Feel More50 2016 Ranking Slideshare
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Annually, System1 Research (formerly BrainJuicer) tests hundreds of pieces of communication for emotion and effectiveness. In February we launched the 2016 FeelMore50, our annual ranking of the world's best (read: most effective) emotional advertising. We tested 600+ famous pieces of communication - from viral successes to award winners - and ranked them from 1- to 5-Star according to our Emotion-into-Action™ score. We’ve also split out this year’s ranking to include the best TV and Digital winners from around the globe. This slideshare reveals the highlights behind some of this year's winners.
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Feel More50 2016 Ranking Slideshare
- 1. 1© System1 Group PLC The Most Effective Communication of 2016 www.feelmore50.com
- 2. 2© System1 Group PLC 1 2 3 4 5 UPS Driver Training Camp USA Digital Hyundai First Date USA TV Short Bear Brand Social Quotient Thailand Digital Allegro English for Beginners Poland TV Long PepsiCo Doritos Dogs USA TV Short 6 7 8 9 10 Heinz Wiener Stampede USA TV Short evian Baby Bay France TV Long Smart Smarteffect Portugal Digital Volkswagen Laughing Horse Germany TV Short Honda A New Truck to Love USA TV Long https://www.feelmore50.com/pepsico -doritos-dogs https://www.feelmore50.com/ups-your-wishes- delivered-driver-training-camp https://www.feelmore50.com/hyundai-first-date https://www.feelmore50.com/bear-brand-social- quotient https://www.feelmore50.com/allegro-english- for-beginners https://www.feelmore50.com/honda-a-new-truck- to-love https://www.feelmore50.com/heinz-wiener-stampede https://www.feelmore50.com/evian-baby-bay https://www.feelmore50.com/smart-smarteffect https://www.feelmore50.com/volkswagen-laughing- horse
- 3. 3© System1 Group PLC Industry Acclaim Cannes Lions Spikes Asia Goafest IPA Effectiveness Cassies Effies Epica Emmy David Ogilvy Jay Chiat 1. 2. 3. 4. Must have been a piece of communication (not video about communications efforts) with a commercial brand associated Fame AdWeek Ad of The Day AdWeek Top 10 Chart AdForum Top 5 Ads of The Week TED’s Ads Worth Spreading Coverage in another regional publication Viral Success Reached 500k shares for first time in 2015 per Unruly Media Featured on Contagious’ Global Ad Chart Super Bowl Touch Down Scored in top 20 on USA Today Ad Meter FeelMore compilation process 600+ ads 36 countries 45,000 respondents
- 4. 4© System1 Group PLC 78 brands & agencies featured in the 2016 FeelMore50
- 5. 5© System1 Group PLC Fame How readily a brand comes to mind predicts market share Feeling How people feel about a brand predicts future market share Fluency Distinct assets used to recognize a brand act as a toolkit to build market share
- 6. 6© System1 Group PLC 5-Star communication delivers the largest business effects GlobalNorm 28% 33% 26% 9% 4% Below average ad An average ad, unlikely to make much impact in market Above average ad Small share gain possible with 10% ESOV Very strong versus the database and likely to deliver in-market success Share gain likely, with 10% ESOV Rare, top of the database ad typified by high levels of happiness at a high degree of intensity and likely to deliver strong in-market success Share gain extremely likely, with 10% ESOV. Possibility to go viral NO GROWTH without huge ESOV Modest growth with high ESOV Good growth with high ESOV Strong growth with high ESOV EXCEPTIONAL GROWTH with high ESOV Most advertising falls into the 1- to 2-Star range. Only 4% of all advertising achieves 5-Star status, which delivers the strongest business results.
