yangon - 14th of march 2018 - cci france myanmar · havas riverorchid /myanmar ... 2010 2011 2012...
TRANSCRIPT
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BRANDING SEMINAR - HAVAS RIVERORCHID YANGON - 14TH OF MARCH 2018
YANGON / MYANMMAR
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VINCENT CROUZET GROUP ACCOUNT PLANNER
TELMO FREITAS GENERAL MANAGER
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19,350 people
135 cities
335 offices
86 countries
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HAVAS IN INDOCHINA
YANGON/MYANMARBANGKOK/THAILAND VENTIANE/LAOSPHNOM PENH/CAMBODIA HO CHI MINH/VIETNAM
300 people
5 cities
5 offices
5 countries
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LOVING KNOWING
LIVING
Indochina is our sole focus.
We operate as one agency in one region - Indochina - although we happen to be located in five different cities.
Indochina’s most local, most global integrated offer, combining unparalleled
local know-how with world-class tools, technology and capability.
OUR MOJO
INDOCHINA
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HAVAS RIVERORCHID /Myanmar
“Our constant aim is offer solutions which are not only custom-perfect for Myanmar,
but are delivered in a manner which is cost-efficient, quick, and with the best quality.”
50 talented staffs 10 passports – multiple languages Diverse & Unique
- A 360° Advertising Agency -
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Our Core Capabilities
BRAND STRATEGY
CONTENT DEVELOPMENT
SOCIAL MEDIA & SOCIAL LISTENING
PLANNING & BUYING
RESEARCH & BRAND HEALTH
TRACKINGINFLUENCER MARKETING
MOBILE MARKETING
ADVERTISING SOCIAL MARKETING ACTIVATION & EVENT
CREATIVE & DESIGN
DIRECT MARKETING
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Our Clients
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MEDIA USAGE
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Digital Development Journey
Myanmar is known as a Leapfrog Nation skipping the desktop computer to go directly to mobile internet (smartphones, tablets...)
• Internet penetration: 0.8%• MPT on Monopoly• Sim card cost: ~$1500
• Government reducesonline censorship
• Mobile penetration: 9%• Internet penetration: 1%
• Oreedoo & Telenor enter the market and provide 3G.
• 6% of all smartphone world supplies coming to Myanmar(4th in the world).
• Sim card cost: $1.50• Mobile penetration: 50%• Internet penetration: 12.5%
• Oreedoo launches the country’s first 4G data
• Telenor & MPT follow.• Sim card cost: $1.00• Mobile penetration: 90%• Internet penetration: 19.3%• Smartphone usage: 80%
2014-2015
20162011 20122010
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Internet users: 14.0M% penetration: 26%
Mobile subscription: 50.56M% penetration: 93%
• Facebook would account on the majority of all social media platforms.• As mentioned above, mobile users usually have more than 1 SIM card.• Based on historical data collected for the past 6 months in-house. Mobile access would
account to more than 90% of all online traffics.• Inventory genres are Arcade games, sports, fun and entertainment, travel, music and
videos, money and finance, utilities, news and magazines, transportation, lifestyle, shopping etc.
Social Media users: 14.0M% penetration: 26%
Share of Web Traffic by Device
28%
Laptop & Desktop Mobile Phones
70%
Tablets
2%
Monthly Active Users
Facebook - 14.0MNielsen – 10.6M
% Users accessing via Mobile
93%
% Users accessing FB Daily
49%
Male Profiles Female Profiles
64% 36%
Social Media & MobileSummary
Digital Landscape Overview
70 mins
80 mins
Users time spent on 1st Social apps (walled gardens)
Users time spent on other apps & content
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OUR TREMENDOUS DATA GOLDMINE - PROSUMER REPORT
Argentina, Australia, Belgium, Brazil, Cambodia, Canada, China, the Czech Republic, Denmark, Ecuador, France, Germany, India, Indonesia, Ireland, Italy, Japan, Malaysia, Mexico,
Myanmar, the Netherlands, the Philippines, Poland, Portugal, Russia, Saudi Arabia, Singapore, South Africa, Spain, the United Arab Emirates, the United Kingdom, and the United States.
