WARC: Advertising Research

Mihkel Jäätma | 25 September 2013 | London

Focused on a study of ‘Cannes Lions award winners’ to show how emotional response measurement can be used to predict ad success.  

This presentation aimed to predict future Cannes Lions award winners by measuring emotional responses to campaigns through facial coding. It established a range of guidelines for creating videos including using sadness or disgust early in the video and then ending more positively. Emotional content is found to be appealing to consumers. It is argued that the Cannes Lions shortlist can be predicted with 75% accuracy using this model.

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