Cimigo AdTraction Top 10 Report Top 10 TV commercials tested with AdTration

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1 Cimigo AdTraction Top 10 Report Top 10 TV commercials tested with AdTration

2 Approach Focus This report analyses which TV commercials (TVCs) are most successful in Vietnam, based on more than 200 TVCs tested in different areas. Results of this report are based on AdTraction, a TVC testing methodology developed by Cimigo. With AdTraction, 216 TVC have been tested up to March AdTraction is using a consistent testing approach across all TVCs, leaving opportunities to do direct comparisons across all metrics. AdTraction is based on the concept of benchmarking: each TVC is compared to the country benchmark to see where it over or underperforms. Each TVC is benchmarked on 24 different metrics. Sample Each TVC is based on n= individual assessments. Each TVCs is tested among its specific target audience only. Overall, the AdTraction database is based on more than n=35,000 individual TVC assessments. Timing The AdTraction database has been established between Jan 2010 and Mar 2011 and can be considered as the largest TVC testing conducted in Vietnam. 2

3 Summary of Top 10 TVCs Vinamilk produces the best TVCs. The top 3 are all from Vinamilk. All TVCs are built on a different idea. Emotions count; The top TVCs that are not using humour are creating a strong emotional impact, either with displaying humour, family values or showing corporate social responsibility. Humour counts; 6 out of top 10 TVCs are successfully using humour. These TVCs are surprising, appealing and have a positive purchase intent. The beverage category produces the best individual TVC. 6 out of 10 best TVCs are from the beverage industry, 4 of them are for liquid milk. 3

4 Top 10 TVCs Overview Rank Brand Aired from Topic 1 Vinamilk Oct 2009 Vinamilk distributes milk to the poor people 2 Vinamilk April % fresh milk (Vinamilk cow animatic) 3 Vinamilk Nov 2010 Drinking milk helps children grow (Vinamilk cow animatic) 4 Simply Oil Sept 2009 Simply oil will help poor children with heart disease 5 Pepsi May 2010 Enjoy football with Pepsi (aired during soccer world cup) 6 Heineken Jun 2009 It could only be Heineken (refrigerator full of Heineken bottles) 7 Omo Jan 2010 Children are not afraid of dirt with Omo (Tet promotion) 8 Ajinomoto Aug 2009 Ajinomoto brings happiness in family since 100 years 9 Dutch Lady Nov 2010 Dutch Lady is exactly like original milk (featuring Quang Thang) 10 Alpenliebe Nov 2010 Share sweet moments with Alpenliebe 4

5 Top 10 TVCs - summary Vinamilk ahead of competitors The top three TVCs measured with AdTraction are all from Vinamilk. Each Vinamilk TVC has a separate style. The best is the TVC where milk is sent to the countryside via helium balloons. The social responsibility aspect (Vinamilk distributes milk to poor people) in this TVC is liked and considered as very believable. The other two Vinamilk TVCs are using animated cows, which is regarded as very entertaining and very differentiating for Vinamilk. Best TVCs come from beverage industry The beverage industry produces some of the best TVCs. 6 out of 10 top TVCs are for beverages. Next to the TVCs from Vinamilk, a TVC from Dutch Lady is amongst the top 10. This very recent TVC is featuring Quang Thang, a famous comedian. Pepsi aired a TVC during the world soccer championship, featuring famous soccer players in an unusual setting in Africa that was very surprising and entertaining. Heineken, as part of their ongoing It could only be Heineken campaign has aired a TVC where the women s joy of an oversized wardrobe is outperformed by the men s joy of an oversized beer refrigerator. 5

6 Top 10 TVCs - summary Emotional values count Of the top 10, all TVCs are tapping into emotions. Emotional values can create a strong bond between the audience and the brand, with a high impact on the brand disposition and purchase intent. Very strong emotions are created around humour, family and children (successfully used by Ajinomoto), special events such as the Chinese new year (used by Omo) or corporate social responsibility (CSR). CSR is very successfully used by Vinamilk (distributing milk to poor children) and Simply Cooking Oil (helping poor children with heart disease). CSR is a powerful tool to enhance the impact of a TVC. Humor counts The best TVCs are often humorous or have a surprising effect. Humor is used in 6 out of top 10 TVCs. Humorous TVCs not only have a very high entertainment value, but they also have a positive impact on the consumer s perception of the brand. Humour is used across categories. Examples of humorous TVCs are from Vinamilk (dancing cows), Dutch Lady (Quang Than), Heineken, Pepsi or Alpenliebe. Humor is making people feel good about the product and creates a differentiating effect for the brand. 6

