L.E.S.S. is More! Learning from the top performing ads in Philippines
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Let’s start with a few notes about ‘the Filipino’…
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Filipinos’…
Are Positive & Optimistic Are Fun-loving Have Strong Values
Have you heard…
“It’s more fun in the Philippines!”
The resilience of the Filipino spirit has
been tried & tested in being able to
‘bounce back’ quickly in spite of
calamities and difficult realities.
Our language and traditions reflects
the importance of family togetherness
& respect for the elders.
And in today’s media landscape..
Sources: Desk Research Philippine Inquirer, survey released by Asean DNA 2014. Yahoo PH news , Global Study by Wave7 3
Love to Stay connected Love to Watch TV
Filipinos are the second-most avid watchers of television in
the world - at 21 hrs a week. Dubbed as “Texting capital of the world”
…the “Social Media Capital of the World”
…and recently, “Selfie Capital of the World”
as 2 of its key cities top the number of people engaging in
the selfie phenomenon.
Filipinos’…
Advertising in Philippines – The Opportunity
Source: This Year, Next Year Worldwide media and marketing forecasts. July 2014. 5
TV REMAINS THE KEY MEDIUM
“Television
remains the
leading advertising medium though more businesses are looking to adopt online marketing strategies...” Euromonitor International (2014)
47,860 105,347
0 50 100 150 200 250
PhilippinesBrazilSpain
ArgentinaUS
JapanMexico
ItalyHong Kong
AustraliaRussia
ThailandPoland
GermanyHungaryMalaysia
TaiwanFrance
Czech RepublicUK
IndiaNetherlands
ChinaSwedenIreland
Advertising in Philippines: The Unique Environment
Source: Millward Brown (Taking Cultural Nuances Into Account when Analyzing Survey Data 2013)
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AVERAGE NUMBER OF COMMERCIALS VIEWED PER WEEK
PHILIPPINES TOPS weekly ad- exposure at
220 ads viewed per week!
Filipino ads rise up to the challenge of a cluttered media environment. CHARACTERISTICS OF PH ADS
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Filipino ads rise up to the challenge of a cluttered media environment
*Significantly higher than SEA Norms at 95% Confidence Level Source: Millward Brown (Similarities between advertising markets 2014), LinkTM Database 8
Compared to total performance of ads tested in South East Asia, the Philippines stand out* for
5 out of 7 characteristics of most impactful ads!
Distinctive
Creative Style
Prominent
Music
Established
Branding Device
Established
Slogans
Emotional
Messages
Funny
Product
Continuously
Shown
Zooming in further...
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Local Resonance
Simplicity
Entertaining
Show & Tell
Is MORE!
IN AN AD-BUSY COUNTRY LIKE THE PHILIPPINES…
Local Resonance
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Worth noting, showcasing the Filipino’s optimistic character amidst realities of life are stories that also connect well with many.
Ads that feature/encourage personal relationships go well with Filipinos as these resonate with strong values on togetherness.
In addition, ads set in the
context of a family and / or
featuring children is likely to
be a plus!
Entertainment is Key
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A key factor influencing what kind of advertising works well is whether the population generally sees advertising as a form of entertainment or as a source of information.
Source: Millward Brown (Taking Cultural Nuances Into Account when Analyzing Survey Data 2013) 16
For the fun-loving Filipinos, they want ads that entertain while trying to sell them the product.
INFORMATION VS. ENTERTAINMENT
INFORM ME ENTERTAIN ME
CHINA
CHINA
SHANGHAI
BEIJING
VIETNAM
MALAYSIA
INDIA
SOUTH KOREA
JAPAN
HONG KONG
SINGAPORE
TAIWAN
INDONESIA
(TERTIARY CITIES)
(SECONDARY CITIES)
UK
AUSTRALIA
THAILAND
PHILIPPINES
One key driver of entertainment for the Filipino is music as it is a common interest among many. Ads using familiar and catchy tunes facilitate viewer recall.
