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  • Four Ways For Brands To Persuade With Humor In Advertising

    Humor in advertising is seen to work for Brand Impact, according to a Millward Brown report based on 132,000 brand research case studies, globally. In North America as high as  69 percent of campaigns that are high on impact, make use of Humor as compared to 44 percent of campaigns in the low impact quintile, making for a 25 percentage points difference that shows humor in campaigns leads to more impactful campaigns. For persuasive online and digital advertising, Millward Brown recommends that New, Relevant, Credible and Different creative are likely to work better. At the same time Millward Brown found that though Humorous campaigns create impact, they are seen to be slightly less persuasive globally. Humor in campaigns is however seen to increase involvement making the ad more memorable.

    “We observe a strong relationship between humor and impact because humor can drive involvement, which drives memorability.”

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    However, research also points towards an optimal approach to humor may be based on target groups rather than categories. Humorous advertising may score high on impact as the audience becomes more involved, however, it has not been found to be persuasive.

    Humorpers

    Here are Four Ways Brands Can Build Humor in Brand Campaigns. Advertising that is seen as persuasive is new, relevant, credible and different. Using humor in brand content and creative for the campaigns can build on persuasiveness while bringing about greater impact.

    Humor For Building Hype

    Verizon Sweepstakes that gives users a chance to enter a draw with prizes every 50 minutes has advertised the offers with a tongue twister that has a  satirical take on the cheer leading drill. The tone and the visual messaging though light-hearted add to the overall campaign idea of getting your game day act ready with a better network. A microsite  gives contest details and prizes that can be won by the hour. While rewarding the winners, Verizon has made use of Social networks to announce the winners with the same light-hearted creative treatment.

    Announcement

    Verizon is giving away a four-day and three-night trip for two to San Francisco including air transportation, hotel stay, two tickets to Super Bowl 50, and a USD 2800 check. The prize is valued at USD 12,800. According to Phone Arena, Verizon is giving away USD 568,400 worth of prizes in the Minute50  contest which runs until Midnight EST on February 4th. The contest is easy to participate in with contestants that can enter with a textmessage of Minute50 or enter online from the contest site.

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    https://twitter.com/verizon/status/692117314959994881

    https://twitter.com/verizon/status/692404206066634752

    Takeaway

    Optimize your Messaging with Creative elements that are likely to make your messaging different and at the same time credible, making audiences aware of the real benefits. Humor in Tweets is more likely to be shared as seen from Twitter’s research.

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    Humor For Context Building

    Amazon Echo has been advertised as an effective soundboard by the duo Alec Baldwin and Dan Marino to plan the Super Bowl Snacks stadium complete with Cheer leaders in an online advert that taps into the lighter side of Super Bowl Game Day event.

    Takeaway

    Infuse humor that helps you build context for better memorability. By using references to elements that symbolize the context Brands can come across as more persuasive.

     

    Humor For Personification

    Old Spice in the newest campaign Smell Legendary announcing the launch of new Hardest Working collection has used online video creative where humor is effectively infused humor to bring out the product attributes such as “Odor Blocker that delivers legendary protection for legendary man”. Bob Giovanni builds on the brand story that inspires men to smell legendary by showing situations that are exaggerated to invoke a light-hearted emotional connect.

    Takeaway

    With as high as 65 percent of the audience, preferring videos for product research, using humor for highlighting product attributes can make your campaign more persuasive and memorable at the same time.

     

    Humor For Empathy

    Axe Find Your Magic campaign targeted at the younger audience uses exaggerated situations to empathize with the target audience, by creating a series of situations that the users may find their magic.

    Takeaway

    The messaging for the campaign strikes a chord even though the situations are exaggerated.

     

  • Key Advertising Insights For Super Bowl Viewer Engagement

    Twittertv ViewersSuper Bowl was one of the most viewed and Tweeted about events for 2015, breaking records for a single most viewed event. According to WSJ, “A record 114.4 million people watched the New England Patriots defeat the Seattle Seahawks in the Super Bowl on Sunday, the largest audience for a U.S. television program in history.”

    Nielsen has recently announced Nielsen Social ratings, that will include Facebook Social Media conversations. This new rating will become Nielsen’s “Social Content Ratings.”

     

    Watching TV Is A Social Experience

    Watching TV combined with multi-screening is now a social experience with viewers turning to social networks to discuss the programming with friends and families. As high as 21 percent email or text friends about the program, 16 percent share photos and 13 percent read conversations about the program and 8 percent of smartphone users watch the program because of something on social media. As high as 6 percent of smartphone users write blurbs on the programs.

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    Social Networks Are The New Conversation Hub

    The water-cooler effect that has long been associated with ad linked conversations has transcended  over to the social networks with 156 Million US adults reached during Q3 2015, on Smartphones alone. According to Nielsen’s Comparable Metrics report, “156 million adult consumers engaged in social networking on a smartphone alone. That’s about 65 percent of the U.S. population! That’s also a 13 percent increase in adult users from the comparable week a year ago. On tablets, social networking platforms reach about 58 million U.S. adults weekly—nearly a quarter of American adults”. With high reach and the conversation thread easy to follow on Social Networks, Social Networks are the new hub for viewer engagement, content amplification and building brand buzz.

