Elite athletes in search of a gold medal are not the only group who have been training hard ahead of the summer Olympic Games in Rio de Janeiro. The world's greatest brands have also been eagerly awaiting the starting gun! With its global audience, the summer Olympic Games provides one of the largest marketing platforms in the world, reaching billions of consumers and therefore seducing brands to compete hard to achieve gold standard 5-Star response to their communications. Past years have set the bar high with campaigns like Nike's "Find Your Greatness", Mini's "Win Small" and P&G's "Thank You Mom" campaigns. Common threads of Olympic advertising might include commercials starring athletes with emotive themes of persistence, dedication and patriotism. But it's much more complex than that to create the feeling that results in a 5-Star ad. As we've seen through BrainJuicer's FeelMore50, the most effective advertising successfully appeals to the three aspects of brand building: Fame, Feeling & Fluency. Fame helps a brand come readily to mind. Feeling helps people choose it. And Fluency helps people recognize and process a brand quickly. For the FeelMore50 Olympics, advertising from around the world will be assessed for efficiency using the same framework and based on quantitative data collected in BrainJuicer's validated advertising testing methodology.

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FeelMore50™: 2016’s Olympic Gold Medal Advertisers
http://feelmore.brainjuicer.com/

2. ©BrainJuicer® 2
Rio 2016 Opening Ceremony watched by 3 billion viewers worldwide
Source: CNN
The Olympic Games provide one of the largest marketing
platforms in the world, reaching billions of consumers and
therefore seducing brands to compete hard to achieve gold
medal advertisements.

3. ©BrainJuicer® 3
FeelMore50 Olympic Advertising Testing
45
ads tested
12
countries
5
continents
25
brands
26
agencies

4. 4
Top 10
Rank Title Country Advertiser Agency Star Rating
Emotion-into-
Action
1 Amizade Vence McDonald's DDB Chicago 83.89
2 Gold Feelings (Brazil) The Coca-Cola Company Ogilvy Sao Paulo 83.17
3
“Thank You Mom
(Obrigado Mae) –
Strong”
Procter & Gamble Wieden + Kennedy Portland 82.62
4 “Never Lose the Love” PepsiCo TBWAChiatDay L.A. 81.53
5 We’re the Superhumans Channel 4 4creative (In-House) 80.62
6
Desafiando Barreras
(The Chant)
Samsung Mobile Leo Burnett Chicago 80.13
7 Unlimited Future Nike Wieden + Kennedy Portland 79.12
8 Gold Actions The Coca-Cola Company Ogilvy & Mather Brazil 78.73
9 Go For Broke ANTA Sports Products MullenLowe China 78.63

5. 5
Top 10
Rank Title Country Advertiser Agency Star Rating
Emotion-into-
Action
1 Amizade Vence McDonald's DDB Chicago 83.89
2 Gold Feelings (Brazil) The Coca-Cola Company Ogilvy Sao Paulo 83.17
3
“Thank You Mom
(Obrigado Mae) –
Strong”
Procter & Gamble Wieden + Kennedy Portland 82.62
4 “Never Lose the Love” PepsiCo TBWAChiatDay L.A. 81.53
5 We’re the Superhumans Channel 4 4creative (In-House) 80.62
6
Desafiando Barreras
(The Chant)
Samsung Mobile Leo Burnett Chicago 80.13
7 Unlimited Future Nike Wieden + Kennedy Portland 79.12
8 Gold Actions The Coca-Cola Company Ogilvy & Mather Brazil 78.73
9 Go For Broke ANTA Sports Products MullenLowe China 78.63
Gold, Silver, and Bronze Medals all go to ads tested in Brazil.
Gold: McDonald’s
Silver: The Coca-Cola Company
Bronze: Procter & Gamble
Visit http://feelmore.brainjuicer.com/global/olympics16
to view the Top 10 rated ads

6. ©BrainJuicer® 6
2016 Olympic Gold Medal Winner | McDonald’s “Amizade Vence”
FeelMore50 Olympics
Rank #1
83.89 Emotion-Into-Action
http://feelmore.brainjuicer.com/view/01/19/1212

7. ©BrainJuicer® 7
SURPRISE
HAPPINESS
NEUTRAL
SADNESS
FEAR
ANGER
DISGUST
CONTEMPT
Emotion-into-
Action®
Score: 83.89
2016 Olympic Gold Medal Winner | McDonald’s “Amizade Vence”
17
71
10
1
2.35
1
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
I found it interesting but it didn't make me happy or sad
Coming together around a common goal and making children happy
Seeing children of non Brazilian parents speaking Portuguese
The happiness and joy of the children
The innocent joy of children makes it feel more real and genuine
Seeing children being joyful and having fun makes me happy
I didn't know about this promotion
Very cool that McDonald's is valuing children around the world
Surprised that this ad made me feel happy about the Olympics
Has the highest happiness
rating, making us feel more
Intensity Score
measured on a scale
from 0 to +3

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So why does how we feel matter?

9. ©BrainJuicer® 9
Behavioural science has taught us we are feeling creatures that think
System 1: quick, instinctive, feeling part of the brain
System 2: slower, cognitive, rational part of the brain
We make the vast majority of our decisions with
System 1
Feelings are what drive behaviour
“We are not thinking machines that feel – we are
feeling machines that think” – Antonio Damasio

10. Daniel Kahneman | Nobel Prize Winner
The answer to an easy
question – how do I feel about
it? – serves as an answer to a
much more difficult question –
what do I think about it?

