Tài liệu kinh tế

1. Client Logo Optional
Project Swan (JC#08-024)
Number 1 Chino AdEval Post-Test
Research Period: January-February 2008
Date: 27 February 2008
Report Presentation for

2. 2
Table of Contents
 Marketing Background 3
 Research Objectives 4
 Action Standards 5
 Interview procedure and sample 6
 Key Strategy Summary 8
 Executive summary 14
 Research Findings 12
 Advertising Impact 13
 Is the Ad on strategy? 15
 The Effect of No.1 Chino Execution 49
 What is contributing / limiting the Effect 55
 What elements of the Ad are involving consumers? 89
 How is the Ad positioned with “motivated” respondents? 91
 Conclusions and recommendations 97

3. 3
 THP’s Number 1 Energy Drink is leading the market with its regular variant.
 Chino was launched in early November 2007 to attack Sting as well as to attract CSD
drinkers in urban markets
 A TVC was used to support build Chino as a tasteful ED with premium image (Red
Orange - Italian image).
 Despite its heavy communication campaign, sales didn’t meet expectation after one
month airing, THP wish to verify if the TVC is effective in terms of
 Building awareness for Chino as a new ED brand from Number 1
 Communicating its premium image and
 Triggers consumers interest in consumption of No.1 Chino
 TNS’ Business Solutions’ AdEval™ is chosen as a device to measure the ad effect
 TNS's AdEval™ methodology is to provide diagnostics on the execution and evaluate
the relative effectiveness of the advertising in meeting the set marketing objectives
Marketing Background

4. 4
 The main objective of TNS’ AdEval™ is to determine whether the TVC meeting the
above defined advertising objectives
 To communicate Chino as a premium ED with unique taste - red orange and Italian style
 To ensure that the winning ad performs above the VN benchmarks and at least
above the benchmark of ED TVCs
 To measure TVC with the key elements: Playback, Involvement & Motivation.
 To work out solutions to improve TVC to meet the pre-defined objectives if any
Research Objectives

5. 5
 TOM awareness (50%)
 Total awareness (aided) at 70%
 Ad Awareness (mentioned seeing Chino as at spontaneous level) at 50%
 Brand recall vs. Asia norms (among top 25%)
 Involvement vs. Asia norms (among top 25%)
 Motivation vs. Asia norms (among top 25%)
 At least 50% of the respondents recall the message of “red orange, Italian style”.
Action Standard

6. 6
 A total of n=130 face-to-face interviews
 Fielded in central location in HCMC from 27 to 31 January 2008.
 Qualified respondents were taken to a fully screened area to view the test
commercial and then completed the interview by TNS’ interviewer
 Respondents were pre-recruited using the following criteria:
 None to have involved in market research, advertising, PR, media or client’s related
industries
 None to have taken part in any market research studies or interviews in the past 6 months
 Equally split by Male (n=65) & Female (n=65), by age groups 20-24 (n=65) & 25-29
(n=65)
 SEC : BCD (Monthly Household Income under VND 15 million)
 Residing in HCMC urban areas
 Most often users of Energy Drinks or CSD in the past 2 months
 Have to drink ED in the previous 7 days
 Decision maker of brands selected.
 Non-rejector of new ideas/ products
Interviewing Procedures & Sample

7. 7
Interviewing Flow
Re-screening
Diagnostics: Ad Vitality
Show Test Ad in isolation
Branding
Show Ad Second Time
Effect: Involvement & Motivation
Diagnostics: Executional evaluation
Brand & Ad Recalls

8. 8
III
II
I
Involvement and Motivational Effect
Playback ONLY
(No Effect)
Messages, moods, feelings and
values are communicated to target
audience
Playback +
Involvement
Either what is communicated or
the way its communicated is found
relevant, interesting and worth
seeing again
Playback +
Involvement +
Motivational Effect
Build, strengthen or reinforce the
brand - consumer relationship

9. 9
III
II
I
Involvement and Motivational Effect
Playback ONLY
(No Effect)
• Playback of visual/copy elements
and impressions with intensive
probing and clarifications
Playback +
Involvement
• Is the ad worth seeing again?
• Does it matter to you?
• Does it show something
worthwhile watching?
Playback +
Involvement +
Motivational Effect
• Does it increase you interest in
buying the brand?
• Do you feel better about the brand?
• Does it motivate you to talk about
residual benefits and
impressions ?

