Affectiva

Jaguar rebrand: WTF? It seems like the entire marketing world has given its opinion on the new direction announced by Jaguar last week. The launch video has been dissected by the great and good, and run through predictive AI, but there’s nothing like a bit of actual consumer data. So, we showed the film to some real people, and recorded their responses via Affectiva's facial analysis tools… and their response seems to have been a resounding WTF??   The video below shows the primary response to the film, which was a heavy dose of brow furrow, to a degree that is almost off the scale in our database. Add in some strong eye-narrowing, and a trivial level of smiles, and it’s pretty clear that there is a strong emotional disconnect here. Even expressions of surprise were low – and for a dramatic repositioning that’s a bad sign. Now, we know Jaguar have said they are targeting a mystical group of super rich, super cool kids, and given there are probably about 3 people that fit the bill worldwide, our sample of viewers is not representative of that. However, it is skewed toward the sort of professional people that now, or in the future, might have the money for a Jaguar. And so that disconnect has to be a problem. Lots of people have flagged the problems with explicitly abandoning 85%-90% of your existing customer base – and the film certainly seems to follow through on that, with people with an existing affinity for the jaguar brand showing by far the greatest negative response. Even the younger people in our sample showed a pretty flat response, with some of the ‘mold-breaking’ imagery prompting a healthy set of smirks. There’s nothing wrong with the idea of selling fewer, more expensive Jaguars to luxury buyers. The brand might even make some money. But I do worry that the film lacks any of the things that we tend to see triggering positive emotional reactions – there’s no warmth or human story here that anyone can aspire to. I genuinely hope that when we see the first concept car next week we will be blown away and forget about the set decoration – but on the basis of this data, Jaguar will need to marry their new design direction with some warmer communication to really connect with their actual potential market. Happy to hear other views on this data! #emotionAI #jaguar #Affectiva 

🧙♂️ Time for some Real Magic! Holid-AI-ys are coming, err, no Holid-AI-ys is live, Christmas 2024! If you believe in'"show, don't tell" then the map below showing where 2023's 30' TV ad sits vs this year's AI-altered version tells you all you need to know: the performance of the two versions is almost identical based on the response from real people. There's a smidge of a difference being predominantly a result of the difference in ad length not the use of AI. PS> It is a SMIDGE it's not signficant. 💡 Need some more convincing beyond this high level summary, how long have you got ?! ;0) Let's start with some examples of how people talk about it in their own words: - It is the iconic advert for Christmas that you would expect from Coca-Cola - Holidays are coming is a big Coke ad campaign that has lasted many decades. - Everything it's traditional it triggers the start of Xmas if makes you feel all warm and fuzzy inside - I like the nostalgia of the traditional advert and the Christmassy feel They experience the ad in exactly the same way as before. What the person below says is to me the most revealing about why this amended version still captures the real magic of Holidays are coming: "What sticks in my mind is the the famous tune, the Coca-Cola truck and of course Santa. What also sticks in my mind is the tradition of it and how memorable it is" The most important elements that trigger the nostalgic and powerfully emotive response to this ad are still at the beating heart of this ad. 🎶 Music 2023 - top 3% 2024 - top 4% 🎅 Celebrates the joy of Christmas 2023 - 87% 2024 - 89% 🐮 Coke branding 2023 - top 1% 2024 - top 1% Only 4 people out of 150 mention AI as something that they disliked. Here they are: - It looked a bit uncanny valley with the animation - It had some poor quality AI made parts. - The fact it was AI - The ad feels AI generated For the vast majority it makes ZERO difference (not funny, trying too hard Lynne). The real magic of this hugely loved ad that signals the start of Christmas is very much still there in it's AI altered form. Islam ElDessouky Simon Lloyd Javier Meza Kelley Baron

Kevin is the gift that keeps on giving 🥕🎁🎄 Nothing says Christmas like…. Kevin The Carrot? The little guy is back for a 9th year, and we just can’t get enough. Consistent and recognisable as Aldi UK yet still managing to surprise and delight time and time again. “I love the adventurous storyline, Kevin's clever tactics, the festive spirit, and how it showcases Aldi's Christmas offerings in a fun way.” Using our robust Insights by Kantar creative testing framework LINK+ this Christmas ad performs brilliantly: 😁It is in the Top 4% for Humour 💗 It makes me think about ALDI again Top 11% 😮 In the Top 9% for Surprise 👀 LINK+ uses Facial Coding which records people’s faces as they watch the ad. Affectiva technology then decodes the facial reactions so you can see exactly which expressions it is triggering so that we get insight into which emotions people are feeling moment by moment. Check out this facial coding video below to see how this wonderful ad from Aldi brings both smiles and surprise 👇 Drop me a note if you want to discover the potential of your ads to deliver both short-term AND long-term results Kantar Marketplace: Insights at the speed of business for year-round success #campaigneffectiveness #creativeeffectiveness #kantar #brands #KantarChristmasAds Jemma Townsend Kyrsten Halley Nicola Jones Ian Lewis Madison Milward Darren Guy Emma Johansen    

