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14/4/2016

BBDO - The Ritual Masters

BBDOTheRitualMasters
TheSecretistoBecomeaFortressBrand
BBDOSglobalstudyofritualsuncoversnewbusinessbuildingopportunitiesforbrands

NEWYORK,MAY11,2007BBDOWorldwide,anOmnicomGroupcompany,releasedfindingstoday
fromaglobalstudydesignedtobetterunderstandritualsandtheroletheyplayinpeopleslives.
Thestudy,entitledBBDOTheRitualMasters,isthemostextensiveresearchprojectever
undertakenbyBBDO.Itwasninemonthsinthemaking,involvedethnographicresearchin26
countries,2,500hoursofdocumentedandfilmedbehavior,quantitativefeedbackfrommorethan
5,000people,andinterviewswithpsychologists,nutritionistsandsociologists.ItwasledbyBBDO
teamsfromtheU.S.andEurope.
Wearefocusedonbehavior,bothasasourceofinsightandfordefininggoalsandstrategies,said
AndrewRobertson,PresidentandCEO,BBDOWorldwide.Theideahereistolookatritualsasan
importantbehaviorinconsumers'lives,tounderstandwhattheyare,howtheywork,andhowto
workourclients'brandsintothem.Weusuallylookatbehaviorthroughthelensofabrandora
category.Thisisanextralenstolookthrough.Notanalternative."
AccordingtotheBBDOstudy,ritualsareadefinedseriesofactionsthatmovepeopleemotionally
fromoneplacetoanother.Ritualsaresequencesthataredevelopedovertime.Ritualsmake
peoplefeelgood.Whiletheremaybebadhabits,therearenobadrituals.
ItwasBBDOsgoinginbeliefthatbybetterunderstandingrituals,newinsightsmightbeuncovered
thatcouldchangebehaviorandunlockbusinessbuildingideas.Forexample,thosebrandsthatare
alreadyembeddedinsidearitualenjoygreatstickinesswithconsumers.Thesearecalled
FortressBrands.ThegoaloftheBBDOstudywastouncoverinsightsthatcouldhelpmovea
clientsbrandsinside.

MoreAlikeThanDifferent
Whatwefoundisthatpeoplearemorealikethandifferent,whichisgreatnewsformarketers,
remarkedTracyLovatt,DirectorofBehavioralPlanningforBBDONewYorkandBBDONorthAmerica
andoneofthearchitectsofthestudy.Emotionally,ritualsarecriticaltopeopleeverywhereinthe
world.Theyhelptransformusfromoneemotionalstatetoanother,forexample,fromyourprivate
sleepyselfeverymorningtoyourwarriorreadytotakeontheworldself.Weallrepeataseriesof
stepstohelpusmakethattransformation.Whatvariesfromcountrytocountryistheexecution.
Asaresult,theBBDOstudyfocusedonthefiveritualsthatareperformedmostoftenbymost
peoplethroughouttheworld.Theseinclude:
Preparingforbattle:transformingusfromthecocoontoreadytofacetheday
Feasting:thepleasureofeatingthatreunitesuswithourtribes,transformingusfromalone
toconnected
Sexingup:ahighlypleasurableandindulgentritual,thoughnotwithoutstress(particularlyfor
women),thattransformsusfromoureverydayselvestoourmostfabulousselves
Returningtocamp:thatmomentwhenweunwindandexhale,transformingusfromtenseto
relaxed
Protectingyourselfforthefuture:thatlastritualofthedaythatmovesusfromrelaxedto
feelingsafeandsecurebeforethenextdaycomesaround

JammedUp,PreparingforBattle
Thebusiestandmosttightlysequencedritualoftheday,preparingforbattleincludesanaverage
ofoversevenstepsinlessthanonehour.Thesearefunctional,sequentialstepsthatgetpeople
readyfortheoutsideworld.Themostcommontaskisbrushingteeth(performedby82%ofpeople
aroundtheworld),followedbytakingashowerorbath(74%),havingsomethingtoeat/drink
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BBDO - The Ritual Masters

(74%),talkingtoafamilymember/partner(54%),checkingemail(54%),shaving(male53%),
puttingonmakeup(female47%),watchingTV/listeningtoradio(45%)andreadinganewspaper
(38%).
Importantly,89%ofpeoplerelyonthesamebrandswhenperformingthissequence,andthreeout
offourpeoplebecomedisappointed/irritatedwhentheirsequenceisdisruptedortheirbrandof
choiceisnotavailable.Thatsbecausethemorningritualisallaboutbeingpreparedandgaining
controlinordertofacetheday.
Fromaglobalperspective,theChinesearethemostregimented(96%haveasequencecompared
totheglobalaverageof79%)andtheU.S.isthemostbrandloyal(94%versustheglobalaverage
of82%).Braziliansbrushtheirteethmostoften(94%versustheglobalaverageof82%).The
Japaneseshowerandbathetheleast(only27%versustheglobalaverageof74%).Another
interestingfinding:seniorshavethehighestrateofemailusage(64%versustheglobalaverageof
54%).
Bottomline:thisisthebiggestvolumeopportunityforbrands,butalsotheritualthatismost
entrenchedandmostjammed.

