TVC Scorecard Neptune

A Cimigo AdTraction Report

March 2010

KEY RESULTS
Overall performance

This TV Commercial (TVC) scores very well in most respects. It outperforms the
benchmark in 20 out of 24 measured metrics (benchmark = 130 TVCs tested in Vietnam
up to March 2010).

The total score of this ad lies 4 points above the benchmark. This ad is located within the
top 20% of all tested ads with regard to total performance.

Compared to other ads, the story is perceived as very realistic and believable. The ad
has high relevance to the target audience and a convincing key message. However,
Neptune as a brand does not play a very important role.

Strengths

The main strength of this ad is its relevant, believable and realistic story to the target
audience. The ad outperforms the benchmark by 11 points in terms of relevance, placing
it in the top 10% of all tested ads in this respect.

Another strength of this ad is that it provokes people to think. The ad is placed in the top
10% in this respect.

Respondents find the key message of this ad convincing. The key message outperforms
the benchmark by 8 points.

This TVC has a high appeal. Respondents especially like the characters, and the ad
makes people inspired and feel good.

The ad has a high impact. People are interested to see it again and are more likely to buy
Neptune because of this ad. As for the overall impact score, the ad is placed within the
top 10% of all tested ads so far.

Weaknesses

The only are where the benchmark is underperformed is the role of the brand.
Specifically, respondents think that Neptune does not play a major role in this
advertisement.

Also, respondents think that this ad could be for any other brand and is not specific for
Neptune.

Brand / Ad recall

58% have seen the ad (state January 2010).

98% recall the correct brand from the ad (unaided recall)

Research Methodology
Results of this TV commercial test are based on an online survey conducted by Cimigo among
females in Vietnam aged 18+. This survey was conducted Jan 10 - Jan 21, 2010. This report is
based on a sample size of 171 respondents.

Copyright 2010 Cimigo

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ABOUT ADTRACTION
AdTraction Methodology

AdTraction is a methodology developed by Cimigo to test the performance of TVCs (TV

commercials) on a set of standard metrics. AdTraction is based on the idea of
benchmarking: instead of only looking at your TVC in isolation, AdTraction compares how
your TVC performs against a benchmark. Usually, the benchmark is defined as all TVCs
that have been tested so far with the AdTraction methodology.

Respondents for AdTraction surveys are recruited online, either from Vietnamese
websites or from Cimigo panel databases. Respondents fill in an online survey where
they provide their demographic profile, watch a TVC and then complete a questionnaire
about the TVC. Each TVC is filtered according to its target group. The survey is only
conducted in Vietnamese.

AdTraction Scores

Most of the results in this TVC Scorecard are based on AdTraction Scores. AdTraction
Scores show the difference between one specific TVC and all TVCs that constitute the
AdTraction benchmark.

A positive AdTraction Score means that this specific TVC was rated above the
benchmark, a negative score means that the ad was rated below the benchmark. An
AdTraction Score of +5 means that this TVC was rated 0.5 points higher than the
benchmark on the original 1-10 polarity profile rating scale.

Most AdTraction Scores lie between -10 and +10, however they can also be higher or
lower (up to 25 in extreme cases). AdTraction Scores higher than 3 or lower than -3 are
usually statistically significant at the 95% confidence level.

AdTraction Scores give you an indication about the position of a TVC within the
AdTraction database. Use the following indicative table to find out how your TVC is
ranked:
AdTraction Score

Approximate interpretation

+7 or higher

TVC is within top 10% of all tested ads

+3 or higher

TVC is within top 30% of all tested ads

-2 to +2

TVC is in the middle range

-3 or lower

TVC is within bottom 30% of all tested ads

-7 or lower

TVC is within bottom 10% of all tested ads

The AdTraction database

By the time of this report (April 2010), Cimigo has already tested 130 TVCs aired in
Vietnam after May 2009 using the AdTraction methodology. Cimigo will continuously test
new TVCs in the future.

TVCs have been tested in the following industries: Alcoholic beverages, automobile,
beverages, cleansers, electric products, finance, foodstuffs, hair care, motorcycles, oral
care, telecom and toiletries.

