cimigo adtraction seminar abridged 27-09-10

8/12/2019 Cimigo AdTraction Seminar Abridged 27-09-10

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Cimigo AdTraction

AdTraction is a methodology to test theperformance of TV commercials in Vietnam

AdTraction identifies the strengths andweaknesses of your TVC from a consumerperspective

170 TVCs have been tested in 2010 AdTraction is ideal for TVC pre- and posttesting

TVC testing made easy with AdTraction

Compare your TVC against a benchmark of your choice, e.g. all170 ads tested, or ads from a specific industry

Benchmars database includes 12 industries and more than 100brands

27.000 TVC ratings only during the last few months

Benchmark your TVC against others


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Cimigo AdTraction

Online survey methodology

10-15 min length

150-180 respondents per TVC

TVC filtered by your target audience

AdTraction Methodology

Standard reporting (Scorecard): USD 200-500

Downloadable from www.cimigo.vn

Exclusive TVC pretest: USD 7000

2 weeks to a report

AdTraction Services
http://www.cimigo.vn/http://www.cimigo.vn/


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Guarantee an ROI on your advertising

Cimigo has the empirical knowledge to best advise you on what advertisingworks and what does not for your target group and category in Vietnam.

Cimigo AdTraction provides quick feedback on your advertising performanceso you may adjust your communications plan.

1. Re-visit execution (post editing) and media investments

2. Learn from each TVC scorecard to benefit future TVC development.

3. Learn from my competitor's advertising - success or failure.

4. Quickly pre-test if you prefer.


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TVC Pre-Testing

Your benefits of Pretesting

Use all benefits of AdTraction methodology

Customize your questionnaire and report Compare against benchmark of choice

Detect differences by target group

Get an in-depth analysis what works and what does not work and howto improve your TVC

Cimigo will give recommendations and presentation

and all done in only two weeks!

Advantages of AdTraction Pretests

Unrivalled timing (2 weeks to report)

Unrivalled pricing ($7,000 per Pretest)

Unrivalled benchmarks (170+ in Vietnam)


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No one has our experience

No one has tested this many TVCs

Cimigo is unique in understanding

advertising performance


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2 weeks to receive a reporton the TVC of your choice


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Learning from the best, worst and mediocre


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Learn from the best

Top 10 countdown

Tested amongst target group


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#10 Creative hook integral to the brand and message

Greatest difference from benchmark

1. it shows that Coca Cola is different2. surprising

3. this ad could only be for Coca Cola

4. funny

5. Coca Cola plays an essential role inthe story

6. would talk with friends about it7. entertaining

8. the brand is easy to remember

9. I like it very much

10. story is not realistic

Coca Cola mang li cho bn cm gic sng khoi thng hoa

Coca Cola brings you uplif ted refreshment

+6
http://130%20scorecards/116/TVC%20Scorecard.docxhttp://top%2010%20tvc/I25%20-%20BEVERAGE%20-%20SOFT%20DRINK%20-%20COCA%20COLA%20-%20BRRRR...%20UONG%20LA%20BRRRR%20KHONG%20THU%20SAO%20BIET.MPG


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#9 Creative hook integral to the brand and message


1. this ad could only be for Dutch Lady2. would like to buy and try this product

3. believable

4. key message is very convincing

5. more likely to buy and try Dutch Lady

6. make me talk positively about Dutch

Lady7. I like it very much

8. Dutch Lady plays an essential role inthe story

9. Clear

10. Pleasant

Sa C gi H Lan cung cp ngun dinh dng ng tin cy

'Dutch Lady milk provides reliable nutrit ion

+6
http://top%2010%20tvc/I28%20-%20BEVERAGE%20-%20MILK%20LIQUID%20-%20DUTCH%20LADY%20-%20A%20DAY%20ROI%20CANH%20DONG%20XANH%20CO%20GAI%20HA%20LAN.MPG


