FeelMore50 Super Bowl: Using Fame, Feeling & Fluency to LIVE Ad Test
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Transcript of FeelMore50 Super Bowl: Using Fame, Feeling & Fluency to LIVE Ad Test
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Webinar: February 6 and 7, 2017FeelMoreSuperBowlSuper Bowl Advertising Touchdowns & Fumbleshttp://www.feelmore50.com/superbowl-2017
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BrainJuicer in partnership with ZappiStore live tested
78 Super Bowl ads and broadcasted the results in real time via Facebook Live
as well as on Twitter, LinkedIn and the Brian
Juicer blog.
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Rank Title Brand Agency Star Rating Emotion-into-Action
1 Hero's Journey Kia Niro David & Goliath 85.05
2 Baby Legends NFL Grey New York 83.98
3 Cleaner of Your Dreams Mr. Clean Leo Burnett Toronto 83.83
4 Love Story Coca-Cola McCann 83.42
5 Romance Skittles Adam&EveDDB 83.21
6 Pee Wee Buick Engage M1 82.95
7 False Cabinet King's Hawaiian Levit Agency 82.89
8 Shirt Stain Tide Saatchi & Saatchi 82.61
9 Yearbooks Honda CRV RPA 82.30
10 Ruin a Live Super Bowl Ad Snickers BBDO New York 81.97
Visit www.feelmore50.com/superbowl-2017 to watch all top 10 ads
©BrainJuicer® 4
2017 Super Bowl Champion – Kia Niro’s “Hero’s Journey”
FeelMoreSuperBowl
Rank #185.05 Emotion-Into-Action
http://www.feelmore50.com/kia-niro-hero-s-journey
Generated overall positive feelings as it was
funny, ironic and hilarious, earning it the
top spot as the #1 Super Bowl ad of 2017
©BrainJuicer® 5
Kia Niro | Hero’s Journey
SURPRISE
HAPPINESS
NEUTRAL
SADNESS
FEAR
ANGER
DISGUST
CONTEMPT
Emotion-into-Action® Score: 85.05
‘Hysterical’ irony drives positive response to Kia Niro’s “Hero’s Journey”
Was a funny commercial, could have been better though
I loved it, it was so funny. I love her so much. And The song!
That was really funny, I loved it
Melissa makes everything great. Amazing!!!
Best commercialFunny
16
68
15
2.331
It was funny seeing her ironically get hit around like that
I loved it, it was so funny. I love her so much
That was great ad for an eco car
http://www.feelmore50.com/kia-niro-hero-s-journey
©BrainJuicer® 6
Visit www.feelmore50.com/superbowl-2017 to see the top 10 ads
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Webinar: February 6 and 7, 2017Is 2017 a year Super Bowl advertisers should celebrate?
©BrainJuicer® 8
Pundits agree that in 2017 advertisers ‘found their footing’
©BrainJuicer® 9
Advertisers at least caught up with viewers, creating two 4-Star ads in real time
Hyundai, “A Better Super Bowl”https://www.youtube.com/watch?
v=oUWcDOKJfoM
Snickers, “Ruin a Live Super Bowl Ad”http://www.feelmore50.com/snickers-ruin-a-
live-super-bowl-ad
Hyundai and Snickers had live spots, so they created, edited and aired live ads in real time during the game.
