advertising beyond borders -ghana

one size fits many?a d v e r t i s i n g b e y o n d b o r d e r s

one size fits many?A D T R A N S F E R E N C E A N D A F R I C A

B E Y O N D C U LT U R A L D I F F E R E N C E S

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defining ad transference…

context: cultural and socio-economic factors

analysis : ads tested in multiple markets to determine ad transference (6000+ data points*)

metric: enjoyment (likeability is the closest link to pure cultural transference)

as a percentage of all ads

* Source: Millward Brown Global LINK™ Database

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the reality of a diverse world...

North America

Latin America

Asia

Western Europe

Eastern Europe and Russia

51%

48%

40%

56%58%

43%

Africa and Middle East

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Transference WITHIN geographies

Global Avg 52%

among emerging markets, africa is quite different when it comes to advertising…

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relevant everyday situations

emotional messaging

celebrities

prominent music

visual humour

41 49 40

31 35 20

11 09 24

36 25 24

30 20 24

% of ads…

so what can work in africa…?

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emotional connect

family, communitysunlight ‘bubbles’


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happy optimismimportant to show positive images

coca-cola ‘crazy for good’

emotional connect

a sense of fun, of drama


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simplicity in messaging

firm focus on brand benefit

panadol ‘invisible man’

omo ‘soccer girl’

happy optimismemotional connect

a sense of fun, of drama

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yet transference within africais only 43%...why?

43%

there are clear cultural differences within africa

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ghana nigeria east africa

80 80 64

15 30 27

40 60 41

65 55 52

PDI hierarchy

IDV individuality

MAS masculinity/Aggression

UAI Uncertainty avoidance

authoritycommunityharmonystructure

powerindividuality

assertion

less hierarchicalharmony

comfort in ambiguity

ghana: what works?

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geisha ‘bath time’

the importance of family connection and bonding (and how we bring it to life!)

pepsodent ‘father-son’

ghana: what works?

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coca-cola ‘with meals’indomie ‘office’

social moments – around a clear brand benefit and anchor

ghana: what works?

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sensodyne ‘sensitive’ariel ‘jubilee’

tonality is important– its not just a product story

nigeria: pride in recognised success, vibrancy

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strong sense of pride

aspirational imagery, a desire for acknowledged success

vibrancy matters (local music, colour)

mtn ‘nigeria’

why is it so difficult to

use the same

advertising execution

across countries?

clearly, there is more divergence than convergence in the world when it comes to advertising

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what impacts an ad’s ability to travel?

Cultural

Differences

Brand

Heritage in

each market

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four key factors affect advertising transference

stage of category development

brand stature and meaning

media exposure and advertising diet

main contributors in

70%of cases where an ad

fails to travel

cultural factors

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stage of category development can influence how consumers respond to advertising

a number of categories are evolving rapidly…

…and this affects consumer expectations from brands and advertising

fairness/fade creams

anti-ageingfairness+

sun protection+blemish removal serumsbb creams

skin care

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differences in brand stature can affect brand perception and expectations from advertising

brand status can vary significantly by market…

clusters by brand strength for global deodorant brand

cluster 3 chile, france, italy, japan, thailand

cluster 2: argentina, australia, germany, turkey, uk

cluster 1: brazil, mexico, poland, south africa, usa

usa

brazil

south africa

poland

argentina

australia

uk

germany

turkey

chile

france

italy

thailand

japan

mexico

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advertising diet and media exposure can also affect response to advertising

a recent regulation in china that bans ads during dramas and movies on tv and imposes restrictions on ad length…

is leading to ads such as this on tv… …and this on the internet

wrigleys extra‘sweet, sour, bitter, spicy’

nivea‘gangnam style’

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a simple travel checklist for advertising

• stage of category developmento are the category offerings similar?o does the message differentiate you from competitors?

• brand stature and meaningo is your brand in a similar life stage?o does your brand have the same positioning?

• advertising and media environmento are there differences in media context? (e.g. ad length)o is the advertising context similar?

• cultural response to advertisingo does the consumer insight hold true across these markets?o do these markets fall into the same advertising clusters?

mkt 1 mkt 2 mkt 3

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one size fits many?a d v e r t i s i n g b e y o n d b o r d e r s

special thanks to e cummings

For further information please contact:SHIV MOULEE

Chief Solutions OfficerAfrica & Middle East & Asia Pacific

Millward BrownCell +6591299487

Email: [email protected]