Webinar: Did PuppyMonkeyBaby Win the Super Bowl?
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Transcript of Webinar: Did PuppyMonkeyBaby Win the Super Bowl?
Thanks for joining us today!!The Webinar will begin shortly…
Hello!
Craig Page!Head of Digital
Ogilvy PR Australia @CraigDPage
Anne Rayner!Global Head of Communications Research !
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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
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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 Damn Budweiser - Not Backing Down Colgate - Every Drop Counts Heinz - Meet the Ketchups Hyundai - First Date Hyundai - 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
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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
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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
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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
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Not connecting No relevance
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A disappointing season
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Low Affective Memory Potential Low social engagement
USA Norm 2015 average
2016 average 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
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What have we learnt?
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1. Teaser strategies deliver social engagement
2. Heart strings are an easier win than humour
3. Champion a cause only if you can make it relevant
4. Novelty, affective impact and relevance are equally important, but relevance is the hardest to achieve
5. A cohesive campaign can deliver benefits
Questions?
Craig Page!Head of Digital
Ogilvy PR Australia @CraigDPage
Anne Rayner!Global Head of Communications Research !
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