- 7. 7© System1 Group PLC System 1 Brain System 2 Brain THUMPS System 1 makes fast judgments using experience, emotion and pattern recognition System 2 makes slow and calculated decisions, but slows down System 1
- 8. 8© System1 Group PLC Television Long & Short Form Ads
- 9. 9© System1 Group PLC FM50 Ads from 2015 Ads from 2015 revolved around “sadvertising”, evoking sadness that usually resolved to happiness by the end, leaving the audience feeling uplifted
- 10. 10© System1 Group PLC Luckily, in 2016, happiness is back with increasing joy and uplifting style ads
- 11. Schadenfreude Amused Ecstatic Relieved Sensory pleasure Pleased for others Proud Contented Excited Appreciative Uplifted Awe-inspired Norm (726 cases) Most effective Less effective 12 different types of happiness based on Dr. Paul Ekman’s work – which are correlated with business effects (profit share, share gain, reduced price sensitivity) found in studies done with the IPA
- 12. 12© System1 Group PLCAllegro | ‘English For Beginners’ | Poland EiA 86.651 14 72 10 4 2.27 Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise Intensity Score scale (0 to +3) The ad shows how many Polish families are separated/apart I’m indifferent It interested me only a little Cool ad, shows anyone can learn a language when motivated by love for a granddaughter Touching your heartstrings, showing what you are capable of if you only want to, pleasant music/soundtrack You can do everything you want to Good ad, promotes Allegro, where you can buy anything and this shows how easy it is Perfect ad and perfect execution, it is funny, pleasant to watch and delicate Really good ad, moving and positive Grandad is learning English Best ad I’ve ever seen Fast language learning Awe-inspired is the most effective for generating large business effects. This ad is a wonderful example of how playing on a range of emotions throughout an ad can end up leaving the audience feeling happy – and in this case, awe-inspired. Awe-inspired is tricky to deliver, but Allegro masters it and truly achieve the happiness of awe-inspired. https://www.feelmore50.com/allegro-english-for-beginners
- 13. 13© System1 Group PLCVolkswagen | ‘Laughing Horses’ | Germany EiA 84.22 Future uncertainty It‘s too far fetched I find this stupid I find this type of advertising generally stupid Like everything else Not very special Although it was very funny, it also stays in my memory for a long time The laughter of the horses is infectious and it‘s easy to remember I find it easy to laugh at and it‘s memorable This advert is funny Very funny put me in a good mood I like horses and I find this type of advertising funny That was very funny8 68 22 11 2.27 Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise Intensity Score scale (0 to +3) Schadenfreude – or the joy in the misfortunes of others – is difficult to achieve but effective when done right. https://www.feelmore50.com/volkswagen-laughing-horse
- 14. 14© System1 Group PLCPepsiCo | ‘Doritos Dogs’ | USA EiA 90.90 It was funny and the dogs were cute It’s surprising how the dogs dressed like a man It was just OK I didn’t expect to see the dogs go through the checkout line It was funny and creative, plus who doesn't love dogs The dogs were funny It is really cute with the dogs and how they went about getting chips Dog ads are always attention grabbing and funny Doritos are killing it with their commercials – super cute! It is cute to put dogs in a commercial. Doritos is so clever Thought was one the best commercials of the Super Bowl because of cute dogs Creative ad and dogs are intelligent and cute 14 78 8 1 2.27 Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise Intensity Score scale (0 to +3) The #1 spot for both short TV and for FeelMore50 ranking as a whole is PepsiCo’s ‘Doritos Dogs’. It’s a great example of how humour achieves the happiness of amusement. Regardless of length, 8 of the 10 winners used amusement to engage viewers, and achieved 5-Star status in the process. https://www.feelmore50.com/pepsico-doritos-dogs
- 15. 15© System1 Group PLC Digital
- 16. 16© System1 Group PLC An emerging appreciation of how best to use digital media Generate Content With BOTH Long- and Short- Term Potential Digital And […], Not Digital Or […] Digital for Brand Building: Reach | Emotion | Assets Selling Creativity Short, Peter Field, IPA , 2016 Seriously Social, Peter Field, WARC, 2014 Long-term campaigns have larger and greater return Use digital alongside other channels – WARC having identified between 6-8 channels to maximize effectiveness You shouldn’t throw offline ads online and vice versa. Put the emphasis on digital for brand building too, not just short-term gain, which means using Fame, Feeling & Fluency
- 17. 17system1agency.com Fame Feeling Fluency Reach Matters. Use digital alongside NOT instead of channels that provide greater reach, and use high reach digital platforms. Emotion Matters. How people feel during your content determines its activation potential; how they feel at the end of it determines its brand building potential. Assets Matter. Use digital to build and refresh your brand’s distinctive assets – a glimpse of your brand, its colors, its characters or a sonic mnemonic, will build its Fluency.
