DRIVING BRAND DESIRE THROUGH FESTIVE CREATIVE IMPACT - KEY LEARNINGS ON EFFECTIVE FESTIVE COMMUNICATION IN MALAYSIA - Ipsos
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DRIVING BRAND DESIRE THROUGH FESTIVE CREATIVE IMPACT KEY LEARNINGS ON EFFECTIVE FESTIVE COMMUNICATION IN MALAYSIA Ipsos Malaysia - Creative Excellence & Social Intelligence Analytics 28 April, 2021
© Ipsos | Ipsos Syndicated Communication Research
2020
Findings
CONCERN ABOUT COVID IS STILL HIGH, BUT DECLINING
A majority of Malaysians are still highly concerned about COVID especially during CNY period, but the concern has
dropped recently to a level not seen since July-September 2020
% of Malaysians mentioning Coronavirus / Covid-19 as one of their three biggest
concerns
Raya period CNY period
85%
77% 76% 77%
74%
69% 70%
65%
61% 61%
57% 58%
Apr'20 May'20 June'20 July'20 Aug'20 Sept'20 Oct'20 Nov'20 Dec'20 Jan'21 Feb'21 Mar'21
Base: 500 online Malaysians/month, April 2020- March 2021
3 ‒ © Ipsos | Ipsos Syndicated Communication Research
2020
WE IDENTIFIED 4 BIG SHIFTS THAT WILL IMPACT THE WAY Findings
PEOPLE CELEBRATE FESTIVE MOMENTS
RITUALS REVISITED DIGITAL UBIQUITY
The rituals, practices Physical connectivity is
and socializing substituted by virtual
drastically changed connectivity.
during Raya but
festivity and faith are Recreation & faith
still at its heart embracing technology
BRANDS
NEED TO RIDE
ON THESE
REVITALISING CREATIVITY & WELL-BEING SHIFTS CHANGING RAMADHAN ECONOMY
Pursuing new passions Due to social distancing,
and interests to we witness changes in
achieve a feeling of purchase behavior and
self-accomplishment also role reversals in the
and to fight boredom context of shopping
4 ‒ © Ipsos | Ipsos Syndicated Communication Research
5 ‒ © Ipsos | Ipsos Syndicated Communication Research
CRE
RESEARCH APPROACH: QUANTITATIVE SURVEY
LIST OF 2021 CNY ADS EVALUATED
Celcom - A Story of our Strength
Daikin - The Extraordinary Family GO
METHODOLOGY TARGET AUDIENCE Digi - From the Heart
Grab - HUATever you want, Grab STILL got
Malaysian Chinese
Device Agnostics Maxis - Little Lion
(Self completed aged 18-55 years old
in Peninsular and Nescafe - Happy New 牛 Year
online interviews )
East Malaysia Panadol - 2021 Chinese New Year Short Film
PETRONAS - Yi Qi
Prudential - Happiness is a place within you
RHB - Love Carries On
Shopee - 2.2 Chinese New Year sale
Total of N=400 Interview Length: Sunway Group - Shared Prosperity and Wisdom
• 18-29 yrs old: 37% 15-20 minutes Tesco - ONG Medley 2021
• 30-39 yrs old: 30% Fieldwork Dates:
• 40-55 yrs old: 32% TNB - Nian-tastic New Start
March 2021
Vivo - CNY Huat Cow Cow
SAMPLE SIZE Watson - CNY #HappyBeautifulYear 2021
FIELDWORK PERIOD
Yakult – Miles apart, but close at heart
CNY ads selection based on following criteria:
• Ads with popular views on social media
• Ensure wide coverage of categories/industries
6 ‒ © Ipsos | Ipsos Syndicated Communication Research
SIA
RESEARCH APPROACH: SOCIAL INTELLIGENCE ANALYTICS
TRACKING PERIOD LOCATION
January – March 2021
2021 CNY ADS SOCIAL MEDIA
(pre, during & post CNY Malaysia ANALYTICS
period)
Social Analytics to measure
campaign success via key social
media metrics (e.g. Interaction,
Social Media
(e.g. Facebook, Twitter, video views, reach)
Instagram, Forums,
Blogs & YouTube) Top-down processing
on general social media Text Analytics on reactions to
Mainstream Media mentions pertaining to understand engaging moments
(e.g. Online news, Chinese New Year in and area of improvements.
