michal pastier - how i learned about effective marketing from bugs bunny, pixar and a cat from japan

How I learned about effective marketing from Bugs Bunny, Pixar and a cat from Japan

Michal Pastier

Average Engagement of the ad

The

happ

iest

mom

ent

of th

e ad

GREAT AD ZONE

What is character

Haru Urara betting tickets began to be used as o-mamori, particularly for protection against traffic accidents.

https://en.wikipedia.org/wiki/O-mamori

On that day, fans bet over $1 million on Haru Urara to win.

On that day, fans bet over $1 million on Haru Urara to win.

Because she lost, the track was saved from bankruptcy.

Campaign content for 4 years!!!

Tama: symbol of joy

Kishi Station

https://en.wikipedia.org/wiki/Kishi_Station_(Wakayama)

In 2007 Tama was officially named “station master”. The position came with a station master's hat.

Ridership statistics showed a 10% increase over the previous financial year.

A study estimated that the publicity surrounding Tama

has contributed 1.1 billion yen to the local economy.

https://en.wikipedia.org/wiki/Japanese_yen

Introducing: "Nitama" ("Second Tama")

Campaign content for 10 years!!!

Average Engagement of the experience

The

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What kind of character works?

What if I want not just attractive character, but

character for many years ?

The Road Runner cannot harm the coyoteexcept by going “beep-beep”.

No outside force can harm the coyote—only his own

ineptitude or the failure of the Acme products.

No dialogue ever, except “beep-beep”.

The coyote is always more humiliatedthan harmed by his failures.

French striped skunk is constantly in search of love.

https://en.wikipedia.org/wiki/Striped_skunk

His skunk odor and his aggressive pursuit of romance

cause other characters to flee from him in fear.

Character as content generator

VideosFotos

MOBILE

OUTDOOR Faceboo

k

Instagram WOM

YouTube

Motivation

Intelectual

Too rich Not too smart

Fashion blogger

Prankster

character concepts19

VideosFotos

MOBILE

OUTDOOR Faceboo

k

Instagram WOM

YouTube

Clear motivation

Consistency is not enough


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GREAT AD ZONE

How we judge experience?

How we judge experience?

Emot

iona

l Re

actio

n

We judge an experience largely based on how we felt at its most intense point and at its end, rather than based on the total sum of every moment of the experience

Not about whole experience

Emot

iona

l Re

actio

n

Peak-End Effect

Emot

ion

al

Reac

tion

Peak End

...how we felt at its most intense point and at its end.

The more intensive the peak and the more positive the end, the better the evaluation of the overall experience.

Peak-End Effect

Emot

ion

al

Reac

tion

Peak End

Peak-End determine not only the enjoyment of the commercial but also the positive evaluation of the brand as well as brand recall.

enjoyment of the commercial positive evaluation of the brand brand recall

Peak-End Effect

Emot

ion

al

Reac

tion

Peak End


The

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Happiness curve for Kofola Ad, Fly

Emotional Anchor- during the neutral intro scene people are already smiling because they remember the positive emotion that will come.

The excuse of the lisping dog

Mmmmm, Phophola!

inte

nsity

Time (s)

enjoyment of the commercial positive evaluation of the brand brand recall

Peak-End Effect

Emot

ion

al

Reac

tion

Peak End

Emotional Anchor The Excuse Mmmm, Fofola

Fofola and Pizza

The Excuse Mmmm, Fofola

Fofola and Bone

Emotional Anchor


Fofola and Reverse Driving

Emotional Anchor


Fofola, Mr. Melon and Tennis

Emotional Anchor


Fofola, Mr. Melon and Longboard

Emotional Anchor

Happiness curve for Kofola Ad, Fly

Emotional Anchor- during the neutral intro scene people are already smiling because they remember the positive emotion that will come.

The excuse of the lisping dog

Mmmmm, Phophola!

inte

nsity

Time (s)

The more they saw it the more they love it.


The

happ

iest

mom

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of th

e adOver 8 millions views in

2 weeks

THE GREAT AD ZONE

inte

nsity

time (s)

200 respondents18-69

ESOMAR 2Muse (SR)

Nielsen Admosphere (CR)

In 2 years EmotionID have tested 150 best slovak Ads for emotions.

In 2 years EmotionID have tested 150 best slovak Ads for emotions. Fofola ranked as #1.

2015 Ad Meter Results

Fofola beat the best super bowl commercial in happiness by 8%.

character motivation consistency

peak-end effect


peak-end effectviral effect?


The

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The

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THE VIRAL ZONE

Number of total views Facebook, YouTube, 2015

30 660 000 views ??%

organic

2016

Number of total views Facebook, YouTube, 2015

30 660 000 views 78%

organic

2016

2015: 8/101. AquaBabes Song

2. Kofola Meruňka 0,5 l: Fofola a moucha

3. Kofola Meruňka 0,5 l: Fofola a kost3. Kofola Meruňka 0,5 l: Fofola a kost4. Kofola Meruňka 0,5 l: Fofola a pop-

up okno5. Kofola Meruňka 0,5 l: Fofola

a pizza6. Kofola Meruňka 0,5 l: Fofola

a vířivka7. Kofola Meruňka 0,5 l: Fofola

a couvání8. Kofola Meruňka 0,5 l: Fofola

a lednice9. YouTube Rewind: Now Watch Me

2015 10. Kofola Meruňka 0,5 l: Fofola

a domino

1. Nike Football Presents: The Switch ft. Cristiano Ronaldo, Harry Kane, Anthony Martial & More2. Kofola Meloun 0,5 l: Fofola a padák3. Semtex: Odpal to naplno – Rosenberg4. Kofola Meloun 0,5 l: Fofola a tenis5. Kofola Meloun 0,5 l: Jfem fpět!6. Kofola Meloun 0,5 l: Fofola a longboard7. Kofola Meloun 0,5 l: Fofola a houpačka8. Probuďte se: Héééééééj9. Zvedni hlavu10. Volvo V90 – ”Prologue” feat. Zlatan Ibrahimović

2016: 5/10

michal pastier - how i learned about effective marketing from bugs bunny, pixar and a cat from japan

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