7 NEW HABITS OF
effective advertising
RMIT – HCM CAMPUS / 20TH APRIL

ANDHOW DIDVIETNAMMARKET
ABSORBTHESEHABITS?

WHO I AM
HO CONG HOAI PHUONG
• Mechatronics engineer based Advertising planner
• Master of marketing- Solvay Business School
• 7 years of experience (BP, LOWE, Dentsu network…)
• My Client: ASUS, Honda, Vinamilk, Kinh Đô, Sapporo,
Toshiba, Abbott, Gấu Đỏ, Vietnamobile, Romano…
• I love football, playing with my son and advertising

WHAT I DO FOR LIVING
STRATEGIC PLANNING MANAGER
@ DENTSU ALPHA
• Understand what is really going on outside my office
(brand, people, culture…)
• Identify the fundamental problem/opportunity to liberate
my clients potential
• Stimulate, encourage & inspire my creative colleagues
to make better and more effective creative solutions

WHY I AM HERE
I LOVE TO SHARE
• I do
• I think
• Then I share

WHAT IS EFFECTIVENESS
IN ADVERTISING?
DEFINED PROBLEM WAS SOLVED
BUT BEFORE THIS,
IT HAS TO BE WATCHED, HEARD, READ,
INTERACTED, PARTICIPATED…

YOU WANTS
THEIR ATTENTION.
ME TOO!
More ads can be transmitted to a
consumer than the consumer can process,
the consumer's attention becomes the
scarce resource to be allocated.

TODAY, FIRST STEP OF
EFFECTIVENESS IS
TARGET AUDIENCE’S
ATTENTION

MEDIA CHALLENGE
• People attention is scared
• More and more things are interesting than our works
• Consumer’s media is fragmented
• People can control their media and use them the way
they want

THE INDUSTRY BIGGEST ENEMY IS
EVERYTHING.
FROM MOVIE, POP STARS, NEW
PHOTO SHOOTING TREND, PSY TO
SMALL FACEBOOK STATUS

7 HABITS OF EFFECTIVE
ADVERTISING TO GET
PEOPLE ATTENTION
1. We create a movement, not an ad
2. Brand needs a position in people life
3. Being interesting then different
4. TVC isn’t dead and internet is good friend
5. Digital fulfills demand
6. Publicity stunts go viral
7. Brand creates new medium

WE CREATE
A MOVEMENT.
NOT AN AD

COMPARE WITH HUMAN
RELATIONSHIPS, BRAND
RELATIONSHIPS ARE THIN

INSTEAD OF BEING ABOUT
PERSUADING PEOPLE TO BELIEVE
SOMETHING,
IT IS ABOUT UNDERSTANDING &
TAPPING INTO WHAT THEY ALREADY
BELIEVE

I BELIEVE NOWADAYS PERSONAL
SUCCESS IS A CONSTANT JOURNEY
OF PROGRESS, NOT A DESTINATION

WE CREATE A MOVEMENT. NOT AN AD

BRAND NEEDS
A POSITION IN
PEOPLE LIFE
(NOT POSITIONING)

RIES AND TROUT WERE WRONG
MOTHER DIDN’T CARE MUCH ABOUT
THE WORLD OF “CLEAN” OR “WHITE”

“The brand idea is based on the
belief that when kids are developing
and learning they will sometimes get
dirty, and some parents worry about
this. DIG can free mothers from the
worry by taking care of the dirt. In
other words; the dirt goes, but the
learning stay”
Rohit Jawa, Regional Category Vice
President – Laundry, represents
South Asia and Southeast Asia on
the DIG Global Brand Team

MORE THAN A
MESSAGE OR
PROMISE, BRAND
SHOULD DO AND PLAY
A MEANINGFUL ROLE IN
CONSUMER’S LIFE

BRANDNEEDSAPOSITIONINPEOPLELIFE

BEING
INTERESTING
THEN DIFFERENT

“NOBODY READS ADS. PEOPLE
READ WHAT THEY WANT TO READ
AND SOMETIMES IT’S AN AD”
HOWARD LUCK GOSSAGE

CHALLENGING WISDOM FROM REAL DATA
• BRANDS DON’T HAVE EXCLUSIVE IMAGE ATTRIBUTES
• BRANDS DON’T ATTRACT DIFFERENT KINDS OF USERS.
• PEOPLE DON’T THINK BRANDS ARE UNIQUE OR DIFFERENT
• PEOPLE DON’T REGARD EVALUATING BRANDS AS VERY IMPORTANT
SOURCE: HOW BRANDS GROW - BYRON SHARP

“We in advertising tend to start with our message and work outward. We are spending
too much time on what we want to say, rather than what people want to hear. Maybe
we should flip the traditional planning process. From message-out planning to audience-
back strategy. Dispense with propositions and focus on more thoroughly understanding
what people are into.”
LAWRENCE GREEN, ‘IN SEARCH OF THE NEW CREATIVE IDEA’, CAMPAIGN 28TH SEPTEMBER 2007

BEING INTERESTING THEN DIFFERENT

TVC ISN’T DEAD
AND INTERNET IS
GOOD FRIEND
(AS LONG AS IT GOOD)

SUCCESS OF BRAND BASED ON HOW
MANY PEOPLE KNOW IT RATHER THAN
BRAND LOYALTY

30S OF MUSIC,
STORY, TALENTS,
CELEBS… IS STILL
THE BEST WAY OF
STORYTELLING TO
THE MASS

THE INTERNET IS CO-
EXISTING WITH, NOT
CANNIBALIZING TV

TVC ISN’T DEAD

DIGITAL
FULFILLS
DEMAND

MORE PEOPLE USE SMARTPHONE
DOES NOT GUARANTEE THEY
WELCOME YOUR ADS

WE SEE DIGITAL
AS A MEDIUM
HE SEES THEM
AS A TOOL

BIGGER IDEAS
RICHER CONTENTS
COOLER TOOLS
BETTER SOLUTIONS

DIGITAL FULFILLS DEMAND

PUBLICITY
STUNTS
GO VIRAL

STUNT
An unusual or difficult feat requiring great skill or
daring; especially: one performed or undertaken
chiefly to gain attention or publicity

STUNTS FEED ON
THE PUBLIC AND
MEDIA’S INSATIABLE
DEMAND FOR THE
NEW AND OFFBEAT

UNEXPECTED
HUMOR
CELEBS
CHALLENGES
SEX
EMOTION
LUCK
& HARD WORKING

PUBLICITY STUNTS GO VIRAL

BRAND
CREATES
NEW MEDIUM

“We are not in the business of supporting
a media industry, we are in the business of
connecting with customers”
TREVOR EDWARDS, VICE PRESIDENT, GLOBAL
BRAND AND CATEGORY MANAGEMENT, NIKE

STOP INTERRUPTING WHAT
PEOPLE ARE INTERESTED IN
BE A PART OF THEIR INTERESTS
AND MAKE IT MORE

CONSUMER > IDEA > CHANNEL

BRAND CREATES NEW MEDIUM

THANK YOU!