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System1’s Analysis Shows Michelob Scores Most Effective Super Bowl Ad

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Dunkin‘, Reese’s & Hellmann’s register the highest short-term sales potential in System1 analysis of consumer emotional reactions. 

NEW YORK, Feb. 12, 2024 /PRNewswire/ — The Chiefs won the Super Bowl on the field, while Michelob won the ad game for long term brand building potential. Dunkin‘, Hellmann’s and Reese’s led in short-term sales potential. System1, The Creative Effectiveness Platform, tested this year’s Super Bowl ads with more than 10,000 Americans to determine how well they triggered emotional reactions proven to drive long-term brand effectiveness and short-term sales potential. 

By registering consumers’ emotional responses second-by-second throughout an ad, System1’s Test Your Ad scores long-term brand building (1.0 – 5.9 Stars) and short-term sales potential (Spike Rating based on emotional intensity and strength of branding). 

Key findings overall:

This year’s ads averaged 2.7-Stars, down from 2023’s 2.9-Star average but above the 2.3-Star average for all US ads. Brand characters outscored celebrities. Ads with familiar characters like M&M’s spokescandies and the E-Trade baby averaged 3.1 Stars, while 39 celebrity ads averaged 2.6 Stars. Top brand building ads took diverse approaches to creative effectiveness. The 2024 advertising MVP is soccer superstar Lionel Messi, whose beach football skills gave Michelob’s winning ad a summery vibe which resonated with the audience. Close behind in 2nd place was Reese’s riotous slapstick ad, which showed you don’t have to use celebrities to make an impact. And in 3rd place, Hellmann’s “Mayo Cat” parodied instant stardom while making a serious point about food waste. The highest-ranking debut advertiser was chocolate brand Lindt, whose chilled-out ad featured a Perry Como soundtrack and their familiar Master Chocolatier character. Pfizer also scored well for a debutant with a Queen-soundtracked ad celebrating 175 years of medical achievement. 

Top 11 ads for brand effectiveness:

Michelob ULTRA, “Superior Beach” – 4.8-StarsReese’s, “Yes!” – 4.7-Stars Hellmann’s, “Mayo Cat” – 4.5-StarsT-Mobile, “That T-Mobile Home Internet Feeling” – 4.5-StarsLindt, “Life is a Ball” – 4.4-Stars NFL, “Inspiring Young Athletes Everywhere” – 4.3-Stars Budweiser. “Old School Delivery” – 4.2-Stars OREO, “It All Starts with a Twist” – 4.1-Stars Skechers, “Mr. T in Skechers” – 3.9-Stars M&M’s, “The M&M’S Almost Champions Ring of Comfort” – 3.9-Stars Pfizer, “Here’s to Science” – 3.8-Stars 

Top 11 ads for short-term sales potential:

This year’s leaders are exceptional performers, far above the average (1.07 Spike) for all US ads. 

Dunkin‘, 1.63 SpikeHellmann’s, 1.62 SpikeReese’s, 1.57 SpikeOreo, 1.54 SpikeState Farm, 1.52 SpikePopeyes, 1.47 SpikeT-Mobile, 1.46 SpikeNFL, 1.45 Spike Michelob ULTRA, 1.44 SpikeBooking.com, 1.44 SpikeBudweiser, 1.42 Spike

Top-scoring ads followed five creative effectiveness keys that System1 has documented in testing more than 100,000 ads:

Tell stories. Strong narratives are a big effectiveness driver, and ads from Hellmann’s, the NFL and Budweiser used their time to tell funny, inspiring or dramatic tales. Keep it simple. Many ads tried to cram multiple mini-scenes and rapid edits into their 30 seconds of fame, but winning ads like Michelob, T-Mobile and Skechers focused on one idea executed brilliantly. Go for laughs. Humor continues to play a big role in the ads. Reese’s and Skechers brought slapstick energy to their ads, and Pfizer livened up an inspirational story with amusing visuals. Use celebrities well. Celebrities are everywhere on game night, but the best ads let their stars do things only they can, from Messi’s fantastic footwork for Michelob to Mr. T acting like himself for Skechers. Leverage fluent devices. Familiarity breeds contentment for audiences who like seeing brand-owned characters they recognize. The Budweiser Clydesdales and M&M’s Spokescandies are big game regulars and once again scored for their brands. 

“These ads are a huge investment for a brand, and if you get it right they’re well worth it. It’s no surprise brands are trying to fit as much into their airtime as possible with loads of celebrities and blink-and-you’ll-miss-it scenes,” said Jon Evans, Chief Customer Officer, System1. “But these results show that the winning brands on game night take a more focused approach. They execute simple ideas brilliantly, tell great stories, use celebrities and brand assets wisely and never forget to entertain.” 

For more information, visit https://system1group.com/test-your-ad.