7 #1 Vinamilk: Taps into social responsibility Hãy uống Vinamilk để đóng góp 6 triệu ly sữa cho trẻ em khắp Việt Nam Drink Vinamilk to contributes six million liter milk for children in Vietnam +10 Greatest difference from benchmark 1. Provokes me to think 2. Makes me feel inspired 3. Interested in seeing it again 4. Believable 5. Tells me something new 6. Makes me feel good 7. I like it very much 8. Story is very realistic 9. It shows that Vinamilk is different 10. Entertaining 7

8 #2 Vinamilk: Using humour in a creative way Vinamilk - Sữa tươi nguyên chất 100% Vinamilk - 100% Pure Fresh Milk +10 Greatest difference from benchmark 1. It shows that Vinamilk is different 2. Funny 3. Surprising 4. This TVC could only be for Vinamilk 5. Good music 6. Entertaining 7. Would talk with friends about it 8. I like it very much 9. The brand is easy to remember 10. Interested in seeing it again 8

9 #3 Vinamilk: Creative hook integral to brand and story Uống 3 ly sữa mỗi ngày giúp tăng trưởng chiều cao Drinking 3 glasses of milk everyday helps kid grow in height +10 Greatest difference from benchmark 1. Funny 2. This TVC could only be for Vinamilk 3. Is talking to me 4. I would be interested in seeing it again 5. Believable 6. Story is very realistic 7. It shows that Vinamilk is different 8. Entertaining 9. I like it very much 10. More likely to buy and try Vinamilk 9

#4 Simply: Taps into social responsibility Dùng dầu

cho những trẻ em nghèo mang bệnh tim bẩm sinh trong

soybean oil to bring the happiness to the poor

Believable 4. It shows that Simply is different 5.

10 #4 Simply: Taps into social responsibility Dùng dầu đậu nành Simply để góp phần mang lại niềm hạnh phúc cho những trẻ em nghèo mang bệnh tim bẩm sinh trong chương trình phẫu thuật trái tim cho em Use Simply soybean oil to bring the happiness to the poor children who have native heart disease +9 Greatest difference from benchmark 1. Story is very realistic 2. Provokes me to think 3. Believable 4. It shows that Simply is different 5. Key message is very convincing 6. Interested in seeing it again 7. More likely to buy and try Simply 8. Entertaining 9. Makes me feel inspired 10. Would talk with friends about it 10

11 #5 Pepsi: Breaking category expectations Tận hưởng không khí của cơn bão bóng đá với Pepsi Enjoy the atmosphere of the football's storm with Pepsi +9 Greatest difference from benchmark 1. Surprising 2. Funny 3. I like it very much 4. Entertaining 5. Good music 6. It shows that Pepsi is different 7. Key message is very convincing 8. I like the characters 9. I would be interested in seeing it again 10. More likely to buy and try Pepsi 11

12 #6 Heineken: Creative hook integral to brand and message Chỉ có thể là Heineken It could be only Heineken +8 Greatest difference from benchmark 1. Funny 2. It shows that Heineken is different 3. Surprising 4. Key message is very convincing 5. More likely to buy and try Heineken 6. Interested in seeing it again 7. Entertaining 8. This TVC could only be for Heineken 9. I like it very much 10. Pleasant 12

Good characters 4. Makes me feel good 5.

13 #7 Omo: Resonate tap into emotions Với Omo, trẻ không ngại bị vấy bẩn để học cách bày tỏ lòng biết ơn qua hành động cụ thể With Omo, Children are not afraid of dirt, to express gratitude through action +8 Greatest difference from benchmark 1. Provokes me to think 2. Story is very realistic 3. Good characters 4. Makes me feel good 5. It shows that Omo is different 6. More likely to buy and try Omo 7. Believable 8. Makes me feel inspired 9. Interested in seeing it again 10. Pleasant 13

#8 Ajinomoto: Tapping into family emotions

luôn dẫn đầu về chất lượng, giúp bạn tạo ra bữa ăn

It helps you to make delicious food and bring the

Key message is very convincing 4. Believable 5.

