Vietnam's Best Television Commercials: Cimigo

 

The study found some notable and surprising results for Vietnam's advertising industry, with two commercials from Vinamilk leading the pack when it comes to consumer effectiveness of their commercials.

 

#	Brand	TVC	Message
1	Vinamilk	Balloons	Drink Vinamilk to contribute six million liters of milk for children in Vietnam
2	Vinamilk	Dancing cows	100% pure fresh milk
3	Simply	Children	Use Simply soybean oil to bring the happiness to the poor children who have heart disease
4	Heineken	Closet	It could be only Heineken
5	Omo	TET with Grandma	With Omo, Children are not afraid of dirt. Express gratitude through action
6	Ajinomoto	Mums around the world	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
7	Coca-Cola	Brrrhhh	Coca-Cola brings you uplifted refreshment
8	Knorr	Come home for TET	Happy and enjoy party together in lunar new year - buy Knorr to collect a whole set of bowls and plates
9	Close Up	Breath heart and arrow	Close Up helps your teeth to be bright white and gives you a fresh breath
10	Beeline	Rocking chicks	With Big Zero package, talk as much as you like

 

 

Reflecting on the results, Cimigo Managing Director Richard Burrage said: "Several key themes emerge from this survey which separates the best TVCs from the rest. Firstly, a solid creative hook is crucial to gaining the attention of audiences, a creative idea that is integrated into either the message or the brand. Many of the best TVCs manage both."

 

"Secondly; simple ideas work best and tell the story visually. Those that need excessive voice overs are a sure sign of a lack of simple idea. Further many of the best TVCs tap into Vietnamese emotions, using social responsibility, pride, family values or cultural mores to create an emotional attachment to the brand for its audiences. Vinamillk, Simply OMO and Knorr provide good examples. Humour remains a very powerful draw card for this market, which notably worked well for Heineken and Coca-Cola.”

 

Vikas Mehta concurred, as Managing Director of Lowe Worldwide, which oversaw both of the Vinamilk commercials which polled 1 and 2 in this study and indeed was responsible for five of the top ten: "There’s no one formula as to why these worked, but there are a few common aspects that you’d find in ideas that work and these commercials are no different. They have a simple idea. The idea is rooted in a truth about the brand that resonates with people and their lives. And most importantly, is executed and produced in a way that makes it memorable. What we’ve also seen over and over again, is that campaigns that put people before the brand tend to do much better than the ones where a brand can’t stop talking about itself."

 

"What was interesting to note is that most of the mediocre advertising could be for any brand in its category. The best TVCs broke away from typical advertising for the category and stood out in a way that demonstrated clearly that both the advertising and the brand are different from others in their category, continued Mr. Burrage.

 

The survey was the single largest research initiative ever to be done online in Vietnam, with over 22,000 respondents addressing such issues as their recollection, emotional responses, and likelihood to purchase products based on the advertising seen, and represents the most comprehensive study into Vietnamese televised advertising ever undertaken here.

 

Mr Mehta joined in commending the new research, saying "With this research, there’s now a simple yet concrete way of evaluating the emotional impact they had on people. The fact that an exercise of this nature is possible at a significant scale in Vietnam is a good development from an industry viewpoint.”

 

"With televised advertising commanding the lion's share of ad budgets, and with our research revealing it to be the most effective means by which Vietnamese learn about new trends and brands, it is essential that advertisers get it right - the consequences of not doing so can be dire, and this is the value that AdTraction offers to marketing managers and agencies looking to study the way in which their ads will be received by this market," said Mr. Burrage.