Company websites & 2021
Online magazines)
DATA COVERAGE CNY ads evaluated are same as CRE
DATA ANALYTICS
survey’s selection
7 ‒ © Ipsos | Ipsos Syndicated Communication Research
What do online citizens in Malaysia talk about Chinese New Year on SOCIAL MEDIA? 8 ‒ © Ipsos | Ipsos Syndicated Communication Research
SIA
CHINESE NEW YEAR 2021 SOCIAL MEDIA OVERVIEW
A total of 181,072 Facebook owns the largest Other than CNY greetings,
45% social media footprint with a dynamic social media
conversations regarding 45% of conversations momentum on activation
Chinese New Year 2021 are
24% captured for the period of 11th Jan
captured, followed by Twitter engagement is captured
(24%). presumably due to the
– 12th Mar (2 weeks before and impact of ‘new normal’.
14% after CNY).
30000
8%
1st day of CNY
25000 E-angpao
5% giveaway social
activations
20000 CNY greetings
1% & contest
participations
15000
1%
10000
1%
5000
0
9 ‒ © Ipsos | Ipsos Syndicated Communication Research 11/1/2021 25/1/2021 8/2/2021 22/2/2021 8/3/2021
11 Jan 25 Jan 8 Feb 22 Feb 8 Mar
SIA
FROM ‘WE’ TO ‘ME’
A moderate shift of CNY Shopping In contrary, ‘Balik Kampung’
conversational topics is (both in-store and online) and Gathering with Friends
seen on social in this accounts for the largest and Family topics have
year CNY. social mentions, followed by become secondary
45% in-home entertainment. presumably due to
movement restrictions.
15% Trending Topics Mentions
12% CNY Shopping 31,223
11% Entertainment 10,543
This year, Celebration &
9% 8,589
we see less culturally Gathering
rooted and more
6% ‘Balik Kampung’ 7,887
self-indulgence
conversations
Gifting 6,320
Base:
10 ‒ © Ipsos | Ipsos Syndicated Communication Research e-CNY 4,306 68,868SIA
THE 3 MAIN THEMES WE DISCOVER DURING THIS YEAR’S
CHINESE NEW YEAR
CNY SHOPPING ENTERTAINMENT CELEBRATION
& GATHERING
A long-standing Home is my Less uplifting and
tradition well-fostered Entertainment spirited Chinese
by promotions Sanctuary New Year
CNY shopping continues to be An increase of digital media Due to inter-state ban, we
notable this year credited to active consumption is captured from observe a change of celebration
brand promotion and business social, possibly resulted by fear of routine where sentiment shifts
reopening contracting COVID-19 and limited from joyful to relaxed
outdoor activity
11 ‒ © Ipsos | Ipsos Syndicated Communication ResearchCRE
OVERALL SENTIMENTS TOWARDS 2021 CNY
The general sentiment towards the CNY festivity in 2021 was negative as instead of looking forward to the CNY, more
than half of the Malaysian Chinese were bored, homesick & frustrated.
55%
40%
28%
25% 25%
20% 20% 20%
18%
16%
10%
Bored Relaxed Homesick Frustrated Worried Lucky Nostalgic Warm Joyful Confused Excited
Base: 400 Malaysian Chinese aged 18-55
15 ‒ © Ipsos | Ipsos Syndicated Communication ResearchINITIAL THOUGHTS FOR PROMOTIONS
Implications: What Brands Could Do?
Future promotions should have
balanced split across digital and on-
ground given both online and in-store
remain essential despite pandemic
influence.
Integrated activation could be an
effective market approach to cross-
promote. E.g. Additional discount or
voucher to be used at store with
e-wallet payment.
