| Title | I.TVC |
| Brand | COLGATE PALMOLIVE |
| Product / Service | COLGATE PLAX MOUTH WASH |
| Category | B02. Consumer Products |
| Entrant | MEC Ho Chi Minh City, VIETNAM |
| Entrant Company: | MEC Ho Chi Minh City, VIETNAM |
| Advertising Agency: | AMBIENT DIGITAL VIETNAM HCMC, VIETNAM |
| Media Agency: | MEC Ho Chi Minh City, VIETNAM |
| Name | Company | Position |
|---|---|---|
| Hoi Pham Buu | MEC | General Manager |
| Uyen Nguyen To | MEC | Snr Media Planner |
| Ha Hoang Nhat Duyen | MEC | Media Planner |
| Phuong Tran Thanh Thien | MEC | Business Manager |
| Huy Truong | Ambient Digital | Chief Operating Officer |
| Andrew Stephens | Ambient Digital | Chief Executive Officer |
| Quy Pham | Ambient Digital | Visual Design Executive |
| Tim Scott Hunter | GroupM | Chief Executive Officer |
| Charlie Page | GroupM | Business Development Manager |
Shift 6% TVC’s budget (to i.TVC) to • generate 12% of total equivalent GRP, meanwhile deflate TVC CPM by 6.1% • Interact much better with audience by x80 higher CTR vs. standard displaying banner • Extend 50% week-on-air in parallel with normal TV • Add-on an extra saving of 4% of total TV budget • Make Paid-Owned-Earned media being a day-in day-out activity of brand. • Create pace and competitive advantage in an efficiency way. And from the agency perspective, i.TVC helps us to understand & practice Paid-Owned-Earned media specifically. Be proactive and pioneer to invent & explore new media solution & revenue stream.
We conduct a new project that airing TVC online (call i.TVC), via an ad network with traffic capability of 26 mils impression/ day. Why we choose online environment and ad network vehicle to develop i.TVC solution? a. Infrastructure advantage Vietnam current has 26 mils of people using internet regularly (~ 32% population). And average growth rate = 15% YOY, in the next 5 years. b. Technology - i.TVC is developed 100% in Vietnam, by implement latest advanced ad network technology available in the market. i. optimization by target geographic & day part ii. increase reach with 15 different content channels. iii. performance data has being tracked at real time, and verified by Mediamind. c. Pricing – the agency negotiated a fixed price for full year 2011, with added benefits (creative production, data sharing, bonus traffic) maximizing client’s interest.
Similar as other leading FMCG advertisers in Vietnam, for years, the agency & Colgate Palmolive believe TVC is the most effective mass advertising channel that helps us to reach 80% population national wide. So it is our priority TV budget that set against other mediums. However, with tighten media budget (due to economic crisis) and TVC’s high inflation (both rate card & rating, at an average of 30% YOY), even with 90% media budget allocate for TVC, but in the long run, it could not help the brand to maintain sufficient brand share-of-voice and continuity brand awareness. Client’s ROI is challenged, so it is our KPI and service that provided.