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Webinar: February 6 and 7, 2017FeelMoreSuperBowlSuper Bowl Advertising Touchdowns & Fumbleshttp://www.feelmore50.com/superbowl-2017

2

BrainJuicer in partnership with ZappiStore live tested

78 Super Bowl ads and broadcasted the results in real time via Facebook Live

as well as on Twitter, LinkedIn and the Brian

Juicer blog.

3

Rank Title Brand Agency Star Rating Emotion-into-Action

1 Hero's Journey Kia Niro David & Goliath 85.05

2 Baby Legends NFL Grey New York 83.98

3 Cleaner of Your Dreams Mr. Clean Leo Burnett Toronto 83.83

4 Love Story Coca-Cola McCann 83.42

5 Romance Skittles Adam&EveDDB 83.21

6 Pee Wee Buick Engage M1 82.95

7 False Cabinet King's Hawaiian Levit Agency 82.89

8 Shirt Stain Tide Saatchi & Saatchi 82.61

9 Yearbooks Honda CRV RPA 82.30

10 Ruin a Live Super Bowl Ad Snickers BBDO New York 81.97

Visit www.feelmore50.com/superbowl-2017 to watch all top 10 ads

©BrainJuicer® 4

2017 Super Bowl Champion – Kia Niro’s “Hero’s Journey”

FeelMoreSuperBowl

Rank #185.05 Emotion-Into-Action

http://www.feelmore50.com/kia-niro-hero-s-journey

Generated overall positive feelings as it was

funny, ironic and hilarious, earning it the

top spot as the #1 Super Bowl ad of 2017

©BrainJuicer® 5

Kia Niro | Hero’s Journey

SURPRISE

HAPPINESS

NEUTRAL

SADNESS

FEAR

ANGER

DISGUST

CONTEMPT

Emotion-into-Action® Score: 85.05

‘Hysterical’ irony drives positive response to Kia Niro’s “Hero’s Journey”

Was a funny commercial, could have been better though

I loved it, it was so funny. I love her so much. And The song!

That was really funny, I loved it

Melissa makes everything great. Amazing!!!

Best commercialFunny

16

68

15

2.331

It was funny seeing her ironically get hit around like that

I loved it, it was so funny. I love her so much

That was great ad for an eco car

http://www.feelmore50.com/kia-niro-hero-s-journey

©BrainJuicer® 6

Visit www.feelmore50.com/superbowl-2017 to see the top 10 ads

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Webinar: February 6 and 7, 2017Is 2017 a year Super Bowl advertisers should celebrate?

©BrainJuicer® 8

Pundits agree that in 2017 advertisers ‘found their footing’

©BrainJuicer® 9

Advertisers at least caught up with viewers, creating two 4-Star ads in real time

Hyundai, “A Better Super Bowl”https://www.youtube.com/watch?

v=oUWcDOKJfoM

Snickers, “Ruin a Live Super Bowl Ad”http://www.feelmore50.com/snickers-ruin-a-

live-super-bowl-ad

Hyundai and Snickers had live spots, so they created, edited and aired live ads in real time during the game.

©BrainJuicer® 10

Top 2017 performers will enter the Super Bowl Ad Hall of Fame

Bra

inJu

icer

Ad

Testi

ng E

ffici

ency

Sp

end

driv

es sh

are

gain

Spen

d in

suffi

cien

t to

hold

shar

e

Spend maintains share*

68 73 78 82

E m o ti o n - i n t o - A c ti o n ™ S c o r e

“Blockbuster”

Doritos ‘Dogs’ 90.90Hyundai ‘First Date’ 87.12Honda Ridgeline ‘A New Truck to Love’ 86.65Budweiser ‘Puppy Love’ 86.38Kia Hero's ‘Journey’ 85.05

NFL ‘Baby Legends’ 83.98McDonald's ‘Pay w/ Lovin‘’ 83.92Mr. Clean ‘Cleaner of Your Dreams’ 83.83Doritos ‘Cowboy Kid’ 83.38Budweiser ‘Hero's Welcome’ 83.31Dodge ‘Wisdom’ 82.42

