Post on 05-Dec-2014
description
Month Yr
1
De rol van emotie in communicatie campagnes
BrainJuicer © 2006
Award Winner
2005
2005
Award Winner
2007
2007
2
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
3
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 .
Month Yr
4
Het belang van emotie
met betrekking tot
communicatie
Month Yr
5
Het menselijk doel is het maximaliseren van… & minimali seren van
Month Yr
6
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.
Month Yr
7
Waarom het meten van emotie zo
belangrijk is
bij het verklaren van succesvolle
reclamecampagnes
BrainJuicer © 2006
Month Yr
8
Heineken Walk-In Fridge
-Click to watch advertisement –
http://www.youtube.com/watch?v=yIutgtzwhAc
Month Yr
9
-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
Month Yr
10
De Heineken Walk-In Fridge reclame scoort niet bijzonder g oed op de traditionele standard ratings
-3
-2
-1
0
1
2
3
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
Month Yr
11
…maar was toch extreem succesvol op internet. Waarom ?
Month Yr
12
7 12
43
63
40
21
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
Month Yr
13
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
Month Yr
14
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
Month Yr
15
- 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
Month Yr
16
0.01
- 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
60
40
15
41
03
21
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
Month Yr
17
Month Yr
17
Traditionele, cognitieve pre-testing kan de beste creatie vitet doden…
Month Yr
17
Traditional Cognitive Measurement
Highly Effective AdsExtremely Weak Ads
Emotional Measurement
Month Yr
19
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
Month Yr
20
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.
Month Yr
21
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.
Month Yr
23
Het in kaart brengen van emoties
En de basis achter FaceTrace™
Gezichtsuitdrukkingen gebruiken
BrainJuicer © 2006
Month Yr
24
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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Month Yr
25
De 7 universele basis emoties
Minachting
Verrassing
Woede
Walging
Blijdschap
Droefheid
Angst
BrainJuicer © 2006
Month Yr
26
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
Month Yr
27
CommScan in de Praktijk
Het meten van emotionele betrokkenheidMet behulp van FaceTrace™
28
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%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score measured on a scale from 0 to +3
Emotion-into-
Action TM
31
‘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)
32
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
33
‘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
34
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%
40%
50%
60%
70%
80%
90%
100%
% o
f res
pond
ents
Intensity Scoremeasured on ascale from 0 to +3
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happy
Surprise
February 2010
35
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?
February 2010
36
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
4
1
0
3
2
1
3 514
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
37
FaceTracing Output: Cadbury Dairy Milk (Phil Collins)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Start
2 se
c4
sec
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90 se
c
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happy
Surprise
Start 5 Seconds 10 Seconds 15 Seconds 20 Seconds 25 Seconds End
February 2010
38
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
0 0 0 0 1 1 2 2 33
7
1215 18 20
24 25 25 2525
32
36 39 40 40 44 47 48 49 52 50
100 100 99 99 97 95 94 93 92 9083
69 59 54 52 46 43 44 44 43
3832 29 29 29
29 27 26 26 24 27
0 0 0 0 0 0 0 1 1 1 11
1 1 1 11 1 1 2
2 1 1 2 21
1 1 1 1 1
0 0 0 0 0 0 0 0 0 0 00
0 0 0 00
0 0 0
0 0 0 0 11
1 0 0 0 0
0 0 0 0 0 0 0 0 0 0 00
1 1 1 12
2 2 2
1 1 1 1 11
2 2 2 2 2
0 0 0 0 0 11
1 1 2 3 44 3 3
3 3 3 3 32
2 3 3 3 1
0 0 1 1 1 3 3 3 3 3 3 610 11 12 12 13 11 11 10
5 5 5 5 5 3 5 5 5 6 600000
Start 1sec
2sec
3sec
4sec
5sec
6sec
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30sec
% o
f res
pond
ents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score measured on a scale from 0 to +3
FaceTracing – Tracing the Emotional Journey
February 2010
39
FaceTracing: Evian Roller Babies UK
0 0 0 17
1822 22
16 14 13 14 12 15 14 14 15 17 16 14 14 14 13 13 14 14 14 14 148
0 0 1 2
12
21
2530
35 38 3840 42 40 42 42 41
33 33 37 39 39 41 41 41 42 43 43 4652
100 99 97 95
77
5846 37
31 32 3329 29 30 29 30 28
33 37 33 30 29 26 25 25 23 23 2221 20
0 0 0 00 0
00
1 1 1 0 0 0 0 1 1 11 1
1 11 0 0 0
0 0 0 0
0 0 0 00 0
01
1 1 1 1 1 1 1 0 0 00 1
1 2 3 3 3 3 2 2 2 2
0 1 0 00 0
01
1 1 2 1 1 2 2 2 2 21 1 2 2 3 3 3 3 3 3 3 3
35 6
9 8 8 8 8 7 8 8 8 8 8 7 7 8 7 8 9 10 9 9 9 9
0 0 1 1 1 1 3 4 5 5 5 6 5 5 4 4 5 6 5 6 7 6 7 6 6 6 6 6 5 531100
Sta
rt2
sec
4 se
c6
sec
8 se
c10
sec
12 s
ec14
sec
16 s
ec18
sec
20 s
ec22
sec
24 s
ec26
sec
28 s
ec30
sec
32 s
ec34
sec
36 s
ec38
sec
40 s
ec42
sec
44 s
ec46
sec
48 s
ec50
sec
52 s
ec54
sec
56 s
ec58
sec
% o
f res
pond
ents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
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
40
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
42
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.
Month Yr
43
Bedankt!
Carola VerschoorManaging Director BrainJuicer NL
carola.verschoor@brainjuicer.com+31(0)648433201
Twitter:@carolaverschoor
Web:www.brainjuicer.com