- 18. 18© System1 Group PLC The top digital ad of 2016 was UPS Your Wishes Delivered: Driver Training Camp, created in conjunction with Ogilvy & Mather
- 19. 19© System1 Group PLC 1. Long-Term: Brand Building Potential 2. Short-Term: Click-Through Potential 3. Short-Term: Sharing Potential Three FeelMore50 cases to highlight Click-Through Potential and Sharing Potential are predicted by a measure called Dynamism, or the total number of changes in emotional response during the course of an ad
- 20. 20© System1 Group PLC Average Norm UPSTrainingDay Driver Training Camp | Long-term brand building potential Emotion-into -Action™ Score 68 73 78 82 Negligible Growth Potential Modest Growth Potential Good Growth Potential Strong Growth Potential Exceptional Growth Potential BrainJuicerBrandBuildingPotential https://www.feelmore50.com/ups-your- wishes-delivered-driver-training-camp
- 21. 21© System1 Group PLC 8 79 13 00001 Driver Training Camp | Emotional response and branding What is it about the ad you saw that makes you feel [selected emotion]? FaceTrace® | Reasons for Emotion Intensity Score scale (0 to +3) Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise 2.36 % Correctly Identifying the Brand Unaided Following Viewing Brand Fluency Check Kids acted way too enthused to be UPS drivers Never seen it before; never heard of the program if it is real The functions of UPS Helping children through difficult times is a plus no matter what. It's heartwarming to see kids helping other kids and having fun. Very cute, sweet and very inspirational It is about sharing and making kids happy, which is fun Wow, what an experience for those children, love it That every kid got a toy ups truck. The concept of kids training and delivery packages is so out there but it works! Training Day (80) 83% Driver Training Camp evoked the strong emotional response required for long-term brand growth
- 22. 22© System1 Group PLC What is Aku Ankka? The Story: The Duck and The Boy Why is Emotional Dynamism important? Aku Ankka, or Donald Duck in Finnish, is one of the country’s most beloved characters. Sanoma Corporation and creative agency Bob the Robot created The Duck and the Boy to remind viewers that you’re never too grown up to enjoy Aku Ankka https://www.feelmore50.com/donald-duck-magazine-the- duck-the-boy
- 23. 23© System1 Group PLC Emotional Dynamism: Sum of all changes in emotion across every second of the video (excluding neutrality gains) Surprise Neutral Fear Disgust Happiness Sadness Anger Contempt 0s 10s 20s 30s 40s 50s 60s 70s 80s 90s 100s 110s %ofrespondentsTotal Dynamism 438 Dynamism norm (117 secs) 229 Emotional response translates into impressive emotional dynamism The Duck and the Boy was the most emotionally dynamic ad of 2016 Total Dynamism 438 Dynamism norm (117 secs) 229
- 24. 24© System1 Group PLC The ingredients for sharing success Amazon Prime Lion Dog 30 secs 2016 P&G Thank You Mom Strong 120 secs 2016 Waitrose Home for Christmas 90 secs 2016 But leave them smilingEvoke different emotionsBuild the intensity
- 25. 25© System1 Group PLC Waitrose: Home for Christmas Start 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 Emotional Dynamism: Sum of all changes in emotion across every second of the video (excluding neutrality gains) Total Dynamism 337 Dynamism norm (90 secs) 197 Surprise Neutral Fear Disgust Happiness Sadness Anger Contempt Real-world Facebook share rate (shares and likes) %ofrespondents Created by adam&eveDDB, this ad had a real world sharing rate of 3% https://www.feelmore50.com/waitrose-home-for-christmas
- 26. 26© System1 Group PLC P&G: Thank You Mom Strong Emotional Dynamism: Sum of all changes in emotion across every second of the video (excluding neutrality gains) Surprise Neutral Fear Disgust Happiness Sadness Anger Contempt Start 10 sec 20 sec 30 sec 40 sec 50 sec 60 sec 70 sec 80 sec 90 sec 100 sec 110 sec %ofrespondents Total Dynamism 354 Dynamism norm (118 secs) 230 Real-world Facebook share rate (shares and likes) Created by Wieden+Kennedy, this ad had a real world sharing rate of 3% https://www.feelmore50.com/p-g-thank-you-mom-strong-obrigado- mae Total Dynamism 354 Dynamism norm (118 secs) 230
- 27. 27© System1 Group PLC Amazon Prime: Lion Dog Start 5 sec 10 sec 15 sec 20 sec 25 sec %ofrespondents Emotional Dynamism: Sum of all changes in emotion across every second of the video (excluding neutrality gains) Surprise Neutral Fear Disgust Happiness Sadness Anger Contempt Total Dynamism 140 Dynamism norm (30 secs) 100 Real-world Facebook share rate (shares and likes) Created by Hakuhodo Inc., this ad had a real world sharing rate of 4% https://www.feelmore50.com/amazon-prime- lion-dog Total Dynamism 140 Dynamism norm (30 secs) 100