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#8 Simple and humorous


1. surprising2. funny

3. it shows that Vinamilk is different

4. would like to buy and try this product

5. more likely to buy and try Vinamilk

6. I like the characters

7. I would be interested in seeing it again8. entertaining

9. this ad could only be for Vinamilk

10. Story is not realistic

Vinamilk mang n cho bn khng ch 100% sa nguyn cht m cn nim vui

Vinamilk brings you not only 100% pure milk but also fun

+7
http://top%2010%20tvc/I27%20-%20BEVERAGE%20-%20MILK%20LIQUID%20-%20VINAMILK%20-%20KHONG%20CHI%20LA%20SUA,%20DO%20LA%20NIEM%20VUI.mpg


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#7 Brand integral to the story


1. story is very realistic2. is talking to me


4. believable

5. good music


7. Ajinomoto plays an essential role inthe story

8. pleasant

9. funny

10. makes me feel good

Ajinomoto - nhn hiu tin dng vi hn 100 nm lun dn u v cht lng, gip bn to ra ba n ngon v

em yu thng n gia nh

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
http://130%20scorecards/41/TVC%20Scorecard.docxhttp://top%2010%20tvc/F20%20-%20FOODSTUFFS%20-%20SPICE%20-%20AJINOMOTO%20MSG%20-%20KHAP%20NAM%20CHAU%20MOT%20NHAN%20HIEU%20TIN%20DUNG.MPG


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#6 Resonate tap into emotions


1. provokes me to think2. story is very realistic

3. good characters


5. it shows that Omo is different

6. more likely to buy and try Omo

7. believable8. makes me feel inspired

9. interested in seeing it again

10. pleasant

Vi Omo, tr khng ngi b vy bn hc cch by t lng bit n qua hnh ng c th

With Omo, Children are not afraid of dirt, to express gratitude through action

+8
http://130%20scorecards/98/TVC%20Scorecard.docxhttp://top%2010%20tvc/C7%20-%20CLEANSERS%20-%20DETERGENT%20POWDER%20-%20OMO%20-%20ME%20SE%20THICH%20CANH%20MAI%20NAY%20CHO%20XEM.mpg


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#5 Creative hook integral to brand and message


1. funny

2. it shows that Heineken is different

3. surprising


5. more likely to buy and try Heineken


7. entertaining8. this ad could only be for Heineken


10. pleasant

Ch c th l Heineken

It could be only Heineken

+8
http://130%20scorecards/1/TVC%20Scorecard.docxhttp://top%2010%20tvc/A1%20-%20ALCOHOLIC%20-%20BEER%20-%20HEINEKEN%20-%20DAY%20LA%20PHONG%20KHACH.MPG


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#4 Breaking Category Expectations


1. would like to buy and try this product2. surprising

3. funny


5. entertaining

6. good music

7. it shows that Pepsi is different8. key message is very convincing

9. I like the characters

10. I would be interested in seeing it again

Tn hng khng kh ca cn bo bng vi Pepsi

Enjoy the atmosphere of the football's storm with Pepsi

+9
http://top%2010%20tvc/I37%20-%20BEVERAGE%20-%20SOFT%20DRINKS%20-%20PEPSI%20-%20CHO%20ANH%20UONG%20PEPSI%20NHE-SAY%20BAO%20BONG%20DA.MPG


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#3 Taps into social responsibility


1. story is very realistic

2. provokes me to think

3. believable

4. it shows that Simply is different


6. interested in seeing it again7. more likely to buy and try Simply

8. entertaining

9. makes me feel inspired

10. would talk with friends about it

Dng du u nnh Simply gp phn mang li nim hnh phc cho nhng tr em ngho mang bnh tim

bm sinh trong chng trnh phu thut tri tim cho em

Use Simply soybean oil to bring the happiness to the poor children who have native heart disease

+9
http://130%20scorecards/29/TVC%20Scorecard.docxhttp://top%2010%20tvc/F8%20-%20FOODSTUFFS%20-%20COOKING%20OIL%20-%20SIMPLY%20-%20HANH%20PHUC%20LAM%20SAO%20KHI%20TRE%20CO%20MOT%20TRAI%20TIM%20KHOE%20MANH.MPG


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#2 Creative hook integral to brand and story


