Indonesian films: Opportunities and challenges
Dec 20, 2024
The holiday season is here, and for many Indonesians, watching films is the top choice for quality
Cimigo Launches Major Pan-Asian Study on Emotional Response in Advertising
Cracking the Code of Emotional TV Advertising in Asia
For Asia’s most populous markets, today’s advertising challenges don’t revolve around Global versus Local but Engaging versus Dull.
In the cluttered world of advertising it is essential that brands make strong emotional connections with their audience. Even if they miss the mark by a fraction, they risk being ignored altogether. But how do advertisers know if they have really tugged a heartstring or struck a funny bone? Traditional market research provides limited insight into emotional response. Finally there is a better solution.
AsiaEmotion is a major study of advertising in Asia, explicitly aimed at using scientific techniques to unravel the emotional codes of advertising in Asia, enabling heir agencies to create much more engaging advertising. The study uses leading edge facial imaging technology, developed by nViso SA, which is based on Dr. Ekman’s (of ‘Lie to Me’ fame) theories of emotional response.
Richard Burrage, Cimigo’s Managing Partner, said “We study and benchmark advertising all across the region. We have always noted marked differences in the way consumers respond across our region. Now we have a powerful tool to measure and evaluate those different emotional responses and make better recommendations to advertisers”. “AsiaEmotion is the largest study into advertising and emotional response yet. It challenges many of the myths that have pervaded advertising in Asia and provides clear insights into what styles of advertising work among Asian consumers”.
Capturing emotional response is the key to the new technology, explains Richard Burrage; “What the emotionally engaging TV ads do well is build emotion through excellent story telling. In stark contrast, the functional TV ads lose the audience with product demonstrations and direct benefit selling”.
‘We track the emotional response frame by frame and we can see instantly whether the ad is building a strong positive reaction or losing its audience through irritants or distractions” explains Alastair Gordon. “We wanted to use this breakthrough technology to go beyond disaster checks of advertising and to develop a casebook of best practice examples and recommendations”. AsiaEmotion provides a toolkit for the development of future advertising, not just a rear view mirror of what often goes wrong.
Alastair Gordon, a thought leader of the research industry in Asia for more than 25 years, points out that ads don’t need Super Bowl budgets or A-list directors to cut through and provoke a positive reaction. “Although we occasionally avert a total disaster” says Gordon “most of the time a few tweaks are what is needed to make a TV ad build emotional engagement positively”.
Cimigo will be operating the facial imaging tests throughout their Asia network. “We are pleased and proud to be spearheading this innovation in research in the region” said Richard Burrage, “We believe strongly in the potential of emotional advertising in Asia. Now we have the best tool to help advertisers to fulfil that potential”.
AsiaEmotion will be presented to a gathering of the regions’ research professionals at the ESOMAR APAC meeting in Ho Chi Minh City on the 9th April, and at a series of executive briefings throughout the region during March and April.
For media inquiries contact:
Matt Millard, Group Director of Marketing
+84 903 029 898
Indonesian films: Opportunities and challenges
Dec 20, 2024
The holiday season is here, and for many Indonesians, watching films is the top choice for quality
Indonesia consumer trends 2024
Dec 07, 2024
As Southeast Asia’s largest economy, Indonesia is poised for a remarkable transformation in
Vietnam retail banking 2024
Dec 02, 2024
Vietnam’s retail banking sector is in a transformative phase, with digital adoption accelerating
Minh Thu - Consumer Market Insights Manager
Travis Mitchell - Executive Director
Malcolm Farmer - Managing Director
Hy Vu - Head of Research Department
Joe Nelson - New Zealand Consulate General
Steve Kretschmer - Executive Director
York Spencer - Global Marketing Director
Laura Baines - Programmes Snr Manager
Mai Trang - Brand Manager of Romano
Hanh Dang - Product Marketing Manager
Luan Nguyen - Market Research Team Leader
Max Lee - Project Manager
Chris Elkin - Founder
Ronald Reagan - Deputy Group Head After Sales & CS Operation
Chad Ovel - Partner
Private English Language Schools - Chief Executive Officer
Rick Reid - Creative Director
Janine Katzberg - Projects Director
Anya Nipper - Project Coordination Director
Dr. Jean-Marcel Guillon - Chief Executive Officer
Joyce - Pricing Manager
Matt Thwaites - Commercial Director
Aashish Kapoor - Head of Marketing
Kelly Vo - Founder & Host
Thanyachat Auttanukune - Board of Management
Hamish Glendinning - Business Lead
Thuy Le - Consumer Insight Manager
Richard Willis - Director
Ha Dinh - Project Lead
Geert Heestermans - Marketing Director
Louise Knox - Consumer Technical Insights
Aimee Shear - Senior Research Executive
Dennis Kurnia - Head of Consumer Insights
Tania Desela - Senior Product Manager
Thu Phung - CTI Manager
Linda Yeoh - CMI Manager
Cimigo’s market research team in Vietnam and Indonesia love to help you make better choices.
Cimigo provides market research solutions in Vietnam and Indonesia that will help you make better choices.
Cimigo provides a range of consumer marketing trends and market research on market sectors and consumer segments in Vietnam and Indonesia.
Cimigo provides a range of free market research reports on market sectors and consumer segments in Vietnam and Indonesia.
Please enter the information for free download.
The report will be sent to your email.
When downloading our reports, you agree to be contacted for marketing purposes.
Vui lòng điền thông tin vào biểu mẫu bên dưới để tải về báo cáo miễn phí.
Báo cáo sẽ được gửi vào email bạn điền ở bên dưới.
Khi tải xuống các báo cáo của chúng tôi, bạn đồng ý được liên hệ cho mục đích tiếp thị.
Xin cảm ơn. Một email kèm với đường dẫn tải báo cáo đã được gửi đến bạn.