"A press release landed in my inbox this morning with the boldest claim I've seen in a long time. Cadbury's latest Heroes campaign has apparently achieved the highest ever score for outdoor advertising (5.9 stars) on 's "creative effectiveness platform". Well, I thought, this sounds like big news for the advertising sector. But looking at the ads themselves, something didn't quite feel right about this story. Is this really one of the best print ads of all time?"
"Here's what I've managed to piece together. The methodology As far as I can tell, System1's methodology involves showing people ads and measuring their emotional response. Happy, sad, somewhere in between. These scores gets turned into star ratings between 1 and 5.9, which apparently "predict the short- and long-term commercial potential of ads". And there's the rub. Potential. Not actual growth. Not sales. Not market share. Just potential."
Cadbury's Heroes outdoor billboards rename chocolate bars after pop culture icons in a simple, recognizable visual concept created by VCCP. The campaign received a 5.9-star score on a creative effectiveness platform that measures viewers' emotional responses and converts those responses into star ratings between 1 and 5.9. The platform claims to predict short- and long-term commercial potential from those emotional scores. A high emotional score signals potential commercial impact rather than proven sales, market share, or actual growth. The creative elicits smiles in exposure, while emotional measurement remains distinct from demonstrated commercial performance.
Read at Creative Bloq
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