Presentatie Brain Juicer

38
Month Yr 1 De rol van emotie in communicatie campagnes BrainJuicer © 2006 Award Winner 2005 2005 Award Winner 2007 2007

description

Presentatie van BrainJuicer tijdens Vision 2011

Transcript of Presentatie Brain Juicer

Page 1: Presentatie  Brain Juicer

Month Yr

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De rol van emotie in communicatie campagnes

BrainJuicer © 2006

Award Winner

2005

2005

Award Winner

2007

2007

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What do we believe in at BrainJuicer®?

“Market research at its best is mind expanding & profit enhancing, not just risk reducing. At best, it’s full of insight &

illumination that informs & inspires great marketing. At worst, it’s a 120 page insurance policy heavy on numbers, light on insight and

usually dead-on-arrival.

BrainJuicer’s mission is simple. To significantly improve research,by translating a generation of breakthroughs in psychology,

behaviourial economics & social sciences into Juicy tools that better explain & predict human behaviour.

Great researchers, applying Juicy tools on behalf of brave clients makes for better marketing, bigger brands & a rapidly growing business with potential to change the way research is done.

John Kearon, Chief Juicer

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Who is BrainJuicer® and who is Carola?

BrainJuicer® Group PLC is a thriving international marketing consultancy founded in 1999. The company provides fresh, validated, consumer-driven insight , to 11 of the worlds' top 20 consumer companies and their creative agencies, and other marquee clients in FMCG, food and beverage, retail, financial services, electronics, health and beauty, and entertainment. BrainJuicer® specializes in helping clients with their innovation programmes, focusing on insights, concep ts, communications and customer satisfaction . The company’s innovative solutions have gained notice in the industry, which has come to regard BrainJuicer® as a true thought leader and change agent.

Carola Verschoor is the managing director of BrainJuicer® Netherlands. She’s an experienced innovator and passionate marketer who has worked for more than 15 years on brand identity, portfolio architecture and innovation issues within the food and beverage industry. Carola loves challenges, is passionate about innovation and growth and believes that great marketing is the right mix between structured thinking, creative energy and juicy insights .

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Het belang van emotie

met betrekking tot

communicatie

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Het menselijk doel is het maximaliseren van… & minimali seren van

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BrainJuicer®’s visie met betrekking tot emotie in communi catie

� Emotie leidt tot actie - gebrek aan emotie leidt tot apathi e.

� Emotionele, creatieve campagnes zijn effectiever dan informationele, op overredingskracht gebaseerde campagnes.

� De primaire emotionele respons is het belangrijkste en meest nuttigeinstrument voor het herkennen van zeer effectieve campagnes -

traditionele evaluatieve meetinstrumenten discriminere n juist tegen de meest effectieve campagnes.

� Emotie is niet alleen een middel, maar een doel op zich –Emotionele campagnes zijn succesvoller, niet omdat ze de boodschap

beter zouden brengen, maar juist omdat ze emotie oproepen.

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Waarom het meten van emotie zo

belangrijk is

bij het verklaren van succesvolle

reclamecampagnes

BrainJuicer © 2006

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Heineken Walk-In Fridge

-Click to watch advertisement –

http://www.youtube.com/watch?v=yIutgtzwhAc

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-3

-2

-1

0

1

2

3

Hoeveel het jeover het merk

vertelde

Hoe overtuigend jehet vond

Hoe relevant het isvoor jou

Hoe makkelijk hette begrijpen was

In welke mate jehet producterdoor wilde

kopen

UK NormZeer positief

Zeer negatief

Standard rating norms

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De Heineken Walk-In Fridge reclame scoort niet bijzonder g oed op de traditionele standard ratings

-3

-2

-1

0

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Hoeveel het je overhet merk vertelde

Hoe overtuigend jehet vond

Hoe relevant het isvoor jou

Hoe makkelijk hette begrijpen was

In welke mate je hetproduct erdoor

wilde kopen

Heineken Walk-In Closet UK Norm

Zeer positief

Zeer negatief

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…maar was toch extreem succesvol op internet. Waarom ?

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63

40

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4023 3

1.3 2.1

1 1

Minachting

Walging

Woede

Angst

Droevigheid

Neutraal

Blijdschap

Verrassing

Intensiteit van 0 tot +3

Finished TV-ad Norm

Omdat mensen er blij van worden!

