Super Fanny. SubscribeSubscribed. Приколы про спорт Супер стоп кадры Удачные моменты футбола и не только!Хохма! - Duration.
David Among the Goliaths: A Surprising Win in the Super Bowl (Advertising) Game. The Loctite ad came into the Super Bowl on little cat’s feet and left on immense tiger’s paws. A household product, but not exactly a household name, adhesives company Loctite took a big gamble on Super Bowl XLIX, hoping to play the David role among so many Goliaths. As it turns out, the gamble paid off exceptionally well for the first-time Super Bowl advertiser as well as for those of us invested in the science of advertising. Innerscope has been testing advertising for the past decade using the state-of-the-art neuroscience based technology – and this ad was among the highest-performing of this year’s crop of Super Bowl ads and among the highest we’ve ever tested. Loctite may not have the media spend of some of its big-game peers, but the company and its agency created an ad that broke through a highly cluttered environment that featured some of the best-known brands in the world. This should put to rest any argument that the little guy doesn’t have a chance in the The Big Game.
Super Fanny. SubscribeSubscribed. Приколы про спорт Супер стоп кадры Удачные моменты футбола и не только!Хохма! - Duration. Баран против коровы - супер прикол! I Follow Back Prank! FANNY VIDEO 2015. Avto Dom Голубь атакует человека - супер прикол))).
Супер подборка! Super Fanny Спортивные приколы - Супер приколы 2013 ( выпуск 18) - Duration: 3:47. by Super Prikol 32,805 views. 2, Super Cr3w, SoReal Cru, Fanny Pak, Boogie Bots, Supreme Soul, A.S.I.I.D.. Phresh Select, Xtreme Dance Force, Sass x7, Distorted X. 3, Quest Crew, Beat. Контроллеры · Super Fanny Pipe трубка, фитинги. Компания Торо является одним из ведущих мировых производителей оборудования для автополива и.
Of course, not all assessments were so positive. One panel that annually studies the game’s advertising gave it a “C” with the following evaluation:. “One of the stranger spots on the Super Bowl this year was for Loctite. It featured a collection of ordinary people dancing in an unattractive fashion. They all wore Loctite fanny-packs. It isn’t clear why someone would carry glue in a pouch. Are there different types of glue, so you need a pouch to carry them all? This spot is confusing and unappealing all at the same time.
Innerscope’s biometric approach to advertising research is relatively new and very different from other approaches. Most traditional advertising research relies on conscious, rational judgments based on assumptions about how consumers typically respond. This is how advertising effectiveness has been gauged for decades, and any number of lessons can be learned from it. But Innerscope’s research consistently demonstrates that the appeal of advertising is not entirely (or even primarily) logical, even though the rational faculty clearly plays a role. The preponderance of scientific evidence about advertising performance demonstrates what psychologists like Antonio Damasio, Dan Arielly, Daniel Kahneman, and Jonathan Haidt have so persuasively argued using the most sophisticated technology available today: that nonconscious emotion plays a central role in determining how we respond, think and act. And there may be no better example of that fact of life than this goofy, unusual, and “illogical” ad from Loctite, which certainly accomplished one of the most important tasks facing any advertiser: it attracted attention, generated a significant amount of conversation, and increased awareness of a brand.
Most advertisers would gladly pay Super Bowl advertising rates if they could be guaranteed of attaining those kinds of results. Before diving into the specific results, a little background:. Innerscope collects biometric signals from respondents through devices that measure nonconscious biologically based responses that reflect the respondent’s brain-based emotional reactions to the ad and aggregates them on a moment-by-moment basis throughout the commercial – and then plots them graphically on what we call an “engagement trace. ” The results are easy to interpret: the higher the levels of Biometric Engagement™, the greater the emotional involvement with the stimulus. Below is the trace of what we would consider an effective ad, based on the validation work that we have done.
This is the engagement trace for the Loctite Super Bowl ad:. Loctite not only reached a stratospheric level of engagement (rare is the ad that reaches a high point so close to 100), it maintained a steady high level of engagement for a considerable length of time. It is too early at this point to determine the extent to which the ad positively contributed to Loctite’s sales efforts, but the research firm, Network Insights, which tracks discussions on social media from 30 million sources representing 560 million posts, found that Loctite was among a few ads that were “far and away. the brand winners” who realized “the biggest percentage gain in positive emotional reaction” on the day of the Super Bowl. “Loctite,” they say, “saw a 31,400 percent lift (yes, you read that number correctly) in posts expressing a positive emotion with their brand.
