1 month ago, about May 27, there appeared a commercial that attracted widely attention - the commercial of Kangaroo, a water filter brand. Appearing in the break of the final match of Champions League, which always had lots of viewers, the commercial caused shockness by its simplicity and repetition. It contained only 1 line: “Kangaroo - Máy lọc nước hàng đầu Việt Nam” ( Kangaroo - the best water filter in Vietnam), and it repeated for nearly 10 times. Along with the line was a big sound and simple background. Many people watching the match, and therefore watching the commercial expressed their anger toward the commercial because of its annoyance and somewhat to them, stupid simplicity. The reaction lasted for almost a week after the match. It seemed that Kangaroo had made a wrong move. But had it really?
What is the purpose of a commercial? To raise awareness, to build strong relation between consumers and producers, to maintain the producers’ images, to remind consumers of the brand. Note that, it was the first time Kangaroo appeared in public, so its core marketing strategy at the moment was just to get people to know about it. At this point, the commercial performed well. Now, many people know the brand Kangaroo, even ones who did not watch the match or a commercial by Kangaroo. Social media did help to expand the Kangaroo’s effect. From facebook to twitter and forums, people criticized Kangaroo strongly. “Hội những người thích chế truyện Doraemon” even had over 50 posts about this event, which could cause awareness of thousands of people. However, people now think about Kangaroo as a loser, a failure. Some promised to never buy a Kangaroo. The brand seemed to have tough beginning, didn’t it?
Let’s have a look at the market of water filter. Can any of you name a water filter brand existing in the market now? I guess most of us cannot. Some can, but the figure must be small. Make no mistake, water filter is a new new new product in Vietnamese market. It means people do not have many choices when they need a water filter. They can hardly compare because other brands have little promotion and thus, people have no information about them. The only brand they know is Kangaroo. Is it a good brand? People do not know, until they use it. Not only Kangaroo but also everything else in the market, consumers do not judge the quality based on how good or funny or expensive the commercial is. If Coca-Cola stops advertising for a long enough time, Pepsi can benefit from that, but not too much. So, imagine a situation like this. A consumer go to super market to buy a water filter. She stops by a shelf selling water filter. What does she see? Kangaroo and some other brands, perhaps one or two. What do you think she will buy? Will she remember her husband’s promise to never buy a Kangaroo because it had annoyed him when his MU was losing? I guess no. All she thinks at the moment is that ‘wait. I do not know whether Kangaroo is a good brand. But I know one thing for sure. Its producer is rich because they could advertise repeatedly at the golden time. Repeatedly advertising means rich. Rich means strong. Strong means trustworthy. It even said that it was the best water filter in Vietnam. It must be somewhat good. I should buy one. By the way, I have no information about the other brands. okay, let’s go home”. You cannot marry a man just by listening to what others say about him. The same applies when you buy goods. Do you remember Dr.Thanh? When it first appeared in public, its advertising campaign on TV did cause a similar annoyance because of its repetition and theme song. Now, Dr.Thanh has a really big share in nearly saturated beverage market. People can say whatever they like because they do not buy nor pay the money. But you do. You do buy, pay and use. So, ignore all the rumours. And collect your own information.
The conclusion? The commercial did well in raising public awareness.
Even if you are still yet satisfied with the conclusion, I have something for you. How many people watched the final match of season? How many fans of Mu in Vietnam? Many and many. So, if Kangaroo could advertise repeatedly at that time, it means they are quite rich. And you really think that such a big company cannot hire a marketing expert to make a good enough commercial? I do not think so. You - are - trapped.
I believe, sooner or later, the next step of Kangaroo is a apology for its first commercial, when it totally dominates the market.
kz
July, 2011.
What is the purpose of a commercial? To raise awareness, to build strong relation between consumers and producers, to maintain the producers’ images, to remind consumers of the brand. Note that, it was the first time Kangaroo appeared in public, so its core marketing strategy at the moment was just to get people to know about it. At this point, the commercial performed well. Now, many people know the brand Kangaroo, even ones who did not watch the match or a commercial by Kangaroo. Social media did help to expand the Kangaroo’s effect. From facebook to twitter and forums, people criticized Kangaroo strongly. “Hội những người thích chế truyện Doraemon” even had over 50 posts about this event, which could cause awareness of thousands of people. However, people now think about Kangaroo as a loser, a failure. Some promised to never buy a Kangaroo. The brand seemed to have tough beginning, didn’t it?
Let’s have a look at the market of water filter. Can any of you name a water filter brand existing in the market now? I guess most of us cannot. Some can, but the figure must be small. Make no mistake, water filter is a new new new product in Vietnamese market. It means people do not have many choices when they need a water filter. They can hardly compare because other brands have little promotion and thus, people have no information about them. The only brand they know is Kangaroo. Is it a good brand? People do not know, until they use it. Not only Kangaroo but also everything else in the market, consumers do not judge the quality based on how good or funny or expensive the commercial is. If Coca-Cola stops advertising for a long enough time, Pepsi can benefit from that, but not too much. So, imagine a situation like this. A consumer go to super market to buy a water filter. She stops by a shelf selling water filter. What does she see? Kangaroo and some other brands, perhaps one or two. What do you think she will buy? Will she remember her husband’s promise to never buy a Kangaroo because it had annoyed him when his MU was losing? I guess no. All she thinks at the moment is that ‘wait. I do not know whether Kangaroo is a good brand. But I know one thing for sure. Its producer is rich because they could advertise repeatedly at the golden time. Repeatedly advertising means rich. Rich means strong. Strong means trustworthy. It even said that it was the best water filter in Vietnam. It must be somewhat good. I should buy one. By the way, I have no information about the other brands. okay, let’s go home”. You cannot marry a man just by listening to what others say about him. The same applies when you buy goods. Do you remember Dr.Thanh? When it first appeared in public, its advertising campaign on TV did cause a similar annoyance because of its repetition and theme song. Now, Dr.Thanh has a really big share in nearly saturated beverage market. People can say whatever they like because they do not buy nor pay the money. But you do. You do buy, pay and use. So, ignore all the rumours. And collect your own information.
The conclusion? The commercial did well in raising public awareness.
Even if you are still yet satisfied with the conclusion, I have something for you. How many people watched the final match of season? How many fans of Mu in Vietnam? Many and many. So, if Kangaroo could advertise repeatedly at that time, it means they are quite rich. And you really think that such a big company cannot hire a marketing expert to make a good enough commercial? I do not think so. You - are - trapped.
I believe, sooner or later, the next step of Kangaroo is a apology for its first commercial, when it totally dominates the market.
kz
July, 2011.
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