10. 10
Understanding the Measures
High Motivation
Motivation
Involvement
Playback Only
Low Motivation
Motivation
Involvement
Playback Only
Entertaining, Not Effective
Motivation
Involvement
Playback Only
Tuned-Out Execution
Motivation
Involvement
Playback Only

11. 11
What is a Good AdEval™
Result?
Playback of key
creative device
Usually 50% on first exposure,
60-80% on second exposure
Interpretation of
key creative device Must contribute to “motivational effect”
Brand benefit
“take-out”
Usually 50% on first exposure,
and 70-80% in 2nd exposure
Brand benefit
“effect” Must contribute to “motivational effect”

12. 12
SummarySummary
Advertising Strategy

13. 13
Advertising Strategy
AdvertisingAdvertising
ObjectivesObjectives
• Build awareness for Number 1 Chino Energy Drink amongst the target
• Communicating Chino as a premium Energy Drink with unique taste
(red orange) and Italian style
Target MarketTarget Market Male & females (50:50), aged 20-29, young / attractive
BrandBrand
StrategyStrategy
When you drink No. 1 Chino Energy Drink you are ready for challenge,
prepared yourself to conquer all challenges.
Functional
• New variant Energy Drink from
Number 1
• Tasteful Energy Drink
• With Red Orange
Emotional
• Italian style
• Premium

14. 14
Creative Strategy Summary
Key creative devices
 Girl showing leg
 Girl calling “Chino”
 Red Orange demo
 Man drinking Chino
Key messages
 Functional:
 New variant Energy Drink from Number 1
 Tasteful Energy Drink
 With Red Orange
 Emotional:
 Italian style
 Premium

15. 15
Execution: Number 1 Chino 30-second TVC

16. 16
Research
Findings

17. 17
Advertising
Impact

18. 18
 Very low correct
branding for “Number 1
Chino”  fails to
establish product
identity as an ED brand
 Behind competitors in
terms building brand
awareness (34% 
below Action Standard
@ 50%) and Asian
norms (top 25@77%)
Brand Recall (Spontaneous) & Ad Recall
(Prompted)Q. Thinking about energy drinks, which brand are you aware of? Any others?
Q. Any of the following brands (showcard) do you remember seeing advertisements recently?
Q. Nghĩ tới những nhãn hiệu nước tăng lực trên thị trường, anh chị biết tới những nhãn hiệu nào?
Q. Nhãn hiệu nào trong số những loại nứớc tăng lực này anh/chị nhớ là đã thấy quảng cáo trên TV gần đây?
Fig. in %
Brand
Awareness
Ad
Awareness
Base n=130 n=130
Number 1 79 36
Number 1 thuong (vang) 78 30
Number 1 Chino 5 34
Red Bull 78 43
Sting 62 48
Sting dau 36 37
Sting thuong (vang) 35 14
Samurai 13 14

19. 19
Is the adIs the ad
on strategy?on strategy?

20. 20
 Low awareness amongst the target (8% and 20%)
 High notice but it doesn’t clearly show the product
name and product identity (50%)
 Not effective enough – very few people remember it
 Gets higher interest after 2nd
exposure – 39% vs
12% (1st
exposure)
 Low recognition amongst consumers (40% total
recall) – under Action Standard (>50%)
 Not clearly identified as an Energy Drink brand
 Consumers do not associate product in the ad with
premium image
How Easily Do Consumers Get Our Strategy?
Creative Strategy Summary Outcomes…
Key creative device
 Girl showing leg
 Girl calling “Chino”
 Red Orange demo
 Man drinking Chino
Key messages
Functional:
 With Red Orange
Emotional:
 Italian style
 Premium

