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Recognition
Russian case study
Emotions metter
We know that emotional ads are more memorable
and generally more successful
Methodology
14 video ads for soft drinks
6 brands broadcast in Russia last summer
270-320 respondents (gender and age quoted) per ad
Online survey (CAWI)
Coca-Cola (3 ads)
Sprite (1 ad)
Pepsi (2 ads)
Beverage from
Tchernogolovka (2 ads)
7
Scoring Approach
Consists of:
20% attraction,
20% engagement,
30% retention,
30% impact
Attraction:
Compared with
the benchmark
based on 311
ads and 47872
ad viewings
Engagement:
denotes whether the stimulus manages the overall emotional reaction to the
to grab the viewers attention.
media.
Retention:
Impact:
Test Results
Lipton Ice Tea Fan
Lipton Ice Tea Slap
Buranovskye Grandmothers
Beverages from Tchernogolovka.
Don't Make Nature Angry 2
Lipton Ice Tea Dance
Beverages from Tchernogolovka.
Don't Make Nature Angry
Limon Fresh Naturality Style
Pepsi Deep Drink
Pepsi Max
Laimon Fresh Created by Nature
Coca cola Better at Home
Coca cola Russia at Euro 2012
Lipton Ice Tea New Flavor
Coca Cola Since 1866
Total
Score
8
7
6
Attraction
8
5
8
Reten- Engage
Impact
tion
ment
8
8
9
7
8
8
6
6
4
6
5
6
5
7
4
7
5
6
4
5
5
4
4
4
4
4
3
3
6
5
5
6
6
6
4
3
5
5
4
4
2
3
3
3
2
2
6
6
5
5
6
5
6
4
5
4
4
4
3
3
3
4
2
2
9
Worst ads
Emotional Behavior
16
17
Is it Really Effective?
18
Advantages:
19
Benefits:
20
Natalia Khazeeva
NewMR CEO
Natalia.khazeeva@newmr.ru
21