Eye on the Philippines

Two columns ago, I wrote about Eye on Asia, an extensive study done by Grey and Millard Brown that determines the powerful underlying trends that will influence the marketing-communications practice in the region today and in the future. It gives insights into how to talk to Asians (including us Filipinos) in a way that is helpful and meaningful, both to the communicators and their defined audiences. Ultimately it provides marketing inspiration that can help build stronger brands, given today’s highly competitive market environment.

After reading this study, a number of marketers wrote asking if there were specific findings relating how Pinoys view advertising to marketing. Well, folks, yes there are, and they are summarized in the Eye on the Philippines report. Most of the data validates what you already know: some connect strongly to what Pinoys are exposed to in various media, and some correlate to their hopes and dreams about themselves, their families and their country.

Music-based ads have high appeal among Pinoys. They sing along and dance to upbeat TV commercials. This penchant for melodic and danceable product presentations and calls to action dates back to the era when jingles like "Gusto ko ang gatas na Darigold"; Bear Brand’s "Grow tall, little man"; Del Monte 202’s "Fits my body, fits my body"; and YC Bikini Briefs’ "For the man who packs a wallop," were big hits. Pinoys acquire viral sound and music quite quickly, and with it, remember what is being sold. Although ad guru David Ogilvy once said, "If you don’t have anything to say, just sing it" (a dig at products that don’t have unique selling propositions), music continues to be one of the most powerful hooks that make Pinoys sit up, listen and crave the product being advertised.

Mini-series ad concepts are currently becoming popular. To Pinoys, they provide more impact or appeal, enticing the viewers to watch and anticipate the next executions. This approach is predominantly used by detergent brands like Surf (the Wa-is na misis series) and Tide (the To-lits train), service companies like PLDT, and food products like Fita and Sky Flakes.

More Value To Value

Moral standards are given great importance. Pinoys demand responsibility from advertisers in imparting good values to the youth, and generally Filipino women have a more conservative view of how advertising should be done. From an economic standpoint, advertising is seen as a major factor in the rise of product cost. They say that due to advertising, products become more expensive.

Filipino advertisers are seen to have limited resources, the Philippines being a developing economy. Local advertising, Pinoys believe, does not lack in creativity and innovativeness in thought processes, but it tails other Asian countries in terms of budgetary supports, which in most instances can spell the difference between so-so, mediocre executions and world-class productions.

Advertising is reflective of the stability and credibility of marketers. A brand that uses big-name endorsers, for example, is seen to have ample resources and thus, more clout. It has better media reach and frequency, which is reflective of its massiveness. Advertising has a legitimizing effect, particularly if a brand is in its introductory stage and is advertising for the first time. An advertiser can show prominence or demonstrate seriousness in its desire to make it big in a crowded category if it is able to flex its budgetary muscle and compete toe-to-toe with other brands whose desire is to sell and lead as well.

Pinoys see advertising as a communications practice with pluses and minuses. On the plus side, advertising is looked at as a provider of options to consumers as it creates standards and raises the quality of products. It is likewise viewed as a vehicle to showcase the marketer’s personality, and a venue to promote good values towards the general public in general and the youth in particular. To older age groups, it is a platform that allows them to keep in touch with the younger generation. On the minus side, Pinoys have two negative associations with advertising. First is the increasing liberalism in ad executions – the use of sex, violence and other themes that assault Pinoy sensitivities. Second is the fear that their children, or the youth, will mimic whatever is shown, dramatized, demonstrated, sung, or animated in ads.

Pinoys shun vice-promoting ads (cigarettes, liquor and the like) for health considerations. They want them stopped and, if not possible, they recommend the showing of these types of ads during adult-only-viewing time slots. They would also like to see limits on the use of skimpy, sexy outfits in commercials, which they believe is offensive to women. Ads that feature sensitive topics and carefree lifestyles (and make them appear stylish and acceptable) are frowned on, while ads that promote bad values among kids and the youth are rejected. Indeed, Pinoys are appreciating more value-driven marketing communications.

What Drives Brand Success

The key drivers of brand success in the Philippines include credibility or trust in the brand name, ease or convenience of usage and innovation. The higher the brand’s awareness level, the more credible or trusted it becomes. A well-known brand is perceived to be more dependable, and is able to generate a buy-in. Use of endorsements, on the other hand, can make or break a brand, and to Pinoys, celebrity testimonials is a tired and overused approach. It may continue to work, though, if the endorser is a fit to the product being endorsed. In that case, credibility is kept intact, and consumers are led to consider, buy or prefer the brand.

Ease or convenience is an offshoot of the fast-paced, multi-tasking life of Pinoys. That’s why there is a high demand for "instant" products – noodles, coffee, and cereals, among others. Take a quick look at supermarket shelves, and you will see a slew of instant everything. Pinoys want things prepared and consumed in a jiffy, so they can move on fast, continue the work that needs to be finished in the shortest possible time, or pick up other productive endeavors.

Innovativeness and being different are plus factors, too. In a highly competitive environment where new products are emerging right and left, and in rapid succession, they can be the advertiser’s best weapons to make a brand stand out and set its own trend.

Pinoys’ Lives Today

The survey also confirms that the happiest moments for Pinoys are the time spent with loved ones, and when they are able to pursue their passions, hobbies and desires. These include traveling, shopping and engaging in their favorite sports with family and close friends. Among those 18 to 24 years old, the goal is to finish studies and find work after graduation. Those 25 to 34, on the other hand, look for a sense of fulfillment and enjoyment in the workplace and with co-employees. Those 35 to 54 want more control over work hours, while those 55 and above seek continuous learning and opportunities to help others.

There are varying sources of pressures or stress for Pinoys. Among those 18 to 24, these cover time pressure, loads of things to accomplish, grades in school, love life, and relationships with peers and co-workers. To those 25 to 34 and 35 to 54, these include work backlog, and growing family responsibilities like bills to pay, education to support and day-to-day budgeting. Those 55 and above have mounting concerns about the family, like when someone is sick and when funds are not enough.

To Pinoys, well-being is simply a sense of contentment, mentally and spiritually, independence (especially among those 18 to 24), and the opportunity to pamper themselves and practice or imbibe a healthy lifestyle.

Looking at the future, most Pinoys want the country to be more competitive. Pinoys are smart, creative, innovative, and are capable of competing globally. They may be pulled down by a lack of resources, but they, together with their other Asian brothers, are starting to make a name because of these strengths. They also desire a more prosperous and peaceful life driven by improved standards of living and a more efficient and trustworthy government.

In Eye on Asia, Pinoys have spoken. It is time for marketers and corporate communicators to listen well and heed the call. It will be good for business and country.

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E-mail bongo@vasia.com or bongo@campaignsandgrey.net for comments, questions or suggestions. Thank you for communicating.