John Kearon - Festival of New MR - 2014

John Kearon, BrainJuicer Group PLC, UK Festival of NewMR, December 2014

The Fes'val of NewMR 2014 would not be possible without our sponsors. Thanks to:

Our Pla'num Sponsor for 2014

Silver Sponsors

Americas Session Sponsor Media Partner Fes'val Supporters

•  Schlesinger Associates •  Lightspeed GMI •  krea

The Fes'val of 2014

•  Dub


Kicking Up a Commo'on How Emo>on Always Wins in Communica>on

2014 Pla>num Sponsor

John Kearon Chief Juicer, BrainJuicer Group PLC UK


Jan 11

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We think much less than we think we think


System 1 -‐ Famous Brand Building

Embrace “the Logic of Intui1on.” Make your brand the intui've, easy, obvious choice. Understand “the 95%

and the 5%.”


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Let’s Get Emo'onal About Ads And Kick Up a Commo'on!

System 1 – Feel Nothing…Do Nothing


Make My Brand Famous

Brand Share = Fame x Availability 9


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Straight to Video Pedestrian Blockbuster Must See Solid Performance

Spend maintains à share*

*assumes share of voice = share of market Emotion-‐into-‐Action™ Score

Efficiency using Emo'on-‐into-‐Ac'on™ Score Efficiency = share gain/extra share of voice

CDM Gorilla ROI £1.85 IPA Silver

P&G Thank You Mom 30% higher ROI than P&G average

EFFIES Gold

‘Basketball’

3 Pony


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Guide to Likely Business Effects Profit gain extremely likely Share gain very likely Reduced price sensi'vity likely Viral poten1al in some cases Profit gain quite likely Share gain likely Profit gain possible Share gain poten'al limited

Nega've return on marke'ng investment quite likely Nega've return on marke'ng investment likely

ROI Index = 160-180

System 1 only

ROI Index = 115-120

System 1 + 2

Blockbuster

Must See

Solid Performance

Pedestrian

Straight to Video


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Weak Brand Pedestrian Brand Iconic Brand Super Brand Solid Brand

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 •

P&G Moved From 3 to a 4-‐Star Brand


Which of these faces best expresses how you feel about this idea?

To what degree did this idea make you feel [selected emo'on]?

What was it about this idea that made you feel this way?

[Uses patented MindReader® to capture reasons]

Measuring Emo'on with FaceTrace®


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Tropicana Fruit to City ROI £1.73

Tropicana Breakfast in New York ROI £1.83 IPA Silver

Difference between good and great


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1 1 6

72 6643

27 30

43

100

1 2 58913

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Tropicana:Breakfast in

New York

Tropicana: Fruitto the City

Commercial adsnorm

ContemptDisgustAngerFearSadnessNeutralHappySurprise

Emotional Intensity (0 to +3)

1.79 1.66

ROI: £1.83 £1.73

1.28

5.08

5.00

5.47

5.225.17

5.13

4.5

5

5.5

How much ittold you about

the brand

How relevant itis to you

How persuasiveyou found it

Tropicana: Breakfast in New YorkTropicana: Fruit to the City

Tropicana adverts ROI comparison


“This way of thinking about adver'sing is exci'ng and

inspiring. But I want you to know that if you want to create five star ads, you are looking at a radically different style of adver'sing.”

Orlando Hooper-‐Greenhill, Global Planning

Director for HSBC, JWT


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Different music moves from a 3 to 5 Star

Bread Everything I own

Scon Manhews Earth to Calm

Ronan Kea'ng When you say nothing at all


2014 UK Christmas Adverts…


The Juice on Applying Behavioural Science to Famous Brand Building

Fame OVER AIDA Emo'on OVER Cogni'on

Seduc'on OVER Persuasion UHT OVER USP

Execu'on OVER Big Idea Reach OVER Frequency


The Fes'val of NewMR 2014 would not be possible without our sponsors. Thanks to:

Our Pla'num Sponsor for 2014

Silver Sponsors

Americas Session Sponsor Media Partner Fes'val Supporters

•  Schlesinger Associates •  Lightspeed GMI •  krea

The Fes'val of 2014

•  Dub


THANK YOU

2014 Pla>num Sponsor

John Kearon Chief Juicer, BrainJuicer Group PLC UK


THANK YOU

FeelMore50R® http://feelmore.brainjuicer.com/feelmore50/ 2014 Xmas Ads https://brianjuicerblog.wordpress.com BrainJuicer site www.brainjuicer.com Modern Marketers Guide to Changing Behaviour http://www.slideshare.net/brainjuicer/the-modern-marketers-guide-to-changing-consumer-behaviour

John Kearon - Festival of New MR - 2014

Marketing

Transcript of John Kearon - Festival of New MR - 2014