16 ‒ © Ipsos | Ipsos Syndicated Communication ResearchINITIAL THOUGHTS FOR MEDIA & CAMPAIGN PLAN
Implications: What Brands Could Do?
Outdoor activity is surely uprising, but gradually
given the prolonged movement restriction and
entertainment facility ban. Therefore, digital
would still be the prioritised touchpoint in short to
mid-term media plan.
A well-mixture of campaign approaches could bring
advantage to outsmart from relentless competition.
Aside from typical social activation such as
giveaways, brand could consider to leverage other
emerging social media platforms (e.g. Clubhouse);
aside from KOL sponsored post, brand could
consider to engage KOL with virtual meet-and-
greet.
17 ‒ © Ipsos | Ipsos Syndicated Communication ResearchCRE AN OVERVIEW OF 2021 CNY ADVERTISEMENTS IN MY 2021 CNY ads were highly versatile in terms of format & genre – primarily so factoring in public’s sentiment towards the festivity & restrictions around ad production. Overall, a good mix of funny and emotional ads across category. There seems to be an increase in music driven ads this year. 18 ‒ © Ipsos | Ipsos Syndicated Communication Research
CRE
IPSOS’S PHILOSOPHY IN ADVERTISEMENT EFFECTIVENESS
EVALUATION FRAMEWORK
EFFECTIVE COMMUNICATIONS MEANT TO CAPTURE
ATTENTION& IMPACT BRAND OUTCOME
Ad recognition Long-term effects,
following a a combination of
distracted and emotional closeness
clutter based ATTENTION BRAND and delivering on
exposure DESIRE consumers needs
BRAND
LINK
Spontaneous link of the
19 ‒ © Ipsos | Ipsos Syndicated Communication Research ad to advertised brandCRE
A SNAPSHOT OF 2021 CNY ADVERTISEMENTS
Cutting through the clutter seems to be a general challenge for communication during festive season however strong branding noted overall.
And the 2021 CNY ads struggle to improve brand desire as festive ads this year do not seem to be as effective as other (non-CNY) ads
31
Increased my interest
in the brand
33 ATTENTION BRAND 41
Attention DESIRE
37
36
Makes me feel good
about the brand
BRAND 47
LINK
72
Branding
58
Base: 400 Malaysian Chinese aged 18-55
20 ‒ © Ipsos | Ipsos Syndicated Communication ResearchBase: 17 CNY ads evaluated & Diagnosed Sig. higher/lower than Ipsos norms based on 95% CLIn an increased clutter environment during the festive periods, what were the key ad characteristics that helped grab consumers’ ATTENTION 21 ‒ © Ipsos | Ipsos Syndicated Communication Research
SIA
THIS CNY, COMMUNICATION FOCUSING ON ‘POSITIVITY’ AND
‘FAMILY VALUES’ CAPTURE HIGHEST SOCIAL MEDIA ATTENTION
Top 10 Brands Top 10 Brands
(by average interactions) (by average views)
#HappyBeautifulYear
Watsons Watsons
PETRONAS TNB
RHB RHB
#YiQi
Digi Prudential
TNB Tesco
Nescafe PETRONAS
#TogetherWeProgress
Prudential Panadol
Maxis Maxis
#FromtheHeart Daikin Nescafe
Tesco Celcom
22 ‒ © Ipsos | Ipsos Syndicated Communication Research
*Tracking period: 11th Jan – 12th MarCRE
SHOPEE LEADS ON OVERALL AD REACH
Shopee 2021 outperformed all other advertisers in terms of reach, followed by Tesco, Panadol, Nescafe & Watson. Regular
consumption/ usage of the most of these brands too potentially seems to have led to higher exposure of the high performing ads/brands