- 28. 28© System1 Group PLC www.feelmore50.com PROFITABLE GROWTH GUARANTEED QUESTIONS? Robyn Di Cesare Managing Director, UK Brent Snider President, North America www.system1group.com/contact-us
Notes de l'éditeur
- Robyn kicks off with opening comments and introduce the FeelMore
- We don’t want to keep anyone in suspense and announce the winner of FeelMore 2016. Top ad and most effective is Doritos Dogs from PepsiCo that aired during last years SuperBowl. “Dogs” was the final ad from Doritos “Crash The Super Bowl” campaign of crowdsourced ads of 2016. Many of which hit the 4 and 5 star territory, but this one topped the list. This ad keeps it short, tells a great engaging story and was just LOL funny. You may have already seen it but it is a great story of three dogs who crave bags of Doritos they see in the grocery store and make many attempts to get in only to be sent away again and again. Left viewers with high levels of happiness. And is a great case of emotional storytelling.
- The compilation process for this year’s FeelMore was similar to previous and was quite simple. We tested 600 ads, across 36 countries and reached out to roughly 45,000 respondents. This was a huge undertaking and it’s yielded a lot of rich learning from across the globe and many different categories which we reveal some more detail on today as it relates to TV as well as Digital. The ads were selected based on 4 criteria… First, the ad had to have found industry acclaim. Canne, Effie, Ogilvy or even Jay Chiat and many other industry award body. Qualified for testing. Second, the ad could have found Fame within the industry Ad of the day or week or coverage in another regional publication Thirdly, the ad could have achieved viral success. We set the minimum at half a million shares in 2016 as measured by unruly media. Lastly, it could have been a SuperBowl hit ad scored an emotional touchdown.
- At this point we also want to celebrate some of the brands and agencies who achieved more than one spot in the FeelMore50 2016. 78 brands and agencies made up the top 50 from FeelMore this year, but here are some that we want to specifically call out. With the top spot going to Coca-Cola with 5 ads in the top 50, Nestle with 3 and Ogilvy, BDDO, Wieden + Kennedy and Leo Burnett being the agency parnter who created more of the ads than any other agency in the top 50 Feelmore. Big congratulating all of the brands and agencies who created the most effective and emotional advertising of 2016.
- So to bring this to life a bit further and share a bit more about what this all means to marketers and market research. Is that brand growth or effective advertising is actually more simple that we previously thought it was. At BrainJuicer we feel it is driven by 3 factors – Fame, Feeling and Fluency. Fame is how readily a brand come to mind. It is more mentally accessible and spontaneously mention it they are more likely to choose that brand and this is a good indicator of market share. Next is Feeling, how people feel about a brand gives people the reason to choose a brand. Therefore, the more that you get people to feel something the more likely they are do something based on that feeling. Leads to decision making. This is also a great indicator for future market share. The more they feel the more likely a brand is to grow. Lastly, is Fluency. This is really about distinctive assets. It is a toolkit to help people immediately recognize your brand without having to tell them or have them think about it. We think a lot less than we think we think. So avoid trying to make people think too much. So Fame, Feeling and Fluency drive brand growth. How we measure ad effectiveness at BrainJuicer is designed around this model.
- Therefore what we are looking at in the FeelMore50 are those brands that achieved 5 Star status with their advertising. The reason this is important and should be celebrated is that it is very difficult to achieve 5 Stars [only 4% of all advertising around the world ever achieve 5 Star status – most advertising typically fall in the 1 to 2 star range], but those ads which make it to that territory also deliver the strongest business result. Share gain, sales increase or reductions or changes in price elasticity. Those brands and agencies who are able to achieve 5 Stars should be congratulated and showcased as they have successfully utilized emotion to their advantage and will be rewarded.
