Alex Batchelor, chief operating officer, Brainjuicer Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

2. TheWorld’sBestAdsfrom2014

3. Thetop10BestAdsof2014…

4. 10
EiA 83.38
Doritos/PepsiCo ‘Cowboy Kid’

5. 9
EiA 83.81
Coca-Cola ‘The Happiest Thank You’

6. 8
EiA 83.96
Coca-Cola Life/The Coca-Cola Company ‘Ser Padres’

7. 7
EiA 84.50
Nike ‘Winner Stays On’

8. 6
EiA 85.70
DTac ‘The Power’

9. 5
EiA 85.82
Pampers ‘Moms 1st Birthday’

10. 4
EiA 86.26
Thai Life Insurance ‘Unsung Hero’

11. 3
EiA 86.38
Budweiser/Anheuser-Busch ‘Puppy Love’

12. 2
EiA 86.56
Turkish Airlines ‘Dreams’

13. 1
EiA 86.81
Le Trefle ‘Emma’

14. 1414
Let us begin at the beginning…..
Play video and view in slideshow

15. 1515
Play video and view in slideshow
After some years of evolution

16. 1616
1

17. 17
Date
1
The3waysofchangingBehaviour
Theworld
aroundus
Theworld
betweenus
Theworld
withinus

18. The fast route to behaviour
change – “Switch” is the
easy, practical guidebook to
applying the new ideas, and
changing behavour.
A shock international
bestseller – and a
detailed exploration of
the two systems that
drive our thinking.
BehaviouralScience
Thinkingslow Andfast…

21. Famousmarketingmovestheelephant&directstherider

22. Famousmarketingislessrational&moreemotional

23. Equationsforsuccess

24. 2424
Measuring Emotion: FaceTrace®
5
69
18
5
1
2
2.08
1
Thank You
Mom
%ofrespondents
With FaceTrace®, we ask how consumers would feel about an ad (select a face), how strongly +
why? This gives us a clear understanding of drivers and barriers of engagement.
Sad in a happy way... good parents make
good children
Just doesn't really do anything for me
I’m not into any kind of sports
Too long of a commercial
A mother’s love is the best love
It's touching to see the moms' support &
love and how their kids appreciate it
Children and parents working hard on a
goal together and reaching it
Hard work towards a goal and reaching it
the way it shows people and what they are
accomplishing and how it connects
It's not just the one in the spotlight who
does all the work
How a mother's love for their children is
the same all around the world
Touched by the emotions the mothers
expressed at the success of their children

25. 2525
We turn FaceTrace® into a one number score indicative of likely
business effects: Emotion-into Action™
Emotion-into-Action™
summary score
Benchmarked to
database to predict
in market success
10
30
20
8
8
8
8
1.70
8
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a scale
from 0 to +3

26. 2626
With a different model for the Not for Profit sector
10
30
20
8
8
8
8
1.70
8
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a scale
from 0 to +3
How it works for NFP brands
For charities, Happiness is the
strongest predictor of in-market
effectiveness
… but stirring negative emotions
can also help incite action – a
different model to that used for
commercial ads/brands
Benchmarked to
NFP database to
predict in
market success

27. 2727
Emotion-into-Action™ Score
*assumes share of voice = share of market
68
73
78
82
Straight to Video Pedestrian BlockbusterMust SeeSolid Performance
Spend
maintains 
share* AllAdsGlobalNorm
ComMotion®: Total Commercial database
Indication of Efficiency using Emotion-into-Action™ Score
Commercial
stars Split 28% 33% 26% 9% 4%
One data point for every 10 ads

28. 2828
49
53
57
61
Straight to Video Pedestrian BlockbusterMust See
Solid
Performance
Barnardo's-LifeStory
RoadSafety-EmbraceLife
RoadSafety-Pizza
Not-for-ProfitTVnorm
St.JohnAmbulance-Helpless
Charity Emotion-into-Action™ Score
Breakeven 
Direct ROI
estimate
£0.30
Charity ad star chart examples
Emotion-into-Action™ Score vs not-for-profit star boundaries
>17m YouTube views.
Multiple awards, global
licences
Direct ROI
estimate
>£1.26

29. 2929
Share gain very likely
Profit gain extremely likely
Reduction in price sensitivity likely
Viral potential in some cases
Share gain likely
Profit gain quite likely
Share gain potential limited
Profit gain possible
You’ll need to spend more to
maintain your market share
You’re going to have to spend
considerably more to maintain
your market share
Guide to Likely Business Effects
Assuming you match your share of voice with your share of market:
Many current ad campaigns are System 1 & 2 (message/information wrapped up in the velvet glove of emotion).
System 1 ads (pure emotion) tend to deliver higher ROI
ROI Index =
115-120
System
1 + 2
ROI Index =
160-180
System
1 only
Blockbuster
Must See
Solid
Performance
Pedestrian
Straight
to Video

30. 3030
That’s why emotional campaigns outperform the rest…
‘Marketing in the Era of Accountability’, Binet & Field, IPA, 2008
“Emotional campaigns are
more effective & more profitable
than rational campaigns –
even in 'rational' categories…”
31%
26%
16%
Rational Ad Strategy Combined Emotional Ad Strategy
Campaign strategy
% Reporting very large profit gains

31. 3131
And emotional campaigns deliver for the long-term
% Reporting very large profit gains
Campaigns lasting 3+ years
‘The Long and Short of It’, Binet & Field, IPA, 2013
43%
23%23%
Rational Ad Strategy Combined Emotional Ad Strategy
Campaign strategy
“The longer the time frame,
the more emotions
drive profit”

32. 3232
The 60:40 rule for percentage spend on brand building and activation
channels has not changed over time
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% 2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
%Spend
Brand building channels
Sales activation channels
The role of any campaign should be to Create Fame (60% of
spend) and Activate on it (the remaining 40%).
Taken from ‘The Long and Short of It’, Binet & Field, IPA, 2013

33. 3333
60% brand building & 40% sales activation delivers maximum
returns.
0 20 40 60 80 100%
0
2
4
6
8
10
Activation share of budget
Number of
large Effects*
*Effects: Business measures such as profit, sales, market share, penetration,
loyalty, and price sensitivity.
Taken from ‘The Long and Short of It’, Binet & Field, IPA, 2013

34. Adoptatest-and-learnexperimentalculture

36. 3636
The task for marketing
WHERE MARKETING FOCUSES ITS EFFORTS
Attitude Change
WHERE
MARKETING
SHOULD
FOCUS ITS
EFFORTS
Behaviour
Change

37. THANKYOU
Contact meatalex.batchelor@brainjuicer.com
http://www.birthdaybooklet-brainjuicer.com/

38. Visit the CharityComms website to
view slides from past events, see what
events we have coming up and to
check out what else we do:
www.charitycomms.org.uk

39. Conference
2 July 2015
London
Brand development:
building a brand that
delivers
Sponsored by
WiFi: RRPN1
Password: kmrhja12
#charitybrand