Shopee 71%
Tesco 46%
Panadol 46%
Nescafe 44%
TNB 43%
Watson 40%
PETRONAS 34%
ViVo 33%
Daikin 32%
Grab 30%
DiGi 27%
Yakult 26%
RHB 24%
Maxis
Average aided recall: 33%
23%
Ipsos norms: 37%
Celcom 18%
Sunway 13%
Aided recall
Prudential 13%
Base: 400 Malaysian Chinese aged 18-55
23 ‒ © Ipsos | Ipsos Syndicated Communication Research Sig. higher/lower than Ipsos norms based on 95% CLCRE
BUT, PETRONAS LEADS ON QUALITY (SPONT AD RECALL)
However, pioneering in festive advertising – PETRONAS continues to lead on spontaneous ad recall while TNB also continues its success of
2019 given its close 2nd place. Both these ads enjoy stronger memorability and stand to gain in future by broadening their reach
PETRONAS 28% 34%
TNB 26% 43%
Watson 13% 40%
Maxis 9% 23%
Shopee 7% 71%
Tesco 6% 46%
DiGi 6% 27%
Daikin 2% 32%
Grab 2% 30%
RHB 2% 24%
Sunway 2% 13% Spontaneous recall Aided recall
Base: 400 Malaysian Chinese aged 18-55
24 ‒ © Ipsos | Ipsos Syndicated Communication Research Sig. higher/lower than Ipsos norms based on 95% CLCUTTING-THROUGH THE CLUTTER WILL BE THE FIRST STEP CRE
The POWER of TO SUCCESS, IT IS THEREFORE IMPORTANT TO REFINE YOUR
APPROACH FOR THE BEST CHANCE OF SUCCESS
STANDING
OUT
HUMOR Out of top 10 most recalled CNY ads,
6 of them wisely incorporated
‘humorous’ element to grab attention
& drive enjoyment at this festive with
unique celebration due to lock down.
MUSIC & JINGLES DIFFERENT APPROACHES
When it comes to grabbing attention and Standing out can also be achieved by other
reinforcing memorability, music & jingles means such as the use of animations and
Nothing grabs attention like those have always been a strong option. even the usage of cute characters (such as
that stand out from the crowd… mascots & young children).
25 ‒ © Ipsos | Ipsos Syndicated Communication ResearchMOST CONSUMERS ARE NOT IN A STATE OF HIGH ATTENTION CRE
WHEN WATCHING ADS, ADS THAT KEEP IT SIMPLE ARE MORE
The POWER of LIKELY TO STICK IN THEIR MINDS
SIMPLICITY FROM THE HEART Ads that tend to have more scenes &
varied themes i.e. vignette ads, may
struggle to cut through as they put
Simple story focused
more cognitive load on the viewer to
on main character
be able to piece together the story or
which drives
message.
understanding &
engagement.
Non Vignettes (n=1642)
Vignettes (n=432)
102 101 100
SHARED PROSPERITY & WISDOM 94
Multiple scenes
A simpler story is easy on viewers, a that is amplified
complicated story makes it hard for further by split-
viewers… screens makes
VISIBILITY BRAND DESIRE
it hard for
consumers to
follow.
© Ipsos | Ipsos Syndicated Communication ResearchWhat could have been done for consumers to correctly associate the ad with the BRAND 32 ‒ © Ipsos | Ipsos Syndicated Communication Research
CRE
STRONG RECOGNITION DOES NOT ASSURE BRANDING
Branding works well for most of the CNY ads this year. Interestingly, efforts that are usually effective in driving attention might not work for
branded attention. We see strong branding from Grab, Shopee & Tesco; TNB, on the other hand, is one of the lowest and struggles on
branded recall.
