3BrainMarketing

If you’re not into soccer you’re probably as excited about the World Cup as nudists are about winter… however, you just have to appreciate what Nike did for their “Write the Future” commercial. This to me, is another great example of neuromarketing. Three full minutes of soccer superstars, superb football (yes football!), individual potential and globs and globs of oozing neuromarketing!

Quite probably the best football (yes football!) ad I’ve seen. After you’ve been blown away the first time, watch a second time from your perspective as a marketer and see how many lessons you can take away. Watch as your senses and emotions go into overdrive. Watch as they make you:

• FEEL the anticipation as you’re expecting the goal to be scored then it’s saved at the      last instant. As well as FEELING the joy and disappointment.
• EXPERIENCE the passion of national pride as each country celebrates and how they      celebrate based on that culture.
• ENGAGE you, showcasing the place football (yes football!) has in different cultures.
• HEAR the music influenced by different cultures and perfectly synced to the mood at      each moment.
• Make YOU part of it by showing how a single moment of human will can lift a      nation. How you can write your history if you decide to Write the Future.

3 Keys Opens the Door to a Purchase

Remember, the 3 things that are key to consumer response (and in turn, purchase intent): 1.) Attention 2.) Emotional Engagement 3.) Memory – (as noted by NeuroFocus). I’ve watched the video 10 million times (or so I thought until I realized I couldn’t count to 10 million) – and I think Nike definitely opened a few doors.

I’d be intrigued to see what the results of a neuromarketing study on this ad would be. Particulary whether there might be any activation of the nucleus accumbens (the reward/pleasure/addiction center in the brain [highlighted in the subliminal advertising post]) when for example a ‘goal’ was anticipated but wasn’t scored and what the measured differences would be between an ‘average’ viewer and a viewer from one of the countries highlighted.

Apart from the “Soccer is not football” (although we clearly demonstrated that it is by mentioning and reinforcing it 4 times) comments, I’d love to know what you thought, especially so if you’re a football (yes…) fan and from one of the countries highlighted.

…And Now, the Greatest Football (Yes Football!) Ad Ever!

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This article was written by Marc Narine.
Marc works with companies to elevate marketing performance and profitability by going beyond the feature/benefit approach to instead assessing the consumer’s emotional and cultural imprints and subconscious attachments to a product. He is the primary author at 3Brain Marketing.