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Prominent music Discreet music
PH AVG
DID YOU KNOW?
69% of Filipino
ads involve music
Moreover, ads sporting a dose of non-demeaning fun or humour also entertain the Filipino viewer.
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Overt humour Light-heartedhumour
No humour
PH Avg
Simplicity
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Watching ads is a passive experience. Hence, complicated ads will not work, especially in a high ad-exposure environment.
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In addition, ads need to be straightforward and simple, as viewers will not work it out themselves, leading to misunderstanding or confusion.
Especially true in the Philippines, ads that are
convey a single thought perform better than those
with multiple messages.
One Key Message Two Key Messages Three or more KeyMessages
PH Avg
“Sorry, why would I want to work hard, it’s just a TV ad?”
Show and Tell
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Show and Tell
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Ads showcasing product
or consumption shots
are more likely to move
viewers to consider their
offer as they give viewers
a glimpse of their product
experience.
On the other hand, ads
featuring testimonials
from credible
ambassadors also tend
to work well among
Filipinos.
TELL SHOW
Showsproductbenefits
Showsproduct
consumption /usage
Showsproduct
composition
ChildrenTestimonial
Show and Tell
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TELL SHOW
Also on visuals: ads that
leverage on established
brand cues, symbols or
devices helps ad
performance likely as it
aids in recognition of what
brand the ad is for.
Meanwhile, hearing
familiar brand taglines /
slogans also facilitate
recognition of brand
advertised.
Slogan RecallEstablished Branding Device
In an ad-busy country like the Philippines…
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Local Resonance
Simplicity
Entertaining
Show & Tell
Is Indeed MORE!
L.E.S.S. is More! Learning from the top performing ads in Philippines
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INTRODUCING OUR
CREATIVE DEVELOPMENT
PROGRAM
Dove
“Soap Scum”
Bronze Effie 2010
U.S. Postal Service
“A Simpler Way to Ship”
Silver Effie 2010
Coca-Cola
“Happiness Machine”
Gold Ogilvy 2012
Kit Kat
“Break time. Anytime”
Silver Ogilvy 2012
Domino’s
“Oh Yes We Did”
Grand Ogilvy 2011
Reese’s
“Perfect”
Silver Ogilvy 2013
Powerade
“Powerade Believe”
Gold Ogilvy 2013
Red Lobster
“Sea Food Differently”
Gold Ogilvy 2013
Orbitz
“Take Vacation Back”
Gold Ogilvy 2013
U.S. Postal Service
“A Simpler Way to Ship”
Grand Ogilvy 2010
Hefty Odor Block
“Revolutionary Technology”
Gold Ogilvy 2010
Dove
“Soap Scum”
Silver Ogilvy 2010
Kellogg’s Special K
“What Will You Gain When You Lose”
Gold Effie 2012
Schick Hydro
“A Blast of Hydration”
Bronze Effie 2012
Homeaway.com
“The Return of the Griswolds”
Gold Effie 2011
Dick’s Sporting Goods
“Serving the True Athlete”
Bronze Effie 2013
Jim Beam
“Devil’s Cut Global Campaign”
Bronze Effie 2013
Corona Extra
“Finding Our Beach”
Gold Effie 2013
Corona Light
“A Refreshing Change of Beer”
Bronze Effie 2013
Kellogg’s
“The Start”
Bronze Effie 2013
Millward Brown was involved in the development of more award-winning ads than any other agency.
Since the inception of the awards in 1993, MB has been the research partner behind more
award-winning campaigns than anyone else.
Millward Brown has been the research partner behind more than a third of award-winning
campaigns in recent years:
Walkers
‘Sandwich’
Guinness
‘Noitulove’
Lynx
‘Metamorphosis’ Peugeot
‘Sculptor’
Peugeot
‘Sculptor’
Indesit
‘Aqualtis’
Heineken
“Legendary Journey”
Cadbury Dairy Milk
“Gorilla”
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Communication has 3 broad stages of development
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Our solutions are designed to help at each stage of the process
MESSAGE IDEA EXECUTION
Which aspect of my
positioning should be
conveyed in
communications?