Het zien van deze reclame maakte VEEL mensen ERG blij.

� Hoge Happiness score (63%) en hoge intensiteitsscore (2.1)

It was stereotypical and because of that it was amusingTypical Heineken

advert. It was funny

As a woman I was amused by the shoes but the fridge was funny and unexpected

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Meer voorbeelden van communicatie effectiviteit en omz et succes

� Cadbury’s meest effectieve reclame allertijden(bracht ruim 9% omzet groei door het assortiment)

� Miljoenen hits op YouTube

� Heineken Walk-in Fridge heeft ruim 10 miljoen hits op YouTube bereikt,

ondanks dat het in het Nederlands is.

� Evian Roller Babies : ruim 20 miljoenYouTube hits en een versterkte merkawareness en trouw

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Men kijkt vrijwillig en graag naar deze commercials…

HSBC Family Member

Command strip products

Halifax ad

Kettle Chips

McVities Digestives

Brains from Thunderbirds in Drench ad

VW Golf

Guinness Evolution

Heineken Walk in FridgeCadbury Gorilla

Evian roller babiesT-mobile Dance Liverpool

Street

R2 = 0.79

1,000

10,000

100,000

1,000,000

10,000,000

100,000,000

1 1.25 1.5 1.75 2 2.25 2.5

FaceTrace Emotional Engagement Score

You

Tub

e H

its

Emotional Intensity

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- 1

0

1

Relevant Persuasive Made youw ant buy the

product

How much ittold about

brand

UK TV ad test normVery Positive

Very Negative 7 12

43

65

40

16

4 1023 5

1.33 2.171 1

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

I n t e n s i t y Sc o r e me a s u r e d

o n a s c a l e f r o m 0 t o +3

Finished TV-ad Norm

- Click -to watch advertisement

Finished TV-ad Norm

Traditioneel onderzoek had succesvolle reclame niet gevali deerd

- Cadbury ‘Gorilla’ ad -

Would not have been progressed on usual information measures

Would have been progressed on emotional engagement measures

http://www.youtube.com/watch?v=5jElSTy2gl8

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0.01

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Relevant Persuasive Made youw ant buy the

product

How much ittold about

brand

UK TV ad test normVery Positive

Very Negative 7 12

43

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3 5

1.33 2.211

4

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

I n t e n s i t y Sc o r e me a s u r e d

o n a s c a l e f r o m 0 t o +3

Finished TV-ad Norm

- Click -to watch advertisement

Finished TV-ad Norm

Evian’s succes was nooit bereikt als het aan conventione le meetmethodes lag

- Evian ‘Live Young’ ad - http://www.youtube.com/watch?v=XQcVllWpwGs

Would not have been progressed on usual information measures

Would have been progressed on emotional engagement measures

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Traditionele, cognitieve pre-testing kan de beste creatie vitet doden…

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Traditional Cognitive Measurement

Highly Effective AdsExtremely Weak Ads

Emotional Measurement

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Ratio is niet de enige noch de juiste weg

� “Traditional pre-testing is very helpful for advert ising that seeks to impart a product message and link it to the brand. However, it is be coming increasingly clear that there are other styles of advertising that deliver higher levels of effectiveness and efficiency for their brands that do not work in thi s same way.”

– Orlando Wood, Managing Director BrainJuicer® Labs

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Emotionele besluitvorming

� De Neurowetenschappen en Psychologie hebben recentelij kaangetoond dat er twee denksystemen zijn welke de besluitvorming ondersteunen .

– Het eerste leert langzaam, intuitief en zeer snel qua re actiefvermogen – buikgevoel . Dit systeem is zeer afhankelijk van emoties .

– Het 2e systeem leert snel, is bewust in het maknb van overwegingen en is dus langzamer. Dit systeem word beheerst door onze centrale bewustzijn en werkgeheugen .

� Traditionele pre-testing gaat ervan uit dat alle communic atiewerkt op basis van het 2e systeem – overreding, informatie, overtuigende boodschappen.

� Onze experimenten in BrainJuicer® Labs hebbenwetenshappelijk aangetoond dat meten op basis van dezerationele metingen actief discrimineert tegen emotionelecommunicatie welke aanspreken op de besluitvorming volgenshet 1ste systeem.

� Echter, goed scorende communicatie volgens de emotionel emeting is in staat om hoge effectiviteit te behalen in de markt , vaker ook met een verminderde prijs sensitiviteit tegenov er het merk.