Copyright 2010 Cimigo

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TVC INFORMATION

Classification
Category

Foodstuffs

Product

Cooking oil

Brand

Neptune

Length

30 seconds

First aired

December 2009

Date tested

Jan 2010

Key Message
Cng Neptune v nh n Tt, gia nh trn ht
Toghether with Neptune coming home on Tet, the family is the most important

Copyright 2010 Cimigo

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KEY METRICS1
AdTraction Scores

Benchmark:
130 TVCs

Total AdTraction Score

11

Ad relevance
8

Convincingness of key message

6

Ad impact

Ad appeal
5

Overall ad liking

Ad surprise / novelty
-1

Brand role within ad

-15

-10

-5

10

15

REACH / CUT-THROUGH
Correct brand recall

Ad reach

Overall brand reach

92%
58%
53%

Most Key Metrics are calculated as an index from various attributes. The attributes that constitute each Key Metric are shown on
page 6. Two key metrics, Overall ad liking and Convincingness of key message, are based on one single question only. Total
AdTraction Score is a weighted index of selected Key Metrics.
2
See the definition and interpretation of AdTraction Scores on page 2
3
% of respondents who recalled the correct brand name (unaided brand recall)
4
% of respondents who have seen the ad before at the time of the survey
5
% of respondents who have seen the ad before and recall the correct brand name

Copyright 2010 Cimigo

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ATTRIBUTES BY INDEX
AdTraction Scores

Benchmark: 130 TVCs

Ad appeal
9

bad characters

good characters

makes me feel disappointed

makes me feel inspired

irritating

pleasant

makes me feel bad

makes me feel good

bad music

good music

not funny

funny

boring

entertaining

unclear

clear

Ad surprise / Novelty
13 provokes me to think

doesn't provoke me to think

tells me nothing new

tells me something new

obvious

surprising

Ad relevance
13

story is not realistic

11

exaggerated

story is very realistic

believable

is talking to me

would not like to see it again

interested in seeing it again

less likely to buy and try Neptune

more likely to buy and try Neptune

is talking to someone else

Ad impact

makes me talk badly about Neptune

would not talk about it to my friends

makes me talk positively about

Neptune
would talk with friends about it

Brand role within ad

6

it shows that Neptune is no different

the brand is hard to remember

this ad could be for any brand in
Cooking oil
Neptune plays no role in the ad story

-4
-7

Copyright 2010 Cimigo

it shows that Neptune is different

the brand is easy to remember
this ad could only be for Neptune
Neptune plays an essential role in
the story

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ATTRIBUTES OVERVIEW
AdTraction Scores

Benchmark:
130 TVCs

doesn't provoke me to think

13 provokes me to think

story is not realistic

13 story is very realistic

11

exaggerated

bad characters

good characters

is talking to someone else

is talking to me

key message is not convincing at all

key message is very convincing

would not like to see it again

interested in seeing it again

less likely to buy and try Neptune

more likely to buy and try Neptune

makes me feel disappointed

makes me feel inspired

irritating

pleasant

it shows that Neptune is no different

it shows that Neptune is different

makes me feel bad

makes me feel good

bad music

good music

makes me talk badly about Neptune

makes me talk positively about

Neptune

I dont like it at all

I like it very much

not funny

funny

would not talk about it to my friends

would talk with friends about it

boring

entertaining

unclear

tells me nothing new

clear
tells me something new

the brand is hard to remember

the brand is easy to remember

obvious

surprising

this ad could be for any brand in

Cooking oil
Neptune plays no role in the ad story

believable

-4
-7

this ad could only be for Neptune

Neptune plays an essential role in
the story

See the definition and interpretation of AdTraction Scores on p.2.

Copyright 2010 Cimigo

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SURVEY INFORMATION
Target audience:

females in Vietnam aged 18+

Sample size:

171 respondents

Methodology

Online survey

Survey time

Jan 10 - Jan 21, 2010

Benchmark

130 TVCs in Vietnam, aired between May 2009 and January 2010

RESPONDENT PROFILE7
Age Group

Socio-economic class

Gender

15-19

10%

A/B

55%

Male

0%

20-29

55%

C/D

45%

Female

100%

30+

35%

Product / brand purchase

Heard of Neptune before

100%

Have purchased the product in the advertisement in past 12 weeks

70%

Have purchased other brands of Cooking oil in past 12 weeks

57%

Have purchased other products of Neptune in past 12 weeks

38%

Data is weighted according to age and socio-economic class (SEC). Weighting was applied to represent the age distribution of the
urban population in Vietnam 15-40 years and to have about an even split between SEC A/B and C/D.