Mate(s). Looks like we've got ourselves a case of a TikTok ad from Waitrose & Partners that's cooking on gas. Time to kick this investigation into gear. 👀 First, we have evidence from our LINK+ in context research that the ad has fantastic stopping power. Top 6% no less. This is essential to grab the audience's attention. 😍 They enjoy it. Top 7% if you need to numbers. Nobody wants a TikTok ad that feels like an unwelcome interruption. 👍 👎 There is a bit more scrolling than we'd ideally see, and aside of the shot in the fridge there aren't enough cues to the brand, but it does brilliantly amongst those who watch the whole thing. 📢 Word for word evidence direct from TikTokers. There's a LOT more like this from all the interviews on the file. - I liked the fact that Waitrose managed to make the advert involving for those who may come across it on the TV or on social media - I liked everything the comic value was great - The line of duty guys at Christmas. An investigation starts in regards to missing food - Cake goes missing and So19 are on the case trying to discover who the culprit is - I liked seeing the 2 partners from line of duty reunite for the Waitrose Christmas advert to investigate who took the Christmas cake Over to you to do the detective work on the Facial Coding below. So you understand the evidence in front of you, you need to know that this is captured from a recording of people's faces as they watch the ad. No need to call internal affairs, they give us their permission. Affectiva technology then decodes the facial reactions. Okay, I did some filtering of the evidence. I'm only showing you the first view here, and only suprise, sadness and smiles. Perfect ingredients for a drama if you ask me. 🚨 I expect you to report back in the comments below. And if you've come across any other evidence in your investigations feel obliged to share that too. The suspense is getting to me. PS> This isn't the only open case we're looking at in our Line of Duty Insights by Kantar as we investigate this year's Christmas campaigns. And like any good detectives we're using multiple sources of evidence to reach our conclusions, not just LINK+. PPS> Follow me and hashtag #KantarChristmasAds PPPS> More than just ad testing. Expertise you can trust from the industry's most connected view of campaign effectiveness. Kantar Marketplace: Insights at the speed of business for year-round success. Nathan Ansell Brodie King

A Christmas tale of the unexpected… mystery, intrigue... and whaatttt no pudding???? The No.1 Red Velvet Bauble Desert is so good, it's gone with only the empty box to be found in the fridge (don’t you hate it when that happens, excitement, anticipation… followed by major disappointment, imagine that on Christmas Day) I for one am desperate to know ‘who dunnit’? And from the conversations I’ve had and the Radio interviews I did this morning I know I am not the only one who's got that Ludwig feeling again - a desperate need to know who did it and how!!! But what does the audience that matters most feel and think about this ad?! The film below shows moment-by-moment expressions that appear on people faces as the drama unfolds. It brings to life the power of this dramatic crime story to elicit emotional reactions overall (expressiveness), building to a crescendo towards the end of the ad. The sudden unexpected scream surprises the audience, and people smile as they see the self-nominated detective begin his investigations. The interrogation of Fig leaves the audience grinning like a cat! The ad lands in the top 2% for its ability to emotionally engage people. The words people use to describe what they like about the ad say so much about its brilliance: the drama, the suspense, the sheer unexpectedness of it (top 16% ad distinctiveness), the humour (top 16%)… or as some people put it ‘I loved all of it!’ I absolutely loved it. It was so different to other ads and the suspense of waiting for the second part keeps it interesting. I liked everything, best advert I've ever seen. I enjoyed the humour, mystery, star-studded cast, festive warmth, and interactive store elements. It was entertaining and funny, and I really wanted to know the answer. I like that it’s something different, unlike the usually all happy go lucky ads, this one at least tries, and ads some suspense. I liked the whodunnit idea and making a part 2 engages me even more. Conversations about advertising effectiveness often include the phrase ‘entertainment is key’ and that’s just what this is… What’s brilliant is how this idea comes to life beyond the ad, social and OOH build further intrigue, keeping the tension and conversation going. The Cluedo style ability for the audience to cast their aspersions about whodunnit is genius AND your're reminded that you can place your order for the terribly tempting desert and other delicious delights that Waitrose have for Christmas. 73% of people who watched the ad say they are looking out for part 2  65% of people say they are likely to vote The link to the brand is more of a slow burner but the social currency the campaign is generating, and the right level of investment, should fire that up building fame for the brand. Waitrose shoppers love it!   More to folllow Expertise you can trust from the industry's most connected view of campaign effectiveness. Nathan Ansell Franki Goodwin Saatchi & Saatchi Brodie King Ali Dickinson