Neuronal and sensory research in advertising is becoming increasingly sophisticated. Do emotions influence you to buy something? Are products more likely to sell if they are promoted by attractive people? Can a scent persuade you to buy something? Nothing is random anymore.

The techniques used to discover what attracts the consumer are becoming more and more advanced, even if they appeal to the most primitive instincts.

By utilizing neuro, you will be able to avoid investments that may destroy your budget and instead achieve maximum impact for all of your future campaigns. After all, it is our brains that decide whether or not to purchase something. But how does this help when applied in the real world? How can neuromarketing assist?

We compiled some case studies so you know what we mean.

The Pepsi Challenge

The 'Pepsi Challenge' is a well-known example of using neuromarketing to understand consumer purchasing decisions. It’s an ongoing marketing promotion run by PepsiCo since 1975. When consumers compete in a blind taste test between Coca-Cola and Pepsi, Pepsi always wins. To figure out why this wasn't translating into sales, neuroscientist Read Montague conducted an MRI study. When he told the participants which were which, their preferences shifted in favor of Coca-Cola. Coke was also found to increase activity in the prefrontal cortex (a part of the frontal lobe involved in higher thinking) and the hippocampus (assists in thinking).

Frito-Lay

Frito-Lay, a subsidiary of PepsiCo, is another large corporation that employs neuromarketing. When developing their advertisements, products, and packaging, this company considered the findings of neuromarketing studies. They discovered that using matte beige bags of crisps with potatoes and other healthy ingredients on the packaging did not stimulate activity in the anterior cingulate cortex (the area of the brain associated with guilt).

Frito-Lay quickly discontinued production of the shiny packaging in favor of this version based on these findings. Frito-Lay brain-tested a commercial that was rejected by traditional focus groups. The Cheetos commercial depicted a woman exacting vengeance on someone in a Laundromat by tossing the orange snack food into a dryer full of white clothes. Participants said they didn't like the prank, probably because they didn't want to appear mean-spirited to the other focus group participants. However, EEG tests performed by NeuroFocus revealed brain activity that suggested women liked the ad.

Launch of Febreze

Another particularly impressive example is the launch of Febreze. Drake Stimson, brand manager of Febreze, was frustrated and exhausted. They gave one final try to save their jobs and the brand. They began to visit households with the hope that they might find a clue about how to do this. One day, they visited a woman’s house who made the team surprised by saying that she uses Febreze each day. "You do?" They asked. "Yes, I use a couple of sprays after being done in a room. It’s nice, you know! "the lady replied. The interview impacted Drake and also the team. They collected many videotapes of individuals cleaning their houses and noticed that after finishing their cleanup in an exceedingly large room, a feeling of relief was similar in everyone. "What if we make Febreze a product giving completion after cleaning?" a researcher said... Drake and therefore the team redesigned the merchandise placement. New commercials were aired and also the tagline was rewritten from "Getting bad smells out of fabrics" to "Cleans life’s smells". The once odor-removing spray was advertised as an air freshener that would offer you a final touch after the cleanup. Febreze was relaunched in 1998. After two months of the launch, sales doubled and therefore the company’s revenue skyrocketed. Stimson’s team finally got their bonuses and Stimson got his promotion.

Paypal-Urgency and speed

You're probably already aware of the importance of creating urgency in order to persuade customers to buy your product. When there are a limited number of items available or they are only available for a limited time, people are afraid of missing out and decide to purchase the product. However, there is another application for speed and urgency.

While some companies focus on security, PayPal decided to take a different approach, focusing on efficiency and speed. The company conducted research and discovered that convenience activated the brain more than security. They began advertising the speed of their payment system rather than any other quality, logically.

Volkswagen

As a result, it is clear that there is some trust in these techniques, as they play a role in key decisions. This is further supported by the accuracy with which these decisions' outcomes can be predicted. During the 2011 Super Bowl, for example, Volkswagen's ad for the VW Passat featured a young boy dressed as Darth Vader attempting to use "the force" on the car. Adweek named this commercial the "best commercial" of 2011. It has received over 100 million views.

When the "The Force" commercial was tested prior to release, it lit up neurons in the brain. This denotes participation, and it's easy to see why: The commercial combines nostalgia (everyone loves or knows Star Wars) with empathy (parental love) and humor (the reaction from Darth himself). By combining three distinct emotions, the brain engages with the stimuli, resulting in a positive response. At least, this is what researchers observed before the commercial aired. It was a foregone conclusion that it would be a smashing success.

Cheetos

There are no secrets, just hidden truths that lie beneath the surface.

To understand what this means, consider the case of Cheetos, which conducted a survey for one of their advertising campaigns and used EEG to evaluate consumer responses.

The advertisement shown to participants depicted a woman pulling a prank on a friend by stuffing an orange Cheetos load into a white load of her laundry. The ad was disliked by the focus groups. The EEG experiment with the same people, however, revealed that they did.

People withheld their opinions on whether or not they found the ad humorous for fear of being mocked by others. Neuromarketing has the potential to reveal hidden preferences and responses that we are unaware of.

Hyundai-Prototype testing

Prototype testing is another excellent point from the list of neuromarketing examples. While advertising is important in influencing how consumers perceive your product, its design is also important. This is when prototypes come in handy.

Hyundai conducted a well-known survey to test the company's car prototypes. The case employed EEG to assess brain activity in response to various design elements. As a result, Hyundai decided to completely redesign the interior of their vehicles.

Such experiments can aid in determining which brain stimulation is most likely to result in a person purchasing your product. It may sound like something out of a science fiction novel, but it is now our reality.

Reward and Punishment-Players

This may appear to be one of the harshest neuromarketing examples. However, it is not as bad as it appears at first glance. This tactic has been used by game design firms and game developers for a long time, and you were probably unaware of it.

Nowadays, games usually have a reward and a punishment for the various actions that the players take. By increasing the reward, you can also raise the level of dopamine in the players' brains. As a result, you'll keep them coming back. This technique is applicable to other products as well, so it is not limited to the gaming industry.

These strategies are just the tip of the iceberg when it comes to applying neuroscience to marketing. It may be science, but that doesn't mean it's impenetrable. As with any type of marketing, it's important to test your strategy and measure the important results before comparing them to the science behind the marketing campaign in order to focus your message and reach your target customers.

If you want to know more, contact us, we are here to help.

Cover: Viktoria Karnauhova