Webinar: Did PuppyMonkeyBaby Win the Super Bowl?

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1. The webinar discussed strategies for Super Bowl advertisements based on an analysis of ads from Super Bowl 50. 2. It found that teaser campaigns released before the game were more effective at generating social engagement than ads that relied solely on airing during the game. 3. While humor risks not resonating, ads that tugged at heartstrings performed better than those that aimed for humor. 4. Championing a social cause can generate buzz but the cause must be clearly relevant to the brand. 5. A cohesive, integrated campaign across multiple platforms delivered the most benefits compared to stand-alone ads. 6. Heinz's ad was found to be the most effective overall by

Médias sociaux

Thanks for joining us today!!
The Webinar will begin shortly…

Hello!
Craig Page!
Head of Digital
Ogilvy PR Australia
@CraigDPage
Anne Rayner!
Global Head of Communications Research!
TNS!
anne.rayner@tnsglobal.com!

© TNS
Super Bowl strategies worth learning from

© TNS
Super Bowl 50 in numbers
4
111.9M
viewers
49:35
minutes
5M
dollars
62
adverts
45%
attrition

© TNS
The ads we analysed
5
■  Bud Light / Bud Light Party
■  Budweiser / Give a Damn
■  Budweiser / Not Backing Down
■  Budweiser / Act Like It
■  Colgate / Every Drop Counts
■  Heinz / Wiener Stampede
■  Hyundai / Ryanville
■  Hyundai / First Date
■  Hyundai / The Chase
■  Jeep / Portraits
■  LG / Man from the Future
■  Mountain Dew Kickstart / Puppy
Monkey Baby

© TNS
Determining a winner from SB50 advertisers
6
Affective Memory Potential
■  Novelty
■  Affective impact
■  Relevance
Social Engagement

© TNS
5 considerations for Super Bowl advertisers
7
1.  To tease or not to tease?
2.  Heart strings or funny bone?
3.  Champion a cause or sell a product?
4.  Is relevance a trade off?
5.  Standalone ad or integrated campaign?

© TNS
Super Bowl remains a hugely crowded space in which
to compete for attention
8

© TNS
Teasers – 3 Approaches
10
Teaser campaigns
aimed to intrigue
Separate adverts
staggered before the
Super Bowl for
maximum media
attention
Releasing the full
final advert a few
days before the big
game to create buzz

© TNS
The pre-release strategy paid off for brands
12
0
7,500
15,000
22,500
30,000
25-Jan-16 27-Jan-16 29-Jan-16 31-Jan-16 2-Feb-16 4-Feb-16 6-Feb-16 8-Feb-16 10-Feb-16 12-Feb-16 14-Feb-16
Axe - Find Your Magic Bud Light - Bud Light Party Budweiser - Act Like It Budweiser - Give a Damn
Budweiser - Not Backing Down Colgate - Every Drop Counts Heinz - Meet the Ketchups Hyundai - First Date
Hyundai - Ryanville Hyundai - The Chase LG - Man from the Future Mtn Dew - Puppy Monkey Baby

© TNS
Humour for attention, emotion for impact
Heart tuggingHumour
Ryanville Give a damn Every drop counts

© TNS
Humour can be tricky to get right
15
All ads combinedThe Bud Light Party

3
Championing a cause vs selling a product
16

© TNS
Championing a cause does generate conversation
18
16983 Campaign Mentions 3062 Campaign Mentions

4
Can brands have novelty and relevance?
20

© TNS
Can you have both novelty and relevance?
Novelty Relevance

© TNS
Only one delivered on relevance
22

5
Stand-alone ads vs integrated campaigns
23

© TNS
Stand-alone ads vs integrated campaigns

6
The brands that got it right –
and those that got it wrong
25

© TNS
Heinz was the clear winner from Super Bowl 2016
1st place
Novelty
Affective Impact
Relevance
Social engagement

© TNS
Others fell short
28
Not connecting No relevance

© TNS
A disappointing season
29
Low Affective Memory Potential Low social engagement
USA Norm 2015
average
2016
average 2015 2016
Total Super
Bowl content
Note: Note: scales for total content and ad content
are different in order to show both on the same diagram
Ad related
content

© TNS
What have we learnt?
30
1.  Teaser strategies deliver social engagement
2.  Heart strings are an easier win than humour
3.  Champion a cause only if you can make it relevant
4.  Novelty, affective impact and relevance are equally important, but relevance
is the hardest to achieve
5.  A cohesive campaign can deliver benefits

Questions?
Craig Page!
Head of Digital
Ogilvy PR Australia
@CraigDPage
Anne Rayner!
Global Head of Communications Research!
TNS!
anne.rayner@tnsglobal.com!
Subscribe to all our webinars: http://bit.ly/SocialOnUsSignUp!

