Music, humour and dialogue: New creative guidance from Ehrenberg-Bass

This event report comes from the Warc session at Cannes Lions festival with the Ehrenberg-Bass Institute, in which the audience heard compelling new research and a growing system of codification.

News 9 years ago Unknown author

This event report comes from the Warc session at Cannes Lions festival with the Ehrenberg-Bass Institute, in which the audience heard compelling new research and a growing system of codification.

Marketers should work to codify what kinds of copy works best, in order to make ads more powerful, and boost effectiveness.
For the project, researchers at the Institute looked at 300 plus ads for 60 plus brands across four CPG categories and five different markets.
Of the 29% of ads that used humour, 45% were “good” performers in driving sales.
From the research it is possible to say that is music is too dominant, there can't be character dialogue - a positive and often powerful element of successful ads.
Ads that used negative tactics such as spelling out what happens if the viewer does not buy or use the product being advertised generally performed well - however, these represent only 10% of the sample.

Read the full event report on WARC.