In the competitive world of advertising, creating a lasting impression on consumers is paramount. Brands constantly seek innovative strategies to connect with their audiences on a deeper emotional level. Affectiva's Emotion AI technology has become a crucial tool for brands like Cadbury, enabling them to craft compelling and memorable ad campaigns. In this blog post, we delve into Cadbury's journey and how emotion AI played a pivotal role in their successful advertising strategies.
Cadbury's Journey of Transformation
Cadbury, a beloved brand with a rich history spanning 200 years, found itself facing a challenge in 2016. Despite the popularity of their "Drumming Gorilla" ad campaign, which centered around joy, Cadbury was losing ground in sales. The joyful theme had become too generic within the chocolate category, prompting the need for a strategic differentiation. Cadbury needed to uncover a new direction, leading to the development of a multi-award-winning campaign anchored in generosity.
Storytelling and Story Doing in Advertising
Lynne Deason, head of Creative Excellence at Kantar, shared insights into Cadbury's innovative campaigns during a recent podcast interview. She explained the concepts of storytelling and story doing, highlighting their significance in Cadbury's advertising strategy.
Storytelling: The "Mum's Birthday" Ad
Cadbury's 200-year anniversary campaign included a remake of the "Mum's Birthday" ad, a poignant story that beautifully encapsulates the brand's values. The ad depicts a touching interaction between a little girl and a shopkeeper. The girl, wanting to buy a bar of chocolate for her mother's birthday, offers buttons from her purse as payment. The generous shopkeeper not only gives her the chocolate but also returns her unicorn button, symbolizing an act of kindness. This emotional narrative, with Cadbury at its core, resonates deeply with viewers, reinforcing the brand's association with generosity and warmth.
Story Doing: The "Secret Santa" Campaign
In addition to storytelling, Cadbury embraced the concept of story doing, particularly during seasonal moments like Christmas. The "Secret Santa" campaign encourages acts of kindness by allowing people to send a free bar of chocolate to someone special. By scanning a QR code on digital posters, individuals can participate in this generous initiative. Lynne Deason shared her excitement about finding a poster and sending chocolates to her boys, emphasizing how this interactive campaign engages consumers in a memorable and meaningful way.
The Impact of Emotion AI
Affectiva's Emotion AI technology played a crucial role in these campaigns by providing deep insights into consumer emotions and reactions. Understanding how viewers emotionally connect with ads allows brands like Cadbury to refine their messaging and creative elements, ensuring maximum impact and recall. The concept of the "creative magnifier," a memorable element that reinforces brand association, is a testament to the effectiveness of emotion AI in advertising.
The Bottom Line
Cadbury's journey and their innovative ad campaigns highlight the power of Emotion AI in modern advertising. By tapping into deep human insights, brands can create compelling narratives that resonate with audiences on an emotional level. Affectiva's technology continues to empower brands like Cadbury, helping them connect with consumers in meaningful and memorable ways. Stay tuned for more insights and examples of how Emotion AI is revolutionizing the advertising industry.