Copyright 2010 Cimigo

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OTHER REPORTS AVAILABLE FOR THIS AD

This TVC Scorecard only shows the top-line results for this TVC test. If you want to have a more
detailed analysis, choose from the following reports available:

Report Type

Description

Price (US$)*

Time

Category
Benchmark
Scorecard

This report will compare your TVC against all ads from a
specific category. Results will be displayed in the same
format as this report, mainly based on AdTraction Scores.

400

1 week

Open
Comment
Analysis

This report will show an analysis of open comments for your

TVC:
- What is the main message? (first mention)
600
- What is the main message? (other mentions)
- What is the most memorable scene?

2 weeks

Full TVC
report

The full TVC report with show all results, including

- Absolute results of all questions
- Subgroup analysis, e.g. results by age group, gender
and geographical region (minimum sample size: n=50
per subgroup)
- Comparison of your TVC with the category benchmark
of your choice (using AdTraction Scores)
- Open comment analysis

3 weeks

4,000

* Introductory prices valid until June 2010. All prices are excluding VAT.

OTHER ADTRCATION SERVICES

Do you want to include your TVC in future AdTraction rounds, or do you want to run an exclusive
pre-test for your future ad? Choose from the following Cimigo AdTraction services:

Service Type

Description

Price (US$)*

TVC inclusion

Cimigo will include your ad in the next AdTraction survey round and
guarantee a minimum of 150 respondents of your target audience.
Your TVC will be included in the Cimigo AdTraction database. This
service does not include any form of reporting.

500 (excl.
reporting)

Pre-Test

Cimigo will conduct an exclusive pre-test for your ad. Cimigo will
conduct a survey, write a report with recommendations, give a
presentation, and deliver the report in both soft and hard copy. The
pre-test is done exclusively for you. Results will be treated as
confidential and will not be available for others to purchase. Results
will be included in the AdTraction benchmark database.

7,000

* Introductory prices valid until June 2010. All prices are excluding VAT.

Copyright 2010 Cimigo

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APPENDIX: ORIGINAL VIETNAMESE WORDING

This table shows the original wording of all included attributes in Vietnamese. All attributes are measured
on a polarity profile rating scale from 1-10 (1=negative, 10=positive)
Negative statement

Positive statement

Ad appeal
Khng vui

Vui

Nhm chn

Th v

Kh chu

D chu

Kh hiu

D hiu

Ti khng thch m nhc trong qung co

m nhc trong qung co hay

Ti khng thch din vin trong qung co

Ti thch din vin trong qung co

Qung co lm ti thy tht vng

Qung co lm ti thy c truyn cm hng

Qung co lm ti thy t

Qung co lm ti thy tt

Ad surprise / novelty
Khng ngc nhin

Ngc nhin

Khng ni vi ti iu g mi

Ni vi ti v iu mi

Qung co khng lm ti suy ngh

Qung co lm ti suy ngh

Ad relevance
Phng i

ng tin

Cu chuyn khng thc t

Cu chuyn rt thc t

Qung co ny ni n ngi khc

Qung co ny ni n ti

Ad impact
Lm ti thy tiu cc v nhn hiu [BRAND]

Lm ti thy tch cc v nhn hiu [BRAND]

Ti khng mun mua v th nhn hiu [BRAND]

Ti mun mua v th nhn hiu [BRAND]

Ti khng mun xem li qung co ny

Ti rt thch xem li qung co ny

Ti s khng k cho bn b nghe v qung co ny

Ti s k cho bn b nghe v qung co ny

Brand role within ad

Nhn hiu [BRAND] khng lin quan n cu chuyn
qung co

Nhn hiu [BRAND] ng vai tr quan trng trong cu

chuyn qung co

Qung co c th cho bt k sn phm [PRODUCT]

no

Qung co ny ch c th cho nhn hiu [BRAND]

Nhn hiu trong qung co kh nh

Nhn hiu trong qung co d nh

Qung co ging nh ca cc nhn hiu [PRODUCT]

khc

Qung co rt khc bit so vi cc nhn hiu

[PRODUCT] khc

Overall ad liking
Ti khng thch qung co ny

Ti rt thch qung co ny

Convincingness of key message

Hon ton khng thuyt phc [KEY MESSAGE]

Rt thuyt phc [KEY MESSAGE]

Copyright 2010 Cimigo

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CONTACT
Cimigo
9 Nguyen Huu Canh Street
Binh Thanh District
HCMC
Vietnam
T: (84 8) 3822 7727 Ext 320
adtraction@cimigo.com

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