Mihkel Jaatma, Realeyes’ CEO
The results are based on facial recognition technology which measured people’s reactions as they watched the ads:
- Buster
scored better than 95% of the 5,700 ads ever tested by Realeyes in terms
of emotional engagement, which is a combined measure of how the ad scores
on attraction, retention, engagement and impact
- Furthermore,
it scored in the highest 1% of ads ever tested among women under 30
- It’s
the most compelling of the last six John Lewis ads (see chart below), the
next best being 2011’s “The Long Wait” which scored better than 89% of ads
ever measured.
- The scene of Buster on the trampoline is the most engaging scene ever tested for a John Lewis ad
“Initial industry opinion seems to
be that Buster isn’t a ‘rockstar’ edition from John Lewis but consumer’s
emotional reaction says otherwise – it’s more engaging than their previous five
offerings,” says Mihkel Jaatma, Realeyes’ CEO. “Its
success is very much driven by happiness, a significant departure from last
year’s melancholic Man on the Moon which even John Lewis admitted may have been
too sad.”
Emotion measurement firm Realeyes measured the reactions of 1,700 people across
49 key facial points as they watched the ads via their webcam. The respondents
were sourced by audience platform Lucid.