”. Another firm, Bully Pulpit Interactive, which measures “brand lift” – or the extent of the shift in consumer awareness and perception, placed Loctite among the top four Super Bowl advertisers, right up there with major advertisers like GoDaddy, Budweiser and Esurance and slightly above BMW. And, perhaps more important, Loctite ranked at the top among the “top-3 brands that got consumers interested in buying. ”. So far, then, Loctite certainly seems to be a winner. But as ad-effectiveness researchers, our primary interest is the answer to the question, What did Loctite do to maintain such a high level of emotion for such a long period of time, while also generating brand conversations and purchase interest among consumers. What follows is our analysis of what Loctite did right, based on the thousands of ads that we have studied.
1. Energy Begets Energy; And Music is Her Name. One of the most consistent findings from Innerscope’s research is that television audiences tend to mirror what they experience on screen. Not surprisingly, when you jack up the energy (within reason) onscreen, emotional engagement tends to climb as well. And music, we have found, is a key element in onscreen energy – and a driver of emotional engagement.
One of the most salient characteristics of the Loctite ad is the bouncy reggae song that starts almost immediately – accompanied, of course, by a troupe of devoted dancers. As our graph indicates, emotional engagement starts to rise immediately, and, as mentioned, reaches a very high plateau. And what accompanies the decline in engagement at the end of the ad? The camera has shifted, away from the group of dancers in motion, to a close-up of the fanny pack – and then to the seated, and essentially static couple whose marriage has been saved by Loctite. and whose appearance is accompanied by a cessation in the music. This drop in engagement is not necessarily a weakness, but it does serve to underscore the relationship between that onscreen energy (visual and aural) and emotional involvement.
2. Brand Early and Often:. We at Innerscope are frequently surprised by the reluctance of so many advertisers to do everything they can to impress the name of their brand on the viewer’s brain. Many advertisers choose to wait until the very end, as if the brand is a punch line to a joke.
Others might display the logo at the beginning, remove it, and then bring it back for the final curtain call. Those advertisers overestimate the audience’s capacity to process an ad’s message and retain the name of the brand. But there is nothing bashful about Loctite, whose name appears approximately 10 times throughout the course of the ad. The image below, featuring results from Innerscope’s eye-tracking technology, demonstrates how the artful display and positioning of the logo (in red, one of the most eye-catching colors, and towards the center of the screen) can effectively attract viewer attention. Moreover, the soundtrack reinforces the visual: The first three words the audience hears? Loctite, Loctite, Loctite.
and the name is mentioned 5 times in the first 10 seconds. What Loctite has done for the world of advertising is to demonstrate that frequently invoking your name does not have to bore your audience. 3. Show the Product in Use.
Many years ago advertising genius David Ogilvy encouraged advertisers to display the product in use when possible. And that recommendation was not just an off-hand thought. An enthusiastic proponent of advertising research, Ogilvy understood that advertising is, ultimately, a practical art and that offering the viewer a visual demonstration of how the product works lends credibility. In keeping with that idea, Innerscope’s research continuously finds that one of the story lines that most effectively arouses viewer interest and involvement is the “problem/solution” structure. Showing the product in use is an essential part of that story. Loctite performs this task by displaying the application of the product to a broken pair of glasses, not always an easy fix.
And the beautiful part of this is how nicely Loctite marries the product in use with a branding effort, one of the many displays of the product name – and in this case a branding effort that also reinforces the utility of the product, a key messaging element. 4. Emphasize the Benefits of the Product. Hand in hand with the previous best practice is perhaps the most important piece of advice that any advertiser can hear: “Remember, you are not really selling the product; you are selling the benefits of the product.
” We have found that this principle is one that so many advertisers ignore, but is one that is closely associated with emotional engagement. That may seem strange for those who view product benefits as best apprehended by reason than by emotion, but Innerscope has found that providing the answer to the consumer’s most basic question, “What’s in it for me?” is also tied into a number of emotions, not the least of which are comfort and relief. Loctite has shown the product in use – and then articulates the benefits of the product as part of their song — “If you break a thing, it’s no problem. Loctite can fix it. ” and then cements the argument by displaying the fixed pair of glasses on the owner’s head. Did the viewers really care? Although the focus of attention for a facial shot typically rests on the eyes, nose, and mouth, in Loctite’s case, as our heat map shows, the preponderance of attention falls on the nose piece – where the glue was applied.
Problem. Solution. Benefit. Case closed. While it is too early to tell if actual sales have gone up enough to declare the Big Game gamble a success, our money is betting on Loctite to score a touchdown.