Video Ad Tech Company Ranks Cannes Winners Using Unruly EQ Score, A Metric Which Measures Social, Emotional and Business Impact Of Online Ads
CANNES – June 19, 2017 – A campaign in which a real acid attack survivor shares her beauty tips is the most effective ad of last year’s Cannes Lions Film winners, according to new data released today by Unruly.
Harvey Nichols’ “Rewards” ad may have been the judges’ pick for best Film campaign at last year’s festival. However, new insight from Unruly’s Cannes Ad Effectiveness Chart – which uses the video ad tech company’s combined metric EQ Score to rank the ads based on their likely emotional, social and business impact – suggest Ogilvy & Mather India’s campaign for non-profit Make Love Not Scars left the biggest impression on viewers.
Unruly’s EQ rankings were created using Unruly EQ – the video ad tech company’s content evaluation tool – launched in partnership with Nielsen, Affectiva and Moodagent – which uses a combination of biometric, neurological, emotional and audio testing methods to evaluate, improve and predict the emotional impact and brand effectiveness of their video ads.
“How To Get Perfect Red Lips” and “How To Apply Eyeliner”, from the “Beauty Tips with Reshma” campaign, finished first and second respectively in the chart, ahead of Film Craft Grand Prix winner Under Armour’s “Rule Yourself”, featuring Michael Phelps, and Guinness’ “Never Alone”, in joint third.
Macma’s “Man Boobs” and Spanish Lottery’s “Justino” were fifth and sixth respectively. Harvey Nicks’ campaign, which superimposes cartoon villain heads over CCTV footage of real-life shoplifters, was joint 10th.
“How To Get Perfect Red Lips” topped the chart with an EQ score of 6.4 out of 10 after more than half (51%) of viewers came away with a more favourable view of the brand. The average brand favourability percentage for ads in the UK is 29%. Meanwhile, 41% said the video made them want to find out more about the campaign and 30% said they were interested in donating or signing the petition.
The video campaign also packed an emotional punch, with almost a fifth (17%) of viewers admitting the video’s content made them feel intensely sad, while 12% came away inspired.
Unruly’s Ad Effectiveness Chart: Cannes Edition
1. MakeLoveNotScars: “How To Get Perfect Red Lips” – 6.4
2. MakeLoveNotScars: “How To Apply Eyeliner”– 6.1
=3. Under Armour: “Michael Phelps” (Film Craft Grand Prix winner)- 5.5
=3. Guinness: “Never Alone” – 5.5
5. Macma: “Man Boobs for Boobs” – 5.4
6. Lotería de Navidad: “#Justino” – 5.2
7. Volvo: “Look Who’s Driving” – 5.1
8. Old Spice: “Whale” – 5
9. Old Spice: “Rocket Car” – 4.7
=10. Harvey Nichols: “Rewards” (Film Grand Prix winner) – 4.6
=10. John Lewis: “Tiny Dancer” – 4.6
=12. GEICO: “Forest” – 4.5
=12. Bodyform: “Blood” – 4.5
=12. House of Cards: “FU 2016” – 4.5
15. Shiseido: “High School Girl” – 4
16. Andes: “Andes Party” – 3.9
Academic and industry studies have repeatedly proven the effects of emotional advertising on brand and business metrics. According to a recent Nielsen Consumer Neuroscience study, ads with above average EEG scores (emotional ads) deliver a 23% uplift in sales volume, while the Field, IPA and Gunn Report, “Selling Creativity Short”, stated that awarded campaigns (emotional campaigns) were 10X more efficient than non-awarded campaigns.
To see the full Unruly EQ Cannes Ad Effectiveness Chart, click here.
Unruly tested the 16 Gold Lion and Grand Prix Winners from last year’s Cannes Lions (Film category) using Unruly EQ to create the Unruly EQ Ad Effectiveness Chart: Cannes Edition. Each EQ score out of 10 is based on a number of key metrics, including intensity of emotions present in the ad combined with brand metrics, if they were likely to purchase the ad and predicted shareability, and more. The average EQ Score recorded in the UK is 5.0.
Data was compiled on June 7, 2017. Unruly used a survey panel of 1,500 nationally representative UK respondents.
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Unruly gets videos seen, shared and loved across the open web for brands that want to move people, not just reach people. By bringing emotional intelligence to digital advertising, we help 91% of Ad Age 100 brands inform and inspire 1.44bn people around the world, using polite outstream formats on sites that people love. UnrulyX, the viewable video SSP, creates better ad experiences for consumers, improved brand outcomes for advertisers and increased revenues for top-flight publishers.
Emotion matters in marketing. Emotion creates values and sets preferences. Inspires action. Drives sales. Unruly has a decade’s data of consumer responses to video and uses that to hone content, model audiences and deploy ad dollars in ways that heighten emotional response and maximise brand impact. Unruly was founded in 2006 and acquired by News Corp (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV) in 2015. With 300 Unrulies across 20 locations worldwide, our super power is emotional intelligence and our secret weapon is passionate people on a mission to #DeliverWow.