Unruly / You searched for emotions uncovered happiness
  • Inside ProDev: Raouf Aghrout on happiness, diversity and Man Utd

    To celebrate our Emotions Uncovered: Happiness fortnight we sat down with Senior Software Developer, Raouf Aghrout, to find out what makes him happy, and what life is like in Unruly’s ProDev team. Q: Hi, first of all, could you introduce yourself and tell us a bit about what you do here at Unruly? Hi, I’m Raouf and I’m a Senior Software Developer in the Reporting & Data (RAD) team here at Unruly. I also occasionally take on a Technical Lead role on product initiatives. Q: Can you talk a bit about how you joined Unruly? I went to a tech talk at GOTO conference in September 2015 just after I’d moved to London from Manchester. Rachel Davies, a former Agile Coach and Team Lead at Unruly, was talking about

  • Why do so many brands choose to evoke happiness in ads?

    Since the dawn of advertising, brands have sought to evoke happiness in ads to help them to persuade people to buy certain goods and services. In the HBO show MadMen, set during the boom of the ad industry in the 1960s, Don Draper famously said “advertising is based on one thing – happiness”. According to the analysis of our emotional data sets, this statement still rings true today. “Happiness is not something ready made. It comes from your own actions.” – Dalai Lama XIV Making the world a happier place In 2017, Max Roser, Economist at the University of Oxford stated that “the world has more reasons to be happier than ever before. In almost every way: poverty, literacy, health, freedom, and education are improving”. This trend is reflected

  • Decoding the surprises behind this year’s Oscar triumphs

    UnrulyEQ emotional analysis decodes audience responses to the trailers behind this year’s big Oscar winners at the 91st Academy Awards. This year’s 91st Academy Awards was full of surprises, and the headline trophies were all hotly contended. But what emotional characteristics did the trailers for this year’s Oscar films have in common, and how successful were they as promotional tools? Green Book: inspiring and successful Oscar Wins: Best Picture, Best Supporting Actor (Mahershala Ali), Best Original Screenplay, Global box office to date: $127.1m The autobiographical story of pianist Dr Don Shirley on a concert tour of the deep south in the early 60s was one of the surprise wins of the evening, and trailer evoked some strong emotions and success metrics. The dominant emotions were Inspiration (24% against

  • Shockvertising: Dissecting the world’s most shocking ads

    As part of our Emotions UNcovered: Surprise and Shock season, we’ve jumped back into our emotional database of over 2.2 million audience reactions to discover how shockvertising is used across the globe, and what effects it has on audiences. Shock is an interesting emotion to look at when it comes to advertising as it is one of the least frequently used psychological responses, with exceptions being action and horror film trailers and public service announcements. US – AT&T: Close to Home – It Can Wait This harrowing ad was commissioned as part of AT&T’s Close to Home campaign which was launched back in 2016 to raise awareness of the dangers of using your phone when you drive. It was released to a polarised opinion with many respondents finding

  • Inspiration in advertising: does it work?

    As part of our Emotions UNcovered: Inspiration season we’ve dug into our emotional database of 2.2 million audience reactions to discover how Inspiration is used in advertising across the globe, and what effects it has on audiences. From Apple’s ‘1984’ SuperBowl spot to Nike’s latest ‘Dream Crazy’ campaign, Inspiration is a powerful emotion that brands and advertisers have leveraged in their marketing efforts for decades to create emotional connections with their brand and differentiate themselves from competitors. Our data shows that it’s the second most common emotion in advertising. Across all the ads we’ve tested globally, an average 7% of viewers felt intense Inspiration worldwide. It ranks just after happiness which is the most common emotion at 10%. Getting it right! When using Inspiration in advertising, brands need to

  • The top 5 happiest Super Bowl ads

    The Super Bowl has become a huge event for the advertising industry as the world’s biggest brands fight to get noticed by one of the world’s biggest live audiences. As we continue to explore happiness in advertising, we’ve run some of the most popular Super Bowl ads through their paces, using UnrulyEQ emotional testing to discover the happiest Super Bowl ad. Here’s what we uncovered: 20% – Doritos/Mountain Dew: Rap battle This ad, which also launched at last year’s Super Bowl featured two huge celebrities, Peter Dinklage and Morgan Freeman lip-syncing two icon rap songs. This ad evoked happiness in 20% of respondents and was the first time that Doritos and Mountain Dew ran a combined campaign and this year it looks as though a number of brands