21. 21
How Easily Do Consumers Get Our Strategy? - Summary 1
Q. Please tell me anything you remember about “Number 1 Chino” /or “Chino” ad that you have just watched? / Q. Vui lòng cho biết tất cả những gì anh/chị
nhớ về quảng cáo “number 1 Chino” hay “Chino” mà anh/chị vừa xem?
Figs in %
First
impact
Tot al
Communicat ion
Base n= 130 n= 130
STORYLINE
An orange stall, boys and a busy market (Nett) 16 45
Boys at fruit stall / with orange fruits 5 24
An orange vehicle 7 14
Young ladies and a waiter in the café (Nett) 9 14
Young ladies gossip / sing 5 7
The waiter brings a glass (Nett) 32 44
The guy carries a tray with glasses 25 33
The waiter moves around 6 7
The guy carries a bottle covered by handkerchip 5 10
The waiter brings the glass and sings a song(Nett) 5 18
The ladies are chatting (Nett) 12 19
Young ladies are attracted by the guy 12 19
The ladies call "Chino" (Nett) 38 46
Young ladies calling "Chino" 38 46
Two ladies call "Chino" 6 13
The image of a man coming with 2 girls cuddled him 6 12
The image of a rose falling down to her leg 8 20
The image of falling rose 5 11
The waiter stops to pick up the rose 19 39
The waiter offers that rose to the girl 18 29
The girl calls Chino 5 12
 “Orange scene” only comes through after second
exposure
 The brand “Chino” is clearly registered in the target mind

22. 22
How Easily Do Consumers Get the Message? - Summary 2
Figs in %
First
impact
Tot al
Communicat ion
Base n= 130 n= 130
STORYLINE
The bartender gives out a bottle of Chino 8 20
The bartender put the bottle of Chino up the table 5 8
The waiter drinks a bottle of Chino 12 39
The waiter hold a bottle of Number One Chino and drink 4 29
Girls move towards the waiter 39 61
Girls line up for moving towards the waiter 23 39
Girls call Number One Chino 13 22
Girls surround the waiter 23 46
Girls surround the waiter 9 22
Someone call Chino 5 11
The image of Number One Chino's bottle with letters 11 28
The beautiful image of Chino's bottle 5 8
The image of Chino's bottle with dark orange color is extraodinary 5 6
Others (Nett) 5 11
Feelings about the product (Nett) 41 72
N1 Chino has flavor of red Italian orange 6 40
N1 Chino is a new product 11 21
The product has dark orange color 9 14
The youth is attracted by this product 10 12
Advertisement Evaluation (Nett) 19 29
The ads of N1 Chino reduces my trial 15 19
Q. Please tell me anything you remember about “Number 1 Chino” /or “Chino” ad that you have just watched?
(First Impact – 1st
time show / Total communication – 1st
& 2nd
show)
Q. Vui lòng cho biết tất cả những gì anh/chị nhớ về quảng cáo “number 1 Chino” hay “Chino” mà anh/chị vừa xem?
 “The waiter has a bottle of Chino” then “all the girls rushing to
him” is clearer after the 1st
exposure
 Red orange only recognized after 2nd
exposure  takes longer
time to show effect

23. 23
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
1Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

24. 24
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
2Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

25. 25
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
3Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

26. 26
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
4Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

27. 27
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
5Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

28. 28
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
6Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

29. 29
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
7Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

30. 30
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
8Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

31. 31
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
9Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

32. 32
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
10Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

33. 33
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
11Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

34. 34
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
12Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

35. 35
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
13Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

36. 36
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
14Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

37. 37
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
15Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

38. 38
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
16Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

39. 39
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
17Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

40. 40
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
18Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

41. 41
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
19Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

42. 42
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
20Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

43. 43
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
21Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

44. 44
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
22Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

45. 45
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
23Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

46. 46
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
24Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

47. 47
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
25Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

48. 48
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
26Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

49. 49
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
27Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

50. 50
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
28Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

51. 51
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
29Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?