FeastingIsMoreThanThanksgiving
Aphysicalandmentalmeetingofthegroupmarksthestartofafeast.Itisanemotional
transformationthatgoesfromfeelingalone,tobeingconnectedtoagroup.Peopleletgoofother
thingsandbond.Sharingisatthecoreofthisritual:everyoneisexpectedtobringsomethingto
thetable(literallyorfiguratively).
Americansaremostlikelytomeetinarestaurant,whereastheSpanishandFrencharemostlikely
tomeetathome.ThecarhasbecomeasizablediningvenuefortheSaudis,Chineseand
Americans,withanywherefrom10to12%ofpeopleeatingintheircars(versustheglobalaverage
of7%).
Bottomline:Maybeconveniencehasgonetoofar.Itsimportantthatpeoplealsofeelasenseof
involvementinthepreparationofameal.Itspartoftheemotionaltransformation.

SpontaneousSex
Globally,peoplesaythatsexisspontaneous(78%),yet,33%say10pmtomidnightisthehottime
ofthedayandover50%waitfortheweekend(Friday/Saturday/Sunday)forsex.TheChineseare
mostlikelytohaveappointmentsex(41%versusthe9%globalaverage).
Somaybesexisntasspontaneousaspeopleliketothink.
Preparationstartsdaysbeforegoingout.Somecallandtalkabouttheeveningaheadteenagegirls
photomessagepicturesoftheiroutfitsforapprovalandreassurance.Peopleeatanddrinkluxury
foods,forgetdietsandtreatthemselves.
Bottomline:whensexingup,peoplearetransformingfromtheirnormaltomostconfident
selves.Theyusespecialproductstomakethemselvesfeelspecial.

TimeforMe
Attheoppositeendofthespectrumfrompreparingforbattleisreturningtocamp.Thisisthe
momentwhenpeopleexhale.Itlastsanaverageoffourhoursandincludesfewerthanfivesteps
quiteadifferencefromthemorethansevenbehaviorsthatarecrammedintoanhouratthestartof
theday.
Windingdowntypicallybeginsaround8pm.Allovertheworld,peopledemonstratetheyhave
endedtheirdaybychangingelementsoftheirclothesfromkickingoffshoestochanginginto
pajamas.Twooutofthreepeopleletgowithmedia(66%watchTVintheevening)oneoutoffive
readsanewspapermorethanonethirdgoonline.Manybatheorshoweraparticularlypopular
activityamongBrazilians(85%versustheglobalaverageof48%).Almosthalfofallpeopletake
somethingtoreadwiththemintheloo.BraziliansandChinesereadthemostItaliansmultitask.
FewAmericans(only27%)areabletocreatealonetimeortimeforoneself.
Bottomline:thereisanopportunityforthosebrandsthatcancontributetoasenseofrelaxation,
calm,selfsatisfactionandatease.

HusbandsandFathersTakeProtectingYourselfSeriously
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Thefinalritual,andtheshortestone,isprotectingyourselfforthefuture.Thiscantaketheformof
leavingpackedbagsbythedoor,layingoutclothesforthenextday,turningoffcomputers,pouring
aglassofwater,takingyourmedicationorsettingthealarm.Tohusbandsandfathers,thedayis
notcompleteuntiltheyvecheckedonkidsandpetsorlockeddoorsandwindows.
Sequencematterstheleastbecausethisisatimetoletgo:lessthan50%ofpeoplehavea
sequencetoendtheirday.Yet,morethan50%usethesameproductswhenendingtheday.And
fouroutoffivepeoplebecomeirritatedwhentheirproductsarenotavailablelevelscomparableto
preparingforbattle.
Bottomline:brandsplayanimportantroleintheritualofhelpingsomeonefeelsafeandsecureand
protectedforthefuture.