- The last point we want to make before we get into more of the detail and insight from this years FeelMore50 is to summarize by saying System1 THUMPS System2 and therefore if you tap into people’s System1 brain and make them feel more, they in turn will likely do more and buy more. So, Robyn, I think everyone would love to hear a bit more about what new enhancements we have made to FeelMore this year as well as share a bit more how those can use the site to their advantage to seek out highly effective and emotional advertising from across the Globe.
- So I’m going to be taking a look at both the Long & Short Form TV Ads best performers from last year…
- When we look back over adverts from previous years, we have seen some of the emotionally engaging ads to use what has been popularly termed as ‘sadvertising’. Our FeelMore50 Hall of Fame is full of them! In last years FM when we looked at the ads from 2015 it was full of this style of advertising. we have Milka Tender Selfies, How your parents feel in love, Extras story of Sarah and Juan, Vista Print Father and Son, Pedigree First Days out and the latest tear jerker from Thai insurance. Why did this type of advertising become popular? Well those that do it well evoke sadness and that helps the audience to empathise, and then this sadness is usually resolved to happiness by the end – generally leaving the audience feeling uplifted.
- The biggest change we see this year is that happiness is back on our TV Screens and is winning the day. In fact, across the board we saw an increase in joy and a realisation that there is more to happiness than the uplifting type you can create from sentimental, mawkish style ad. In 2016 it seems as those brands are cottoning on to something that we’ve known for some time, that there are many different types of happiness that can be evoked. And that good emotional advertising does not need to be sentimental – it can play on a range of emotions.
- Based on Dr Paul Ekman’s work, he identifies 12 different types of happiness that we also capture as part of our ad testing method (read a couple from below list) Awe-inspired Schaden-freude Amused Ecstatic Uplifted Excited Appreciative Relieved Pleased for others Contented Sensory Pleasure Proud Each serving a unique purpose and can be evoked in different ways. From our work with the IPA, we looked at 18 different award winning campaigns and the types of happiness felt by the audience, and we found that some were much more highly correlated with business very large business effects than others – so here we are talking about profit share, share gain, reduced price sensitivity, in other words not all types of happiness are equal when it comes to advertising effectiveness. So I’ve just picked out three types of happiness, that according to our work with the IPA are most likely to drive large business effects, and these are, awe-inspired, schadenfraude & amusement and I’ll show you an example of each.
- Awe-inspired was the most effective type of happiness for generating large business effects, and this was the overriding type of happiness felt for Allegro – a 3 min long TV ad from Poland that takes viewers on an emotional journey as an old man attempts to learn English. I won’t spoil it for those that are yet to see it (definitely worth a view), but it’s a wonderful example of how playing on a range of emotions throughout an ad can end up leaving the audience feeling happy – or in this case awe-inspired. Awe-inspired is a tricky one to deliver, on average on 6% of ads eliciting this response, Allegro achieves a whopping 39%! Do not read this part: [Awe-inspired: arousing awe through being impressive or formidable. synonyms:breathtaking, amazing, stunning, stupendous, astonishing, awesome, extraordinary, incredible; ] “The three minute long spot takes viewers on an emotional journey as an old man attempts to learn English. We travel alongside as he becomes familiar with the foreign words, and the gentle humour used throughout reminds viewers that it’s never too late to learn something new. As the ad progresses, we are hit with other emotions as humour turns to poignancy, hope, surprise, and joy. A classical rendition of “Silent Night” plays softly in the background and is a reminder of the holiday season and feelings of giving and selflessness. The soft string instruments increase the film’s effectiveness and pack the emotional punch that viewers receive at the end of the film. We won’t give anything away, so you’ll have to watch in order to see the heart-warming revelation that brought us to tears. Except for the Allegro search bar that appears in the beginning of the film and the four words that appear on screen at the end, there is only English spoken throughout the spot, which aids its emotional dynamism and shareability. The ad plays on the universal truth that language can present a barrier and prevent you from expressing what is most important, but it provides encouragement that breaking down these linguistic barriers are worthwhile endeavours. There was not a dry eye left in the room as we finished the video, validating “English for Beginners’” well-earn 5-Star rating and EiA score of 86.651.”
