L.E.S.S. is More! Learning from the top performing ads in Philippines

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Let’s start with a few notes about ‘the Filipino’…

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Filipinos’…

Are Positive & Optimistic Are Fun-loving Have Strong Values

Have you heard…

“It’s more fun in the Philippines!”

The resilience of the Filipino spirit has

been tried & tested in being able to

‘bounce back’ quickly in spite of

calamities and difficult realities.

Our language and traditions reflects

the importance of family togetherness

& respect for the elders.

And in today’s media landscape..

Sources: Desk Research Philippine Inquirer, survey released by Asean DNA 2014. Yahoo PH news , Global Study by Wave7 3

Love to Stay connected Love to Watch TV

Filipinos are the second-most avid watchers of television in

the world - at 21 hrs a week. Dubbed as “Texting capital of the world”

…the “Social Media Capital of the World”

…and recently, “Selfie Capital of the World”

as 2 of its key cities top the number of people engaging in

the selfie phenomenon.

Filipinos’…

Advertising in Philippines – The Opportunity

Source: This Year, Next Year Worldwide media and marketing forecasts. July 2014. 5

TV REMAINS THE KEY MEDIUM

“Television

remains the

leading advertising medium though more businesses are looking to adopt online marketing strategies...” Euromonitor International (2014)

47,860 105,347

0 50 100 150 200 250

PhilippinesBrazilSpain

ArgentinaUS

JapanMexico

ItalyHong Kong

AustraliaRussia

ThailandPoland

GermanyHungaryMalaysia

TaiwanFrance

Czech RepublicUK

IndiaNetherlands

ChinaSwedenIreland

Advertising in Philippines: The Unique Environment

Source: Millward Brown (Taking Cultural Nuances Into Account when Analyzing Survey Data 2013)

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AVERAGE NUMBER OF COMMERCIALS VIEWED PER WEEK

PHILIPPINES TOPS weekly ad- exposure at

220 ads viewed per week!

Filipino ads rise up to the challenge of a cluttered media environment. CHARACTERISTICS OF PH ADS

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Filipino ads rise up to the challenge of a cluttered media environment

*Significantly higher than SEA Norms at 95% Confidence Level Source: Millward Brown (Similarities between advertising markets 2014), LinkTM Database 8

Compared to total performance of ads tested in South East Asia, the Philippines stand out* for

5 out of 7 characteristics of most impactful ads!

Distinctive

Creative Style

Prominent

Music

Established

Branding Device

Established

Slogans

Emotional

Messages

Funny

Product

Continuously

Shown

Zooming in further...

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Local Resonance

Simplicity

Entertaining

Show & Tell

Is MORE!

IN AN AD-BUSY COUNTRY LIKE THE PHILIPPINES…

Local Resonance

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Worth noting, showcasing the Filipino’s optimistic character amidst realities of life are stories that also connect well with many.

Ads that feature/encourage personal relationships go well with Filipinos as these resonate with strong values on togetherness.

In addition, ads set in the

context of a family and / or

featuring children is likely to

be a plus!

Entertainment is Key

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A key factor influencing what kind of advertising works well is whether the population generally sees advertising as a form of entertainment or as a source of information.

Source: Millward Brown (Taking Cultural Nuances Into Account when Analyzing Survey Data 2013) 16

For the fun-loving Filipinos, they want ads that entertain while trying to sell them the product.

INFORMATION VS. ENTERTAINMENT

INFORM ME ENTERTAIN ME

CHINA

CHINA

SHANGHAI

BEIJING

VIETNAM

MALAYSIA

INDIA

SOUTH KOREA

JAPAN

HONG KONG

SINGAPORE

TAIWAN

INDONESIA

(TERTIARY CITIES)

(SECONDARY CITIES)

UK

AUSTRALIA

THAILAND

PHILIPPINES

One key driver of entertainment for the Filipino is music as it is a common interest among many. Ads using familiar and catchy tunes facilitate viewer recall.

