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KEY RESULTS
Overall performance
This TV Commercial (TVC) scores very well in most respects. It outperforms the
benchmark in 20 out of 24 measured metrics (benchmark = 130 TVCs tested in Vietnam
up to March 2010).
The total score of this ad lies 4 points above the benchmark. This ad is located within the
top 20% of all tested ads with regard to total performance.
Compared to other ads, the story is perceived as very realistic and believable. The ad
has high relevance to the target audience and a convincing key message. However,
Neptune as a brand does not play a very important role.
Strengths
The main strength of this ad is its relevant, believable and realistic story to the target
audience. The ad outperforms the benchmark by 11 points in terms of relevance, placing
it in the top 10% of all tested ads in this respect.
Another strength of this ad is that it provokes people to think. The ad is placed in the top
10% in this respect.
Respondents find the key message of this ad convincing. The key message outperforms
the benchmark by 8 points.
This TVC has a high appeal. Respondents especially like the characters, and the ad
makes people inspired and feel good.
The ad has a high impact. People are interested to see it again and are more likely to buy
Neptune because of this ad. As for the overall impact score, the ad is placed within the
top 10% of all tested ads so far.
Weaknesses
The only are where the benchmark is underperformed is the role of the brand.
Specifically, respondents think that Neptune does not play a major role in this
advertisement.
Also, respondents think that this ad could be for any other brand and is not specific for
Neptune.
Brand / Ad recall
Research Methodology
Results of this TV commercial test are based on an online survey conducted by Cimigo among
females in Vietnam aged 18+. This survey was conducted Jan 10 - Jan 21, 2010. This report is
based on a sample size of 171 respondents.
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ABOUT ADTRACTION
AdTraction Methodology
Respondents for AdTraction surveys are recruited online, either from Vietnamese
websites or from Cimigo panel databases. Respondents fill in an online survey where
they provide their demographic profile, watch a TVC and then complete a questionnaire
about the TVC. Each TVC is filtered according to its target group. The survey is only
conducted in Vietnamese.
AdTraction Scores
Most of the results in this TVC Scorecard are based on AdTraction Scores. AdTraction
Scores show the difference between one specific TVC and all TVCs that constitute the
AdTraction benchmark.
A positive AdTraction Score means that this specific TVC was rated above the
benchmark, a negative score means that the ad was rated below the benchmark. An
AdTraction Score of +5 means that this TVC was rated 0.5 points higher than the
benchmark on the original 1-10 polarity profile rating scale.
Most AdTraction Scores lie between -10 and +10, however they can also be higher or
lower (up to 25 in extreme cases). AdTraction Scores higher than 3 or lower than -3 are
usually statistically significant at the 95% confidence level.
AdTraction Scores give you an indication about the position of a TVC within the
AdTraction database. Use the following indicative table to find out how your TVC is
ranked:
AdTraction Score
Approximate interpretation
+7 or higher
+3 or higher
-2 to +2
-3 or lower
-7 or lower
By the time of this report (April 2010), Cimigo has already tested 130 TVCs aired in
Vietnam after May 2009 using the AdTraction methodology. Cimigo will continuously test
new TVCs in the future.
TVCs have been tested in the following industries: Alcoholic beverages, automobile,
beverages, cleansers, electric products, finance, foodstuffs, hair care, motorcycles, oral
care, telecom and toiletries.
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TVC INFORMATION
Classification
Category
Foodstuffs
Product
Cooking oil
Brand
Neptune
Length
30 seconds
First aired
December 2009
Date tested
Jan 2010
Key Message
Cng Neptune v nh n Tt, gia nh trn ht
Toghether with Neptune coming home on Tet, the family is the most important
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KEY METRICS1
AdTraction Scores
Benchmark:
130 TVCs
11
Ad relevance
8
Ad impact
Ad appeal
5
Overall ad liking
Ad surprise / novelty
-1
-10
-5
10
15
REACH / CUT-THROUGH
Correct brand recall
Ad reach
92%
58%
53%
Most Key Metrics are calculated as an index from various attributes. The attributes that constitute each Key Metric are shown on
page 6. Two key metrics, Overall ad liking and Convincingness of key message, are based on one single question only. Total
AdTraction Score is a weighted index of selected Key Metrics.
2
See the definition and interpretation of AdTraction Scores on page 2
3
% of respondents who recalled the correct brand name (unaided brand recall)
4
% of respondents who have seen the ad before at the time of the survey
5
% of respondents who have seen the ad before and recall the correct brand name
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ATTRIBUTES BY INDEX
AdTraction Scores
Ad appeal
9
bad characters
good characters
irritating
pleasant
bad music
good music
not funny
funny
boring
entertaining
unclear
clear
Ad surprise / Novelty
13 provokes me to think
obvious
surprising
Ad relevance
13
11
exaggerated
is talking to me
Ad impact
-4
-7
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ATTRIBUTES OVERVIEW
AdTraction Scores
Benchmark:
130 TVCs
13 provokes me to think
exaggerated
bad characters
good characters
is talking to me
irritating
pleasant
bad music
good music
not funny
funny
boring
entertaining
unclear
clear
tells me something new
obvious
surprising
believable
-4
-7
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SURVEY INFORMATION
Target audience:
Sample size:
171 respondents
Methodology
Online survey
Survey time
Benchmark
130 TVCs in Vietnam, aired between May 2009 and January 2010
RESPONDENT PROFILE7
Age Group
Socio-economic class
Gender
15-19
10%
A/B
55%
Male
0%
20-29
55%
C/D
45%
Female
100%
30+
35%
100%
70%
57%
38%
Data is weighted according to age and socio-economic class (SEC). Weighting was applied to represent the age distribution of the
urban population in Vietnam 15-40 years and to have about an even split between SEC A/B and C/D.
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Report Type
Description
Price (US$)*
Time
Category
Benchmark
Scorecard
This report will compare your TVC against all ads from a
specific category. Results will be displayed in the same
format as this report, mainly based on AdTraction Scores.
400
1 week
Open
Comment
Analysis
2 weeks
Full TVC
report
3 weeks
4,000
* Introductory prices valid until June 2010. All prices are excluding VAT.
Service Type
Description
Price (US$)*
TVC inclusion
Cimigo will include your ad in the next AdTraction survey round and
guarantee a minimum of 150 respondents of your target audience.
Your TVC will be included in the Cimigo AdTraction database. 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 AdTraction benchmark database.
7,000
* Introductory prices valid until June 2010. All prices are excluding VAT.
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Positive statement
Ad appeal
Khng vui
Vui
Nhm chn
Th v
Kh chu
D chu
Kh hiu
D hiu
Qung co lm ti thy t
Qung co lm ti thy tt
Ad surprise / novelty
Khng ngc nhin
Ngc nhin
Khng ni vi ti iu g mi
Ni vi ti v iu mi
Ad relevance
Phng i
ng tin
Cu chuyn rt thc t
Qung co ny ni n ti
Ad impact
Lm ti thy tiu cc v nhn hiu [BRAND]
Overall ad liking
Ti khng thch qung co ny
Ti rt thch qung co ny
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CONTACT
Cimigo
9 Nguyen Huu Canh Street
Binh Thanh District
HCMC
Vietnam
T: (84 8) 3822 7727 Ext 320
adtraction@cimigo.com
www.cimigo.vn
www.cimigo.vn/scorecards.aspx
www.cimigo.vn/adtraction.aspx
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