Havas partners every year with Market Probe International to survey 12,168 men and women ages 18+ in 32 markets including Myanmar on several trendy topics
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SAMPLE IN MYANMAR
ABOUT THE STUDY
331 PEOPLE
49% MEN
51% WOMEN
MILLENNIAL
41%
AGE 18-34
GEN X
36%
AGE 35-54
BOOMERS
23%
AGE 55+
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SO FAR WE CONDUCTED THE RESEARCH FOR THESE TOPICS
FOOD MONEY TECHNOLOGY GENDER
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SO FAR WE CONDUCTED THE RESEARCH FOR THESE TOPICS
FOOD MONEY TECHNOLOGY GENDER
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“JUNK FOOD/UNHEALTHFUL DIETS ARE ONE OF THE GREATEST THREATS FACING OUR SPECIES” *% strongly agreeing/somewhat agreeing
73%
90%
“FAST FOOD HAS KILLED LOCAL FOOD AND CULTURE” *% strongly agreeing/somewhat agreeing
58%
82%
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“I WORRY THAT OUR FOOD SUPPLY IS BECOMING INCREASINGLY CONTAMINATED/UNSAFE”
75%
*% strongly agreeing/somewhat agreeing
MEN 92%WOMEN 72%
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“I AM MUCH MORE AWARE OF THE NUTRITIONAL/HEALTH VALUE OF THE FOOD I EAT THAN I USED TO BE”
73%
*% strongly agreeing/somewhat agreeing
90%
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“EATING CAN BE AS PLEASURABLE AS SEX”“GIVEN THE CHOICE BETWEEN SEX AND AN
EXCELLENT DINNER AT A RESTAURANT, I WOULD CHOOSE THE DINNER”
51%60% 36%46%
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SO FAR WE CONDUCTED THE RESEARCH FOR THESE TOPICS
FOOD MONEY TECHNOLOGY GENDER
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HOW WORRIED YOU ARE ABOUT EACH OF THE FOLLOWING ?
Running out of money as I grow older
Loosing money I've invested
MYANMARWORLDWIDE
My adult children requiring my financial support
The company I work for going out of business
My country going bankrupt
A global economic recession
My parents requiring my financial support
The collapse of global financial markets
Not being able to pay my immediate bills
A violent conflict between rich and poor
Not being able to leave a financial inheritance to my children
Not having as much money as my friends and relatives do
0 25 50 75 100
22%
38%
19%
31%
34%
20%
12%
21%
9%
22%
20%
11%
24%
20%
24%
20%
27%
21%
26%
20%
23%
20%
21%
21%
28%
22%
32%
23%
23%
26%
35%
26%
37%
26%
26%
29%
26%
20%
25%
26%
16%
33%
27%
33%
31%
32%
33%
39%
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HOW WORRIED YOU ARE ABOUT EACH OF THE FOLLOWING ?
Running out of money as I grow older
Loosing money I've invested
MYANMARWORLDWIDE
My adult children requiring my financial support
The company I work for going out of business
My country going bankrupt
A global economic recession
My parents requiring my financial support
The collapse of global financial markets
Not being able to pay my immediate bills
A violent conflict between rich and poor
Not being able to leave a financial inheritance to my children
Not having as much money as my friends and relatives do
0 25 50 75 100
29%
31%
9%
15%
11%
10%
5%
12%
5%
6%
10%
8%
8%
5%
8%
6%
6%
5%
8%
4%
5%
4%
3%
3%
18%
17%
14%
9%
12%
14%
14%
6%
11%
10%
5%
6%
45%
47%
69%
70%
71%
71%
73%
78%
79%
80%
82%
83%
Very worried Somewhat worried Slightly worried Not at all worried
0 25 50 75 100
22%
38%
19%
31%
34%
20%
12%
21%
9%
22%
20%
11%
24%
20%
24%
20%
27%
21%
26%
20%
23%
20%
21%
21%
28%
22%
32%
23%
23%
26%
35%
26%
37%
26%
26%
29%
26%
20%
25%
26%
16%
33%
27%
33%
31%
32%
33%
39%
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WHICH COMES CLOSEST TO YOUR POINT OF VIEW ?
