The Perfect Christmas Ad? These Perfect Christmas Are the Brain Laws of 5 Years of Neuromarketing Research Coming up at 10: learn from Pelpina Trip how to stand out with visuals on LinkIn. Follow the online course
It is a regular fixture in the end of year period every year: Christmas commercials. The snow, peaks and Christmas tunes fly around your ears.
For our neuromarketing research agency, this has been a reason to award the award for the best Christmas commercial since 2019. This is not a jury prize or traditional audience award. Instead, each commercial is test in the brain with EEG. Bas on the emotional and attentional response in the brain , it can be prict whether the commercial succes in generating purchase intention and brand preference.
What exactly makes a good Christmas commercial ?
Which advertising techniques appeal to our brain? Bas on more than 100 test Christmas commercials, Unravel has plenty of insights into which ingrients work well and which don’t. In this blog, we list the 5 core principles of effective Christmas commercials.
1. The brain loves stories
Christmas is a reason for many afghanistan email list 168973 contact leads brands to go all out. Commercials are often narrative and may also last a bit longer than the usual commercial length (to what extent that is effective you can read later in this blog). Many supermarkets and lotteries end the year with a story.
In terms of creative approach, narrative commercials inde prove to be an effective strategy. Both for commercials in general and for Christmas commercials in particular, it is true that they evoke significantly more engagement in the brain. Advertisers also feel this intuitively: storylines are the carriers of attention and emotion.
Firstly, this is strongly relat to memory formation, and thus increases the chance that one will remember the commercial later. An interesting side online marketing & digital marketing digital marketing sales: prepare your brand strategy effect is that commercials with a lot of engagement in the brain encourage engagement in real life: they are talk about more, both online and offline. Beneficial for brands that want to leave an indelible impression.
2. Being unique is difficult, but essential
However, a story-driven commercial alone is not enough. Because although expressions with a storyline generally have an advantage over their more informative counterparts, the effectiveness can vary considerably. If we look at the top 20 every year, the three winners are always story-driven, but there are also regularly narrative commercials dangling at the bottom of the list.
How is that possible?
Many stories are not unique. They are yet anhui mobile phone number list another retelling of the lonely person who is unexpectly warmly welcom by a concern neighbor or family member at Christmas. There is simply no mental hook for the brain to give the expression a unique place.
A storyline nes unique environments, objects and/or characters. This makes it easy for the brain to remember the story, without commercials getting tangl in a jumble of questionable quality.
The king of the sensational storyline is the Staatsloterij. Although their stories can often be summariz simply and concisely, they invariably contain unique characters (such as the black lucky kitten Frummel in 2021), objects (such as the malfunctioning Cuckoo Clock in 2022) and environments (such as the adventurous journey to the Northern Lights that father and son made in 2023). Seemingly simple fare, but always unique, fascinating and therefore perfect food for our brains.