Autores: Emilio Gamarra, FIA; Antonio Garre, FIA; Julio Angulo, FIA ...
Speaker one Karen Armstrong - FIA
Transcript of Speaker one Karen Armstrong - FIA
![Page 1: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/1.jpg)
Digital Trends & InnovationGetting to the heart of giving
Speaker oneKaren Armstrong
Speaker twoGavin Coopey
![Page 2: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/2.jpg)
Getting to the heart of giving
While you’re waiting please download this app
![Page 3: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/3.jpg)
What’s Neuromarketing
Neuromarketing is the study of how people's brains respond to advertising and other brand-related messages by scientifically monitoring brainwave activity, eye-tracking and skin response.
In some cases, the brain responses measured by these techniques may not be consciously perceived by the subject
![Page 4: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/4.jpg)
Neuroscience
Behavioural Economics
Sociology
![Page 5: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/5.jpg)
It works because
![Page 6: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/6.jpg)
Identifiable victim
Small et al. 2007
Emotions create impact
The Institute of Practitioners in Advertising UK
![Page 7: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/7.jpg)
Because …1. Process emotional input without cognitive
processing 2. Brain’s more powerful recording of
emotional stimuli
"Brand Immortality“ Pringle and Field
![Page 8: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/8.jpg)
Memorable Experiences
![Page 9: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/9.jpg)
![Page 10: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/10.jpg)
Fame, Feeling and Fluency
System 1 Group
Awareness Emotions Memorable
![Page 11: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/11.jpg)
The best emotional campaigns in the world
7 of the top ads were released for digital distribution
![Page 12: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/12.jpg)
The best emotional campaigns in Asia Pacific
![Page 13: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/13.jpg)
Motista: Measured emotional
connection 2 years
100,000 US consumers 100 brands 2016 - 2018
2 X Spend
3 X Lifetime value
1.5 X longer time
engagement
4 X recommend
![Page 14: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/14.jpg)
An Emotional Connection occurs when a
consumer connects their values, desires or
aspirations to a brand.
![Page 15: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/15.jpg)
I am inspired by a desire to: Leverage by …
Stand out from the crowd SPECIAL: Project a unique social identity
Have confidence in the future POSITIVITY: Perceive the future as better than the past
Enjoy a sense of well-being BALANCE: Life meets expectations. Stress-free without conflict.
Feel a sense of freedom INDEPENDENCE: Act freely
Feel a sense of thrill EXCITED: Visceral, overwhelming pleasure, excitement, fun
High impact emotional motivators
![Page 16: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/16.jpg)
I am inspired by a desire to:
Leverage by …
Feel a sense of belonging
AFFILIATION: Be with people they relate or aspire to be part of group
Protect the environment
PROTECT: Environment is sacred. Action to improve their environment
Be the person I want to be
IDEAL SELF: Fulfil a desire for on-going improvement; ideal self
Feel secure SAFE: Belief that what you have today will be there tomorrow; pursue dreams without worry.
Succeed in life MEANINGFUL: Lives beyond financial and socioeconomic factors
High impact emotional motivators
![Page 17: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/17.jpg)
The best emotional charity campaigns
![Page 18: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/18.jpg)
Trends
1. Timely 2. Topical 3. Sociological / Human authenticity (unspoken truths)4. Digital first 5. Create emotional connections to brands/campaigns
sometimes using seemingly unrelated concepts
![Page 19: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/19.jpg)
Are these commercials charity or commercial brands?
![Page 20: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/20.jpg)
1.UNICEF
2.MICROSOFT
3.CHIPOTLE
4.MACMILLAN
5.MICROSOFT 10
6.SAVE THE CHILDREN
7.UNILEVER - LIFEBUOY
How did you go?
![Page 21: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/21.jpg)
Facial expression analysis
Ekman
![Page 22: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/22.jpg)
Open AffdexMe
Neutral Happiness Anger Disgust
![Page 23: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/23.jpg)
Valence
![Page 24: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/24.jpg)
DEMO ONE
http://morestrategic.qualtrics.com/jfe/form/SV_cAU0pRmyMV6vktD
![Page 25: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/25.jpg)
Galvanic Skin Response (GSR)
Measures emotional arousal via skin and sweat.
