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    Advertising That Sticks 1-11-17

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    Nhu DoHoang
    Cimigo is a leading independent research and consulting agency in Asia. They have interviewed over 950,000 consumers, 700,000 retailers, and 30,000 healthcare professionals in the past 24 months. Cimigo has 7 offices nationally and extensive resources including a 400,000 square foot facility, 600 field agents, a 40,000 person online panel, and more. They offer services such as qualitative insights, rapid deployment, and community platforms to bring unrivalled resources to clients' projects.

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    Advertising That Sticks 1-11-17

    Uploaded by

    Nhu DoHoang
    12 views22 pages
    Cimigo is a leading independent research and consulting agency in Asia. They have interviewed over 950,000 consumers, 700,000 retailers, and 30,000 healthcare professionals in the past 24 months. Cimigo has 7 offices nationally and extensive resources including a 400,000 square foot facility, 600 field agents, a 40,000 person online panel, and more. They offer services such as qualitative insights, rapid deployment, and community platforms to bring unrivalled resources to clients' projects.

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    Cimigo is a leading independent research and consulting agency in Asia. They have interviewed over 950,000 consumers, 700,000 retailers, and 30,000 healthcare professionals in the past 24 months. Cimigo has 7 offices nationally and extensive resources including a 400,000 square foot facility, 600 field agents, a 40,000 person online panel, and more. They offer services such as qualitative insights, rapid deployment, and community platforms to bring unrivalled resources to clients' projects.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    12 views22 pages

    Advertising That Sticks 1-11-17

    Uploaded by

    Nhu DoHoang
    Cimigo is a leading independent research and consulting agency in Asia. They have interviewed over 950,000 consumers, 700,000 retailers, and 30,000 healthcare professionals in the past 24 months. Cimigo has 7 offices nationally and extensive resources including a 400,000 square foot facility, 600 field agents, a 40,000 person online panel, and more. They offer services such as qualitative insights, rapid deployment, and community platforms to bring unrivalled resources to clients' projects.

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    You are on page 1of 22

    Stick not sti k

    [email protected]

    1
    Co-creation

    Engagement Inspired
    communities consulting

    Response to
    Asian centricity challenges AdTraction

    Innoscope Rapid
    deployment

    Qualitative
    insights
    2
    All digital data collection

    7 offices nationally 600 strong tablet 40,000 online 40 CATI stations


    armed field force active panel members

    400 m sq.
    4 group rooms Cimigo Onmobile Cimigo MROC
    CLT space
    native app community platform

    Cimigo is the leading independent research and consulting agency. Cimigo has interviewed
    950,000 consumers, 700,000 retailers and 30,000 healthcare professionals in the past 24 months.
    Let us bring our unrivalled resources to bear on your projects.
    3
    AdTraction
    1. Emotional engagement
    2. Ad liking / appeal
    3. Purchase intent
    4. Surprise / novelty
    5. Emotional / behavioral impact
    6. Brand role in the ad
    7. Convincingness of key message
    8. Ad reach / brand recall
    9. Perceived main message
    10. Most memorable scene

    Decode emotional engagement

    4
    Unrivalled benchmarks

    450 videos rated

    All aired in past 5 years

    20 different categories

    >200 brands

    Not just the big spenders

    5
    Creative hook

    Brand and message Message only

    6
    Break the mould

    Category Brand

    7
    Break the mould
    2/3s of the videos tested advertise the category
    and not the brand

    8
    Brand is woven into story

    Mere association Woven

    9
    Visual over oral story telling

    10
    Life beyond first spot

    11
    Brand cues bring efficiency

    12
    Brand cues bring efficiency
    Same impact for 58% less media spend

    13
    Engage with emotion

    14
    Make ‘em feel good

    Humour | Family union | Social good | Mothers pride | Romance | Tradition

    15
    Convince with function

    Supporting credentials | New news

    16
    The sweet spot – a fine balance

    17
    Make ‘em stop and think

    18
    Simplicity requires great creativity
    ▪ Simplicity requires a creative hook.

    ▪ Simplicity requires focus on one message.


    Emotional

    ▪ Simplicity requires great creativity. Consumer

    ▪ If we can not tell our story in 30 seconds Functional


    revisit the ad idea.
    Rational

    19
    Keep is simple

    20
    21
    Stick not sti k
    Creative hook Engage with emotion
    Break the mould Make ‘em feel good
    Brand is woven into the story Convince with function
    Brand cues bring efficiency Make ‘em stop and think
    Life beyond the first spot Keep it simple

    [email protected]

    22

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