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Brands have long considered the value and prospects of selling directly to consumers. In some instances, marketplaces tampered with those considerations providing quick and efficient ways to reach consumers and sell products with a lower level of effort and barriers to entry. While serving a need to some, marketplaces present their own set of challenges that can be solved by going direct leading companies to either diversify their current channel mix by launching their own DTC or shift their strategy to just DTC which has been supercharged by COVID-19.

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Fast growth, diversification, turbulent times and beyond… when an organisation is at a turning point, its corporate culture is often harmed. This webinar helps leaders and companies to accompany their transformation and make their corporate culture a change accelerator, instead of an obstacle. Starting with anthropological principles and ending with a bespoke method, the session considers inspiring cases of powerful corporate cultures that bring to life business strategy in the Covid context and beyond - to continue exciting and retaining talent!

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Never before has technology been such an enabler for people and teams as it has since the COVID-19 crisis. While remote working is not new for many organisations, the extent and time is, which businesses are anticipating workforces to be completely virtual. How people engage virtually with each other sits at the heart of business recovery and future business continuity planning. What you might not know is that at Ogilvy we have a specialist practice dedicated to employee engagement, experience and supporting businesses to get the most out of their people, systems and processes. In this week's webinar, our team draw on their experience delivering programmes through business crisis (shut down and restart), and offer support in how to navigate shocks, high impact events and business change in a sure-footed manner.

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The COVID-19 crisis is rapidly changing how individuals are managing their health and well-being, approaching life with more gratitude and resilience. Digital health solutions adoption is booming as are some wellness sectors, and will contribute to the emergence of new healthcare models faster than expected. In this webinar, learn how it will become essential for any healthcare provider to propose compassionate and empathetic care experiences to their clients, leveraging wellness to stay relevant in these turbulent times. Join us to understand some quick wins and envision your post-crisis healthcare shift.

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We are currently in the midst of the most disruptive global crisis seen in decades. There is little doubt that the aftermath of COVID-19 will have life-changing impact on societies, political systems and economies. And it will likely be the single-most important catalyst in modern history for changing consumer behaviour and attitudes. This is a defining moment for Brands, and how they react – what they do – will not only impact short-term survival, but more important, the long-term brand health that is critical to future growth. Our speakers will draw on prior experiences with SARS, the 2008 financial crisis and the current realities in Asia, Europe and the US. In this week’s webinar they will discuss what your brand should be thinking about and how to plot a course through this world-redefining period.

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Between homes and offices most of us spend large amounts of time commuting but a growing awareness of transportation’s ecological impact has triggered a shift towards public and shared transport. Automobiles continue to play a significant role in society, but one that is changing. The entire automotive industry is witnessing massive disruption throughout the value chain. Digital technology in particular is proving the lever that is shifting the gears of transformation and driving ever more innovative customer experiences. In this session we will understand the major trends driving the automotive industry and how creating and being a part of a pivotal ecosystem experience, is critical for shared success.

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Social is the most important contributor to e-commerce and a social commerce strategy should definitely be more than paid ads on social. Social, Messaging and E-Commerce platforms are all evolving to connect more deeply social interactions to commerce. Looking through the super rich Asia landscape what are all the different types of Social Commerce? How brands can develop, evolve their approach and capitalise on the real value of social.