On the whole, children born today will have the SAME level of financial
security as their parents had
On the whole, children born today will have MORE financial security than their parents had
On the whole, children born today will have LESS financial security than their parents had
OVERALL : 59%MILLENNIALS : 54%
OVERALL : 24%MILLENNIALS : 18%
OVERALL : 17%MILLENNIALS : 28%
OVERALL : 19%
MILLENNIALS : 20%
OVERALL : 53%
MILLENNIALS : 51%
OVERALL : 28%
MILLENNIALS : 29%
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OVERALL : 72%MILLENNIALS : 70%
OVERALL : 41%
MILLENNIALS : 44%
MONEY GIVES MEANING TO MY LIFE% Strongly agree / agree
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MONEY IS ESSENTIAL TO STAND OUT FROM THE CROWD
% Strongly agree / agree
OVERALL : 78%
MILLENNIALS : 76%
OVERALL : 38%
MILLENNIALS : 38%
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SO FAR WE CONDUCTED THE RESEARCH FOR THESE TOPICS
FOOD MONEY TECHNOLOGY GENDER
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I WOULD LIKE MY SMARTPHONE TO BE INTEGRATED INTO MY ANATOMY (E.G., IMPLANTED IN MY BRAIN OR SKIN)
% OF AGREEING STRONGLY/SOMEWHAT
22% OVERALL
23% MILLENNIALS
12% OVERALL
17% MILLENNIALS
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I WOULD LIKE MY SMARTPHONE TO BE INTEGRATED INTO MY ANATOMY (E.G., IMPLANTED IN MY BRAIN OR SKIN)
% OF AGREEING STRONGLY/SOMEWHAT
22% OVERALL
23% MILLENNIALS
12% OVERALL
17% MILLENNIALS
USA
CHINA
JAPAN
27%
30%
15%
INDIA
34%
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I AM A SLAVE TO MY SMARTPHONE
% OF AGREEING STRONGLY/SOMEWHAT
23% MILLENNIALS
23% OVERALL
27% MILLENNIALS
20% OVERALL
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I AM A SLAVE TO MY SMARTPHONE
% OF AGREEING STRONGLY/SOMEWHAT
23% MILLENNIALS
23% OVERALL
27% MILLENNIALS
20% OVERALL
USA
CHINA
JAPAN
SINGAPORE
27%
30%
15%
25%
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25% MILLENNIALS
24% OVERALL
28% MILLENNIALS
20% OVERALL
SEEING OTHER PEOPLE’S LIVES ON SOCIAL MEDIA MAKES ME DEPRESSED/
UNHAPPY ABOUT MY OWN LIFE % OF AGREEING STRONGLY/SOMEWHAT
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26% MILLENNIALS
24% OVERALL
19% MILLENNIALS
18% OVERALL
I PREFER MY LIFE ON SOCIAL MEDIA TO MY ACTUAL LIFE % OF AGREEING STRONGLY/SOMEWHAT
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26% MILLENNIALS
24% OVERALL
19% MILLENNIALS
18% OVERALL
24% MILLENNIALS
25% OVERALL
21% MILLENNIALS
16% OVERALL
I PREFER MY LIFE ON SOCIAL MEDIA TO MY ACTUAL LIFE % OF AGREEING STRONGLY/SOMEWHAT
I PREFER THE PERSON I AM ON SOCIAL MEDIA TO THE “REAL” ME
% OF AGREEING STRONGLY/SOMEWHAT
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29% MILLENNIALS
30% OVERALL
20% MILLENNIALS
16% OVERALL
I DO NOT CARE WHAT COMPANIES ARE DOING WITH MY DATA AS
LONG AS I GET FREE SERVICES/PRODUCTS IN RETURN
% OF AGREEING STRONGLY/SOMEWHAT
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12% FEMALE
13% MALE
44% FEMALE
60% MALE
ARTIFICIAL INTELLIGENCE WILL BE GOOD FOR SOCIETY
% OF AGREEING STRONGLY/SOMEWHAT
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WORLDWIDEMYANMAR
IN THE FUTURE, ARTIFICIAL INTELLIGENCE WILL... (CHOOSE ALL THAT APPLY.)
Take over and control human society
Liberate us from repetitive tasks and give us more time to enjoy life
Solve our most pressing problems
Take away jobs and leave millions of people unemployed
Create new jobs that we cannot even imagine today
Destroy our planet
Help humanity progress
None of these 12%
16%
18%
24%
30%
35%
42%
43%
7%
39%
15%
31%
41%
26%
41%
24%
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24% MILLENNIALS
24% OVERALL
25% MILLENNIALS
18% OVERALL
23% MILLENNIALS
25% OVERALL
41% MILLENNIALS
36% OVERALL
ROBOTS WILL SOMEDAY BE SO LIFELIKE THAT WE WON’T BE ABLE TO
DISTINGUISH THEM FROM HUMANS % OF AGREEING STRONGLY/SOMEWHAT
IN THE FUTURE, IT WILL BE NORMAL FOR HUMANS AND ROBOTS TO
DEVELOP DEEP FRIENDSHIPS AND EVEN ROMANTIC RELATIONSHIPS
% OF AGREEING STRONGLY/SOMEWHAT
