Neuro-Insight, a neuroanalytics company that uses brain-imaging technology, has released its first top 10 list of the most effective ads.
The top performing advertisements included Harvey Norman’s Surface Pro 8, Cheer’s Bring a Little, Channel 7’s Winter Olympic Promo, AHM’s Mountain You’re Good, McDonald’s Chillest Summer Range, Chefgood’s Quality Meets Convenience, Flora & Fauna’s Surprisingly Better, AGL’s Advancing Australia, Doritos’ Brandless and Cadbury 100 Years of Shared Moments.
Neuro-Insight tracked second-by-second changes across multiple areas of the brain, such as memorability, brand impact, likeability, emotionality, and attention to provide a Neuro Impact Factor (NIF) and record a percentile ranking of creative impact against a database of 5000 ads developed over 15 years of research.
Casey Kudrenko, director of client solutions at Neuro-Insight APAC: “We are often asked ‘What are the best ads on air at the moment?’ and whether these are 15 or 30 seconds, product or brand and which categories reign supreme. So it’s great for the neuro to objectify that it can be all of the above!
"We witness campaigns that have greater neuro-impact and greater in-market ROI trigger emotion, yes; however we also see the tactile ads that leverage their existing assets to trigger rational price points and promos.”
Harvey Norman’s Surface Pro 8 advertisement injected branding bookends, banners, product demonstrations, and stylish messaging into the narrative of an ambitious entrepreneurial artist to fuel long-term memory encoding. The segment that triggered the highest neuro-peak features a skiing athlete with the text “Experience the Best” strategically positioned prior to the critical master branding frame. Harvey Norman’s smart use of priming within the Olympic program’s context fuelled memory encoding at key branding moments making this campaign a clear winner.
Cheer’s Bring a Little 15-second TVC peaked at the beginning, middle, and end with the family scene triggering emotional processing and tugging at the core of grocery buyers. The gooey delicious cheese bite followed by the master branding frame featuring a cheese pack on a chopping board surrounded by bread crumbs was another familiar, intelligent, and impactful way to deliver the brand message.
Channel 7’s Winter Olympic promotion illustrated how real event footage and the organic expression of an athlete can create a heightened emotional state throughout a campaign, and the final sponsor frame benefited from the excitement.
AHM’s Mountain campaign also aired an animated character living her best life by skiing down a steep slope with distinct brand cues sprinkled in, advantageously airing amongst and boosted by the context of the Winter Olympics. Mcdonald's communicated the price-point of its Chillest Summer range whilst reinforcing the value and their staple menu items.
Brian Hill, general manager of Neuro-Insight APAC: “Creative excellence and effectiveness of the industry’s output should be celebrated. Interestingly, the top ads have nothing in common!
"They’re 30’s, 15’s, TV promos, product and brand. But what the ads do have in common is that they achieved high levels of long-term memory encoding and what we’ve seen proven time and again in our work with clients is the direct correlation between long-term memory encoding and real-world sales.
"Neuro-Insight will continue to publish its industry benchmark every quarter so that more advertisers can get closer to the powerful intersection between science, marketing, and creativity.”
The top 10:
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