52. 52
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
First Impact
Total
Communication
30Frame
Base: Total Sample N = 130
What are consumers
Paying Attention to?
Our consumers only watch about half of the adOur consumers only watch about half of the adOur consumers only watch about half of the adOur consumers only watch about half of the ad

53. 53
What is the Effect of the
“No.1 Chino” Execution?

54. 54
Messages,
moods and
values are
communicated
to target
audience
What Is The AdEval©
Scale/Motivation?
Improvement in attitude and desires to
drink NUMBER 1 CHINO resulted from
the communication
Either what is
communicated or the way it
is communicated is found
relevant, interesting and
worth seeing again
Complete
Effect
Partial
Effect
No Effect
Recall + Involvement +
Motivation
Recall + Involvement
Recall only (no effect)
DEGREE OF EFFECT RESPONSE GROUP

55. 55
Involved
Only
25%
Recall/
No Effect
10%
AdEval©
Scale/Motivation Distributions
 The TVC is found
MOTIVATED and is
slightly above top 25 Asia
norms on motivation
 It also reaches top 25
Asia norms on Total
Involvement  able to
create some interest
amongst the target
consumers
AdEval©
Score/Motivation
By-Pass 0%
Total
Involvement
88%
Motivated
63%
N=130
Asia (n= 63 t est s) Top 10% Top 25% Top 50%
Total 67% 56% 46%
Among loyal group 78% 63% 56%
Total 93% 87% 73%
Total unaided recall 84% 77% 67%
Mot ivat ion
Tot al Involvement
Unaided recalls

56. 56
62
22
11
2
Motivated 60
Involved 29
Recall 11
By Pass 0
Energy Drink
Users
No.1 Chino TVC 30”
n=65
88%89%
CSD Users
No.1 Chino TVC 30”
n=65
AdEval©
Scale/Motivation By User Type
 No significance between Energy and CSD
drinkers groups, both groups found the ad
somewhat motivated
 However, it does not meet top 25 Asian
norms for users group
Asia (n= 63 t est s) Top 10% Top 25% Top 50%
Total 67% 56% 46%
Among loyal group 78% 63% 56%
Total 93% 87% 73%
Total unaided recall 84% 77% 67%
Mot ivat ion
Tot al Involvement
Unaided recalls

57. 57
62
23
15
0
Motivated 64
Involved 26
Recall 10
By Pass 1
20-24 years old
85%90%
25-29 years old
No.1 Chino 30”
n=104
No.1 Chino 30”
n=26
AdEval©
Scale/Motivation By Age
 Slightly better received by younger group

58. 58
62
25
12
2
Motivated 65
Involved 26
Recall 9
By Pass 0
Males
87%91%
Females
AdEval©
Scale/Motivation By Gender
No.1 Chino 30”
n=65
No.1 Chino 30”
n=65
 No significance between males and females with more
males being motivated by the ad

59. 59
working
What is contributing to/limiting effect?What is contributing to/limiting effect?
How is Number 1 Chino

60. 60
What Is Contributing To/Limiting Effect? (1)
Figs in %
Tot al
Communicat ion Mot ivat ed
Non-
mot ivat ed
Base n= 130 n= 82 n= 48
STORYLINE
An orange stall, boys and a busy market 45 49 38
Boys at fruit stall / with orange fruits 24 27 19
An orange vehicle 14 13 15
Young ladies and a waiter in the café 14 11 19
Young ladies gossip / sing 7 5 10
A waiter walks 5 6 4
The waiter brings a glass 44 40 50
The guy carries a tray with glasses 33 37 27
The waiter moves around 7 4 13
The waiter brings the glass and sings a song 18 20 15
The guy glides in front of the ladies 9 11 6
The guy walks and sings a song 9 9 8
The ladies are chatting 19 23 13
Young ladies are attracted by the guy 19 23 13
The ladies call "Chino" 46 44 50
Young ladies call "Chino" 46 44 50
Two ladies call "Chino" 13 16 8
The image of a man coming with 2 girls cuddled him 12 15 8
Q. What other points, ideas or impressions about NUMBER 1 CHINO did the commercial get across to you?
Q. Quảng cáo đó gợi cho anh/chị điều gì, suy nghĩ hay ấn tượng gì về Number 1 Chino nữa không?
 The non-motivated group is not convinced by what
seem to motivated the other drinkers such as
Orange, waiter & girls story and
Chino as a new brand