WhatNext?
Thereisanopportunityforbrandstobecomemoreemotionallyconnectedwithconsumersthrough
understandingthetransformationthatistakingplaceinanygivenritualandtherolethatabrand
canplayinthattransformation.Implicationscantaketheformofpackagingtopositioning,
advertising,promotionsandproductdevelopment.
Aspeoplepreparefortheirnextweekend,BBDOinvitesthemtothinkabouttheiractivities,
comparedtoMondaythroughFriday:whatisdonedifferently,theiremotionalstate,theproducts
used.ItswhatBBDOcallstheritualisticrhythmsoflifeanditcangivesomeoneafirsthand
perspectiveofwhatthisstudyistryingtotellclients.
ABOUTBBDOWORLDWIDE
BBDOWorldwidehas287officesin79countries.Itsprofessionalambitioniscapturedinthe
agencysmantra,TheWork.TheWork.TheWork.In2006,BBDOwasthewinnerofTheGunn
Reportasthemostawardedagencynetworkintheworld,andtheWonReport,asthemostawarded
agencynetworkindirectandinteractive.BBDOalsowonthemostLionsatCannes.
BBDOWorldwideisapartofOmnicomGroupInc.(www.omnicomgroup.com).Omnicomisa
leadingglobaladvertising,marketingandcorporatecommunicationscompany.Omnicom'sbranded
networksandnumerousspecialtyfirmsprovideadvertising,strategicmediaplanningandbuying,
digitalandinteractive,directandpromotionalmarketing,publicrelationsandotherspecialty
communicationsservicestoover5,000clientsinmorethan100countries.
RelatedArticle:

DailyRitualsoftheWorld
ArecentstudybyadagencyBBDOWorldwideoffersmarketersinsightintothe
everydayroutinesofpeopleacrosstheglobe.
Humanbeingsarecreaturesofhabitthemorningcoffeewithtwosugars,thepostlunchbrushand
floss,thebedtimeyogaroutinewithlightsdimmed.Advertisers,ontheotherhand,oftentryto
breakthosehabitsbywedgingnewproductsandservicesintovariouspartsoftheday.
NowcomesadgiantBBDOWorldwidewithitslatestweapontohelpclientsgetanedge:An
extensiveglobalstudyofdailyrituals.Unlikehabitsorroutines,whichmaybeingrainedbutcarryno
emotionalmeaning,aritualisdescribedinthestudyas"adefinedseriesofactionsthathelpsus
transformfromoneemotionalstatetoanother."
Manyofthoseactionsinvolvefavoritethings,naturally,andBBDO'shopeisthatthedatawillhelp
clientsinserttheirproductsintothoserituals."Wedidn'thavecategoriesorbrandsinmind,"says
TracyLovatt,directorofbehavioralplanningatBBDONorthAmerica."Wewantedtostudythepower
ofritualsinourlives."
Thestudycomesatatimewhenadagenciesarestrugglingtofindnewwaystoreachcustomers,
andemphasizethevalueoftheirworktoclients."Thisisanotherexampleofhowtherichestsource
ofinsightcomesfromobservingbehavior,"saysBBDOPresidentandChiefExecutiveAndrew
Robertson.

MakingMeaning
Butritualsaresomethingmanyassociatewithritesofpassagemarriage,death,eventhetransition
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toanewseason.BBDO,incontrast,cameupwithfivethatoccureverydayineverypartofthe
world:"preparingforbattle"(themorningritual),"feasting"(reconnectingwithyourtribeover
food),"sexingup"(primping),"returningtocamp"(leavingtheworkplace),and"protectingyourself
forthefuture"(theritualbeforebed).
Eachlabelismeanttosuggestadefinedemotionalstatethatpermeateseachsetofbehaviors.The
notionresonateswithanthropologistNormanStolzoff,founderofEthnographicInsight."Theidea
thatthedaycouldbecarvedupintomeaningfultimesisclever,"hesays."Ritualsformmeaning."
Aspartofthestudy,researchersaskedmorethan5,000peoplein21countrieshowtheybehave
duringthesefivetransitionalperiodsoftheday.Whilepeopleineveryculturereportengagingin
ritualsforsimilarreasons,theyapproachthemquitedifferently.About41%ofChineserespondents
saidtheyschedulesex,forexample,whileonly3%ofRussiansdoand7%ofAmericans.

