Neuroanalytics company Neuro-Insight has evaluated a host of adverts and found that ads from Harvey Norman, as well as Channel 7’s Winter Olympic Promo, and McDonald’s Chillest Summer Range, were among the best in the industry.
Neuro-Insight tracked second-by-second changes across multiple areas of the brain, such as memorability, brand impact, likeability, emotionality, and attention to create a Neuro Impact Factor (NIF) and record a percentile ranking of creative impact against a database of 5,000 ads developed over 15 years of research.
Harvey Norman’s ad for the Microsoft Surface Pro 8 topped the ranking by “injected branding bookends, banners, product demonstrations, and stylish messaging into the narrative of an ambitious entrepreneurial artist to fuel long-term memory encoding.” Harvey Norman’s timing around the Winter Olympics helped the ad stick in viewers’ memories.
Cheer’s 15-second “Bring a Little” TV spot tugged on viewers’ heartstrings with images of a happy family and gooey cheese toastie.
Channel 7’s Winter Olympic promo used real event footage and “organic expression of an athlete” to create a “heightened emotional state” with the final sponsor frame benefitting from all the dopamine flying around inside viewers’ brains.
AHM’s Mountain Campaign saw an animated skier flying down the slopes which, with the Winter Olympics on, helped it stick in viewers’ minds. Meanwhile, McDonald’s Chillest Summer range spots highlighted their value proposition while reinforcing the appeal of staple menu items.
Rounding out the top 10 were:
- Chef Good “Quality Meets Convenience”
- Flora & Fuana “Surprisingly Better”
- AGL “Advancing Australia”
- Doritos “Brandless”
- Cadbury “100 Years of Shared Moments”
“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,” said Brian Hill, general manager of Neuro-Insight APAC.