61. 61
What Is Contributing To/Limiting Effect? (2)
Figs in %
Tot al
Communicat ion Mot ivat ed
Non-
mot ivat ed
Base n= 130 n= 82 n= 48
STORYLINE
The girl stretches out her leg 14 18 6
The girl stretch out her leg 14 18 6
The image of a rose falling down to her leg 20 21 19
The image of falling rose 11 9 15
The waiter stoops to pick up the rose 39 39 38
The waiter offers that rose to the girl 29 26 33
The girl calls Chino 12 11 13
The girl calls Chino 9 9 10
The waiter comes to the bar counter 15 17 13
The waiter comes to the bar counter 14 17 8
The bartender gives out a bottle of Chino 20 21 19
The boss put the bottle of Chino up the table 8 7 8
The bartender gives out a bottle of Chino to waiter 5 7 2
The waiter drinks a bottle of Chino 39 45 29
The waiter hold a bottle of Number One Chino and drink 29 33 21
The waiter looks attractive after drinking ED 12 16 4
The waiter looks refreshing after drinking ED 7 11 -
"Indulging and attractive" 9 7 13
"The flavor of Italian red orange" 15 13 19
 “The waiter drinks a bottle of Chino” didn’t get enough
attention among Non-motivated drinkers as a result of
unclear product identity
Q. What other points, ideas or impressions about NUMBER 1 CHINO did the commercial get across to you?
Q. Quảng cáo đó gợi cho anh/chị điều gì, suy nghĩ hay ấn tượng gì về Number 1 Chino nữa không?

62. 62
What Is Contributing To/Limiting Effect?
Figs in %
Tot al
Communicat ion Mot ivat ed
Non-
mot ivat ed
Base n= 130 n= 82 n= 48
STORYLINE
Girls move towards the waiter 61 61 60
Girls line up for moving towards the waiter 39 38 42
Girls call Number One Chino 22 26 17
Girls call Chino Chino 16 16 17
Girls surround the waiter 46 51 38
Girls surround the waiter 22 24 19
Someone call Chino 11 10 13
Everyone drink Chino 8 9 6
The image of Number One Chino's bottle with letters 28 29 25
The beautiful image of Chino's bottle 8 7 8
The statement of "Number One Chino conquers all hardship" 8 6 10
The image of Chino's bottle with dark orange color is extraodinary 6 9 2
Music 5 7 -
Feelings about the product 72 82 54
N1 Chino has flavor of Italian Red orange 40 49 25
To drink N1 Chino is more indulging and attractive 32 38 23
N1 Chino is a new product 21 27 10
To drink N1 Chino is to overcome all the hardship 17 22 8
The product has dark orange color 14 20 4
The youth is attracted by this product 12 16 4
Q. What other points, ideas or impressions about NUMBER 1 CHINO did the commercial get across to you?
Q. Quảng cáo đó gợi cho anh/chị điều gì, suy nghĩ hay ấn tượng gì về Number 1 Chino nữa không?
 The elements of “Italian Red orange” and “Indulging
and attractive” are not compelling enough to get Non-
motivated group’s attention.

63. 63
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
1Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

64. 64
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
2Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

65. 65
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
3Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

66. 66
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
4Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

67. 67
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
5Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

68. 68
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
6Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

69. 69
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
7Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

70. 70
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
8Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

71. 71
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
9Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

72. 72
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
10Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

73. 73
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
11Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

74. 74
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
12Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

75. 75
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
13Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

76. 76
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
14Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

77. 77
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
15Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

78. 78
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
16Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

79. 79
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
17Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

80. 80
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
18Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

81. 81
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
19Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

82. 82
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
20Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

83. 83
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
21Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

84. 84
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
22Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

85. 85
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
23Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

86. 86
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
24Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

87. 87
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
25Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

88. 88
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
26Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

89. 89
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
27Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

90. 90
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
28Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

91. 91
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
29Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

92. 92
0
10
20
30
40
50
60
70
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Motivated
(n=82)
Non-motivated
(n=48)
30Frame
Base: Total Sample N = 130
Contributing to /
Limiting Effect?