Identifying the most
powerful messages to
convey
How do I get a quick view
on whether this ad will
work?
Checking if an ad is strong
enough to run
How can I optimise my
creative before I run it?
Predicting effectiveness
and highlighting
optimization opportunities
How can I ensure I’m
progressing the right
executional idea?
Choosing and optimising
the best executional idea.
Which communications ideas will bring
my brand message to life?
Ideating, developing and assessing
potential brand or campaign ideas
WILL improve the return on your
advertising investment
LINK™
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Based on empirical research & VALIDATED TO SALES
See "Cognitive Neuroscience, Marketing and Research: Separating Fact from Fiction" presented by Graham Page and Professor Jane Raymond, ESOMAR Conference 2006)
LINK APPROACH IS PROVEN
LINK
Learning from continuous
tracking studies,
Neuroscience, sales
validation has driven Link
development
Captured with in-market
tracking
Link measures validated
against short term and
long term in-market
success
Detailed information on
how the ad performs
REAL LIFE
VIEWING
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Link covers the 3 areas we know drive successful advertising
Does the ad connect with
people? And does the brand
have a role in the
connection?
Does the ad affect brand
associations in the right
way?
ENGAGEMENT BRAND ASSOCIATIONS
Does the ad make the brand
more desirable at key
decision moments?
BRAND PREDISPOSITI
ON
GET A FAST &
EVALUATIVE READ
FROM 4 DAYS
LinkExpress™ on Mobile
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LinkExpress is ideal for situations where simply knowing the strength of an ad is enough.
When is LinkExpress most valuable?
LinkExpress™
Which of these ads should I
choose to air?
Can I assess my ad really
quickly?
Have the changes I’ve made
following Link resulted in a
more effective ad?
Is there a lower investment
option to quickly check the
strength of my ad?
How strong are my
competitor’s ads?
Can my ad travel to another
country?
Can I check the strength of
this old ad to compare to?
What are the broad areas of
strength and weakness of my
ad?
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Being purely evaluative means that LinkExpress is fast. It is also robust, providing summary metrics
validated against sales and Link norms for evaluative context.
Know if your ad is strong enough in as little as 4 days
*In most online markets
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Results delivered via intuitive, clear INTERACTIVE DASHBOARD
BRAND NAME, AD, COUNTRY
49 Source: Millward Brown (Similarities between advertising markets 2014)
Closest
Closer
Close
India-Rest of South
India-Rest of West
India-Mumbai
India-Tamil Nadu
India-North
Brazil
Argentina
Colombia
Mexico
Chile
China-Shanghai
China-Beijing
China-Sec. Cities South &
Guangzhou
China_Tertiery Cities
China-North
Philippines
Indonesia
Thailand
Vietnam
Saudi Arabia
Turkey
Czech Republic
Hungary
Netherlands
Belgium Poland Ukraine
Taiwan
China-Sec. Cities Cen
& West
Japan
France Russia
Germany Italy
Spain
India-East
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In terms of ad characteristics, Philippines ads have qualities that are similar to those of other SEA countries.
Explanation for INDEX
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Characteristic A Characteristic B
Market Average
HOW DO WE CALCULATE INDEX SCORES?
WHAT DOES THE INDEX SCORE SHOW?
If Index > 100, it indicates that a higher proportion of top-
performing ads showcase that particular characteristic vs.
all ads tested in the market
If Index < 100, it indicates that a lower proportion of top-
performing ads showcase that particular characteristic vs.
all ads tested in the market
INDEX = % score among top-performing ads in the
market for that characteristic
% score of all ads in the market for that characteristic