Brands need to build their emotional DNA to reach audiences
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Month: October 2019
Skittles Mother’s Day Ad – What Went Wrong
5 checks before your you launch your video
Realeyes appoints Dorota Smaggia as Managing Director France
Dorota takes Realeyes’ emotion analytics technology to the French market, introducing emotional intelligence studies to brands, content producers, agencies; and establishes Realeyes’ footprint in France and neighboring markets.
Three myths about emotion measurement. Busted.
“The next frontier” of big data, EMOTION ANALYTICS is confidently making its way into marketing research and decision making. Its growing popularity rests on solid ground: getting a genuine and unfiltered response directly from viewers’ hearts and minds is what marketers and advertisers have always been after.
How emotions rule spending
In his bestseller “Thinking, Fast and Slow” Daniel Kahneman addresses a phenomenon that could be a Golden Key to distinguishing performing ads versus non-performing ones. How to tell an ad that would bring real-life outcomes, expressed in dollars? Here’s how:
Beauty and the Best – How Heineken goes beyond face value to engage
Acceptance. Tolerance. Inclusion. These are hot emotional topics these days when uncertainty reigns. It made me think about a few ads aired where brands have sought to take a stand.
Coke and Airbnb are clear cases of beautiful videos with a clear message most of us probably want to buy into. Unfortunately, they under-deliver on engaging viewers emotionally (positively or negatively) … to get attention; hold it; and ultimately leave a positive lasting impression. Instead, these ads are more like wallpaper. We agree it’s lovely when it’s pointed out to us. But otherwise it doesn’t stand out and certainly won’t stick or get called to mind.
Conversely, Heineken ad gets our attention quickly and holds it by playing on our negative emotions as we listen to quite provocative opinions and beliefs. It makes us wonder where this is going. It makes us ask WTF because most of us probably disagree with at least some of it. BUT, unlike Skittles ‘Mother’s Day, which we discussed last week, we clearly pivot to strong positivity (happiness through shared relief and joy and laughter) to see the very inspirational (and probably aspirational ) resolution to the narrative … differences acknowledged with a desire to understand and focus on enjoying the common ground.
This is an outcome easily made personal. ‘Personal’ is about engaging the viewer to agree/disagree and ultimately imagine how they would respond to ‘The Decision’. And, if I may, I can’t help but appreciate how the category slips into the story in such a natural way. As such, it’s not an after-thought sponsoring a social message, the brand is more naturally just there. Bravo Heineken.
Using emotion recognition and facial coding for video testing ensures your ad performance.
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Uber’s ‘Effortless Night’ dances away with both sexes
If you’ve seen Uber’s inaugural ad ‘Effortless Night’ by Creative Agency BBH, there’s something captivating about watching these two protagonists dance from scene to scene, or should I say Uber to Uber? As we can put numbers to emotions, we were curious to see what it was that makes this a dance to remember.
How Oasis squeezed the pips out of their branded content
Oasis is the second most popular soft drink brand after Coca-Cola in France. In 2012 they launched its film “Be Fruit” created by French creative agency Marcel, using playful fruit based characters (animated by Wizz), which resulted in great social media success. A follow up in 2014 saw the release of the branded-content project: the Papayon Effect, aimed at 15 to 25 year olds.
How emotions affect memory
