Richard Burrage, Managing Partner, Cimigo, gave his presentation Creating TV Advertising that Sticks

1. Stick not sti k
richardburrage@cimigo.com
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2. 1. Emotional engagement
2. Ad liking / appeal
3. Purchase intent
4. Surprise / novelty
5. Emotional / behavioral impact
6. Brand role in the ad
7. Convincingness of key message
8. Ad reach / brand recall
9. Perceived main message
10. Most memorable scene
AdTraction
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Decode emotional engagement

3. Unrivalled benchmarks
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450 videos rated
All aired in past 5 years
>200 brands
Not just the big spenders
20 different categories

4. Creative hook
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Brand and message Message only

5. Break themould
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Category Brand

6. Break the mould
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2/3s of the videos tested advertise the category
and not the brand

7. Brand is woven into story
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Mere association Woven

8. Visual over oral story telling
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9. Life beyond first spot
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10. Brand cues bring efficiency
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11. Brand cues bring efficiency
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Same impact for 58% less media spend

12. Engage with emotion
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13. Make ‘em feel good
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Humour | Family union | Social good | Mothers pride | Romance | Tradition

14. Convince with function
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Supporting credentials | New news

15. The sweet spot – a fine balance
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16. Make ‘em stop and think
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17. Simplicity requires great creativity
§ Simplicity requires a creative hook.
§ Simplicity requires focus on one message.
§ Simplicity requires great creativity.
§ If we can not tell our story in 30 seconds
revisit the ad idea.
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Rational
Functional
Consumer
Emotional

18. Keep is simple
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19. Stick not sti k
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Creative hook
Break the mould
Brand is woven into the story
Brand cues bring efficiency
Life beyond the first spot
Engage with emotion
Make ‘em feel good
Convince with function
Make ‘em stop and think
Keep it simple
richardburrage@cimigo.com