©BrainJuicer® 10
Top 2017 performers will enter the Super Bowl Ad Hall of Fame
Bra
inJu
icer
Ad
Testi
ng E
ffici
ency
Sp
end
driv
es sh
are
gain
Spen
d in
suffi
cien
t to
hold
shar
e
Spend maintains share*
68 73 78 82
E m o ti o n - i n t o - A c ti o n ™ S c o r e
“Blockbuster”
Doritos ‘Dogs’ 90.90Hyundai ‘First Date’ 87.12Honda Ridgeline ‘A New Truck to Love’ 86.65Budweiser ‘Puppy Love’ 86.38Kia Hero's ‘Journey’ 85.05
NFL ‘Baby Legends’ 83.98McDonald's ‘Pay w/ Lovin‘’ 83.92Mr. Clean ‘Cleaner of Your Dreams’ 83.83Doritos ‘Cowboy Kid’ 83.38Budweiser ‘Hero's Welcome’ 83.31Dodge ‘Wisdom’ 82.42
“Must See” Budweiser ‘Lost Dog’ 81.94
2017
2016
2015
2014
+0%points
Predicted share gain [assuming a 10% extra share of voice]
+0.5%points
+1%points
+2%points
+3%points
NO GROWTH without huge ESOV
28%
Modest growth with high ESOV
33%
Good growthwith high ESOV
26%
Strong growthwith high ESOV
9%
EXCEPTIONAL GROWTH with high ESOV
4%
Kia “Hero’s Journey”, NFL “Baby Legends” and Mr. Clean “Cleaner of Your Dreams” made it in the Super Bowl Hall of Fame which consists of the best of all the Super Bowl ads BrainJuicer has tested from the past 4
Super Bowls
©BrainJuicer® 11
Majority of 2017 Super Bowl advertising exceeds commercial benchmarks
Bra
inJu
icer
Ad
Testi
ng E
ffici
ency
Sp
end
driv
es sh
are
gain
Spen
d in
suffi
cien
t to
hold
shar
e
Spend maintains share*
68 73 78 82
All
Ads
Glo
bal N
orm
E m o ti o n - i n t o - A c ti o n ™ S c o r e
NO GROWTH without huge ESOV
28%
Modest growth with high ESOV
33%
Good growthwith high ESOV
26%
Strong growthwith high ESOV
9%
EXCEPTIONAL GROWTH with high ESOV
4%
+0%points
Predicted share gain [assuming a 10% extra share of voice]
+0.5%points
+1%points
+2%points
+3%points
Super Bowl 2017 had nine 5-Star spots. 5-Star ads are capable of delivering exceptional
growth and the largest business effects. Among all the ads that BrainJuicer tests commercially, only 4% of all the ads tested achieve a 5-Star rating. More than 10% of the Super Bowl ads
achieved 5-Star ratings in 2017. Super Bowl ads are typically more effective at delivering
business results than the average ad on TV the other 364 days of the year.
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Webinar: February 6 and 7, 2017Why do we see such strong performance in Super Bowl?
logical persuasivemarketing argument
has hadits day!
14©BrainJuicer®
BrainJuicer focuses on how people feel, not how people think to predict brand growth
Emotional response is extremely important in the advertising world, just like in the sports world as pictured below, Patriots fans vs Falcon fans
15system1agency.com
Fame
Feeling Fluency
how readily a brand comes to mind predicts market
share
how people feel about a brand
predicts future market share
distinct assets used to recognize a
brand act as a toolkit to build market
share
3 things that contribute to brand growth
16©BrainJuicer®
Validated across 150+ brands worldwide
Average correlation across the full set of 14 categories globally (151 brands) is +0.85
10 20 30 40 50 60 70 80 90 1000
10
20
30
40
50
60
70
80
90
100
Correlation = +0.85
In-market performance
Fam
e, F
eein
g &
Flu
ency
Sta
r Per
centi
le
5
4
3
2
1
There is a strong correlation with
predicting market
performance for brands using our methodology of Fame, Feeling &
Fluency.
Profitable Growth – GUARANTEED!
FAME
©BrainJuicer® 19
FAME: 84 Lumber ‘Journey’
FeelMoreSuperBowl
Rank #7859.75 Emotion-Into-Action
https://www.youtube.com/watch?v=J0Uk6ctu7nI
It was a good fame strategy since it brought people to their website, but there were
polarizing reactions to it. This was a 1-Star ad because it
generated sadness and neutrality. Neutrality is the worst emotion – if people feel nothing,
they’ll do nothing.
