In the second of the AsiaEmotion series, we look at SE Asia’s largest market, Indonesia, and show why we think advertisers have a substantial Opportunity to Improve Emotional Punch. Using nViso’s breakthrough 3D Facial Imaging, AsiaEmotion recorded emotional response to ads directly technology and so is about how people actually felt as they watched, not what they said after.
The study, completed earlier this year with leading Asian research agency Cimigo, covered 150 typical consumers in each of China, India, Vietnam, Hong Kong, & Indonesia across 75 recent and typical day-to-day commercials in high ad spend categories covering: Noodles, Shampoo, Telecom, Beer, CSD, Growing Up/Health Food Milks. The key regional takeouts can be found at 9 Essentials for Advertising in Asia on the AsiaEmotion website.
As a general observation based on the AsiaEmotion findings, Indonesian ads show lower emotional response than other large Asian markets. However, compared to Indonesian ads in other day-to-day categories, Telecom ads evoke about average levels of emotional response. For Telkomsel in particular, the type, build, and shape of response were better than most Indonesian ads as whole.
The lower “amount” of emotion may well be related to the high level of very direct product/deal promotion content in nearly all ads. Such scenes cause builds in response to plateau (Telkomsel) or drop off (especially for Indosat).
The relatively low levels of emotion evoked represent an opportunity to increase cut-through and engagement. Telecom advertisers should consider separate distinctive strategies for brand building and product offering in order to generate more focussed executions.
When reviewing the findings, Indirect Style Beats Direct Functional Approach. Telkomsel uses a dialogue between teenage girls to introduce their key message. The ‘teenage girl’ interaction (with a nice girl vs. nasty girl slant), realistic language, and mannerisms build interest among (presumed) key target groups.
Indosat uses a Game show format to introduce its benefits. These are brought in early, very directly and literally “shouted” at the audience. The rapid change of scenes/visuals leads to low, negative emotive response with poor coherence.
Again, Details Matter, the Telkomsel ad seems crafted to focus on specific target groups and their concerns and behaviours. This leads to more clarity in emotional terms.
When and how the key service offer is introduced also appears to matter – overall we find it is better to bring such offers in parallel with the story or after emotion has built. This approach is taken by Telkomsel and looks to be more effective than in an immediate, direct recitation of the offer (as in the case of Indosat).
Reactions to specific talent can distract or annoy. The MC, or his manner, in the Indosat ad seems to annoy women. AsiaEmotion results generally show that reactions to talent can vary markedly among sub-groups and celebrities should not be assumed as universal in their appeal.
The Key Lesson is that despite a direct, clear recitation of benefits and brand, Indosat evokes lower and more negative emotion. It is also lower on rational measures than or Telkomsel and other telecom ads. Indonesian consumers are perhaps out-growing the overtly direct “functional” delivery in commercials
Telkomsel – the Emotional Profile
This well targeted ad succeeds at evoking positive response among Females, SES AB and young (which are the presumed target markets). It combines high emotional response with relatively high ‘rational’ ratings, the only concerning issue being that emotion takes a while to build, thus increasing the risk of channel switching
There is a marked spike in Surprise when the offer is introduced, and the combination of Surprise & Happiness at this stage indicates the offer evokes “Delight”. There are some negatives towards the end, but in context of Happiness being maintained, this likely indicates engagement and memorability
Furthermore, there is a peak in Apprehension/Fear during branding, which may show some nervousness about the brand itself, indicating a need for brand research to determine what is driving this.
Indosat – the Emotional Profile
We see low levels of emotive response with no clear pattern and quite high negatives. (Rational responses to traditional MR questions on interest etc were also lower than others.) These erratic response patterns are associated with rapid change of scenes and messages.
The male MC and the drummer seem to particularly annoy women and although Males and SES C show more positive response, it is still not high relative to other ads tested in the market.
Low positive and high negative response during both branding and main message sequences, raise concerns that this ad could negatively impact brand equity.
Overall then, ‘shouting out’ benefits, and getting them out up-front and early, while superficially useful tactics in the crowded media environment of Indonesian Television, may actually be counter-productive. Subtler approaches to emotional marketing may ultimately pay bigger dividends.
In our next blog we’ll move to India and a food category – but for now if you would like any more information please contact Alastair Gordon or David McCallum. Or visit the Asia Emotion website http://www.asiaemotion.com