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    Social Networks Build On Emotive Power

     

    According to Nielsen’s, What’s Next Emotions Give Lift To Advertising Report, Advertisers can expect a monumental shift in results from the ads that connect with audiences emotionally.

    Emotionally Evocative content for campaigns brings greater shares and content amplification, generating increased engagement among target audiences. Engaging audiences with emotional advertising during Super Bowl 2015 brought positive brand buzz lift according to Networked Insights. BrandWatch analyzed the cost per mention for Super Bowl advertisers and the cost per mention was seen to be most efficient for brand advertising that audiences emotionally connected with.

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    According to a study, for 100 recent ads across 25 brands in the fast-moving consumer goods industry, ads that performed at above-average scores generated a 23 percent lift in sales. Another research from Nielsen shows that higher level of engagement with users for emotions, memorability and attention is correlated with Twitter TV Activity, based on Twitter TV rating a Social media measurement tool from Nielsen Social.

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    Social Media Leads To Content Discovery

    Research on consumer media habits has shown that more social actions lead to higher  TV Rating, indicating that use of Influencers  can get your brand content for the Program discovered on social media.

     

  • Butterfinger’s Big Game Ad Teaser Promises Bolder Adventure

    Butterfinger’s Crispety, Crunchety and Chocolatey experience is “Bolder than Bold” for Super Bowl 50. The teaser ad shows motorcyclist veering through the maze of piranha-bots featuring Billy Eichner, for an ad spot to be aired live during the Third quarter of the Big game on Super Bowl Sunday, Feb 7, 2016.

    Nestle Butterfinger’s return as an advertiser for Super Bowl and the ad spot was earlier announced in a 12,000 feet jump that was Live streamed by a professional Sky Diver via Periscope.

    According to Nestle USA, During the Big Game, Butterfinger will take viewers to new, never-before-seen levels of boldness in a uniquely-Butterfinger way when it debuts its new 30-second ad. The spot will be created by Santo and directed by Armando Bo, co-writer of the Academy Award-winning film Birdman.

    “I’m a huge sports fan so when I was given the opportunity to direct Butterfinger’s Big Game ad, I was instantly drawn to the project. The combination of such an iconic brand and a commercial for advertising’s biggest stage made this such an exciting spot to direct. Bringing Butterfinger’s Bolder than Bold essence to life was an unbelievably fun experience, and I think everyone will be excited and surprised by what they get to see on game day,” said director Bo.

     

    Nestle Butterfinger, in a build up to the big game hit the streets of New York with Terrell Owens, a former NFL Wide Receiver and Billy on the Street host Billy Eichner for the play-offs,asked people to show off their boldest end-zone celebrations in exchange for a Butterfinger. As a Super Bowl campaign, Nestle Butterfinger announced a cover of USD 50,000 for excessive celebration fines.

    According to AdWeek, Butterfinger doesn’t believe players can ever celebrate “excessively” after scoring a touchdown, Kristen Mandel, Butterfinger brand manager, said in a statement. “For us, the bolder the celebration, the better.” In an earlier statement Kristen Mandel, promised Butterfinger advertising will deliver on bolder messaging that will make audiences laugh, “Butterfinger delivers a truly bold trifecta – a bold yellow wrapper, a bold brand personality and a bold, gets-stuck-in-your-teeth eating experience. Butterfinger has always strived to live life to the fullest — full of laughs and not taking itself too seriously.”

    https://twitter.com/Butterfinger/status/690156931139305472

     

  • Snickers’ Super Bowl 50 Teaser Satisfies

    MarilynsnickersSnickers  teaser ad for the Super Bowl 50 campaign wishes Mr Super Bowl a Happy 50th Birthday. The teaser ad has a funny take on iconic Happy Birthday Mr. President sung by Marilyn Monroe, with a tagline “The Blonde Bombshell Is Back”. The spot opens to a loud cheering from the audience, followed by Marilyn Monroe lookalike performing in a grave voice to a disgruntled audience. The ad spot seems to be a continuation of “You’re not you, when you are hungry” campaign.

    According to AdAge, Snickers teaser for the spot that will air in the big game, a hungry Marilyn Monroe prepares to reprise her iconic “Happy Birthday” performance to celebrate the Super Bowl’s 50th anniversary, but with a far less seductive voice.

    “Since we’re kicking-off the ’50’ celebration of one of the world’s most iconic events it seemed only fitting to cast Marilyn Monroe, a Hollywood icon with global appeal, to help us celebrate,” said Allison Miazga-Bedrick, director, Snickers Brand. “But this is just a small glimpse of what America should expect from Snickers on Super Bowl Sunday. As always the ad will feature a funny surprise that we’re confident will satisfy fans hungry for a laugh.”

    The commercial was created by BBDO New York. It will run in the first quarter of the Super Bowl on Feb. 7, 2016, airing live on CBS.

     

    Snickers has earlier launched a no purchase necessary Facebook contest “Make Super Bowl even Sweeter” for Super Bowl fans and has created a digital experience where a MEME generator lets the user identify their “Hunger” personality.

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