1. The webinar discussed strategies for Super Bowl advertisements based on an analysis of ads from Super Bowl 50. 2. It found that teaser campaigns released before the game were more effective at generating social engagement than ads that relied solely on airing during the game. 3. While humor risks not resonating, ads that tugged at heartstrings performed better than those that aimed for humor. 4. Championing a social cause can generate buzz but the cause must be clearly relevant to the brand. 5. A cohesive, integrated campaign across multiple platforms delivered the most benefits compared to stand-alone ads. 6. Heinz's ad was found to be the most effective overall by

1. Thanks for joining us today!!
The Webinar will begin shortly…

2. Hello!
Craig Page!
Head of Digital
Ogilvy PR Australia
@CraigDPage
Anne Rayner!
Global Head of Communications Research!
TNS!
anne.rayner@tnsglobal.com!

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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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9. 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

13. Humour vs heart-tugging
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Humour for attention, emotion for impact
Heart tuggingHumour
Ryanville Give a damn Every drop counts

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Humour can be tricky to get right
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All ads combinedThe Bud Light Party

16. 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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20. 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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23. 5
Stand-alone ads vs integrated campaigns
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Stand-alone ads vs integrated campaigns

25. 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

31. Questions?
Craig Page!
Head of Digital
Ogilvy PR Australia
@CraigDPage
Anne Rayner!
Global Head of Communications Research!
TNS!
anne.rayner@tnsglobal.com!
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