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.
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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.
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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
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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.
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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.
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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
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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
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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
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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
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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
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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
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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
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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
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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.
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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
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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
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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