“Must See” Budweiser ‘Lost Dog’ 81.94

2017

2016

2015

2014

+0%points

Predicted share gain [assuming a 10% extra share of voice]

+0.5%points

+1%points

+2%points

+3%points

NO GROWTH without huge ESOV

28%

Modest growth with high ESOV

33%

Good growthwith high ESOV

26%

Strong growthwith high ESOV

9%

EXCEPTIONAL GROWTH with high ESOV

4%

Kia “Hero’s Journey”, NFL “Baby Legends” and Mr. Clean “Cleaner of Your Dreams” made it in the Super Bowl Hall of Fame which consists of the best of all the Super Bowl ads BrainJuicer has tested from the past 4

Super Bowls

©BrainJuicer® 11

Majority of 2017 Super Bowl advertising exceeds commercial benchmarks

Bra

inJu

icer

Ad

Testi

ng E

ffici

ency

Sp

end

driv

es sh

are

gain

Spen

d in

suffi

cien

t to

hold

shar

e

Spend maintains share*

68 73 78 82

All

Ads

Glo

bal N

orm

E m o ti o n - i n t o - A c ti o n ™ S c o r e

NO GROWTH without huge ESOV

28%

Modest growth with high ESOV

33%

Good growthwith high ESOV

26%

Strong growthwith high ESOV

9%

EXCEPTIONAL GROWTH with high ESOV

4%

+0%points

Predicted share gain [assuming a 10% extra share of voice]

+0.5%points

+1%points

+2%points

+3%points

Super Bowl 2017 had nine 5-Star spots. 5-Star ads are capable of delivering exceptional

growth and the largest business effects. Among all the ads that BrainJuicer tests commercially, only 4% of all the ads tested achieve a 5-Star rating. More than 10% of the Super Bowl ads

achieved 5-Star ratings in 2017. Super Bowl ads are typically more effective at delivering

business results than the average ad on TV the other 364 days of the year.

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Webinar: February 6 and 7, 2017Why do we see such strong performance in Super Bowl?

logical persuasivemarketing argument

has hadits day!

14©BrainJuicer®

BrainJuicer focuses on how people feel, not how people think to predict brand growth

Emotional response is extremely important in the advertising world, just like in the sports world as pictured below, Patriots fans vs Falcon fans

15system1agency.com

Fame

Feeling Fluency

how readily a brand comes to mind predicts market

share

how people feel about a brand

predicts future market share

distinct assets used to recognize a

brand act as a toolkit to build market

share

3 things that contribute to brand growth

16©BrainJuicer®

Validated across 150+ brands worldwide

Average correlation across the full set of 14 categories globally (151 brands) is +0.85

10 20 30 40 50 60 70 80 90 1000

10

20

30

40

50

60

70

80

90

100

Correlation = +0.85

In-market performance

Fam

e, F

eein

g &

Flu

ency

Sta

r Per

centi

le

5

4

3

2

1

There is a strong correlation with

predicting market

performance for brands using our methodology of Fame, Feeling &

Fluency.

Profitable Growth – GUARANTEED!

FAME

©BrainJuicer® 19

FAME: 84 Lumber ‘Journey’

FeelMoreSuperBowl

Rank #7859.75 Emotion-Into-Action

https://www.youtube.com/watch?v=J0Uk6ctu7nI

It was a good fame strategy since it brought people to their website, but there were

polarizing reactions to it. This was a 1-Star ad because it

generated sadness and neutrality. Neutrality is the worst emotion – if people feel nothing,

they’ll do nothing.

©BrainJuicer® 20

FAME: Audi ‘Daughter’

FeelMoreSuperBowl

Rank #2079.22 Emotion-Into-Action

https://www.youtube.com/watch?v=G6u10YPk_34

The more famous brand Audi maintained its Fame with a strong,

positive, emotional story promoting gender equality. This ad spoke to

everyone across the US, generated happiness and surprise, and it was

inspiring to many. It sent a great message without actually saying

much, but had a beautiful narrative and a powerful story, earning it a 4-

Star rating.