14 #8 Ajinomoto: Tapping into family emotions Ajinomoto - nhãn hiệu tin dùng với hơn 100 năm luôn dẫn đầu về chất lượng, giúp bạn tạo ra bữa ăn ngon và đem yêu thương đến gia đình Ajinomoto - a trustworthy brand with high quality for more than 100 years. It helps you to make delicious food and bring the happiness together in your family +8 Greatest difference from benchmark 1. Story is very realistic 2. Is talking to me 3. Key message is very convincing 4. Believable 5. Good music 6. I like it very much 7. Ajinomoto plays an essential role in the story 8. Pleasant 9. Funny 10. Makes me feel good 14

15 #9 Dutch Lady: Humorous celebrity involvement Sữa Cô Gái Hà Lan vừa thơm, vừa béo đúng vị sữa bò Both good-smelling and creamy, exactly cow s milk taste +8 Greatest difference from benchmark 1. Story is realistic 2. Believable 3. Funny 4. I would be interested in seeing it again 5. This TVC could only be for Dutch Lady 6. I like it very much 7. Dutch Lady plays an essential role in the story 8. Entertaining 9. I like the characters 10. I like the music 15

16 #10 Alpenliebe: Surprising and funny story Sẻ chia khoảnh khắc ngọt ngào Sharing sweet moments with Alpenliebe +8 Greatest difference from benchmark 1. This TVC could only be for Alpenliebe 2. Funny 3. Surprising 4. Entertaining 5. I like the characters 6. Alpenliebe plays an essential role in the story 7. Story is realistic 8. It shows that Alpenliebe is different 9. Good music 10. The brand is hard to remember 16

17 AdTraction methodology

18 Methodology AdTraction methodology AdTraction is a methodology developed by Cimigo to assess the performance of TVCs (TV commercials) on a set of standard metrics. AdTraction is based on the idea of benchmarking: instead of only looking at your TVC in isolation, AdTraction compares how each TVC performs against a benchmark. Usually, the benchmark is defined as all TVCs that have been tested so far with the AdTraction methodology. Respondents for AdTraction surveys are recruited online, either from Vietnamese websites or from Cimigo panel databases. Respondents fill in an online survey where they provide their demographic profile, watch a TVC and then complete a questionnaire about the TVC. Each TVC is filtered according to its target group. The survey is only conducted in Vietnamese. AdTraction database At the date of this report (April 2011), Cimigo has tested 216 TVCs aired in Vietnam after May 2009 using the AdTraction methodology. Cimigo will continuously test new TVCs in the future. TVCs have been tested in the following industries: alcoholic beverages, automobile, beverages, cleansers, electric products, finance, foodstuffs, hair care, motorcycles, oral care, telecom, toiletries and others. 18

19 AdTraction scores AdTraction scores Most of the results in this TVC Report are based on AdTraction scores. AdTraction scores show the difference between one specific TVC and all TVCs that constitute the AdTraction benchmark. A positive AdTraction score means that this specific TVC was rated above the benchmark, a negative score means that the TVC was rated below the benchmark. An AdTraction score of +5 means that this TVC was rated 0.5 points higher than the benchmark on the original 1-10 polarity profile rating scale. Most AdTraction scores lie between -10 and +10, however they can also be higher or lower (up to 25 in extreme cases). AdTraction scores higher than 3 or lower than -3 are usually statistically significant at the 95% confidence level. AdTraction scores give you an indication about the position of a TVC within the AdTraction database. Use the following indicative table to find out how your TVC is ranked: AdTraction Score Approximate interpretation +7 or higher TVC is within top 10% of all tested TVCs +3 or higher TVC is within top 30% of all tested TVCs -2 to +2 TVC is in the middle range -3 or lower TVC is within bottom 30% of all tested TVCs -7 or lower TVC is within bottom 10% of all tested TVCs 19

20 AdTraction more information Are you interested in learning more about Cimigo AdTraction services? We are happy to answer your questions! Adtraction Project management Lukas Mira, account manager: Trang Nguyen, research executive: Information available on cimigo.vn AdTraction FAQ: Overview of TVCs tested: Example TVC report: Download this presentation for free: 20

21 Thank You! Lukas Mira Account Manager Cimigo 9 Nguyen Huu Canh Street Binh Thanh District HCMC Vietnam T: (84 8) Ext:303 F: (84 8) M: (84) E: lukasmira@cimigo.com Nguyen Hoai Trang Research Executive Cimigo 9 Nguyen Huu Canh Street Binh Thanh District HCMC Vietnam T: (84 8) Ext:320 F: (84 8) M: (84) E: trangnguyen01@cimigo.com

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