3. Cimigo
VietnamIndonesia
India
China
Hong Kong
Philippines
Singapore
From
3 billion consumers
Our 300 professionals advise companies that reach

4. Our services fall into two areas
Motivational research
Market scoping and segmentation
Concept testing
New product development
Brand positioning
1. Consulting Services
Market tracking
Product optimisation
Brand equity
Touch point management
Customer loyalty
2. Research Services
Ethnography
Accompanied shopping
In-depth interviewing
Focus groups
Vox pops
Telephone interviewing
Street intercepts
Mystery shopping
On line surveys
Social media tracking

5. Unrivalled benchmarks
300 TVCs and counting…

6. AdTraction Snapshot
 Cimigo continuously tests TVCs that have been aired recently
 Online methodology
 300 TVCs tested since Dec 2009
 Min. 150 respondents per TVC
 Report available for each individual TVC
 With AdTraction, the largest TVC evaluation database has been
established in Vietnam
6

7. Questionnaire
7

8. Questionnaire
8

9. AdTraction Database
9

10. No one has our experience
No one has tested this many TVCs
Cimigo is unique in understanding
advertising performance

11. 2 weeks to receive a report
on the TVC of your choice

12. Learning from the best, worst and mediocre

13. Learn from the best
Top 10 countdown
Tested amongst target group

14. 14
#10 Resonate tap into emotions
Greatest difference from benchmark
1. Story is very realistic
2. This ad could only be for Coca-Cola
3. Believable
4. Good music
5. The brand is easy to remember
6. I like it very much
7. Is talking to me
8. Pleasant
9. More likely to buy and try Coca-Cola
10. Interested in seeing it again
“Mở Coca-Cola đón năm mới với bao điều mới lạ”
“Open Coca-Cola to release the magic and be inspired”
+8

15. 15
#9 Creative hook integral to brand and message
Greatest difference from benchmark
1. Funny
2. It shows that Heineken is different
3. Surprising
4. Key message is very convincing
5. More likely to buy and try Heineken
6. Interested in seeing it again
7. Entertaining
8. This ad could only be for Heineken
9. I like it very much
10. Pleasant
“Chỉ có thể là Heineken”
“It could be only Heineken”
+8

16. 16
#8 Breaking Category Expectations
Greatest difference from benchmark
1. Surprising
2. Funny
3. I like it very much
4. Entertaining
5. Good music
6. It shows that Pepsi is different
7. Key message is very convincing
8. I like the characters
9. I would be interested in seeing it again
10. More likely to buy and try Pepsi
“Tận hưởng không khí của cơn bão bóng đá với Pepsi”
“Enjoy the atmosphere of the football's storm with Pepsi”
+8

17. 17
#7 Taps into social responsibility
Greatest difference from benchmark
1. Story is very realistic
2. Provokes me to think
3. Believable
4. It shows that Simply is different
5. Key message is very convincing
6. Interested in seeing it again
7. More likely to buy and try Simply
8. Entertaining
9. Makes me feel inspired
10. Would talk with friends about it
“Dùng dầu đậu nành Simply để góp phần mang lại niềm hạnh phúc cho những trẻ em nghèo mang bệnh tim
bẩm sinh trong chương trình phẫu thuật trái tim cho em“
“Use Simply soybean oil to bring the happiness to the poor children who have native heart disease”
+9

18. 18
#6 Creative hook integral to brand and story
Greatest difference from benchmark
1. Surprising
2. The brand is easy to remember
3. Would talk with friends about it
4. More likely to buy and try Coca Cola
5. Good music
6. I like it very much
7. Key message is very convincing
8. This ad could only be for Coca Cola
9. Entertaining
10. Makes me feel inspired
“Coca-Cola SoundFest – Siêu nhạc hội cực đỉnh và Chương trình khuyến mãi – Cào và trúng thưởng”
“This is a promotion from Coca-Cola - You need to scratch under the label to win a ticket to Coca-Cola SoundFest”
+9

19. 19
#5 Creative hook integral to brand and story
Greatest difference from benchmark
1. Funny
2. This ad could only be for Vinamilk
3. Is talking to me
4. I would be interested in seeing it again
5. Believable
6. Story is very realistic
7. It shows that Vinamilk is different
8. Entertaining
9. I like it very much
10. More likely to buy and try Vinamilk
“Uống 3 ly sữa mỗi ngày giúp tăng trưởng chiều cao”
“Drinking 3 glasses of milk everyday helps kid grow in height”
+9

20. 20
#4 Taps into social responsibility
Greatest difference from benchmark
1. Story is very realistic
2. Provokes me to think
3. Believable
4. Would talk with friends about it
5. Key message is very convincing
6. Makes me feel inspired
7. Tells me something new
8. I like it very much
9. It shows that Red Bear Noodle is
different
10. Interested in seeing it again
“Mua Mì Gấu Đỏ để cùng góp 5 tỷ đồng giúp trẻ em nghèo vui Tết”
“Buy Red Bear noodle to contribute 5 billion dong in providing a happy Tet for children”
+9

21. 21
#3 Creative hook integral to brand and story
Greatest difference from benchmark
1. It shows that Vinamilk is different
2. Funny
3. Surprising
4. This ad could only be for Vinamilk
5. Good music
6. Entertaining
7. Would talk with friends about it
8. I like it very much
9. The brand is easy to remember
10. Interested in seeing it again
“Vinamilk - Sữa tươi nguyên chất 100%”
“Vinamilk - 100% Pure Fresh Milk”
+9

22. 22
#2 Taps into social responsibility
Greatest difference from benchmark
1. Provokes me to think
2. Makes me feel inspired
3. Interested in seeing it again
4. Believable
5. Tells me something new
6. Makes me feel good
7. I like it very much
8. Story is very realistic
9. It shows that Vinamilk is different
10. Entertaining
“Hãy uống Vinamilk để đóng góp 6 triệu ly sữa cho trẻ em khắp Việt Nam”
“Drink Vinamilk to contributes six million liter milk for children in VietNam”
+10

23. 23
#1 Creative hook integral to brand and story
Greatest difference from benchmark
1. Surprising
2. Funny
3. It shows that Heineken is different
4. Would talk with friends about it
5. Entertaining
6. Interested in seeing it again
7. I like it very much
8. This ad could only be for Heineken
9. More likely to buy and try Heineken
10. Makes me feel inspired
“Heineken mở ra thế giới của bạn”
“Heineken open your world”
+11

24. No single winning formula

25. But key themes shine through

26. 26
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

27. 27
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 responsibility, 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

28. 28
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
 Advertising by association
 Association is not enough
 The brand is not integrated successfully into the story
3. No creative hook
 Category advertising
 Generic with no surprise, no twist, no strong creative hook to
demonstrate 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.

29. 29
Learn from the worst
1. Seek clarity
 Please start with a communications strategy. Develop a creative
idea. 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

30. 30
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

31. See more at www.cimigo.vn