A presentation delivered to delegates of the UKTI's "Great Week" trade visit headed by Lord Puttnam, producer of films such as Chariots of Fire, The Killing Fields and Memphis Belle. Cimigo Vietnam's Managing Director, Joe Wheller gave insights on the state of the marketplace in Vietnam, the consumer and some opportunities and barriers.

1. Vietnam: Strategies and opportunities for the
creative industries sector
Vietnam: Strategies and opportunities for the
creative industries sector

2. There is so much opportunity in Vietnam
High-Trial
Income
Population size
High-Trial
Premiumisation
Income
Green-field
New segments
Green-field
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3. But it can be very difficult to grasp; barriers
Habit
Perceptions
Comprehension
Habit
Connection
Quality
Perceptions
DeliveryDelivery
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4. Expectations & behaviours are changing.
Rapidly!!!
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5. This can be frustrating!
Credit: Striatic; Fair use claimed.
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6. My message today is simple:
1. Make the effort to “discover” the market
– know where you stand!
2. Make the effort to build “connection”
– your ROI will depend on it
1. Make the effort to “discover” the market
– know where you stand!
2. Make the effort to build “connection”
– your ROI will depend on it
Be CreativeBe Creative
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7. Be realistic; scope & size...
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8. Know the conditions; packs, purchase, people...
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9. Know how to reach them...
% Category User Online (Urban)
Source: Cimigo Netcitizens 2012 Study
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10. 1. Make the effort to “discover” the market
There are differences to Vietnam. There are big changes
happening in Vietnam. Making an effort to understand
these will yield dividends.
It is no coincidence that some of the most successful
corporations invest considerable sums in researching the
market.
There are differences to Vietnam. There are big changes
happening in Vietnam. Making an effort to understand
these will yield dividends.
It is no coincidence that some of the most successful
corporations invest considerable sums in researching the
market.
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11. Consumer connections are “emotional”
“The most effective [profit & growth] campaigns are those that rely
primarily on emotional rather than rational models.”
“Emotionally based campaigns are not only likely to produce very
large business effects but also produce more of them,
outperforming rational campaigns on every single business
measure.”
“The most effective [profit & growth] campaigns are those that rely
primarily on emotional rather than rational models.”
“Emotionally based campaigns are not only likely to produce very
large business effects but also produce more of them,
outperforming rational campaigns on every single business
measure.”
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 “Marketing in the Era of Accountability” by Les Binet & Peter Field
 880 TVCs assessed from past 20 years in the UK
 Institute of Practitioners in Advertising (IPA – from UK)
 http://www.thinkbox.tv/server/show/nav.874

12. Top 10 TVC communications...
1. Heineken
2. Vinamilk
3. Vinamilk
4. Gau Do
5. Vinamilk
6. Coca Cola
7. Simply
8. Pepsi
9. Heineken
10. Coca Cola
 International brands can make a
connection
 Local brands can communicate
& deliver
It has been the
“emotional” connections
that have made these
TVCs work
1. Heineken
2. Vinamilk
3. Vinamilk
4. Gau Do
5. Vinamilk
6. Coca Cola
7. Simply
8. Pepsi
9. Heineken
10. Coca Cola
 International brands can make a
connection
 Local brands can communicate
& deliver
It has been the
“emotional” connections
that have made these
TVCs work
1. Heineken
2. Vinamilk
3. Vinamilk
4. Gau Do
5. Vinamilk
6. Coca Cola
7. Simply
8. Pepsi
9. Heineken
10. Coca Cola
 International brands can make a
connection
 Local brands can communicate
& deliver
It has been the
“emotional” connections
that have made these
TVCs work
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Source: Cimigo AdTraction TVC Performance 2012

13. Beer choice is an “attitude”
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Sapporo TVC: http://www.youtube.com/watch?v=4w3Z8oHbwNY
Tiger TVC: http://www.youtube.com/watch?v=FCy9_u7GIeo

14. Tiger “Heist” TVC builds connection with engaging story...
Irritation
Happiness
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Source: Cimigo AsiaEmotion TVC Performance 2013

15. Sapporo “Trophy” TVC irritates more than connects...
Irritation
Sadness
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Happiness
Source: Cimigo AsiaEmotion TVC Performance 2013

16. 2. Make the effort to build “connection”
Successful brands make emotional connections.
A close emotional connection yields success (growth/profit)
for both International & Local companies.
It takes effort & skill, but worth getting it right.
Successful brands make emotional connections.
A close emotional connection yields success (growth/profit)
for both International & Local companies.
It takes effort & skill, but worth getting it right.
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17. My message today is simple:
1. Make the effort to “discover” the market
– know where you stand!
2. Make the effort to build “connection”
– your ROI will depend on it
1. Make the effort to “discover” the market
– know where you stand!
2. Make the effort to build “connection”
– your ROI will depend on it
Be CreativeBe Creative
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18. Cimigo for Brand Value
And for stronger consumer engagement
& intelligence.
vietnam@cimigo.com
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vietnam@cimigo.com
@cimigovietnam
www.facebook.com/cimigovietnam
www.linkedin.com/company/cimigo

19. We look forward to
talking with you.
We look forward to
talking with you.
cimigo.com
The Voice of the Customer
cimigo.com
The Voice of the Customer