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Prominent music Discreet music

PH AVG

DID YOU KNOW?

69% of Filipino

ads involve music

Moreover, ads sporting a dose of non-demeaning fun or humour also entertain the Filipino viewer.

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Overt humour Light-heartedhumour

No humour

PH Avg

Simplicity

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Watching ads is a passive experience. Hence, complicated ads will not work, especially in a high ad-exposure environment.

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In addition, ads need to be straightforward and simple, as viewers will not work it out themselves, leading to misunderstanding or confusion.

Especially true in the Philippines, ads that are

convey a single thought perform better than those

with multiple messages.

One Key Message Two Key Messages Three or more KeyMessages

PH Avg

“Sorry, why would I want to work hard, it’s just a TV ad?”

Show and Tell

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Show and Tell

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Ads showcasing product

or consumption shots

are more likely to move

viewers to consider their

offer as they give viewers

a glimpse of their product

experience.

On the other hand, ads

featuring testimonials

from credible

ambassadors also tend

to work well among

Filipinos.

TELL SHOW

Showsproductbenefits

Showsproduct

consumption /usage

Showsproduct

composition

ChildrenTestimonial

Show and Tell

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TELL SHOW

Also on visuals: ads that

leverage on established

brand cues, symbols or

devices helps ad

performance likely as it

aids in recognition of what

brand the ad is for.

Meanwhile, hearing

familiar brand taglines /

slogans also facilitate

recognition of brand

advertised.

Slogan RecallEstablished Branding Device

In an ad-busy country like the Philippines…

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Local Resonance

Simplicity

Entertaining

Show & Tell

Is Indeed MORE!

L.E.S.S. is More! Learning from the top performing ads in Philippines

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INTRODUCING OUR

CREATIVE DEVELOPMENT

PROGRAM

Dove

“Soap Scum”

Bronze Effie 2010

U.S. Postal Service

“A Simpler Way to Ship”

Silver Effie 2010

Coca-Cola

“Happiness Machine”

Gold Ogilvy 2012

Kit Kat

“Break time. Anytime”

Silver Ogilvy 2012

Domino’s

“Oh Yes We Did”

Grand Ogilvy 2011

Reese’s

“Perfect”

Silver Ogilvy 2013

Powerade

“Powerade Believe”

Gold Ogilvy 2013

Red Lobster

“Sea Food Differently”

Gold Ogilvy 2013

Orbitz

“Take Vacation Back”

Gold Ogilvy 2013

U.S. Postal Service

“A Simpler Way to Ship”

Grand Ogilvy 2010

Hefty Odor Block

“Revolutionary Technology”

Gold Ogilvy 2010

Dove

“Soap Scum”

Silver Ogilvy 2010

Kellogg’s Special K

“What Will You Gain When You Lose”

Gold Effie 2012

Schick Hydro

“A Blast of Hydration”

Bronze Effie 2012

Homeaway.com

“The Return of the Griswolds”

Gold Effie 2011

Dick’s Sporting Goods

“Serving the True Athlete”

Bronze Effie 2013

Jim Beam

“Devil’s Cut Global Campaign”

Bronze Effie 2013

Corona Extra

“Finding Our Beach”

Gold Effie 2013

Corona Light

“A Refreshing Change of Beer”

Bronze Effie 2013

Kellogg’s

“The Start”

Bronze Effie 2013

Millward Brown was involved in the development of more award-winning ads than any other agency.

Since the inception of the awards in 1993, MB has been the research partner behind more

award-winning campaigns than anyone else.

Millward Brown has been the research partner behind more than a third of award-winning

campaigns in recent years:

Walkers

‘Sandwich’

Guinness

‘Noitulove’

Lynx

‘Metamorphosis’ Peugeot

‘Sculptor’

Peugeot

‘Sculptor’

Indesit

‘Aqualtis’

Heineken

“Legendary Journey”

Cadbury Dairy Milk

“Gorilla”

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Communication has 3 broad stages of development

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Our solutions are designed to help at each stage of the process

MESSAGE IDEA EXECUTION

Which aspect of my

positioning should be

conveyed in

communications?

