1

Kicking up a ComMotion®

Mark Johnson

2222

Daniel Kahneman

Nobel Prize winner

Don’t ask people to think too hard

33

FastIntuitive

Metaphoric Unconscious

1 brain, 2 systems

SlowAnalytical

PropositionalConscious

System 2System 1

44

System 2: Post-rationalises

System 1: Where decisions are made

220,000x more powerful

55

2 + 2 = ? 17 x 24 = ?

System 1 or 2?

66

System 1 or 2?

77

System 1 or 2?

88

System 1 or 2?

9

ComMotion™

Because emotions matter…

1010

Feel more, do more, buy more

43%

23%23%

Rational Ad Strategy Combined Emotional Ad Strategy

% Reporting very large profit gains

“The longer the time frame, the more emotions

drive profit”

1111

FaceTrace™ gets to the emotion

• 4000+ ads tested • 35 markets• 2,5 weeks

1212

The Cadbury example

126

65

43

16

43

5 5

CDM (Gorilla) Commercial ads norm

2.17 1.33

How easy it

is to

understand

How relevant

it is to you

How

persuasive

you found it

How much it

told you

about the

brand

ROI of £4.88 for every £1 spent

13

Let’s take an ad break

1414

Sta

rt

2 s

ec

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ec

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ec

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ec

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ec

120 s

ec

% o

f re

spo

nd

ents

FaceTracing™ P&G ‘Thank You Mom’

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

Getting children out of bed before daylight

Mothers are hard workers all around

the worldIt's a big surprise to have your child win something so great

Pride I have known with my kids

The love between

them

Time goes so fastIt's the truth, hardest job is

being a parent

P&G understands my family’s needs

1515

72

78

40

63

Weak Brand Pedestrian Brand Iconic BrandSuper BrandSolid Brand

Moved from a 3 to a 4 star brand in just 3 months

Emotion-into-Action™ Score

$400m in incremental salesShare price increase:

from $60 to $80 per share 7/12 to 6/13

P&

G P

ost

•

P&

G P

re

•

1616Start  5  10  15  20  25  30  35  40  45  50  55  60 

% o

f re

spondents

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

the twinkle in the ponies eye..

prepares you for what’s coming.

it makes me smile because the pony is

dancing

Dancing pony

Cheers me up Ha ha!

Moonwalking Pony!

worried about the pony going

over the cliff

happy pony didn't go over edge of cliff!!!

its just funny that he stops for the farmer, but continues after.

Just loved the whole concept

makes me smile and feel happy

3 Mobile

1717

Guinness ‘Made of More’ – Basketball

18

But why bother?

1919

Better ROI!

ROI Index = 160-180

System 1 only

ROI Index = 115-120

System 1 + 2

Blockbuster

Must See

SolidPerformance

Pedestrian

Straightto Video

2020

68

73

78

82

Straight to Video Pedestrian BlockbusterMust SeeSolid Performance

Spend maintains share*

Fin

ish

ed T

V N

orm

(G

lob

al)

26%32%

29%9%

4%

50% of ads are just 1 or 2 stars…

21

Let’s try and guess…

2222

Food ads – star performance?

Clover, Middle

Cathedral City, Slice of Britain

Cadbury’s, Gorilla

M&Ms, Just My Shell (US)

Cathedral City, See it Want it

Uncle Bens, Express Rice 2010

2323

68

73

78

82

Straight to Video Pedestrian Blockbuster

Break even

Must SeeSolid Performance

M&

Ms

“Ju

st m

y Sh

ell”

Cad

bu

ry “

Go

rilla

”

Cat

hed

ral C

ity

“See

it W

ant

it”

Cat

hed

ral C

ity

“Slic

e o

f B

rita

in”

Un

cle

Ben

s “E

xpre

ss R

ice”

Clo

ver

“Mid

dle

”

Emotion-into-Action™ Score

Food ads – star performance

2424

The Cadbury example

126

65

43

16

43

5 5

CDM (Gorilla) Commercial ads norm

2.17 1.33

How easy it

is to

understand

How relevant

it is to you

How

persuasive

you found it

How much it

told you

about the

brand

ROI of £4.88 for every £1 spent

25

Getting to 5 stars

2626

FaceTracing™ - the double peak

2727

FaceTracing™: 3 common journeys

Conte mpt

Disgust

Ange r

Fe a r

Sa dne ss

Ne utra l

Ha ppine ss

Surprise

Weak

Very Effective

Conte mpt

Disgust

Ange r

Fe a r

Sa dne ss

Ne utra l

Ha ppy

Surprise

Extremely Effective

Conte mpt

Disgust

Ange r

Fe a r

Sa dne ss

Ne utra l

Ha ppine ss

Surprise

2828

The difference music makes

Month Yr 2

8

94

7

5571

82

23

11

713

12

40

000 2 00 0 0

1.68 2.06 2.310 0 0

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Music 1 Music 2 Music 3

% o

f re

sp

on

den

ts

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

Intensity Score

measured on a scale

from 0 to +3

74.9 81.3 87.7

2929

The best brief? “Make my Brand Famous”

Brand Share = Fame x Availability

3030

3131

PersuasionEmotion-into-Action™

2.67

1.67

2.00

2.33

1.78

2.56

2.00

2.33

1.78

2.56

1

2

3

Best Bottom Best Bottom Best Bottom Best Bottom Best Bottom

Cut-through Brand Linkage Message

Emotion-into-action™ vs. traditional measures