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21% MILLENNIALS
18% OVERALL
12% MILLENNIALS
9% OVERALL
I BELIEVE I COULD HAVE A ROMANTIC RELATIONSHIP
WITH A ROBOT % OF AGREEING STRONGLY/SOMEWHAT
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China
India
Myanmar
USA
Japan
Cambodia
Australia
UK
France
Italy
Poland
Portugal 4%
5%
7%
8%
8%
10%
10%
13%
16%
18%
19%
23%
I BELIEVE I COULD HAVE A ROMANTIC RELATIONSHIP WITH A ROBOT
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SO FAR WE CONDUCTED THE RESEARCH FOR THESE TOPICS
FOOD MONEY TECHNOLOGY GENDER
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“IN THE FUTURE, IT WILL BE WOMEN WHO WILL LEAD CHANGE IN THE WORLD”
SOMEWHAT/STRONGLY AGREEING
45%
30%
24%
20%
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“WOMEN AND MEN WHO WORK IN THE SAME POSITIONS
SHOULD BE PAID THE SAME” SOMEWHAT/STRONGLY AGREEING
“I’M A FEMINIST” SOMEWHAT/STRONGLY AGREEING
“FEMINISM HAS DONE MORE HARM THAN GOOD”
SOMEWHAT/STRONGLY AGREEING
91%
84%
38%
33%
31%
17%
27%
16%
23%
33%
28%
28%
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IN GENERAL WHO ARE : (CHOOSE ONE ON EACH ROW)
WORLDWIDE
Better bargain hunters
Better money managers
Better negociators
More honest
More trust worthy
More sensible
More sensitive
More nurturing
Kinder
Smarter
More valuable to society
More reponsible
More confident
Better bosses/managers
0 25 50 75 100
27%
32%
14%
10%
12%
8%
6%
5%
17%
12%
13%
25%
16%
10%
60%
52%
51%
75%
70%
49%
33%
27%
48%
63%
60%
50%
47%
35%
13%
16%
35%
15%
18%
43%
61%
68%
35%
25%
27%
25%
37%
55%
WOMEN NO DIFFERENCES MEN
More independent
Harder working
More intellectual
More mechanical
Better leaders
Funnier
More creative/innovative
Emmotionally stronger
More adventurous
More tech savy
Braver
0 25 50 75 100
39%
53%
47%
26%
18%
26%
30%
65%
16%
16%
32%
47%
41%
44%
33%
57%
61%
59%
30%
66%
61%
48%
14%
6%
9%
41%
25%
13%
11%
5%
18%
23%
20%
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MYANMAR
More sensitive
Better bargain hunters
Kinder
More nurturing
More trust worthy
More honest
Better negociators
More confident
More reponsible
Better bosses/managers
Better money managers
Smarter
More sensible
More valuable to society
0 25 50 75 100
42%
42%
45%
36%
35%
41%
40%
38%
33%
32%
35%
27%
22%
21%
23%
22%
19%
25%
25%
18%
17%
20%
20%
21%
14%
12%
10%
10%
35%
36%
36%
39%
40%
41%
43%
42%
47%
47%
51%
61%
68%
69%
WOMEN NO DIFFERENCES MEN
Harder working
Funnier
Emmotionally stronger
More independent
More intellectual
More tech savy
More mechanical
Better leaders
More adventurous
Braver
More creative/innovative
0 25 50 75 100
52%
55%
49%
44%
50%
56%
47%
43%
44%
44%
35%
18%
15%
19%
24%
17%
11%
17%
20%
17%
13%
20%
30%
30%
32%
32%
33%
33%
36%
37%
39%
43%
45%
IN GENERAL WHO ARE : (CHOOSE ONE ON EACH ROW)
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“THE WORLD WOULD BE A BETTER PLACE IF MORE WOMEN WERE IN POSITIONS OF POWER”
SOMEWHAT/STRONGLY AGREEING
46%
34%
25%
25%
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OF THIS FOLLOWING, WHICH DO YOU THINK WOULD BE MOST LIKELY TO CAUSE A MARRIED COUPLE TO GET DIVORCED (PLEASE CHOOSE THE THREE MOST LIKELY CAUSES)
WORLDWIDE
Lack of money
Conflicting parenting approaches
Different religious beliefs
Unsatisfying sexual life
The woman earning more than the man
Conflicting approaches to spending/saving/money management
None of these
Conflicting political values and beliefs
0 10 20 30 40 50 60 70
15%
8%
48%
12%
60%
18%
35%
46%
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OF THIS FOLLOWING, WHICH DO YOU THINK WOULD BE MOST LIKELY TO CAUSE A MARRIED COUPLE TO GET DIVORCED (PLEASE CHOOSE THE THREE MOST LIKELY CAUSES)
MYANMAR
Lack of money
Conflicting parenting approaches
Different religious beliefs
Unsatisfying sexual life
The woman earning more than the man
Conflicting approaches to spending/saving/money management
None of these
Conflicting political values and beliefs
0 10 20 30 40 50 60 70
8%
10%
18%
19%
32%
37%
42%
61%
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THANK YOU