Identifying the most

powerful messages to

convey

How do I get a quick view

on whether this ad will

work?

Checking if an ad is strong

enough to run

How can I optimise my

creative before I run it?

Predicting effectiveness

and highlighting

optimization opportunities

How can I ensure I’m

progressing the right

executional idea?

Choosing and optimising

the best executional idea.

Which communications ideas will bring

my brand message to life?

Ideating, developing and assessing

potential brand or campaign ideas

WILL improve the return on your

advertising investment

LINK™

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Based on empirical research & VALIDATED TO SALES

See "Cognitive Neuroscience, Marketing and Research: Separating Fact from Fiction" presented by Graham Page and Professor Jane Raymond, ESOMAR Conference 2006)

LINK APPROACH IS PROVEN

LINK

Learning from continuous

tracking studies,

Neuroscience, sales

validation has driven Link

development

Captured with in-market

tracking

Link measures validated

against short term and

long term in-market

success

Detailed information on

how the ad performs

REAL LIFE

VIEWING

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Link covers the 3 areas we know drive successful advertising

Does the ad connect with

people? And does the brand

have a role in the

connection?

Does the ad affect brand

associations in the right

way?

ENGAGEMENT BRAND ASSOCIATIONS

Does the ad make the brand

more desirable at key

decision moments?

BRAND PREDISPOSITI

ON

GET A FAST &

EVALUATIVE READ

FROM 4 DAYS

LinkExpress™ on Mobile

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LinkExpress is ideal for situations where simply knowing the strength of an ad is enough.

When is LinkExpress most valuable?

LinkExpress™

Which of these ads should I

choose to air?

Can I assess my ad really

quickly?

Have the changes I’ve made

following Link resulted in a

more effective ad?

Is there a lower investment

option to quickly check the

strength of my ad?

How strong are my

competitor’s ads?

Can my ad travel to another

country?

Can I check the strength of

this old ad to compare to?

What are the broad areas of

strength and weakness of my

ad?

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Being purely evaluative means that LinkExpress is fast. It is also robust, providing summary metrics

validated against sales and Link norms for evaluative context.

Know if your ad is strong enough in as little as 4 days

*In most online markets

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Results delivered via intuitive, clear INTERACTIVE DASHBOARD

BRAND NAME, AD, COUNTRY

49 Source: Millward Brown (Similarities between advertising markets 2014)

Closest

Closer

Close

India-Rest of South

India-Rest of West

India-Mumbai

India-Tamil Nadu

India-North

Brazil

Argentina

Colombia

Mexico

Chile

China-Shanghai

China-Beijing

China-Sec. Cities South &

Guangzhou

China_Tertiery Cities

China-North

Philippines

Indonesia

Thailand

Vietnam

Saudi Arabia

Turkey

Czech Republic

Hungary

Netherlands

Belgium Poland Ukraine

Taiwan

China-Sec. Cities Cen

& West

Japan

France Russia

Germany Italy

Spain

India-East

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In terms of ad characteristics, Philippines ads have qualities that are similar to those of other SEA countries.

Explanation for INDEX

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Characteristic A Characteristic B

Market Average

HOW DO WE CALCULATE INDEX SCORES?

WHAT DOES THE INDEX SCORE SHOW?

If Index > 100, it indicates that a higher proportion of top-

performing ads showcase that particular characteristic vs.

all ads tested in the market

If Index < 100, it indicates that a lower proportion of top-

performing ads showcase that particular characteristic vs.

all ads tested in the market

INDEX = % score among top-performing ads in the

market for that characteristic

% score of all ads in the market for that characteristic