About System1:

System1 is the Creative Effectiveness Platform that the world’s leading brands make confident creative decisions with that lead to transformational business results.

Our Test Your Ad (TYA) and Test Your Idea (TYI) solutions quickly predict the short- and long-term commercial potential of ads and ideas. Complementing TYA and TYI is Test Your Brand (TYB), which measures the impact of ads and ideas on brand health.

System1’s TYA Premium database of over 100,000 ads allows brands to compare their ads against competitors, and our expert guidance helps clients improve the effectiveness of ads and ideas.

System1 has operations in the UK, USA, Brazil, France, Switzerland, Germany, The Netherlands, Singapore, and Australia. For more information, visit system1group.com or follow us @System1 on LinkedIn.

Contact:
Fred Pfaff
fred@fredpfaffinc.com

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The AI solutions for Indonesian businesses received international recognition through the lens of NVIDIA

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AI solutions developed by FPT Smart Cloud receive high praise from the tech giant NVIDIA for elevating customer experience and empowering workforce competency.

HANOI, Vietnam, Oct. 18, 2024 /PRNewswire/ — In April 2024, NVIDIA and FPT Corporation established a strategic partnership, aiming for global AI and Cloud development. After 6 months, the AI solutions of FPT Smart Cloud – a subsidiary of FPT Corporation, have joined the world’s 52 outstanding success stories promoted by NVIDIA. FPT Smart Cloud officially entered the Indonesian technology market in 2023 to provide businesses with advanced AI solutions based on the natural language model for Indonesian.

Fostering intelligent call center operations 

In the digital era, AI virtual assistants are integrated into the contact center to automate simple to sophisticated tasks.

As indicated by NVIDIA, FPT Smart Cloud has taken seamless communication to new heights through the development of FPT AI Engage – the virtual agent for call center. The virtual agent can interact naturally and automate inbound calls, outbound calls, and voice-based call transfer (IVR). Operating on NVIDIA’s most advanced infrastructure, the AI vendor has been able to accelerate the speech synthesis model by 4 times and increase virtual agent efficiency.

With excellent AI capabilities, FPT Smart Cloud has been trusted by many banking and financial institutions, namely Home Credit Vietnam. The consumer finance company has adopted FPT AI Egnage since 2019. Within the first year of operations, the virtual assistant could automatically handle up to 12 million calls per month, allowing Home Credit to save 50% in operating expenses and achieve a success call rate of 98%.

Building the AI-powered workforce of the future 

FPT Smart Cloud developed FPT AI Mentor – the solution to automate and personalize employee training using NVIDIA A100 and H100 GPUs. FPT AI Mentor is built on the large language model (LLM) powered by NVIDIA DGX H100 and supported by NVIDIA NGC and PyTorch to generate and customize learning content from the business knowledge base.

Long Chau, a pharmaceutical chain with more than 1,700 stores, has successfully implemented FPT AI Mentor in its daily training for pharmacists, increasing employee knowledge quality by up to 55% while reducing 30% of resources compared to the traditional training approach.

NVIDIA remarked on the excellent efforts of FPT Smart Cloud in transforming traditional call center operations and business training processes with the power of AI. In the last three years, FPT Smart Cloud placed the focal point on R&D activities for Indonesian and Japanese natural language processing technologies. The year 2023 marked another crucial milestone for FPT Smart Cloud with the bilateral collaboration with Home Credit Indonesia, indicating the first made-in-Vietnam AI solution to successfully reach and win over large enterprises in the global landscape. In 2024, the vendor aims to further conquer international markets, including Indonesia and Japan.

Read about the AI solutions from FPT Smart Cloud featured by NVIDIA here: https://www.nvidia.com/en-us/case-studies/fpt-smart-cloud-levels-up-customer-service-operations/

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Deakin University Celebrates 30 Years of Impact in India at the Landmark GIFT City Campus with Major Announcements for Future Growth and Engagement in Gujarat

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GANDHINAGAR, India, Oct. 18, 2024 /PRNewswire/ — Deakin University, ranked in the top 1% of global universities, proudly celebrates 30 years of transformative engagement in India with the strategic approach of of ‘In India, with India, for India.’ This milestone year began with the historic inauguration of Deakin’s GIFT City Campus—the first international university branch campus in India. The initial cohort of students commenced classes in July and is now thriving in the dynamic environment of Gujarat International FT City, India’s global hub for business and technology.

As a pioneer in building impactful collaborations and advancing academic excellence, Deakin’s engagement aligns closely with the objectives of India’s National Education Policy (NEP) 2020 – especially around developing a job-ready workforce for the ever-evolving workplace of the future. Looking ahead, Deakin aims to strengthen its strategic presence in Gujarat, driving regional development through strategic interventions with stakeholders across government, industry and academia.

