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Creating TV commercials that stick | Mumbrella Asia 360 video

In this recap of a session from Mumbrella Asia 360, Richard Burrage talks of the 450 TV ads in Vietnam his company has studied. And a 'staggering number' often don't follow some of the basic rules

Brands which present a consistent message to consumers over a two-year period spend less than half on media than competitors to achieve the same results, the Mumbrella Asia 360 conference heard.

And while a consistent message is “advertising 101 and obvious to CMOs”, brands often fail to follow such a basic approach.

Delivering a session titled Creating TV Advertising that Sticks, Richard Burrage, managing partner of consumer market research firm Cimigo, said ads should be part of longer-term campaigns rather than one-off executions.

“If it’s not campaignable at least use consistent brand cues,” he said. “This is advertising 101 but it is amazing how many executions and how many brands don’t have consistent brand cues.

“Testing shows that people who have consistent brand messaging over 24 months and above spend 58% less than their competitors on media to achieve the same results.

“But it is staggering the pure number of executions that have no relationship even in brand cues to the previous execution. It is absolutely staggering.”

Burrage said Cimigo has studied and tested 450 ads in Vietnam over a five-year period and identified key components that make them fail or flop.

In addition to consistency, critical elements of a successful ad are breaking the mould of the category, weaving a brand into a story line rather than linking simply by association and telling a story visually in 30 seconds rather than through narration.

“A story that can be told in 30 seconds visually is a ‘hats off’ moment to the creative director because it says they have an idea that doesn’t need explaining through a voice over,” Burrage said. “But they [the creative talent] are getting rarer and rarer unfortunately.”

Burrage also spoke of the importance of striking a balance between emotion and function, a combination he said was a “challenge”.

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