11. ©BrainJuicer® 11
Brand growth is driven by three factors
FEELING
how people feel
about a brand
predicts future
market share
FAME
how readily a
brand comes to
mind predicts
market share
FLUENCY
distinct assets used
to recognize a brand
act as a toolkit to build
market share

12. ©BrainJuicer® 12
5-star communication delivers the largest business effects
GlobalNorm
Straight to
Video Pedestrian Solid Performer Must See Blockbuster
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

13. ©BrainJuicer® 13
Olympic advertising puts in a strong performance
BrainJuicerAdTestingEfficiency
SpenddrivessharegainSpendinsufficienttoholdshare
Spend
maintains
 share*
68 73 78 82
Straight to
Video
Pedestrian Solid Performer Must See Blockbuster
AllAdsGlobalNorm
 Emotion -into-Action™ Score 
28% 33% 26% 9% 4%

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Which Olympic brands delivered on drivers of brand growth?

15. FAME

16. Daniel Kahneman | Nobel Prize Winner
Nothing in life is as important
as when you are thinking
about it

17. ©BrainJuicer® 17
Fame | ANTA “Go For Broke”
FeelMore50 Olympics
Rank #9
78.63 Emotion-Into-Action
http://feelmore.brainjuicer.com/view/09/19/1220

18. ©BrainJuicer® 18
SURPRISE
HAPPINESS
NEUTRAL
SADNESS
FEAR
ANGER
DISGUST
CONTEMPT
Emotion-into-Action®
Score: 78.63
Fame | “Go For Broke” purchases mental availability for ANTA
6
80
14
2.11
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Nothing to attract attention
It's just okay
Leading to good results just like ANTA does
I like the Rio Olympics theme throughout
Achieving their best
The physical strength
A very dynamic ad
Hadn’t thought of ANTA before
Retailer clothing
brand located in
mostly tier 2 and
tier 3 cities trying
to expand into tier
1 cities by building
fame with this
Olympic ad
Intensity Score
measured on a scale
from 0 to +3

19. ©BrainJuicer® 19
Fame | P&G “Thank You Mom (Obrigado Mae) – Strong”
FeelMore50 Olympics
Rank #3
82.62 Emotion-Into-Action
http://feelmore.brainjuicer.com/view/03/19/1218

20. ©BrainJuicer® 20
00171316192122222328
4145515659636769707579838589899597100105110115115120121124127132133137139139142145145148152154157161169169175175177180182186191191197204212212216221228233241243246250252255261263263266266267271275278284284291299301306312315324326331332332332332332332334338340344344349349349350352352353353353353354
37
CumulativeFluxPoints
Norm
229
Start 5s 10s 15s 20s 25s 30s 35s 40s 45s 50s 55s 60s 65s 70s 75s 80s 85s 90s 95s 100s105s 110s115s
%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Emotional Dynamism
Fame | “Thank You Mom (Obrigado Mae) – Strong” earns Fame
Emotional Dynamism: Sum of all changes in emotion across every
second of the video (excluding neutrality gains)
Sharing Potential: Based
on Emotional Dynamism,
emotional intensity and
happiness vs norm
Emotional
Dynamism leads
to Sharing
Potential5% of
people who see
the ad online will
share the ad

21. FEELING

22. The essential difference
between emotion and reason
is that emotion leads to action
while reason leads to
conclusions
Donald B Calne | Neurologist

23. ©BrainJuicer® 23
Feeling | Two contrasting human themes evident in FeelMore50
Olympics top 10
FeelMoreOlympics Top 10: Reasons for Happiness
1. Supporting: world coming
together, cheering on athletes
and countries
2. Achieving: personal
achievement, competition,
win, lose
Top 10 ads included scenes
of individual
accomplishment being a
shared success

24. ©BrainJuicer® 24
Feeling | Successful brands made individual accomplishment a shared
success
13 9
19
76
68 49
8
20
26
1
3 1 5
2.35 1.88 1.78
21
COKE "GOLD FEELINGS" GATORADE "NEVER LOOSE THE LOVE" NIKE "UNLIMITED FUTURE"
%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Emotion-into-Action® Score: 83.17 81.53 79.12
“Happiness on the
faces of winners is
contagious”
(Happiness)
“We can all be
what we want if
we have a good
heart”
(Happiness)
“Honest and
inspiring. A message
everyone can relate
too”
(Happiness)

25. ©BrainJuicer® 25
% Reporting each type of happiness
-3
E
+
25
Schadenfreude
Amused
Ecstatic
Relieved
Sensory pleasure
Pleased for others
Proud
Contented
Excited
Appreciative
Uplifted
Awe-inspired
Global Norm
Top 10 Olympic Average
most effective
less effective
Feeling | Consumers left feeling awe-inspired, proud but also pleased for
others
Most effective | less effective
= Importance of types of happiness
ranked on number of associated very
large business effects as defined by
the IPA

26. FLUENCY

27. Over time, brands build memory
structures; most are very simple, such
as associations with colour, pack shapes
and fonts. These are vital because they
make the brand and its advertising
easily recognisable
Professor Byron Sharp

28. ©BrainJuicer® 28
Fluency | Lots of distinct assets evident in the Olympics Top 10

29. ©BrainJuicer® 29
Celia Nishio
Senior Client Director, LatAm
Alex Hunt
President, Americas
Thank you, any questions?
For general enquiries, contact us at requests@brainjucier.com.
Visit http://feelmore.brainjuicer.com/global/olympics16
to view the Top 10 rated ads