Cimigo AdTraction

AdTraction is a methodology to test the

performance of TV commercials in Vietnam
AdTraction identifies the strengths and
weaknesses of your TVC from a consumer
perspective
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. all
170 ads tested, or ads from a specific industry
Benchmars database includes 12 industries and more than 100
brands
27.000 TVC ratings only during the last few months
Benchmark your TVC against others
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
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Guarantee an ROI on your advertising
Cimigo has the empirical knowledge to best advise you on what advertising
works and what does not for your target group and category in Vietnam.
Cimigo AdTraction provides quick feedback on your advertising performance
so 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 how
to 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)
No one has our experience
No one has tested this many TVCs
Cimigo is unique in understanding
advertising performance
2 weeks to receive a report
on the TVC of your choice
Learning from the best, worst and mediocre
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 different
2. surprising
3. this ad could only be for Coca Cola
4. funny
5. Coca Cola plays an essential role in
the story
6. would talk with friends about it
7. entertaining
8. the brand is easy to remember
9. I like it very much
10. story is not realistic
Coca Cola mang l i cho bn cm gic sng khoi thng hoa
Coca Cola brings you uplifted refreshment
+6
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#9 Creative hook integral to the brand and message
Greatest difference from benchmark
1. this ad could only be for Dutch Lady
2. 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
Lady
7. I like it very much
8. Dutch Lady plays an essential role in
the story
9. Clear
10. Pleasant
Sa C gi H Lan cung cp ngun dinh dng ng tin cy
'Dutch Lady milk provides reliable nutrition
+6
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#8 Simple and humorous
Greatest difference from benchmark
1. surprising
2. 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 again
8. 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
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#7 Brand integral to the story
Greatest difference from benchmark
1. story is very realistic
2. is talking to me
3. key message is very convincing
4. believable
5. good music
6. I like it very much
7. Ajinomoto plays an essential role in
the 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
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#6 Resonate tap into emotions
Greatest difference from benchmark
1. provokes me to think
2. story is very realistic
3. good characters
4. makes me feel good
5. it shows that Omo is different
6. more likely to buy and try Omo
7. believable
8. 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
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#5 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
Ch c th l Heineken
It could be only Heineken
+8
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#4 Breaking Category Expectations
Greatest difference from benchmark
1. would like to buy and try this product
2. surprising
3. funny
4. I like it very much
5. entertaining
6. good music
7. it shows that Pepsi is different
8. 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
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#3 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
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
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#2 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 - Sa ti nguyn cht 100%
Vinamilk - 100% Pure Fresh Milk
+10
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#1 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
Hy ung Vinamilk ng gp 6 triu ly sa cho tr em khp Vit Nam
Drink Vinamilk to contributes six million liter milk for children in VietNam
+10
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 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
23
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.
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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
TVC Scorecard Example
Standard TVC Scorecard
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Standard TVC Scorecard
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Standard TVC Scorecard
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Standard TVC Scorecard
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Standard TVC Scorecard
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Standard TVC Scorecard
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Standard TVC Scorecard
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Standard TVC Scorecard
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Ordering online at www.cimigo.vn
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Ordering online at www.cimigo.vn
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Other Reports
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Cimigo AdTraction Reporting
Report Type Description Price*
Standard TVC
Scorecard
TVC Scorecard is the standard AdTractionreporting. The performance of
your TVC is benchmarked against all ads that have beentested so far with
this methodology (currently n=170 TVCs). Results are usually based on Ad
Performance 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 TVC
Scorecard(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 geographical
region (minimum sample size: n=50 per subgroup)
- Comparison of your TVC with the category benchmark of your choice
(using AdTractionScores)
- Open comment analysis
4000$
* All prices are excluding VAT.
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Other Cimigo AdTraction services
Service Type Description Price*
TVC inclusion
Cimigo will include your ad in the next AdTractionsurvey round and guarantee a
minimum of 150 respondents of your target audience. Your TVC will be included
in the Cimigo AdTractiondatabase. This service does not include any form of
reporting.
500$ (excl.
reporting)
Pre-Test
Cimigo will conduct an exclusive pre-test for your ad. Cimigo will conduct a
survey, 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 to
purchase. Results will be included in the AdTractionbenchmark database.
7000$
* All prices are excluding VAT.
Unrivalled benchmarks
170 TVCs and counting
2 weeks to receive a report
on the TVC of your choice
See more at www.cimigo.vn