advertising beyond borders -ghana
Post on 17-Oct-2014
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one size fits many?a d v e r t i s i n g b e y o n d b o r d e r s
one size fits many?A D T R A N S F E R E N C E A N D A F R I C A
B E Y O N D C U LT U R A L D I F F E R E N C E S
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defining ad transference…
context: cultural and socio-economic factors
analysis : ads tested in multiple markets to determine ad transference (6000+ data points*)
metric: enjoyment (likeability is the closest link to pure cultural transference)
as a percentage of all ads
* Source: Millward Brown Global LINK™ Database
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the reality of a diverse world...
North America
Latin America
Asia
Western Europe
Eastern Europe and Russia
51%
48%
40%
56%58%
43%
Africa and Middle East
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Transference WITHIN geographies
Global Avg 52%
among emerging markets, africa is quite different when it comes to advertising…
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relevant everyday situations
emotional messaging
celebrities
prominent music
visual humour
41 49 40
31 35 20
11 09 24
36 25 24
30 20 24
% of ads…
so what can work in africa…?
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emotional connect
family, communitysunlight ‘bubbles’
so what can work in africa…?
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happy optimismimportant to show positive images
coca-cola ‘crazy for good’
emotional connect
a sense of fun, of drama
so what can work in africa…?
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simplicity in messaging
firm focus on brand benefit
panadol ‘invisible man’
omo ‘soccer girl’
happy optimismemotional connect
a sense of fun, of drama
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yet transference within africais only 43%...why?
43%
there are clear cultural differences within africa
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ghana nigeria east africa
80 80 64
15 30 27
40 60 41
65 55 52
PDI hierarchy
IDV individuality
MAS masculinity/Aggression
UAI Uncertainty avoidance
authoritycommunityharmonystructure
powerindividuality
assertion
less hierarchicalharmony
comfort in ambiguity
ghana: what works?
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geisha ‘bath time’
the importance of family connection and bonding (and how we bring it to life!)
pepsodent ‘father-son’
ghana: what works?
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coca-cola ‘with meals’indomie ‘office’
social moments – around a clear brand benefit and anchor
ghana: what works?
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sensodyne ‘sensitive’ariel ‘jubilee’
tonality is important– its not just a product story
nigeria: pride in recognised success, vibrancy
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strong sense of pride
aspirational imagery, a desire for acknowledged success
vibrancy matters (local music, colour)
mtn ‘nigeria’
why is it so difficult to
use the same
advertising execution
across countries?
clearly, there is more divergence than convergence in the world when it comes to advertising
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what impacts an ad’s ability to travel?
Cultural
Differences
Brand
Heritage in
each market
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four key factors affect advertising transference
stage of category development
brand stature and meaning
media exposure and advertising diet
main contributors in
70%of cases where an ad
fails to travel
cultural factors
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stage of category development can influence how consumers respond to advertising
a number of categories are evolving rapidly…
…and this affects consumer expectations from brands and advertising
fairness/fade creams
anti-ageingfairness+
sun protection+blemish removal serumsbb creams
skin care
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differences in brand stature can affect brand perception and expectations from advertising
brand status can vary significantly by market…
clusters by brand strength for global deodorant brand
cluster 3 chile, france, italy, japan, thailand
cluster 2: argentina, australia, germany, turkey, uk
cluster 1: brazil, mexico, poland, south africa, usa
usa
brazil
south africa
poland
argentina
australia
uk
germany
turkey
chile
france
italy
thailand
japan
mexico
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advertising diet and media exposure can also affect response to advertising
a recent regulation in china that bans ads during dramas and movies on tv and imposes restrictions on ad length…
is leading to ads such as this on tv… …and this on the internet
wrigleys extra‘sweet, sour, bitter, spicy’
nivea‘gangnam style’
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a simple travel checklist for advertising
• stage of category developmento are the category offerings similar?o does the message differentiate you from competitors?
• brand stature and meaningo is your brand in a similar life stage?o does your brand have the same positioning?
• advertising and media environmento are there differences in media context? (e.g. ad length)o is the advertising context similar?
• cultural response to advertisingo does the consumer insight hold true across these markets?o do these markets fall into the same advertising clusters?
mkt 1 mkt 2 mkt 3
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one size fits many?a d v e r t i s i n g b e y o n d b o r d e r s
special thanks to e cummings
For further information please contact:SHIV MOULEE
Chief Solutions OfficerAfrica & Middle East & Asia Pacific
Millward BrownCell +6591299487
Email: [email protected]