NightlyLockdown
Fully44%ofBraziliansreadinthebathroom,accordingtothestudyinSaudiArabia,10%of
respondentsdo.MorethanhalfofallIndianrespondentssurftheWebbeforeleavingthehouse,
whilelessthanonethirdofAmericansorCanadiansdo.About80%ofSaudiArabiansprayor
meditatebeforeworkinGermany,3%ofrespondentsdo.
Theritualsthatareeasiesttounderstandoccurinthemorningandevening.Marketershavelong
appreciatedthevalueofgettingafootholdinthetightlyscheduledmorningritual,whenpeopletend
tostickwitharoutineandaparticularsetofproducts.BBDOparticipantsreporteddoinganaverage
ofsevenactivitiesinunderanhour,frombrushingtheirteethanddrinkingcoffeetocheckingemail
(participantsbetweentheagesof60and70reportedthehighestrateofemailuse).
BBDOdubbedtheperiodbeforebed"protectingyourselfforthefuture."That'sbecausethesurvey
foundpeopleinselfpreservationmode,astheywentaboutlockingwindowsanddoors,applying
wrinklecream,andselectingclothesor"armor"forthenextday.It'sabriefperiod,butalsothe
perfecttimetofindcustomersattheirmostvulnerable.AsBBDO'sRobertson,aformerinsurance
salesman,putsit:"Iftherewassomewaytobeinthehomeaspeoplearegoingthroughlockdown,
youcouldprobablysellalotofinsurance."

BroadCategories
Whenitcomestoritualsinthemiddleoftheday,thesurvey'sresultsarelessconclusive.That
mighthavetodowiththecategoriesBBDOsettledon.Feasting,forexample,isdescribedas
"pleasurableandindulgenttheritualthatreunitesuswithourtribes."Butthefrequencywithwhich
peoplefeastvs.simplyeatingsomethingtostaveoffhungerisn'tclear,andanyonewhohas
organizedamidweekmealwithbusykidsknowsthat"indulgent"maynotbethebestwayto
characterizethemood.
Everyone,too,understandstheelaboratepreparationsthatgointo"sexingup."Butthecategoryis
acatchallforeverythingfromteenagegirlsemailingeachothertofindoutwhatthey'regoingto
wear,topeopleschedulingsex."Returningtocamp,"meanwhile,canmeananythingfromsharing
martiniswithfriendstostaringzombielikeattheTVwithabagofchipsinhand.WatchingTValso
creepsintoboththemorningandeveningrituals,asdootherhabitsthisperhapsmeansthesame
activityservesdifferentpurposesatdifferenthoursoftheday.
Evenso,marketersmayfindBBDO'sresultshelpthemtailortheirapproachtoconsumers.For
instance,culturesinwhichahighproportionofpeopleeatontheirwaytowork,suchasChina,
couldbemoreopentoportablebreakfastfoodthanthosethatdon't,suchasSpain.While
everybodyshowersorbathes,ashowergelaimedatPolishconsumersmightemphasizerelaxing
qualities,as84%ofthemshoweratnight.Amoreinvigoratingmessagemightworkbetterwiththe
92%ofMexicanswhoshowerorbatheinthemorning.KnowingthatwomeninColombia,Brazil,and
Japanapplymakeupintheircarattwicetheglobalratecouldpromptanewapproachtothedesign
andmarketingofcosmetics.

BreakingtheCode
Thechallengeisthatmostconsumersareloyaltoparticularproductsandpatterns,makingittough
formarketerstobecomepartofaritualifanotherbrandisalreadythere.Americans,inparticular,
saidtheyusethesameproductseverymorning,thoughthey'remoreflexibleaboutwhattheyuseat
night.Russiansarelesspredictableonlyhalfofthemusethesameproductsaspartoftheir
morningritual,and19%ofthemusethesameproductsbeforegoingtobed.Ifthere'soneconstant
aroundtheworld,it'sthis:Almosteveryonegetsirritatedwhentheirritualsaredisrupted.
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Howwillclientsseethework?BBDOhaspresentedthefindingstoseveralsofar,andsomewere
willingtoshareafewcommentswithBusinessWeek.YUM!BrandsChairmanandCEODavidNovak,
whocallshiscompany"maniacalaboutinsightdrivenmarketing,"saysthestudywill"providea
fresh,newlenstouncoverthoseinsightsthatleadtopositiveandlastingchangesinconsumer
behavior."PepsiColaNorthAmericaChiefMarketingOfficerCieNicholsoncalledthestudy
"intriguing,becausewecanlearnhowtobuildourbrands'shareoflife,notjustshareofmarket."
ForScottAakre,avicepresidentatHormelFoods,theHolyGrailisto"findawaytobreakthecode
andfitintooneofthesefiveuniversalroutines[so]wemightbeabletobuildlifelongrelationships
betweenourbrandsandconsumers."That'satoughchallenge.Butifhedoesn'tdoit,hecanalways
headhome,changeintohispajamas,curluponthecouch,andfindcomfortinthelittleritualsofhis
day.
DianeBrady,BusinessWeek,May10,2007.
Copyright20002007byTheMcGrawHillCompaniesInc.

BBDO
Copyright2007.Allrightsreserved.

Copyright2016AdvertisingEducationalFoundation

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