What does successful emotional advertising look like for Thailand and Indonesia? Brainjuicer's presentation at Social Matters 2014 conference in Singapore answers the question with concrete examples. http://socialmatters.asia/ https://twitter.com/matterssocial

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A Market Research Proposal by BrainJuicer®
May 2014
Measuring Emotion in Advertising
ComMotion®
Make My Brand Famous Pre-Testing

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One we’re sure you all remember!

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We think
much less
than we
think we
think

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Intuition is easy – Thinking is much harder!
Slow &
tiring:
50
bit/sec
Our analytical,
cognitive brain
Fast &
effortless:
11,000,000
bit/sec
Our intuitive,
emotional brain
“We are not thinking machines that feel;
we are feeling machines that think”
- Antonio Damasio
Highly emotional ads are actually much more effective,
because they speak directly to our intuitive, emotional brain.

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FaceTrace® - Measures Emotional Appeal
BrainJuicer © 2006
Contempt
Surprise
Anger
Disgust
Happiness
Sadness
Fear
Neutral
Which of these faces best expresses how you feel about this advertisement?
To what degree does this
ad make you feel
[selected emotion]?
And what is it about this ad
that makes you feel [selected
emotion]?
[Use MindReader® to capture
reasons for each emotion]
10
30
20
8
8
8
8
1.70
8
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a
scale from 0 to +3

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68
73
78
82
Straight to Video Pedestrian BlockbusterMust SeeSolid Performance
Spend
maintains 
share*
*assumes share of voice = share of market
Emotion-into-Action Score
Blockbuster ads are much more powerful and effective
5- and 4-star ads are
much more effective in
terms of required media
spend

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Emotional Journey: Cadbury Dairy Milk Gorilla
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Start
2
4
6
8
10
12
14
16
18
20
22
24
26
28
30
32
34
36
38
40
42
44
46
48
50
52
54
56
58
60
62
64
66
68
70
72
74
76
78
80
82
84
86
88
90
seconds
Surprise
Happy
Neutral
Sadness
Fear
Anger
Disgust
Contempt

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8
Cadbury’s most effective ad ever…
12
6
65
43
16
43
5 5
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
CDM (Gorilla) Commercial ads norm
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happy
Surprise
2.17 1.28
-1
0
1
2
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
CDM Gorilla UK TV ad test norm
Very Positive
Very Negative
Emotional
Intensity
(0 to +3)
Would NOT have been progressed
on usual information measures
WOULD have been progressed on
emotional engagement measures
 Masterbrand payback 171% vs
previous campaigns
 Revenue ROI of £4.88 for every £1
spent (vs £3.16 for previous
persuasion campaign)
 Hardened price elasticity by 27%

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The Approach for SEA

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 A mix of both global and local brands, from multiple categories including, FMCG,
insurance, electronics, communications and automobile.
Why these markets and ads?

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What does successful emotional
advertising look like for Thailand?
Based on meta-analysis of the ads tested

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68
73
78
82
Straight to Video Pedestrian BlockbusterMust SeeSolid Performance
Spend
maintains 
share*
*assumes share of voice = share of market
A snapshot of the most successful ads in Thailand
Wacoal – Boost up
bra
True Move - Giving
McDonald’s – Holding
hands
Nature Gift –
Confirmed!
Thai Life Insurance
– Forget me not
7-11 – Rice Cooker

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 Playing up happiness (especially through different expressions of love) OR surprise has a
strong emotional connect with Thais!
Some common elements to those with success

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Happiness versus Surprise – how can success look?
McDonald’s “Holding Hands” Wacoal “Boost up bra”

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 If you want Surprise, be dramatic… If you want Happiness, try a softer approach
 But always ensure you are aligned to the brand!
 Subjects that are too close to the heart may strike fear instead
Happiness OR Surprise – but make sure it’s on strategy with the
brand and doesn’t leave people with any negativity!
90 secStart
McDonald’s – Holding hands
45 secStart
Wacoal – Boost up bra

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But sadness can also be a POWERFUL emotional strategy...
True Move “Giving”

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 Take your audience on an emotional journey!
 Negative emotions (Fear/Sadness) can be used
very successfully … IF resolved!
True Move H - Giving
180 secStart
…when it’s resolved!

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What does successful emotional
advertising look like for Indonesia?
Based on meta-analysis of the ads tested

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68
73
78
82
Straight to Video Pedestrian BlockbusterMust SeeSolid Performance
Gulaku Sugar -
Factory
Oreo – Ice cream
charades
Spend
maintains 
share*
*assumes share of voice = share of market
A snapshot of the most successful ads in Indonesia
McDonald’s –
Holding hands
Bebelac – You’re my
everything
Johnson’s Baby – Top
to Toe

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 Playing up nostalgia and family ties has a strong emotional connect with Indonesians!
Some common elements to those with success

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Bebelac “You’re my everything”
Nostalgia versus Family Ties – how can success look?

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Nostalgia versus Family Ties –
 Help people reminisce over good memories → Happiness!
 Nothing connects more than the bond between mother and child!
51 73 70 82 76
Norm Happiness (%)
Bebelac – You’re my
everything
The Indonesia equivalent of
P&G’s
Thank You Mum?
Johnson’s Baby – Top to
Toe
Ultimate trust in a brand
Gulaku Sugar - Factory
Childhood memories (Kid-in-a-
candy-shop feeling)
Oreo – Ice cream charades
Nostalgia with a twist

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A comparison between Thailand and Indonesia
 High levels of surprise
stemmed from the revelation
that there were so many
children in India dying from
poor hygiene
 However, they found the
message to end on a bleak
note, and did not get the
larger message of the
(positive) impact LifeBuoy
could have made
Lifebuoy – Help a child reach 5
196 secStart
196 secStart
 Relatively lower levels of
sadness as Thai respondents
saw the father as doing an
amazing deed (more positive
outlook)

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Summary

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The juicy takeaways…
 Make me feel something (happiness first and foremost)!
 Don’t make me feel sad/fearful, unless you give me a
resolution!
 Less is more!

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Contact us
www.brainjuicer.com
Maria Spinelli
Vice President – Southeast Asia
+65 9653 3580
maria.spinelli@brainjuicer.com
Han Zantingh
Managing Director – Asia
+86 138 1821 0785
han.zantingh@brainjuicer.com
Yan Zhu
Senior Consultant
+86 135 245 87401 / +65 8496 0496
yan.zhu@brainjuicer.com
Cheng Wee Wang
Research Associate
+65 9856 0204
chengwee.wang@brainjuicer.com