93. 93
areare ‘‘involvinvolvinging’’ our respondents?our respondents?
“Number 1 Chino” Ad
What elements of

94. 94
Elements Worthwhile Watching
Figs in %
Tot al
Communicat ion Mot ivat ed Non-mot ivat ed
Base n= 130 n= 82 n= 48
STORYLINE
An orange stall, boys and a busy market (Nett) 6 7 3
The waiter brings a glass (Nett) 10 9 14
The waiter brings a glass and sings a song(Nett) 7 7 6
The ladies are chatting (Nett) 7 7 6
Young ladies are attracted by the guy 6 7 3
The ladies speak out "Chino" (Nett) 6 6 6
Young ladies speak out "Chino" 6 6 6
The waiter stoops to pick up the rose (Nett) 11 11 11
The waiter offers that rose to the girl 9 7 11
Picking up the rose showing his gallant and roman 5 6 3
The waiter comes to the bar counter (Nett) 6 7 3
The waiter comes to the bar counter 6 7 3
The bartender gives out a bottle of Chino (Nett) 5 5 6
The waiter drinks a bottle of Chino (Nett) 30 33 22
The waiter hold a bottle of Number One Chino and drink 23 24 19
The waiter looks attractive after drinking ED 7 9 3
Girls move towards the waiter (Nett) 18 13 28
Girls line up for moving towards the waiter 11 6 22
Girls call Chino Chino 10 11 6
Girls surround the waiter (Nett) 19 22 11
Girls surround the waiter 13 15 8
Image of Number One Chino's bottle with letters (Nett) 5 5 6
 The story is too scattered  confusing and hard to follow
lack of a central point despite overall positive feeling
towards the ad (91% found it worthwhile watching)
  fails to keep consumers truly involved in watching the
91
81
1
Nothing w orthw hile
w atching
Something w orthw hile
w atching
%
Q. What in particular about NUMBER 1 CHINO did you feel was worthwhile watching?
Q. Điều gì về Number 1 Chino anh/chị thấy là đáng xem?

95. 95
“Motivated” respondents
positioned with
How is No. 1 Chino
Ad

96. 96
Points or Impressions That Would Be Mentioned To
Someone else (Driving Motivation)
Figs in % Mot ivat ed
Base n= 82
STORYLINE
The waiter brings a glass 6
The waiter brings a glass and sings a song 7
The guy brings the glass and sings a song 5
The ladies are chatting 7
Young ladies are attracted by the guy 6
The ladies speak out "Chino" 9
Young ladies speak out "Chino" 9
The image of a rose falling down to her leg 5
the rose was fell by the girl 5
The waiter stoops to pick up the rose 10
The waiter offers that rose to the girl 7
The waiter drinks a bottle of Chino 21
The waiter hold a bottle of Number One Chino and drink 13
The waiter looks attractive after drinking ED 7
A whirlwind to rotate 5
A section of orange with the dark orange color of ED 5
Girls move towards the waiter 16
Girls call Number One Chino 7
Girls line up for moving towards the waiter 6
Girls surround the waiter 15
Girls surround the waiter 10
The image of Number One Chino's bottle with letters 5
The beautiful image of Chino's bottle 4
Music 16
The medoly is nice 11
75
23
2
1
Will not talk
Will talk about the test Ad
w ith others
%
Q. What points or impressions
would you mention to someone
about this Number 1 Chino Ad?
Q.Anh/chị sẽ nhắc tới hay kể lại
điều gì hay ấn tượng gì trong
quảng cáo của Number 1
Chino?
 No clear
impression about
the ad
 Key messages are
lost even amongst
motivated group

