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Cimigo AdTraction Top 10 Report
   Top 10 TV commercials tested with AdTration
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 2011. 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=150-200 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
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
Top 10 TVCs Overview



Rank   Brand        Aired from   Topic
1      Vinamilk     Oct 2009     Vinamilk distributes milk to the poor people
2      Vinamilk     April 2009   100% 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)
                                 It could only be Heineken (refrigerator full of Heineken
6      Heineken     Jun 2009
                                 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
       Dutch                     Dutch Lady is exactly like original milk (featuring Quang
9                   Nov 2010
       Lady                      Thang)
10     Alpenliebe   Nov 2010     Share sweet moments with Alpenliebe




                                                                                             4
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
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
#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
#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
#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 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
#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
#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
#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
“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
#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
#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
AdTraction methodology
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
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
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: lukasmira@cimigo.com
 Trang Nguyen, research executive: trangnguyen01@cimigo.com




Information available on cimigo.vn
 AdTraction FAQ: http://cimigo.vn/en-US/adtraction.aspx
 Overview of TVCs tested: http://cimigo.vn/en-US/scorecards.aspx
 Example TVC report: http://cimigo.vn/en-US/ReportDetail.aspx?ProductId=115
 Download this presentation for free: http://cimigo.vn/en-US/Reports/Advertising/TVCReports.aspx




                                                                                                    20
Thank You!

Lukas Mira                    Nguyen Hoai Trang
Account Manager               Research Executive

Cimigo                        Cimigo
9 Nguyen Huu Canh Street      9 Nguyen Huu Canh Street
Binh Thanh District           Binh Thanh District
HCMC                          HCMC
Vietnam                       Vietnam

T: (84 8) 3822 7727 Ext:303   T: (84 8) 3822 7727 Ext:320
F: (84 8) 3822 7728           F: (84 8) 3822 7728
M: (84) 090 2881 848          M: (84) 0919510372
E: lukasmira@cimigo.com       E: trangnguyen01@cimigo.com
See more at www.cimigo.vn

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Ad traction top-10

  • 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 2011. 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=150-200 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 2009 100% 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) It could only be Heineken (refrigerator full of Heineken 6 Heineken Jun 2009 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 Dutch Dutch Lady is exactly like original milk (featuring Quang 9 Nov 2010 Lady 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
  • 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
  • 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
  • 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
  • 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: lukasmira@cimigo.com  Trang Nguyen, research executive: trangnguyen01@cimigo.com Information available on cimigo.vn  AdTraction FAQ: http://cimigo.vn/en-US/adtraction.aspx  Overview of TVCs tested: http://cimigo.vn/en-US/scorecards.aspx  Example TVC report: http://cimigo.vn/en-US/ReportDetail.aspx?ProductId=115  Download this presentation for free: http://cimigo.vn/en-US/Reports/Advertising/TVCReports.aspx 20
  • 21. Thank You! Lukas Mira Nguyen Hoai Trang Account Manager Research Executive Cimigo Cimigo 9 Nguyen Huu Canh Street 9 Nguyen Huu Canh Street Binh Thanh District Binh Thanh District HCMC HCMC Vietnam Vietnam T: (84 8) 3822 7727 Ext:303 T: (84 8) 3822 7727 Ext:320 F: (84 8) 3822 7728 F: (84 8) 3822 7728 M: (84) 090 2881 848 M: (84) 0919510372 E: lukasmira@cimigo.com E: trangnguyen01@cimigo.com
  • 22. See more at www.cimigo.vn