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IPA: “Emotional Campaigns Outperform Rational ones.”

16%

26%

31%

0%

5%

10%

15%

20%

25%

30%

35%

Emotional Combined Rational

Campaign strategy

V la

rge

prof

it ga

ins

(% re

porti

ng)

Campagnes welke focussen op emotie tonen meer en grotere winst groei dan campagnes die focussen op ratio.

IPA: institute of Practitioners in Advertising.( UK.)

TV reclames met IPA campagneinzendingen vanaf 2006 tot 2009, waarvan TV tenminste 50% gewicht had.

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Het in kaart brengen van emoties

En de basis achter FaceTrace™

Gezichtsuitdrukkingen gebruiken

BrainJuicer © 2006

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Paul Ekman heeft vastgesteld dat emotionele gezichtsuitd rukkingen niet cultureelbepaald zijn, maar universeel zijn over culturen heen

� Ekman’s onderzoek naar hoe emoties worden uitgedragen en begrepen via het gezicht leert ons:

1. Begrijpen welke emoties we in kaart moeten brengen.

2. En manier om emoties te interpreteren dmv eigen rapportage met een minimum aan cognitieve vertaling

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����

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De 7 universele basis emoties

Minachting

Verrassing

Woede

Walging

Blijdschap

Droefheid

Angst

BrainJuicer © 2006

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Welke van deze gezichten geeft het beste weer hoe je je voelt tegenover de advertentie?

In welke mate voel je [geselecteerdeemotie] tegenover de advertentie?

Wat zorgde er in deze advertentie voordat je je zo voelde?

Emotionele Meetmethode FaceTrace ®

BrainJuicer © 2006

Minachting

Verrassing

Woede

Walging

Blijdschap

Droefheid

Angst

Neutraal

Award Winner

2007

2007

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CommScan in de Praktijk

Het meten van emotionele betrokkenheidMet behulp van FaceTrace™

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Emotion-into-Action TM score – Predicting Business Effectiveness

� Some emotions more conducive to positive commercial action than others

� IPA experiment shows emotions are best predictor of very large business effects

� We have created an emotional model predictive of business effectiveness by weighting each emotion based on its likelihood to lead to action (see illustration to the left)

� The result is anEmotion-into-Action TM score 10

30

20

8

8

8

8

1.70

8

0%

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40%

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100%

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

Intensity Score measured on a scale from 0 to +3

Emotion-into-

Action TM

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‘Emotion-into-Action’ goede voorspeller van Reclame Effi cientie

0.25

0.37

0.05

0.27

0.16

0

0.1

0.2

0.3

0.4

0.5

Emotion-into-Action™

Persuasion Established Industry Cut-through

Measure Equivalent

Brand Linkage

Base: 10 ads for which SOM and ESOV data is availab le from the IPA

Key Message on

Message

Extent to which variation in each measure explains variation in efficiency (R-squared values)

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Fame Ads: Definitie

“Building ‘Fame’ of the brand or perceptions of its strength or authority – that is, the brand defines the category”

(Marketing in the Era of Accountability, IPA DataMi ne, WARC, 2007)

Fame Ads:– Maken grote emotionele responsen los

– Generen hoge niveaus van blijdschap , in het bijzonder‘geinspireerd/gelukkig/aangetrokken’

– Ze kunnen zeer lage scores tonen op rationele metingen zoals ‘ik wil het product kopen’, ‘relevantie’, ‘overtuiging’

– Vaak brengen een dubbele golf van blijdschap: Gorilla, Heineken Fridge

– Hebben zeer grote hoeveelheden visueel detail hetgeen uitnodigt omopnieuw te willen kijken

– Hebben een creatief idee zoals Axe ‘verleiding’ welke multimediaalingezet kan worden

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‘Fame’ ads: scoren bovengemiddeld op Emotion-into-Action TM

1%

22%

28%31%

16%

1%0%

10%

20%

30%

40%

50%

<65 66-70 71-75 76-80 81-85 >86

Emotion-into-Action™ Score

% of Cases (UK finished film norm)

= Great ads

= Good ads

= Mediocre ads 81

84

85

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Cadbury Gorilla – Reasons for Emotions

The best ad around! I just love it!!!! it is differ ent and memorable

Great ad, gets people talking about it, memorable

What does a gorilla playing the drums have to do with chocolate?

