Counts Heinz / Wiener Stampede Hyundai / Ryanville Hyundai / First Date Hyundai / The Chase Jeep / Portraits LG / Man from the Future Mountain Dew Kickstart / Puppy

Monkey Baby

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Determining a winner from SB50 advertisers

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Affective Memory Potential

Novelty

Affective impact

Relevance

Social Engagement

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5 considerations for Super Bowl advertisers

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1. To tease or not to tease?

2. Heart strings or funny bone?

3. Champion a cause or sell a product?

4. Is relevance a trade off?

5. Standalone ad or integrated campaign?

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Super Bowl remains a hugely crowded space in which to compete for attention

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1 Teasers vs relying on the Big Game

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Teasers – 3 Approaches

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Teaser campaigns aimed to intrigue

Separate adverts staggered before the Super Bowl for maximum media attention

Releasing the full final advert a few days before the big game to create buzz

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Relying on the big game

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The pre-release strategy paid off for brands

15

0

7,500

15,000

22,500

30,000

25-Jan-16 27-Jan-16 29-Jan-16 31-Jan-16 2-Feb-16 4-Feb-16 6-Feb-16 8-Feb-16 10-Feb-16 12-Feb-16 14-Feb-16

Axe - Find Your Magic Bud Light - Bud Light Party Budweiser - Act Like It Budweiser - Give a DamnBudweiser - Not Backing Down Colgate - Every Drop Counts Heinz - Meet the Ketchups Hyundai - First DateHyundai - Ryanville Hyundai - The Chase LG - Man from the Future Mtn Dew - Puppy Monkey Baby

Humour vs heart-tugging

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Humour for attention, emotion for impact

Heart tugging Humour

Ryanville Give a damn Every drop counts

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Humour can be tricky to get right

18

All ads combined The Bud Light Party

3 Championing a cause vs selling a product

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Too risky?

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Championing a cause does generate conversation

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16983 Campaign Mentions 3062 Campaign Mentions

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Making the cause relevant

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4 Can brands have novelty and relevance?

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Can you have both novelty and relevance?

Novelty Relevance

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Only one delivered on relevance

25

5 Stand-alone ads vs integrated campaigns

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Stand-alone ads vs integrated campaigns

6 The brands that got it right – and those that got it wrong

28

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Heinz was the clear winner from Super Bowl 2016

1st place

Novelty Affective Impact Relevance Social engagement

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Runner up…. Hyundai

2nd place

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Others fell short

31

Not connecting No relevance

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A disappointing season

32

Low Affective Memory Potential Low social engagement

USA Norm 2015average

2016average 2015 2016

Total Super Bowl content

Note: Note: scales for total content and ad content are different in order to show both on the same diagram

Ad related content

Questions?

Craig Page Head of Digital

Ogilvy PR Australia @CraigDPage

Anne Rayner Global Head of Communications Research

TNS anne.rayner@tnsglobal.com

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