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Unrivalled benchmarks 300 TVCs and counting
AdTraction Snapshot Cimigo continuously tests TVCs that have been aired recently Online methodology 300 TVCs tested since Dec 2009 Min. 150 respondents per TVC Report available for each individual TVC With AdTraction, the largest TVC evaluation database has been established in Vietnam 6
Questionnaire 7
Questionnaire 8
AdTraction Database 9
No one has our experience No one has tested this many TVCs Cimigo is unique in understanding advertising performance
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Learning from the best, worst and mediocre
Learn from the best Top 10 countdown Tested amongst target group
#10 Resonate tap into emotions Mở Coca-Cola đón năm mới với bao điều mới lạ Open Coca-Cola to release the magic and be inspired +8 Greatest difference from benchmark 1. Story is very realistic 2. This ad could only be for Coca-Cola 3. Believable 4. Good music 5. The brand is easy to remember 6. I like it very much 7. Is talking to me 8. Pleasant 9. More likely to buy and try Coca-Cola 10. Interested in seeing it again 14
#9 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 ad could only be for Heineken 9. I like it very much 10. Pleasant 15
#8 Breaking Category Expectations Tận hưởng không khí của cơn bão bóng đá với Pepsi Enjoy the atmosphere of the football's storm with Pepsi +8 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 16
#7 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 17
#6 Creative hook integral to brand and story Coca-Cola SoundFest Siêu nhạc hội cực đỉnh và Chương trình khuyến mãi Cào và trúng thưởng This is a promotion from Coca-Cola - You need to scratch under the label to win a ticket to Coca-Cola SoundFest +9 Greatest difference from benchmark 1. Surprising 2. The brand is easy to remember 3. Would talk with friends about it 4. More likely to buy and try Coca Cola 5. Good music 6. I like it very much 7. Key message is very convincing 8. This ad could only be for Coca Cola 9. Entertaining 10. Makes me feel inspired 18
#5 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 +9 Greatest difference from benchmark 1. Funny 2. This ad 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 19
#4 Taps into social responsibility Mua Mì Gấu Đỏ để cùng góp 5 tỷ đồng giúp trẻ em nghèo vui Tết Buy Red Bear noodle to contribute 5 billion dong in providing a happy Tet for children +9 Greatest difference from benchmark 1. Story is very realistic 2. Provokes me to think 3. Believable 4. Would talk with friends about it 5. Key message is very convincing 6. Makes me feel inspired 7. Tells me something new 8. I like it very much 9. It shows that Red Bear Noodle is different 10. Interested in seeing it again 20
#3 Creative hook integral to brand and story Vinamilk - Sữa tươi nguyên chất 100% Vinamilk - 100% Pure Fresh Milk +9 Greatest difference from benchmark 1. It shows that Vinamilk is different 2. Funny 3. Surprising 4. This ad 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 21
#2 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 22
#1 Creative hook integral to brand and story Heineken mở ra thế giới của bạn Heineken open your world +11 Greatest difference from benchmark 1. Surprising 2. Funny 3. It shows that Heineken is different 4. Would talk with friends about it 5. Entertaining 6. Interested in seeing it again 7. I like it very much 8. This ad could only be for Heineken 9. More likely to buy and try Heineken 10. Makes me feel inspired 23
No single winning formula
But key themes shine through
Learn from the best Creative hook Brand integrated into the story Think campaign! Own brand cues and styles Keep it simple really simple! Break category advertising expectations Resonate by tapping into emotions Credibly convincing 26
Learn from the best 1. Creative hook Integral to brand or message. 2. Brand integrated into the story Not merely by association. 3. Think campaign! Think of a campaign idea. Not a single TVC. 4. Own brand cues and styles Dramatically improve on air efficiency 5. Keep it simple really simple! Say less communicate more 6. Break category advertising expectations Stop advertising the category 7. Resonate by tapping into emotions Social responsibility, pride, family values, culture Humour is powerful The feel good factor 8. Credibly convincing New news - not always essential but helps convince Dramatise with purpose or humour 27
Learn from the mediocre 1. Say less - communicate more No single minded focus Nothing stands out Catch all briefs fail 2. Brand must be integral to the story Advertising by association Association is not enough The brand is not integrated successfully into the story 3. No creative hook Category advertising Generic with no surprise, no twist, no strong creative hook to demonstrate the brand role nor the message. What anyone could describe when you mention a product category. Very hard to cut through and be efficient on air Stop advertising the category Ads must be different. Brand must be different. 28
Learn from the worst 1. Seek clarity Please start with a communications strategy. Develop a creative idea. Ideally a campaignable idea 2. Only dramatise with purpose or humour Otherwise you risk irritating 3. Steer clear of negative concerns Focus on the positive 29
Learn from the best Creative hook Brand integrated into the story Think campaign! Own brand cues and styles Keep it simple really simple! Break category advertising expectations Resonate by tapping into emotions Credibly convincing 30
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