• Emotional intensity of a campaign
• Stress created through poor website usability
![Page 26: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/26.jpg)
Thank you iMotions & The Salvation Army
TV Vs BMW – watch GiGi
![Page 27: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/27.jpg)
![Page 28: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/28.jpg)
Salvation Army’s Give Hope TV Ad appears to connect emotionally with viewers, however BMW’s sexual and dynamic content elicits overall more emotional arousal.
00.5
11.5
22.5
33.5
44.5
5
SalvationArmy
BMW Uber Eats St. John
GSR
pea
ks/m
in
TV spots
Emotional Relevance
0
0.5
1
1.5
2
2.5
3
3.5
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59
Sum
GSR
pea
ks
time (s)
Emotional Relevance TV Spot: Salvation Army
The accident No money for food Salvation Army arrives
![Page 29: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/29.jpg)
Branding moment disconnected from highly emotional scene
0
0.5
1
1.5
2
2.5
3
3.5
1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627282930313233343536373839404142434445464748495051525354555657585960
Sum
GSR
pea
ks
time (s)
Emotional Relevance TV Spot: Salvation Army
The accident No money for food Salvation Army arrives
Branding moment
![Page 30: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/30.jpg)
Emotional Storytelling works
The accident Back home Christmas is saved
![Page 31: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/31.jpg)
Branding is Well-Noticed in Both Ads but not ideal
100% of audience notices logoLooked at for 0.20 sec on average As 3rd out of 5 key elements
100% of audience notices logoLooked at for 0.30 sec on averageAs 4th out of 4 elements
![Page 32: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/32.jpg)
Across all print ads, Salvation Army logo is perceived fastest
0
1000
2000
3000
4000
5000
6000
Logo Logo Logo Logo
Salvation Army BMW Uber Eats St.John
ms
Print Ads
Time to First Fixation
![Page 33: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/33.jpg)
In field – Eye tracking
![Page 34: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/34.jpg)
EEG – Brain Wear
1. Perception 2. Learning 3. Memory 4. Attention 5. Motivation 6. Emotions and Feelings
![Page 35: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/35.jpg)
![Page 36: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/36.jpg)
Ad one CRUK ‘Mirrors’
![Page 37: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/37.jpg)
Ad one CRUK ‘Mirrors’
![Page 38: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/38.jpg)
Mirrors
![Page 39: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/39.jpg)
Ad 2 UNHCR
![Page 40: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/40.jpg)
UNHCR
![Page 41: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/41.jpg)
Creative application
![Page 42: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/42.jpg)
Other applications
Over 200,000 people took part in an
EmotionScan experience – that’s over 6%
of all New Zealand adults. BNZ became
the second most considered bank in New
Zealand (after being 5th).
![Page 43: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/43.jpg)
Identify customers who spend 30-50% more
Combination of emotions
Identify touch points on the journey to trigger emotions
Emotionally connected journey
Fashion Flourishers: excitement, social acceptance and self expression
![Page 44: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/44.jpg)
unconnected • -18%
Satisfied • Baseline
Perceived brand differentiation
• +13%
Fully connected
• +52%
1. Define
2. Measure
3. Quantify
4. Change
Identify unspoken drivers
![Page 45: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/45.jpg)
Identifying emotionally connected buyers
“feel a sense of belonging”
”Feel a sense of thrill” and
“feel a sense of freedom”
![Page 46: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/46.jpg)
Omni-channel
![Page 47: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/47.jpg)
Product
![Page 48: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/48.jpg)
On way to store: have fun
In-store: feel creative
Beforehand: Knowledge of
fashion
Afterwards: feel pride – friends love
it.
Message variation by journey touchpoint
![Page 49: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/49.jpg)
Superbowl 2019
![Page 50: Speaker one Karen Armstrong - FIA](https://reader031.fdocuments.net/reader031/viewer/2022012018/615c968ab8c97569fd0a67ef/html5/thumbnails/50.jpg)
Questions?Get in touch [email protected]