Lions 01 sportz+D+z+D:25•01 front 24/06/09 18:31 Page73
SPORTS AND BRANDS 73
WILL COOK:
“GET THE STRATEGY RIGHT
AND YOU CREATE UNIQUE
EMOTIONAL ENGAGEMENT
BETWEEN BRANDS
AND FANS”
the best research work around viewers.”
the event’s ads has been done In terms of Super Bowl ads,
by Innerscope Research, a group Innerscope identified the five
that use neuro-science to guage most emotionally engaging
engagement. “To measure the ads as coming from Career-
audience’s emotional engage- Builder.com, Cash4Gold, Cas-
Top international
ment with ads, we put viewers trol Oil, GoDaddy and Bud
sporting names
including David
for its voiceover. Bridges was such Tannoy, Goal Celebra-
in a lightweight, wireless vest, Light — a cluster that suggested Beckham and Kevin bang on the audience, rein- tion and — his favourite —
which monitors skin sweat, that today’s overriding factor
Garnett show up at a
forcing the ad’s strengths. Old Lions. “Old Lions was an
respiration, heart rate and mo- in emotional engagement is
crowded house party
for the Adidas’
NFL Super Bowl tells us a ad in which ex-England stars
tion,” says the company’s CEO concern about the economy:
Originals campiagn
lot about spot ad creativity, played the part of a pub team
and chief scientist, Dr Carl “Cash4Gold wasn’t really picked but not much about compa- setting off to a Sunday-morn-
Marci. Innerscope’s work cuts out as one of the most creative nies that want to transfer the ing match against The Dog &
through the cognitive clutter ads, but it did engage view- essence of the sports property Duck,” he says. “It was a funny
that makes it hard for focus ers,” Marci adds. into their own brand DNA. execution that showed the brand
groups to deliver accurate in- Ad agency Goodby, Silver- “Sport provides brands with a knew its audience.”
sights about advertising. “Our stein & Partners’ execution short-cut to the consumer’s Betting firm Ladbrokes did
technique shows exactly what for the Hyundai Genesis was emotions,” says Engine’s Ed- something similar, turning a
is engaging the audience,” Marci another strong performer, ac- wards, “It can do that either group of highly recognisable
says. “That means we can help cording to Marci. “Aside from through sport sponsorship or ex-footballers into builders.
clients pre-test the effective- concerns like the economy, the through the ad’s creative exe- As they sit in a cheap cafe ar-
ness of their creative. We can things that engage viewers are cution.”Edwards singles out guing about future football
also show them which ads are story and contextual relevance,” the beer brand Carlsberg as fixtures, the viewer/fan is drawn
vulnerable to ad-skipping be- he says. This ad got to its story a good example of the latter, into their betting banter.
cause of their failure to engage quickly and used Jeff Bridges citing humorous executions MEC Access’ Cook takes a
THURSDAY 25
TH
JUNE 2009
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