©BrainJuicer® 20
FAME: Audi ‘Daughter’
FeelMoreSuperBowl
Rank #2079.22 Emotion-Into-Action
https://www.youtube.com/watch?v=G6u10YPk_34
The more famous brand Audi maintained its Fame with a strong,
positive, emotional story promoting gender equality. This ad spoke to
everyone across the US, generated happiness and surprise, and it was
inspiring to many. It sent a great message without actually saying
much, but had a beautiful narrative and a powerful story, earning it a 4-
Star rating.
FEELING
©BrainJuicer® 22
Wonderful Pistachios | Ernie Gets Physical
SURPRISE
HAPPINESS
NEUTRAL
SADNESS
FEAR
ANGER
DISGUST
CONTEMPT
Emotion-into-Action® Score: 80.57
FEELING: Type of Happiness – Joy Over Others Misfortunes
15
65
16
2.084
I just had no strong feelings about it
The elephant is cute and funny and I love pistachios
I love elephants, and the whole thing was cute
Elephant on the treadmill and then falling
It caught my attention
Talking elephantAn elephant on a treadmill is unexpected and it unexpectedly fell down
Not a fan of John Cena
I thought it was a very funny ad
The elephant was funny
When the elephant falls of the treadmill and says ‘that one is broken’
Not too good, but not too interested
https://www.youtube.com/watch?v=AeJz7q3EozE
Schadenfreude, or joy over other’s misfortune, is the riskiest type of
happiness but it delivers the strongest effect. There was immense response from people that were feeling happy
as they thought it was a very funny ad, resulting in a large amount of
emotional response.
©BrainJuicer® 23
Snickers | Ruin a Live Super Bowl Ad
SURPRISE
HAPPINESS
NEUTRAL
SADNESS
FEAR
ANGER
DISGUST
CONTEMPT
Emotion-into-Action® Score: 81.97
FEELING: Type of Happiness – Amusement
21
60
16
112.13
Kinda stupid
That was cute
Best one yet!
It was hilarious, I'm still laughing
Pretty funny ending. very creative
Super funny, I loved it
Sooo funny!
Loved the setting and effects, and it fits with Snickers
That was lame, a town destroying over a candy bar?
Wow, Snickers is quick
http://www.feelmore50.com/snickers-ruin-a-live-super-bowl-ad
Snickers played on amusement, another effective type of happiness
that drives large business results. The surprise factor plays to its
advantage too. It had a quick, funny ending that was very creative.
Snickers is seen as being innovative in their technique of Super Bowl ads
even though it does not have innovative techniques around the
product itself.
©BrainJuicer® 24
Hyundai | Soldiers Live Cut
SURPRISE
HAPPINESS
NEUTRAL
SADNESS
FEAR
ANGER
DISGUST
CONTEMPT
Emotion-into-Action® Score: 78.34
FEELING: Type of Happiness – Uplifted
13
61
13
9211
2.332
It's emotionally taxing, but in a good way
Have no strong feelings about the Super Bowl
This was heartwarming. God bless America
I loved the emotions when they see their loved ones
So heartwarming. Inspiring
Tears to my eyes this was wonderful for them to do for the military
This was heartwarming. God bless America. really touching
Uplifting
It was a great to see them get to see their loved ones. Quite moving
https://www.youtube.com/watch?v=oUWcDOKJfoM
Hyundai mastered uplifting happiness
that generated genuine heartwarming feelings – a live ad that
was really well done that resulted in very
little neutrality.
FLUENCY
26©BrainJuicer®
FLUENCY: Plenty of distinctive assets on display during Super Bowl LIDistinctive assets allow people to know an ad is for a brand without actually having to tell them it was for a brand
Audi NFL Skittles
Mr. Clean Budweiser Bud Light
27©BrainJuicer®
Title Slides (Different Options)
World’s Top 50 Ads coming Tuesday, February 28thVisit www.FeelMore50.com
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Webinar: February 6 and 7, 2017Thank you! Any Questions? [email protected]://www.feelmore50.com/superbowl-2017
Alex Hunt – BrainJuicerPresident
Brent Snider – BrainJuicerPresident, North America
Julio Franco – ZappiStoreEVP, Americas