The Honourable Cabinet Minister for Tribal Development and Primary, Secondary and Adult Education, Government of Gujarat, Dr Shri Kuberbhai Mansukhbhai Dindor inaugurated Deakin University’s 30 Years of Impact in India celebrations in Gujarat on 17th October, 2024, at an international conclave titled ‘Building an Innovative Ecosystem – GIFT City,’ hosted by Deakin in partnership with Deloitte at Gujarat International Finance Tec-City, Gandhinagar.

Expressing his deep appreciation for the efforts of Deakin University, the Hon. Cabinet Minister said, “Today, we also mark a very special occasion for Deakin University. I would like to congratulate Deakin on celebrating 30 years of engagement in India, and I am especially delighted that Gujarat has become a significant part of these celebrations. I extend my heartfelt congratulations to Vice-Chancellor Prof. Ian Martin and Ms. Ravneet Pawha, Vice-President of Deakin University and CEO, South Asia, for their outstanding leadership. The opportunities they are creating for students, particularly here in Gujarat, will play a vital role in shaping our future workforce and leaders.

Deakin University itself is a global powerhouse in higher education, consistently ranked among the top 1% of universities worldwide. It is known for its innovation in digital learning and its strong focus on employability, ensuring that its graduates are industry ready. As the first international university to set up a campus in India with the launch of its GIFT City campus in 2024, Deakin continues to make meaningful contributions to India’s education and research landscape.”

The conclave provided a platform for senior government officials, industry leaders, and academic experts to deliberate on a roadmap for next-generation industry-academia convergence, driving India’s transformation. Other esteemed attendees included Paul Murphy, Consul-General, Australian Consulate-General (Mumbai); Shri K Rajaraman, Chairperson, IFSCA; and Shri Tapan Ray, Managing Director & Group CEO of GIFT City, alongside senior leaders from industry, academia, media, and the Deakin team.

Deputy Vice-Chancellor, Deakin University, Dr David Halliwell, shared his sentiments and expressed, “I am immensely proud of Deakin University’s 30-year engagement in India, which has been held up as an example for other international education providers.

The new Deakin University GIFT City campus will deepen our relationship with India and its people, bringing world-class education to those who need it, helping students realise the best future for themselves and their communities, and bolstering our engagement with one of the world’s fastest-growing economies.”

“We look forward to working with India to continue to shape a future of shared progress through education.”

As part of the event, significant Memorandums of Understanding (MoUs) were exchanged in the presence of the Chief Minister, signalling a strengthened commitment to fostering regional advancement through impactful partnerships. These MoUs will deepen Deakin’s strategic engagement in Gujarat, aligning the university’s expertise with the state’s education, sports, and disaster resilience development priorities.

Deakin’s Deputy Vice-Chancellor announced several new initiatives to support India’s capacity-building efforts, research excellence, and international education; alongside extending the bilateral collaboration efforts to take on emergent global challenges:

A commitment of AUD 1 million by Deakin University for strategic Impact Projects focusing on Higher Education, Sports, and Disaster Management in India.Disaster Resilience Management partnerships with the National Institute of Disaster Management (NIDM), and Humanitarian Aid International (HAI) to support India’s disaster resilience framework.Sports Impact Projects:To foster collaborative development across four key areas; digitalisation in the sport industry, enhancing participation, performance, and leadership for Women, developing the Indian sport science workforce and future of sport administration.Sport impact project with the Government of Gujarat.Sport impact project with Dravid Padukone Centre for Sports Excellence and Go Sport Foundation.Sport Impact project with premier IPL Teams Rajasthan Royals and Gujarat Titans.Education Impact Projects:Partnership with the National Institute of Educational Planning Administration (NIEPA).Partnership with the Department of Education, Government of Gujarat, focusing on teacher training initiatives through a pilot program for skilling 100 middle-year teachersExpanding Skilling Initiative in India: In collaboration with NSDC, Deakin’s program has already impacted 2,500 learners, with a vision to transform 15 million lives through skilling initiatives.Research Advancements: Over AUD 14 million in research scholarships and 50 research fellowships allocated to key academic partners across India, in addition to 30 research fellowships awarded to students from the IIT Madras Research Academy.GIFT City Campus Growth: Deakin aims to expand its inaugural cohort to 500 students in the coming years along with executive development programs and short courses in partnership with IFSCA for holistic advancement of the regional landscape.Anjani Mashelkar Foundation Award: In partnership with the Anjani Mashelkar Foundation to award of INR 1 lakh for research aimed at promoting innovative solutions for the inclusion of marginalized communities and fostering societal advancement.