FEELING

©BrainJuicer® 22

Wonderful Pistachios | Ernie Gets Physical

SURPRISE

HAPPINESS

NEUTRAL

SADNESS

FEAR

ANGER

DISGUST

CONTEMPT

Emotion-into-Action® Score: 80.57

FEELING: Type of Happiness – Joy Over Others Misfortunes

15

65

16

2.084

I just had no strong feelings about it

The elephant is cute and funny and I love pistachios

I love elephants, and the whole thing was cute

Elephant on the treadmill and then falling

It caught my attention

Talking elephantAn elephant on a treadmill is unexpected and it unexpectedly fell down

Not a fan of John Cena

I thought it was a very funny ad

The elephant was funny

When the elephant falls of the treadmill and says ‘that one is broken’

Not too good, but not too interested

https://www.youtube.com/watch?v=AeJz7q3EozE

Schadenfreude, or joy over other’s misfortune, is the riskiest type of

happiness but it delivers the strongest effect. There was immense response from people that were feeling happy

as they thought it was a very funny ad, resulting in a large amount of

emotional response.

©BrainJuicer® 23

Snickers | Ruin a Live Super Bowl Ad

SURPRISE

HAPPINESS

NEUTRAL

SADNESS

FEAR

ANGER

DISGUST

CONTEMPT

Emotion-into-Action® Score: 81.97

FEELING: Type of Happiness – Amusement

21

60

16

112.13

Kinda stupid

That was cute

Best one yet!

It was hilarious, I'm still laughing

Pretty funny ending. very creative

Super funny, I loved it

Sooo funny!

Loved the setting and effects, and it fits with Snickers

That was lame, a town destroying over a candy bar?

Wow, Snickers is quick

http://www.feelmore50.com/snickers-ruin-a-live-super-bowl-ad

Snickers played on amusement, another effective type of happiness

that drives large business results. The surprise factor plays to its

advantage too. It had a quick, funny ending that was very creative.

Snickers is seen as being innovative in their technique of Super Bowl ads

even though it does not have innovative techniques around the

product itself.

©BrainJuicer® 24

Hyundai | Soldiers Live Cut

SURPRISE

HAPPINESS

NEUTRAL

SADNESS

FEAR

ANGER

DISGUST

CONTEMPT

Emotion-into-Action® Score: 78.34

FEELING: Type of Happiness – Uplifted

13

61

13

9211

2.332

It's emotionally taxing, but in a good way

Have no strong feelings about the Super Bowl

This was heartwarming. God bless America

I loved the emotions when they see their loved ones

So heartwarming. Inspiring

Tears to my eyes this was wonderful for them to do for the military

This was heartwarming. God bless America. really touching

Uplifting

It was a great to see them get to see their loved ones. Quite moving

https://www.youtube.com/watch?v=oUWcDOKJfoM

Hyundai mastered uplifting happiness

that generated genuine heartwarming feelings – a live ad that

was really well done that resulted in very

little neutrality.

FLUENCY

26©BrainJuicer®

FLUENCY: Plenty of distinctive assets on display during Super Bowl LIDistinctive assets allow people to know an ad is for a brand without actually having to tell them it was for a brand

Audi NFL Skittles

Mr. Clean Budweiser Bud Light

27©BrainJuicer®

Title Slides (Different Options)

World’s Top 50 Ads coming Tuesday, February 28thVisit www.FeelMore50.com

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Webinar: February 6 and 7, 2017Thank you! Any Questions? requests@brainjuicer.comhttp://www.feelmore50.com/superbowl-2017

Alex Hunt – BrainJuicerPresident

Brent Snider – BrainJuicerPresident, North America

Julio Franco – ZappiStoreEVP, Americas