European Planning Conference Prague 2014, Mark Johnson Brain Juicer, Kicking up a ComMotion
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European Planning Conference Prague 2014, Mark Johnson Brain Juicer, Kicking up a ComMotion
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European Planning Conference Prague 2014, Mark Johnson Brain Juicer, Kicking up a ComMotion
- 1. 1 Kicking up a ComMotion® Mark Johnson
- 2. 2 Don’t ask people to think too hard Daniel Kahneman Nobel Prize winner
- 3. 3 1 brain, 2 systems System 1 System 2 Fast Intuitive Metaphoric Unconscious Slow Analytical Propositional Conscious
- 4. System 2: Post-rationalises 4 220,000x more powerful System 1: Where decisions are made
- 5. 5 System 1 or 2? 2 + 2 = ? 17 x 24 = ?
- 6. 6 System 1 or 2?
- 7. 7 System 1 or 2?
- 8. 8 System 1 or 2?
- 9. 9 ComMotion™ Because emotions matter…
- 10. 10 Feel more, do more, buy more 43% % Reporting very large profit gains 23% 23% Rational Ad Strategy Combined Emotional Ad Strategy “The longer the time frame, the more emotions drive profit”
- 11. 11 FaceTrace™ gets to the emotion • 4000+ ads tested • 35 markets • 2,5 weeks
- 12. 12 The Cadbury example 2.17 1.33 5 5 12 6 65 43 16 43 CDM (Gorilla) Commercial ads norm ROI of £4.88 for every £1 spent 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
- 13. 13 Let’s take an ad break
- 14. Start 2 sec 4 sec 6 sec 8 sec 10 sec 12 sec 14 sec 16 sec 18 sec 20 sec 22 sec 24 sec 26 sec 28 sec 30 sec 32 sec 34 sec 36 sec 38 sec 40 sec 42 sec 44 sec 46 sec 48 sec 50 sec 52 sec 54 sec 56 sec 58 sec 60 sec 62 sec 64 sec 66 sec 68 sec 70 sec 72 sec 74 sec 76 sec 78 sec 80 sec 82 sec 84 sec 86 sec 88 sec 90 sec 92 sec 94 sec 96 sec 98 sec 100 sec 102 sec 104 sec 106 sec 108 sec 110 sec 112 sec 114 sec 116 sec 118 sec 120 sec 14 % of respondents FaceTracing™ P&G ‘Thank You Mom’ Getting children out of bed before daylight Disgust Contempt Anger with my kids Mothers are hard workers all around Fear Sadness Neutral It's a big surprise to have your child win something so great Happiness Surprise the world Pride I have known The love between them Time goes so fast It's the truth, hardest job is being a parent P&G understands my family’s needs
- 15. 15 Moved from a 3 to a 4 star brand in just 3 months Weak Brand Pedestrian Brand Solid Brand Super Brand Iconic Brand 72 78 40 63 Emotion-into-Action™ Score $400m in incremental sales Share price increase: from $60 to $80 per share 7/12 to 6/13 P&G Post • P&G Pre •
- 16. % of respondents Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise 3 Mobile it makes me smile because the pony is the twinkle in the ponies eye.. prepares you for what’s coming. dancing Dancing pony worried about the pony going over the cliff Cheers me up Ha ha! Moonwalking Pony! 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 Start 5 10 15 20 25 30 35 40 45 50 55 60 16
- 17. 17 Guinness ‘Made of More’ – Basketball
- 18. 18 But why bother?
- 19. 19 Better ROI! ROI Index = 160-180 System 1 only ROI Index = 115-120 System 1 + 2 Blockbuster Must See Solid Performance Pedestrian Straight to Video
- 20. 20 Straight to Video Pedestrian Solid Performance Must See Blockbuster 68 73 78 82 Spend maintains share* Finished TV Norm (Global) 26% 32% 29% 9% 4% 50% of ads are just 1 or 2 stars…
- 21. 21 Let’s try and guess…
- 22. 22 Food ads – star performance? Uncle Bens, Express Rice 2010 Clover, Middle Cathedral City, Slice of Britain Cathedral City, See it Want it Cadbury’s, Gorilla M&Ms, Just My Shell (US)
- 23. 23 68 73 78 82 Straight to Video Pedestrian Blockbuster Cathedral City “Slice of Britain” Cathedral City “See it Want it” Cadbury “Gorilla” Break even Solid Performance Must See M&Ms “Just my Shell” Uncle Bens “Express Rice” Clover “Middle” Emotion-into-Action™ Score Food ads – star performance
- 24. 24 The Cadbury example 2.17 1.33 5 5 12 6 65 43 16 43 CDM (Gorilla) Commercial ads norm ROI of £4.88 for every £1 spent 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
- 25. 25 Getting to 5 stars
- 26. 26 FaceTracing™ - the double peak
- 27. 27 FaceTracing™: 3 common journeys Contempt Disgust Ange r Fe a r Sadne ss Neutra l Happine ss Surprise Very Effective Weak Contempt Disgust Ange r Fe a r Sadne ss Neutra l Happy Surprise Extremely Effective Contempt Disgust Ange r Fe a r Sadne ss Neutra l Happine ss Surprise
- 28. Intensity Score measured on a scale from 0 to +3 28 The difference music makes 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% Month Yr 2 8 1.68 2.06 2.31 9 02 0 0 4 7 55 71 82 23 11 7 13 12 4 0 0 0% Music 1 Music 2 Music 3 % of respondents Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise 74.9 81.3 87.7
- 29. 29 The best brief? “Make my Brand Famous” Brand Share = Fame x Availability
- 30. 30
- 31. 31 Emotion-into-action™ vs. traditional measures 2.67 1.67 Emotion-into- Persuasion Action™ 2.00 2.33 1.78 2.56 2.00 2.33 1.78 2.56 3 2 1 Best Bottom Best Bottom Best Bottom Best Bottom Best Bottom Cut-through Brand Linkage Message