Don't understand the connection between a gorilla and chocolate

First time I saw it I was really surprised it was f or

Excellent ad, not quite sure what gorilla represents, but who cares. Fantastic

Ad is brilliant and gorilla makes me laugh, its very clever and easy to remember

Not what I was expecting. Trying to work out whether the gorilla was real...Bizarre and unique. Makes you watch the whole ad to find the tagline.

Good filming, but what has it to do with chocolate?

Cannot see what the connection was between Phil Collins, Gorilla & Chocolate

12

65

16

1

5

2.17

1

0%

10%

20%

30%

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50%

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100%

% o

f res

pond

ents

Intensity Scoremeasured on ascale from 0 to +3

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happy

Surprise

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FaceTrace & Reasons Why

12

63

21

3

2.10

1

Walk-InFridge

% o

f res

pond

ents

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

Intensi ty Score measured on a scale from 0 to +3 Childish playing to stereotypes

Didn't mean anything to me

Its just a fridge

Do people really behave like that? It seemed unreal istic

It was right up my street and made me laugh

It was stereotypical and because of that it was amu sing

Typical Heineken advert . It was funny

It made me giggle

As a woman I was amused by the shoes but the fridge was funny and unexpected

For women not surprised but then when it came to me n surprised and funny

Which of these faces best expresses how you feel ab out the advert/idea for an advert you saw?

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FaceTrace: Evian Roller Babies UKWhich of these faces best expresses how you feel ab out the advert/idea for an advert you saw?

712

43

60

40

15

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1

0

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UK Norm Evian RollerBabies

% o

f res

pond

ents

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

Intensity Score measured on a scale from 0 to +3 Amusing, yes, but gimmicks can be dangerous.

The babies were freaky

Not sure what it has to do with mineral water

Seen clip before doesn't say anything about the pro duct

Its too cute for me

It was an excellent advert that was cleverly made a nd very funny

Definitely one that will be remembered - clever and comical

Happy Vibe, Funny

I find the babies very cute and appealing - clever a dvert

Wasn't expecting to see rollerskating babies! I wond ered how they did it?I thought it was a rather weird way of expressing f eeling youngWas just so good

Total Sample: 153

2.211.33

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FaceTracing Output: Cadbury Dairy Milk (Phil Collins)

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0 0 0 1 1 1 1 1 1 3 610 12 12 12 12 11 12 13 16 19 22 21 20 20 18 16 16 15 13 13

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100 100 99 99 97 95 94 93 92 9083

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Intensity Score measured on a scale from 0 to +3

FaceTracing – Tracing the Emotional Journey

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FaceTracing: Evian Roller Babies UK

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Intensity Score measured on a scale from 0 to +3

Total Sample: 153

The babies are scary!The babies are scary!The babies are scary!The babies are scary!

The babies have goneThe babies have goneThe babies have goneThe babies have gone

I can see a baby I can see a baby I can see a baby I can see a baby about to start dancingabout to start dancingabout to start dancingabout to start dancing

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Not all types of happiness are created equal…

Happiness Types: Business vs Intermediate Effects

1.00

1.50

2.00

2.50

3.00

3.50

1.00 1.50 2.00 2.50 3.00

No. of very large business effects

No.

of v

ery

larg

e in

term

edia

te e

ffect

s

Amused

Joyful over others’ misfortune

Awe-inspired

Uplifted

Grateful/appreciative

Ecstatic/blissfulExcited

Proud RelievedSensoriallypleased

Contented

Base: 18 ads for which business effectiveness data is available from the IPA

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Finale opmerkingen

� Om zowel efficientie als effectiviteit te behalen, zet emotie centraalin de reclame uitingen en hun campagnes.

� Emotie is geen middel maar een doel an sich.

� Campagnes gebaseerd op een ‘Reclame Boodchap’ kunnen welomzet verhogend werken maar wel met lagere efficientie niveausdan emotionele campagnes.

� Sommige emotionele lijnen (journeys) en bepaalde soortenblijdschap kunnen meer effectiviteit opleveren dan anderen. Maar al met al zijn positieve emoties goede voorspellers van reclam esucces.

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Bedankt!

Carola VerschoorManaging Director BrainJuicer NL

[email protected]+31(0)648433201

Twitter:@carolaverschoor

Web:www.brainjuicer.com