Hippocampus headlines is an effective way to pique the interest of your audience. If you find this title as a catchy headline – please read more about advantages of neuromarketing for you.

Our brain recognizes a sequence, it predicts what is coming next and compares that prediction to reality. If you are presented with a familiar image or situation or headline, your brain will automatically predict what will happen next. Therefore, to grab your client’s attention on high level, your company’s ad should be based on an unexpected image or headline. Why?

Neuroscience research

The human hippocampus is a centre in the brain involved in prediction and comparison. Researchers at the Wellcome Trust Centre for Neuroimaging at University College London found that the brain’s hippocampus reacts if there is a discrepancy between what is expected and reality. Using a MRI scanner Dr Kumaran and Dr Maguire were able to show how the brain reacts to unexpected changes in a sequence of images.

Branding and effective campaigns

I am sure that you know French Connection, a global retailer and wholesaler of fashion clothing. It is also branded as… FCUK, deliberately similar to the taboo-word… Can you decrypt their slogans eg. “bispecsuality”,”sxe”, “fondle”? Yes, you can ?

After almost 20 years from the beginning of using this hippocampus name/slogans and after all storms engaging the UK’s Advertising Standards Authority and even American Family Association – FCUK came back last year with these ideas after losing millions of pounds. They know the power of neuromarketing!

True love or True Loaf of Neuromarketing

As you can see DM2 Agency’s portfolio, the hippocampus slogans work for the agency’s client.  And because DM2 Agency created this graphic using a child’s image therefore they doubled the attention. It is not only a result of copy strategy analysis: who is a client and who is the customer. Bear in mind that, as neuroscience’s researches prove, the picture of a child increases the attention. Therefore, it is another neuromarketing powerful performance. And it is an interesting theme for a different post ?


About the Author:

DOROTA IWANKIEWICZ, FCIM | Senior Strategic/Marketing Professional | External&Internal Branding Specialist | CIPD & CILEx member Dorota combines 20 years of experience and constant development in the range of influencing people as a senior marketing/strategic professional and a managing director conducting manufacturer's projects. As a senior marketing professional: she accompanies DM2 Agency’s clients to achieve their defined goals, using knowledge and rich resources from neuromarketing, behaviourism, psycholinguistics. Dorota is the author of an educational programme about the art of persuasion, protected by the intellectual property law and implemented by the best Polish universities, and she is a co-leader of business workshops cooperating with the top law’s firm from City London. Her portfolio, gathered for many years, represents examples of effective marketing&PR campaigns eg. VISA, Mastercard, GSK, British America Tobacco, Geberit. She was a leader in European transitional programme (cooperation: Poland and UK) focused on training systems in order to develop employability, improving the labour market according to EU programme Europe 2020 growth and jobs strategy. Dorota is future-focused, inquisitive and open-minded; seeks out evolving and innovative ways to add an irresistible value to the clients/organisations. She consistently leads by example, acts with integrity, impartiality and independence, balancing individual, organisation and legal parameters. EXPERTISE: Leadership and Management | Communications strategy | Negotiations | Neuromarketing | Public Relations | Employer Branding | Employment Law | Psycholinguistics

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