86%
81%
80%
78% Malaysian Brand
77% Linkage Norm: 71%
73%
71%
70% 69% 69% 68% 68% 68%
66% 66% 66%
59%
Grab Shopee Tesco Yakult Watson PETRONAS Sunway RHB Panadol TNB ViVo Daikin Prudential Nescafe DiGi Maxis Celcom
Brand recall
Base: 400 Malaysian Chinese aged 18-55
33 ‒ © Ipsos | Ipsos Syndicated Communication ResearchUSING DISTINCTIVE BRAND ASSETS: AN ESTABLISHED CRE
The POWER of CREATIVE STYLE WORKS BETTER THAN JUST LOGOS TO
YOU
RETAIN A BRANDED IMPRESSION
HUATEVER YOU WANT, Average likelihood of an ad featuring
GRAB STILL GOT different brand asset types being high
vs. low performing on branded attention
No.1 CNY ad ‘s brand linkage thanks to
broadly used of brand assets & continuation
of brand assets presence
Distinctive assets are a driving
force of creative effectiveness…
It is a continuation of
A strong feeling of Grab How to unleash your full potential
previous CNY ads by
© Ipsos | Ipsos Syndicated Communication Research advertisement in The Power of You paper…
grab, creative visualsEventually did the festive ad improve BRAND DESIRE? 37 ‒ © Ipsos | Ipsos Syndicated Communication Research
CRE
ANY POSITIVE IMPACT TO THE BRANDS?
Emotional ads generally leave stronger impact as compared to light-hearted ad. Integral brand role is also key in
driving believability & brand impact
Sunway
Yakult
Shopee
Watson
Strong relevance to RHB
resonate with consumers
Grab
DiGi
BRAND
Daikin
DESIRE
Emotional bonding PETRONAS
build brand closeness Panadol
Tesco
Long-term effects, TNB
a combination of emotional Meaningful brand Maxis
closeness and delivering on role to drive believability Nescafe
consumers needs Prudential
Celcom
ViVo
Above average Average Below average
Base: 400 Malaysian Chinese aged 18-55
38 ‒ © Ipsos | Ipsos Syndicated CommunicationResults
Researchreported in indices, 110 = above averageMAKE SURE YOUR BRAND HAS A MEANINGFUL ROLE IN THE CRE
The POWER of a STORY ADVERTISING THAT WORKS FOR BRANDS NEEDS TO
CREDIT IT WITH A ROLE
BRAND’S
ROLE
2.2 CHINESE NEW YEAR SALE A Story of our Strength
Shopee online shopping platform What is the role of Celcom
is the core to the story in this story?
(especially when CNY shopping at physical (In this lengthy vignette CNY ad)
stores were restricted due to lock down)
How to know if the brand has a Key message takeouts revolved around
general CNY themes – reunion dinner without
meaningful role: If we take the any mention of the brand
brand out of the story, would the I was so excited to see this ad, Chinese New Year feel…
I could shop for my CNY stuff
story still flow? If it does, then the on Shopee, furthermore with
purchase using Shopee
41 ‒Communication Research
© Ipsos | Ipsos Syndicated discounts…
creative is not rooted in the brandCRE
TOP 10 EFFECTIVE CNY ADS IN 2021
Each individual CNY ad performed at different measures but on overall, PETRONAS, TNB & Watson are the top 3 CNY ads in 2021
predominantly driven by their strong brand attention.
PETRONAS TNB WATSON’S SHOPEE MAXIS
1 2 3 4 5
Attention Attention Attention Attention Attention
Band Linkage Band Linkage Band Linkage Band Linkage Band Linkage
Brand Desire Brand Desire Brand Desire Brand Desire Brand Desire
TESCO DIGI SUNWAY GRAB RHB
6 7 8 9 10
Attention Attention Attention Attention Attention
Band Linkage Band Linkage Band Linkage Band Linkage Band Linkage
Brand Desire Brand Desire Brand Desire Brand Desire Brand Desire
43 ‒ © Ipsos | Ipsos Syndicated Communication Research Above average Average Below averageCRE
KEY TAKEAWAY:
DRIVER OF EFFECTIVE CREATIVITY DURING FESTIVITIES
© Ipsos | Ipsos Syndicated Communication ResearchTHANK
DRIVING BRAND DESIRE THROUGH FESTIVE CREATIVE IMPACT KEY LEARNINGS ON EFFECTIVE FESTIVE COMMUNICATION IN MALAYSIA Ipsos Malaysia - Creative Excellence & Social Intelligence Analytics 28 April, 2021
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