The celebrations in Gujarat concluded with a prestigious celebration at the Deakin University GIFT City Campus, led by Mr. Paul Murphy, Consul-General of the Australian Consulate-General, Mumbai, and Shri K Rajaraman, Chairperson, IFSCA bringing together key stakeholders from government, academia, and industry in Gujarat, along with senior media personnel and the Deakin team. The event was a fitting tribute to Deakin’s enduring legacy, with students from the inaugural batch of the GIFT City Campus adding vibrance through a series of cultural performances.

Expressing her thoughts on the occasion, Ms. Ravneet Pawha, Vice President (Global Engagement) and CEO (South Asia), Deakin University, said, “Deakin University’s 30-year journey with India stands as a testament to the pivotal role we’ve played in strengthening the AustraliaIndia partnership. Over the decades, Deakin has led the charge in building transformative collaborations, and setting new benchmarks in international education, research, and industry engagement. We’ve reimagined and revolutionised educational models to bring global opportunities to India.

Our GIFT City Campus is a reflection of Deakin’s deep commitment and strategic interventions with stakeholders to enhance India’s potential as a global knowledge powerhouse. It embodies the trust and synergy we’ve built with our partners, enabling us to successfully deliver a world-class, industry-focused education right here in India. We take immense pride in empowering Indian students with the skills and knowledge they need to excel in a rapidly globalising economy.”

As Deakin celebrated this legacy at the GIFT City Campus, it reaffirmed its commitment to unlocking the vast potential of knowledge partnerships to contribute to India’s comprehensive progress and its rise as a global leader, driving regional advancement and shaping the future.

To learn more about the Deakin University GIFT City Campus please visit https://www.deakin.edu.au/gift-city-campus-india

About Deakin University:

Established in 1974, Deakin University successfully combines excellence in teaching, research, and effective partnerships with industry and government to deliver high-quality courses and undertake research that makes a difference to the domestic and international communities it serves.

Deakin’s South Asia operations commenced in 1994 in New Delhi, India, making it one of the first overseas education providers to set up operations in this region. In India, Deakin engages with the government, industry, and academia to share its vibrant education and research culture. This year marks Deakin’s 30 years of ‘Impact in India‘, a celebration in tandem with Deakin’s pioneering establishment of India’s first international university branch campus. 

For more information on Deakin University, please visit https://www.deakin.edu.au/

Logo: https://mma.prnewswire.com/media/2534322/30Years_DEAKIN.jpg

 

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TOKYO SKYTREE and TV Anime “Jujutsu Kaisen” Holding 1st Collaborative Event — “Jujutsu Kaisen in TOKYO SKYTREE”

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TOKYO, Oct. 18, 2024 /PRNewswire/ — TOBU TOWER SKYTREE Co., Ltd., the operator of TOKYO SKYTREE, is holding “Jujutsu Kaisen in TOKYO SKYTREE,” the first collaborative event between the tower and TV anime “Jujutsu Kaisen.” The event kicked off on Wednesday, September 25, and will last until Sunday, December 22, 2024.

Special website of “Jujutsu Kaisen in TOKYO SKYTREE”
https://www.tokyo-skytree.jp/en/event/special/jujutsukairou/ 

Image: https://cdn.kyodonewsprwire.jp/prwfile/release/M108036/202410097799/_prw_PI1fl_jZMP9y0N.png 

The 450-meter-high Tembo Galleria has an exhibition that allows visitors to look back on the TV anime “Jujutsu Kaisen,” as well as photo spots where visitors can take snapshots with the characters. Limited-edition items only available at the event and a special cafe menu, featuring the event’s key visuals and “chibi-chara” (super-deformed characters), are offered on this floor.

Moreover, videos from the anime are shown at the SKYTREE ROUND THEATER on the 350-meter-high Tembo Deck, where windows are used as a giant screen. In addition to the four types of “Jujutsu Kaisen”-themed special lighting, special admission tickets with a novelty card are available.

TOBU TOWER SKYTREE has expressed hope that tourists from around the world to Japan visit TOKYO SKYTREE for this event.

About TOKYO SKYTREE

The 634-meter-high TOKYO SKYTREE is the world’s tallest free-standing broadcasting tower. It has two observation decks, the Tembo Deck, 350 meters high, and the Tembo Galleria, 450 meters high, commanding a spectacular panoramic view of Tokyo. At night, TOKYO SKYTREE is colorfully lit up in three lighting styles — “Iki,” characterized by a pale blue, “Miyabi,” featuring Edo purple, and the “Nobori” auspicious tangerine hue. Special lighting can be seen during seasonal and other events.

Official website: https://www.tokyo-skytree.jp/en/ 

Social Media Accounts:
Official Instagram: https://www.instagram.com/tokyoskytree_global/
Official X: https://twitter.com/skytreeofficial
Official Facebook: https://www.facebook.com/TOKYOSKYTREE.official/

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SOURCE TOBU TOWER SKYTREE CO., LTD.

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