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Which of these faces best expresses how you feel about this idea?
To what degree did this idea make you feel
[selected emotion]?
What was it about this idea that made you feel this way?
[Uses patented MindReader® to capture reasons]
Measuring Emotion with FaceTrace®
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Emotional Journey: Cadbury Dairy Milk Gorilla
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Star
t 2 4 6 810 12 14 16 18 20 22 24 26 28 3
03
234 36 38 40 42 44 46 48 50 52 54 56 58 60 6
264 66 68 70 72 74 7
678 80 82 84 86 88 90
seconds
Surprise
Happy
Neutral
Sadness
Fear
Anger
Disgust
Contempt
Brooding uncertainty:
“Unsure”“Music”
“Feel good advert”
“Don't understand what the advert is for”
“Funny to see the gorilla”
“Not sure what i expected”
“Don't like a close up of the gorillas nostrils!!”
“Love it”
“An ape playing the drums”
“Good music, good chocolate!”
“Love Cadbury's Chocolate!”
“It’s funny”
“It all comes together and is amusing”
“Intrigued about how the gorilla relates to the slogan
at the end” “What’s it got to do with
chocolate?”
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Cadbury’s most effective ad ever…
126
65
43
16
43
5 5
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
CDM (Gorilla) Commercial ads norm
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happy
Surprise
2.17 1.33
-1
0
1
2
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
CDM Gorilla UK TV ad test normEmotional Intensity (0 to +3)
Would NOT have been progressed on usual information measures
WOULD have been progressed on emotional engagement measures
Masterbrand payback 171% vs previous campaigns
Revenue ROI of £4.88 for every £1 spent (vs £3.16 for previous persuasion campaign)
Hardened price elasticity by 27%
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January 2013
0%
20%
40%
60%
80%
100%Start 5 10 15 20 25 30 35 40 45 50 55 60
% o
f re
sp
on
den
tsSugarlump takes viewers on an emotional journey – but after the cliff scene happiness does not rise to pre-cliff scene levels
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
Showing Sugarlump without KOI
Feb 2011
Guinness New Music Arrivals
5
6
68
73
78
82
Straight to Video Pedestrian BlockbusterMust SeeSolid Performance
Spend maintains share*
*assumes share of voice = share of marketEmotion-into-Action™ Score
Indication of Efficiency using Emotion-into-Action™ ScoreEfficiency = share gain/extra share of voice
CDM GorillaROI £1.85IPA Silver
Tropicana Breakfast in New York
ROI £1.83IPA Silver
P&G Thank You Mom30% higher ROI than P&G average
EFFIES Gold
‘Basketball’
3 Pony
7
Guide to Transformational Advertising
Profit gain extremely likelyShare gain very likelyReduced price sensitivity likely Viral potential in some cases
Profit gain quite likelyShare gain likely
Profit gain possibleShare gain potential limited
Negative return on marketing investment quite likely
Negative return on marketing investment likely
ROI Index = 160-180
System 1 only
ROI Index = 115-120
System 1 + 2
Blockbuster
Must See
SolidPerformance
Pedestrian
Straightto Video
8
31%
26%
16%
Rational Ad Strategy Combined Emotional Ad Strategy
Campaign strategy
That’s why emotional campaigns outperform the rest…
% Reporting very large profit gains
‘Marketing in the Era of Accountability’, Binet & Field, IPA, 2008
“Emotional campaigns are more effective & more profitable than rational
campaigns - even in 'rational' categories…”
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And emotional campaigns twice as profitable in the long-term
43%
23%23%
Rational Ad Strategy Combined Emotional Ad Strategy
Campaign strategy
% Reporting very large profit gains Campaigns lasting 3+ years
‘The Long and Short of It’, Binet & Field, IPA, 2013
“The longer the time frame, the more
emotions drive profit”
10
83,000
181,000
493,000
1-2 star ads 3-4 star ads 5 star ads
Base: 21 Super Bowl ads tested in ComMotion® (2012-2013)
Intense emotion = sharing
Average # online shares (Viral Video Chart) within 3 weeks of Super Bowl