97. 97
Is Strategy Leveragable?
10
20
30
40
50
60
70
80
The Ad t hat I really like
A premium energy drink
Has a good t ast e
Has a unique t ast e
A drink for yout h
I t alian-st yle
Ready for challenges
A drink for me
Total Motivated Non-motivated ED users CSD users Male Female
Top 1 box – Strongly feel it
 Only ‘Italian style” reveals some effect.
 Significant low association for “ready for challenges” 
disconnection between Italian style and “ready for
Q. I’m reading out some statements about the Ad and please let me know your feeling by rating from 1 to 5 points with 5 “ Yes, I strongly feel it” and 1 “No, I
don’t feel it at all”
Q. Tôi sẽ đọc lên một số câu về quảng cáo này, anh/chị cho biết cảm nghĩ của anh/chị bằng cách cho điểm từ 1 tới 5 với 5 là “đúng, tôi thật sự cảm thấy như
vậy” và 1 là “không, tôi không hề cảm thấy như vậy”

98. Ad-hoc Questions

99. 99
Number 1 Regular n=39 RedBull n=56
A bottle of Number 1 13 Two bulls butt at each other 32
A young lady drops a bottle of Sting downstair 10 A bull-fight game 13
The man runs downstair and catches it 10 Sting Strawberry n=48
Number 1 Chino n=33 A man shoots a billard ball toward the girl 29
The ladies call Chino Chino 46 A man jump to catch a billard ball 29
The waiter carries a tray with a glass 27 2 men play billards in a billard bar 27
The waiter carries a bottle of Chino 24 One man call Sting Strawberry 19
The waiter drink the bottle of Chino 21 Sting Regular n=18
The ladies run after the waiter and request to drink Chino 12 The man runs downstair and catches it 17
The ladies surround the waiter 12 A man holds the bottle of Sting and drinks it 11
The ladies are attracted by the waiter 12 A young lady drops a bottle of Sting downstair 11
Chino n=11 Samurai n=18
The ladies call Chino Chino 27 A Japanese holds the sword 44
The waiter carries a tray with a glass 27 A Japanese drinks the energy drink called " Samurai" 39
The ladies run after the waiter and request to drink Chino 18 A Japanese holding the sword shows his strength 17
What do respondents say about the Ads they
recall?Q. Please tell me what you remember in the Ad that you said you have recently seen (Q3) on TV.
Q. Anh/chị vui lòng kể lại những gì anh/chị nhớ về quảng cáo “được nhắc đến ở câu Q3 trên” mà anh/chị nói gần đây có thấy trên TV.
 Low spontaneous recall for Chino or Number 1 Chino across the
groups, lower than Sting Strawberry and Red Bull.

100. 100
Purchase Intention of No.1 Chino
Q. Which statement best describe your purchase intention towards Number 1 Chino? With 5 ” Definitely will buy” and 1 “Definitely will not buy”
Q. Câu nào dưới đây mô tả đúng nhất ý định của anh/chị về việc mua Number 1 Chino? Với 5 “Chắc chắn sẽ mua” và “chắc chắn sẽ không mua”
 Consistently low purchase intention across all target groups.
Total Motivated
Non
motivated
ED users CSD users Male Female
Base n=130 n=82 n=48 n=65 n=65 n=65 n=65
Maybe I will buy it 2 - 6 2 3 3 2
Don't know if buy it or not 5 1 10 5 5 5 5
Maybe I will not buy it 32 24 46 32 32 25 40
I will not buy it 61 74 38 62 60 68 54

101. Conclusion and
Recommendations

102. 102
Conclusion and Recommendations
 Though considered virtually motivated, and meeting top 25 Asia norms in some
measurement, Number 1 Chino Energy Drink requires some serious modifications to
maximize the impact it may have
 It is recommended to simplify the ad by producing a cut down version (15” edited)
focusing on some key scenes and elements such as….
 Orange scene
 Girls calling “Nước Tăng Lực Number 1 Chino” (instead of Chino, Chino)
 Drinking shot
 Product Demo focus on key messages and
 Girls surrounding the guys
 Tagline
 The revised one should be tested again to ensure it delivers the key strategic messages.

103. Thank You!