Decode Chanel’s Winter Tale

Technology Used

Predictive AI

Predictive artificial intelligence (AI) refers to the use of machine learning to identify patterns in past events and make predictions about future events

To Measure Attention

Heatmaps

These visualize areas of the image or video that are likely to capture the most attention and areas that may receive less attention using a VIBGYOR color gradient.

Fog maps are visual representations that highlight areas of a visual field or image where viewers experience low clarity or comprehension, indicating regions that may be confusing or unclear.

Fog Maps

It quantifies the level of attention drawn by an image or video, indicating the consensus on its most captivating elements. Images/videos with numerous intriguing components tend to score lower as attention disperses. Conversely, assets with fewer focal points garner higher scores as viewer gazes converge on specific areas.

Focus Score

Saliency Maps

Saliency Maps highlight sections that are likely to be viewed by your audience; this map will only show the areas which are viewed by the users.

Attention Score

It quantifies the overall interest the stimuli has received. It is calculated based on the intensity of heat maps. If there are more intense regions, the attention value will be higher.

To Measure Clarity & Engagement

Clarity Score

It tells you if your customers will easily understand your stuff or not. It helps you see how clear your message or visuals are, so you can make them better for your audience.

Area of Interest

Define specific regions within your content for an even deeper analysis of viewer engagement.

Second by Second Analysis

This offers users deeper insights, elevating research to a new level of advanced data analysis.

Detailed Analysis of the Ad

Overall Score

53.69/100

Highest Focus: The ad reached its peak focus score of 92.79 at the 28-second mark, as the palace gates closed dramatically, accompanied by the bold text "The End," capturing and holding viewers' attention completely.

Lowest Focus: The focus score dropped to its lowest, 16.61, at the 14th second, during the transition of snowflakes into dancers (pictorially). The absence of a clear focal point in this moment likely caused the audience's attention to scatter

Highest Clarity: Clarity reached its peak score of 88 at the 14-second mark, as the scene transitioned seamlessly from snowflakes to dancers, offering viewers the clearest understanding of the commercial’s narrative.

Lowest Clarity: The lowest clarity score of 55 occurred at the 23-second mark, primarily due to the simultaneous start of the voiceover and the logo’s introduction. The presence of these two distinct elements in the commercial likely caused a momentary dip in clarity.

Highest Attention: Viewer attention peaked at 95.16 at the 14-second mark, thanks to the dynamic zooming transition between elements, which effectively captured and sustained audience engagement at this pivotal moment in the commercial.

Lowest Attention: The lowest attention score of 12.2 occurred at 28 seconds, reflecting a period with less engaging content and fewer areas of focus.

Summary Analysis

Chanel’s holiday campaign invites viewers into a snow-globe-inspired wonderland, where winter magic meets timeless elegance. Featuring Italian model Vittoria Ceretti amidst delicate snowflakes and luxurious architecture, the short film captivates with its meticulous design, playful festive Easter eggs, and a balance of joy and sophistication. Viewer focus peaked at an impressive 92.79, driven by dynamic transitions and detailed visuals, while clarity scored high at 88, highlighting the campaign’s seamless storytelling. However, attention dipped to 12.2 in less dynamic moments, with 37.58% of the audience watching the ad in full. Despite this, Chanel successfully delivers a luxurious festive escape, blending iconic charm with holiday magic.

Suggestions for Improvement

Enhance Narrative Engagement: While the campaign's visuals are stunning, incorporating a stronger narrative arc could improve retention.