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We live in a content-driven world and a fast-changing one at that. The explosion of consumer options from traditional TV and film to OTT, podcasting and web streaming has changed the landscape for advertisers. How do brands find their way in this new fragmented marketplace? Join Ogilvy’s Mike McFadden (EVP Digital Transformation) and Rob Davis (Head of Digital, USA) for an in-depth conversation about brand advertising in the fast-growing streaming content space. Scheduled guests include industry leaders Gayle Troberman (CCO, iHeartMedia), Evan Shapriro (President, National Lampoon), Chris Stefanyk (Head of Partnerships, Wattpad) and Joshua Sinel (Co-Founder/President, Storybooth).

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Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.

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In the ever-changing and shifting world of expectations, disruption, and experience; brands are having to face the real challenge of transforming and evolving in an existential crisis against the possibility of becoming inconsequential. In this week’s webinar, we’ll talk about one of the most personal and public transformations in the industry with our very own Ogilvy UK CEO Michael Frohlich. Michael will talk about the dos and don’ts he learned along the way when transforming a company, but also his observations, on the opportunities and challenges he encountered along the way.

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Webinar: Did PuppyMonkeyBaby Win the Super Bowl?

1. Thanks for joining us today!! The Webinar will begin shortly…

2. Hello! Craig Page! Head of Digital Ogilvy PR Australia @CraigDPage Anne Rayner! Global Head of Communications Research! TNS! anne.rayner@tnsglobal.com!

5. © TNS The ads we analysed 5 ■  Bud Light / Bud Light Party ■  Budweiser / Give a Damn ■  Budweiser / Not Backing Down ■  Budweiser / Act Like It ■  Colgate / Every Drop Counts ■  Heinz / Wiener Stampede ■  Hyundai / Ryanville ■  Hyundai / First Date ■  Hyundai / The Chase ■  Jeep / Portraits ■  LG / Man from the Future ■  Mountain Dew Kickstart / Puppy Monkey Baby

6. © TNS Determining a winner from SB50 advertisers 6 Affective Memory Potential ■  Novelty ■  Affective impact ■  Relevance Social Engagement

7. © TNS 5 considerations for Super Bowl advertisers 7 1.  To tease or not to tease? 2.  Heart strings or funny bone? 3.  Champion a cause or sell a product? 4.  Is relevance a trade off? 5.  Standalone ad or integrated campaign?

9. 1 Teasers vs relying on the Big Game 9

10. © TNS Teasers – 3 Approaches 10 Teaser campaigns aimed to intrigue Separate adverts staggered before the Super Bowl for maximum media attention Releasing the full final advert a few days before the big game to create buzz

12. © TNS The pre-release strategy paid off for brands 12 0 7,500 15,000 22,500 30,000 25-Jan-16 27-Jan-16 29-Jan-16 31-Jan-16 2-Feb-16 4-Feb-16 6-Feb-16 8-Feb-16 10-Feb-16 12-Feb-16 14-Feb-16 Axe - Find Your Magic Bud Light - Bud Light Party Budweiser - Act Like It Budweiser - Give a Damn Budweiser - Not Backing Down Colgate - Every Drop Counts Heinz - Meet the Ketchups Hyundai - First Date Hyundai - Ryanville Hyundai - The Chase LG - Man from the Future Mtn Dew - Puppy Monkey Baby

13. Humour vs heart-tugging 13

16. 3 Championing a cause vs selling a product 16

20. 4 Can brands have novelty and relevance? 20

23. 5 Stand-alone ads vs integrated campaigns 23

25. 6 The brands that got it right – and those that got it wrong 25

29. © TNS A disappointing season 29 Low Affective Memory Potential Low social engagement USA Norm 2015 average 2016 average 2015 2016 Total Super Bowl content Note: Note: scales for total content and ad content are different in order to show both on the same diagram Ad related content

30. © TNS What have we learnt? 30 1.  Teaser strategies deliver social engagement 2.  Heart strings are an easier win than humour 3.  Champion a cause only if you can make it relevant 4.  Novelty, affective impact and relevance are equally important, but relevance is the hardest to achieve 5.  A cohesive campaign can deliver benefits

31. Questions? Craig Page! Head of Digital Ogilvy PR Australia @CraigDPage Anne Rayner! Global Head of Communications Research! TNS! anne.rayner@tnsglobal.com! Subscribe to all our webinars: http://bit.ly/SocialOnUsSignUp!

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