Neuroscience explains why Evian’s dancing babies didn’t boost sales | Mumbrella360 video
Memory is a key player when it comes to ad effectiveness, but despite producing memorable ads, some brands are failing to appeal to their customers’ all-important long-term memory banks.
In this session from June’s Mumbrella360 conference, Professor Emeritus Richard Silberstein, chairman of Neuro-Insight reveals how memory can have a massive impact on your ad’s effectiveness.
“Some of the unconscious or implicit memories are just as powerful, if not actually more powerful than some of the conscious memories,” he says.
Silberstein gives Evian’s dancing baby ad as an example of advertising that, while memorable, failed to ingrain its brand into its potential customers’ memories. Unexpectedly, the popular ad caused sales to fall.