- The next most effective type of happiness is schadenfreude – this is the joy in the misfortune of others – something that my five year old son finds hysterically funny! When we played this at our event last week, I wish I’d taken a photo of the audience who were smiling from ear to ear. If you haven’t seen it yet – and you MUST, you’ll see horses rolling over with laughter in a field at the drivers inability to park the horse box. It’s all about the horse, building FFF for the brand, and we’re hoping that Volkswagen will continue to use them again in the future as this could be a very disctiincitve asset. It’s probably worth noting that schadenfreude is really effective, but it’s pretty hard to get right – and this is an example of it at it’s best. Our norms database shows 2% as the average score, with laughing horses hitting 39%. Do not read: ““Laughing Horse” might be the weirdest and funniest of 2016’s crop of automotive ads: horses in a field literally ROFLing (rolling on the floor laughing) at an unfortunate driver’s poor trailer parking skills. Naturally, the precision parking of VW wipes the smile off their equine faces. This ad is all about the horses – they’re a creative device that instantly builds Feeling and Fluency for the brand, and if Volkswagen are as clever as their cars’ parking systems this won’t be the last we see of them.”
- Our number 1 spot this year for both short TV and for FeelMore ranking as a whole is Pepsico’s Doritos Dogs – Which shows 3 clever hounds hatching a plan to steal dorritos from a supermarket by dressing up as man, much to the shock of the cashier. It’s a great example of humour at it’s best and really typifies the TV winners this year. Regardless of length, 8 of the 10 winners used amusement to engage, and achieving the rare 5-Star status in the process! Do not read: “Dogs” was the final ad from Doritos “Crash The Super Bowl” campaign of crowdsourced ads. Almost all of these ads over the years have hit 4-5 Star ratings. This year is no different, with “Dogs” earning itself 5-Stars and the number one spot on our FeelMore Super Bowl ranking.This ad keeps it short, simple and funny. Telling the story of three dogs who yearn for bags of Doritos they see inside the grocery store. With a playful storyline and a cheerful soundtrack playing in the background viewers are left with high levels of happiness. And, as usual, mastering the art of emotional storytelling.” Humour and amusement really are the trend from last year, wehther the Superbowl through to the UK ads showing more joy and less sentiamal ads than we’ve seen before. Infact, 8 of the top 10 TV ads, regardless of length over indexed on humour… PepsiCo Doritos Dogs | Doritos Hyundai First Date | Hyundai Allegro English For Beginners |Allegro Honda A New Truck to Love |Honda Heinz Wiener Stampede |Heinz evian Baby Bay |evian Volkswagen Laughing Horse Volkswagen Hyundai Ryanville Hyundai
- So we think there is an emerging appreciation of how best to use digital media if digital media is a ‘grown up’ media now. And we believe there are three things that need to occur. The first is that content needs to have both Long-term AND short-term potential. What the chart is showing is that SOV efficiency multiplier for long-term campaigns remains much larger and greater return if you are using long-term campaigns. Next is it about digital AND… Not digital OR… Doesn’t mean that digital needs to take more of a passive role but you have to use digital alongside other channels and there is a sweet spot where the WARC identified between 6 and 8 channels where you could get the maximum effectiveness. And finally, we know that you can’t just throw offline ads online and vis versa. So you need to put the emphasis on digital for brand building too, not just short-term gain. And that means going for Fame, Feeling and Fluency. So what do we mean by Fame, Feeling and Fluency in a digital context.
- First of all, Fame. We believe reach matters. You should be using digital alongside Not instead of channels to try to build your reach. And you need to use high reach digital platforms – go to where you can seduce the greatest amount of people at a time. In terms of feeling, emotion matters. We have know for a long time that how people feel at the end of a piece of content highlights brand building potential. It is the emotional response that lingers with you and helps you build a good feeling or positive feeling towards a brand. But what we have discovered now is how people feel DURING your content determines it’s activation potential. You can take them on a highly dynamic journey if you can switch and change emotion during the content people will activate more, people will click through at higher levels and actively share more. And finally fluency… Your distinctive assets matter. Digital is a very special case for distinctive assets. They are not just logo, but colors, characters and even the sounds that help you build fluency and reinforce the memory structures that lead to positive associations with your brand. So we thought at BrainJuicer that we needed the next generation digital ad test which marries the long and short term. Brand building and short-term activation - So that is what we built. So what are the top Digital Ads of 2016?