1. it shows that Vinamilk is different2. funny

3. surprising

4. this ad could only be for Vinamilk

5. good music

6. entertaining

7. would talk with friends about it8. I like it very much

9. the brand is easy to remember


Vinamilk - Sa ti nguyn cht 100%

Vinamilk - 100% Pure Fresh Milk

+10
http://130%20scorecards/129/TVC%20Scorecard.docxhttp://top%2010%20tvc/I26%20-%20BEVERAGE%20-%20MILK%20LIQUID%20-%20VINAMILK%20-%20SUA%20TUOI%20NGON%20CHO%20BAN%20CAO%20HON.MPG


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#1 Taps into social responsibility


1. provokes me to think2. makes me feel inspired


4. believable

5. tells me something new


7. I like it very much8. story is very realistic

9. it shows that Vinamilk is different

10. entertaining

Hy ung Vinamilk ng gp 6 triu ly sa cho tr em khp Vit Nam

Drink Vinamilk to contr ibutes six million liter milk for chi ldren in VietNam

+10
http://130%20scorecards/62/TVC%20Scorecard.docxhttp://top%2010%20tvc/I12%20-%20BEVERAGE%20-%20MILK%20LIQUID%20-%20VINAMILK%20-%20SONG%20TRONG%20DOI%20SONG%20CAN%20CO%20MOT%20TAM%20LONG.MPG


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No single winning formula

But key themes shine through


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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


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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 responsibi lity, 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


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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

Advert ising by association

Association is not enough

The brand is not integrated successfully into the story

3. No creat ive hook

Category advertising

Generic with no surprise, no twist, no strong creative hook todemonstrate 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.


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Learn from the worst

1. Seek clar ity

Please start with a communications strategy. Develop a creativeidea. 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


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TVC Scorecard Example

St d d TVC S d


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Standard TVC Scorecard

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St d d TVC S d


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St d d TVC S d


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St d d TVC S d


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Ordering online at www cimigo vn


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Ordering online at www.cimigo.vn

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Ordering online at www cimigo vn
http://www.cimigo.vn/en-US/Home.aspx


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Ordering online at www.cimigo.vn

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Other Reports

Cimigo AdTraction Reporting


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Cimigo AdTraction Reporting

Report Type Description Price*

Standard TVCScorecard

TVC Scorecard is the standard AdTraction reporting. The performance of

your TVC is benchmarked against all ads that have been tested so far withthis methodology (currently n=170 TVCs). Results are usually based on AdPerformance Scores.

200-500$

Category

Benchmark

Scorecard

This report will compare your TVC against all ads from a specific industry.Results will be displayed in the same format as the standard TVCScorecard (based on Ad Performance Scores).

250-550$

Open Comment

Analysis

This report will show an analysis of open comments for your TVC:- What is the main message? (first mention)- What is the main message? (other mentions)- What is the most memorable scene?

600$

Full TVC report

The full TVC report shows all results, including- Absolute results of all questions

- Subgroup analysis, e.g. results by age group, gender and geographicalregion (minimum sample size: n=50 per subgroup)

- Comparison of your TVC with the category benchmark of your choice(using AdTraction Scores)

- Open comment analysis

4000$

* All prices are excluding VAT.

Other Cimigo AdTraction services


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Other Cimigo AdTraction services

Service Type Description Price*

TVC inclusion

Cimigo will include your ad in the next AdTraction survey round and guarantee aminimum of 150 respondents of your target audience. Your TVC will be includedin the Cimigo AdTraction database. This service does not include any form ofreporting.

500$ (excl.reporting)

Pre-Test

Cimigo will conduct an exclusive pre-test for your ad. Cimigo will conduct asurvey, write a report with recommendations, give a presentation, and deliver

the report in both soft and hard copy. The pre-test is done exclusively for you.Results will be treated as confidential and will not be available for others topurchase. Results will be included in the AdTraction benchmark database.

7000$

* All prices are excluding VAT.


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Unrivalled benchmarks170 TVCs and counting


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2 weeks to receive a reporton the TVC of your choice


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See more at www.cimigo.vn

cimigo adtraction seminar abridged 27-09-10

Documents