- The top digital ad of 2016 was UPS Your Wishes Delivered: Driver Training Camp. Well done to UPS and their agency Ogilivy & Mathers for a fantastic emotional piece of communication that left the majority of people feeling very happy. In Driver Training Camp, UPS grant three young kids the opportunity to learn how to be a UPS delivery driver... The ad takes everyone through a truly genuine, emotional story which brings smiles to not only the kids in the ad when they find out they are going to be driving the kid sized UPS trucks around, but for multiple generations who were left feeling very positive. We are going to look at this ad specifically in a bit more detail coming up. So well done to UPS and Ogilvy and Mathers for taking the top Digital Spot of 2016 in FeelMore.
- Long-Term Brand Building helps brand grow and Emotional Dynamism Importance Knowing how people feel during your ad tells you how well it’s working and how you might make it better. The more emotional response changes during the course of an ad, the more likely the ad is to be shared and get click-through. We add up all the changes in emotion across every second of the video to establish its Dynamism which is very predictive of click-through potential and sharing which we will bring to life in some case studies coming up.
- The 2013 holiday season hadn’t been great for UPS – bad weather and last-minute e-commerce orders had caused problems for the network. The public wasn't pleased, and took to social media to vent their dissatisfaction. In 2014, UPS and Ogilvy & Mather decided to create some goodwill, and regain UPS’s position as a source of holiday cheer. They solicited holiday wishes from around the country, and granted them: some big, some small, some truly magical! In Driver for a Day, a very special wish came true for one young boy. He got to deliver UPS parcels in his neighborhood in his very own UPS van. Eliciting strong positive Feeling, the campaign shifted social sentiment back to positive and one very special wish garnered millions of views. This brand building campaign won the Effies 2016 Silver award for Corporate Reputation.
- There’s perhaps no other nation that loves Donald Duck as much as the Finns. In the modern digital world of Netflix, YouTube and mobile phones, almost 1 million Finns (20% of the population) read Donald Duck magazine every week. In fact, it’s estimated that almost half of the Finnish population have learned to read with Aku Ankka, the Finnish Donald Duck. With The Duck and The Boy (2016), Sanoma Media Finland and agency Bob the Robot wanted to put Aku Ankka magazine back on the map. Their goal was emotional – to remind people that you’re never too grown up to enjoy Aku Ankka
- The Duck and The Boy achieves an impressive emotional profile broken into three parts. First, the domestic scene is set, and it’s both surprising and delightful. But then, in a moment of anger, the boy pushes away his duck, the old friend he’s grown up with, and his mother puts the duck outside. The viewer is sad, angry, fearful, contemptuous, even. The boy soon feels remorse and rushes after him. And the final embrace ensures that the viewer’s sadness is resolved The Duck and The Boy is the most emotionally Dynamic ad in the 2017 FeelMore50. The huge swings in emotion – from surprise and happiness, through to sadness and then back to happiness at the finish – all add up to an impressive Dynamism score – well beyond what you might expect for an ad of its length. The high levels of Dynamism achieved by The Duck and The Boy translate into high 5-sharing and 5-click-through potential scores.
- Home for Christmas was created by Adam&EveDDB for UK grocery chain Waitrose, for Christmas 2016. This 90 second spot tells the tale of a robin returning home for Christmas. The journey isn’t easy, and as the emotional intensity builds, there are moments when it looks like the bird won’t make it. It has all the hallmarks of an ad that will be shared: a dynamic emotional journey, and high levels of overall intensity and happiness at the finish. These ensure a 5-share rating. This translated into a strong sharing rate of 3% in the real world.
- Strong was created by Wieden+Kennedy for P&G for the Rio 2016 Games. This long-form 120 second spot returns to the theme P&G established four years before – a thank you to moms everywhere for being a source of strength for their kids. This time the dark, tense set-up creates unusually high fear and sadness, which are emphatically resolved at the finish. Impressive dynamism, high levels of emotional intensity and happiness ensure a 5-share rating. This translated into a strong real-world sharing rate of 3%.
- Amazon's Japanese in-house team produced this touching and humorous 30 second spot. A golden retriever struggles to befriend a new arrival to the family, but Dad saves the day with an order on Amazon Prime’s free same day delivery service. In just 30 seconds, this ad manages to establish sadness and resolve it neatly with a moment of closeness in the final seconds, leaving the audience smiling, creating dynamism, intensity and happiness crucial for sharing and a 5-share rating. This translated into a strong sharing rate of 4% in the real world.