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Impression and popularity of TVCF with Vietnam national

football playersAsia Plus Inc.

Overview

Since the 2018 AFC U-23 Championship, Vietnam’s

soccer talents are succeeding on the world stage. They

not only make their name on the world stage but they also

win over the heart and mind of every Vietnamese citizen.

With great achievements from the national team, many

brands start to utilize Vietnamese football players in their

communication.

This survey was conducted in order to explore the use of

Vietnamese Football players in TV commercial films.

Result from 475 respondents age 18-40 years old on

November 2019 in HCMC and Hanoi.

Which brand comes up for ”TVCF w/ Vietnam football player?”

25% 4% 4% 4% 4%

3% 2% 2% 1% 1%

Q. When you hear "TVCF with Vietnam football players on", what TVCF comes up on your mind? (N=475)

Shopee name comes up dominantly. Samsung, LG and Tiger follows afterwards

Favorite football players for TVCF

37%

Nguyen Quang Hai Bui Tien Dung Dang Van Lam Luong Xuan Truong Nguyen Cong Phuong

8% 5% 4% 3%

1% 1% 1% 1% 1%

Nguyen Anh DucDoan Van Hau Nguyen Tuan Anh Ha Duc Trinh Do Duy Manh

Q: Which Vietnamese football player that you are interested the most to watch on TVCF? (open answer) (N=475)

Impression of TVCF with Vietnam

football players

33%

38%

45%

51%

70%

Make TVCF more trendy

Feel like supporting football players

Make TVCF more exciting

Add Vietnam taste to TVCF

Feel like supporting Vietnam football team

Q: What do you think about the use of Football star in TCVF? (N=475)

Vietnamese consumers find the use of Football players in TVCF as a

good way to support the national team and make advertisements

more relatable.

TVCF recognition

47%

48%

59%

61%

62%

63%

65%

65%

67%

68%

95%

53%

52%

41%

39%

38%

37%

35%

35%

33%

32%

5%

Tiki

Pocari Sweat

Merino

Acecook

Salonsip

LG

Coca Cola

Su Tu Trang

Viettel

Revive

Shopee

Q. Have you seen this TVCF? (N=475)

Shopee is very successful with their TVCF with 95% consumer

remember that they have seen it before. Follow by Revive, Viettel, and

Su Tu Trang with nearly 2/3 of the consumers have seen it.

TVCF recognition by profile

Q: Which TVCF do you like best? What are the reason for that? (N=475)

Football TVCF get recognized more by male. Football TVCF is

recognized by 69% by male while the number goes down to 60%

among female

64%

69%

60%

65%

61%

63%

64%

36%

31%

40%

35%

39%

37%

36%

Total

Male

Female

HCMC

HN

20-29

30-40

Average football TVCF recognition b profile

TVCF likeness

37%

32%

31%

28%

24%

26%

28%

25%

24%

23%

21%

38%

40%

38%

44%

46%

43%

37%

42%

39%

40%

42%

25%

28%

31%

28%

30%

31%

35%

33%

37%

37%

37%

Tiki

Salonsip

Pocari Sweat

Coca Cola

Revive

Merino

Su Tu Trang

Acecook

LG

Viettel

Shopee

Detractor Passive Promoter

Q. How much do you this TVCF? (1-10, 1: Dislike very much, 10: Like very much) (N=475)

Overall, the consumers have good impression with TVCF with Football

players. Shopee has the highest NPS, followed by Viettel and LG.NPS

16

14

14

8

7

5

5

0

0

-4

-12

NPS = % Promoter - % Detractor, Promoter = 9 or 10, Passive = 7 0r 8, Detractors = 6 and below

Most favorited TVC with football players

22.7%

TIKI

Acecook

Shopee Su Tu Trang LG Viettel

Pocari Sweat Revive Coca Cola

Merino Salonsip

13.3% 12.6% 10.9%

7.8% 7.4% 6.7% 6.5%

5.5% 3.6% 2.9%

Q: Which TVCF do you like the most? N=475

The consumers like Shopee’s TVCF the most, follow by Su Tu Trang, LG, and Viettel.

Most favorited TVC with football players (Profile)

Shopee is more popular among female and youth. LG and Viettel is supported

by 30’s.

Shopee Su Tu Trang LG Viettel Acecook

Total 23% 13% 13% 11% 8%

Male 16% 13% 12% 13% 10%

Female 27% 14% 13% 9% 7%

HCMC 25% 14% 12% 9% 8%

HN 20% 13% 14% 14% 8%

20-29 25% 14% 10% 9% 10%

30-40 19% 13% 17% 15% 4%

Q: Which TVCF do you like the most? N=475

Reasons to pick up the favorite TVCF

24%

26%

33%

37%

38%

38%

41%

42%

Suit with current Football trend

Unique TVCF

Because I like this product/brand

TVCF is easy to understand

I like the football star

TVCF is easy to remember

TVCF is creative

TVCF is funny

Q: Which TVCF do you like best? What are the reason for that? (N=475)

Vietnamese consumers like TVCF which is funny, creative and easy to

understand. Vietnamese also like the appearance of football player

with 38% of consumers like the ads because the football players.

Respondent profile (N=475)

Male, 40%

Female, 60%

Gender

18-24, 28%

25-29, 33%

30-34, 25%

35-40, 14%

Age

HCM, 58%

Hanoi, 42%

City

1%

4%

6%

23%

34%

33%

1

2

3

4

5

5+

Household Size

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0%1%

18%

31%

22%

14%

7%

3% 3%1%

Age

19%

18%

6%

4%3%3%

47%

HCM Hanoi Can Tho Da Nang

Hai Phong Dong Nhai Others

56%

44%

Male Female

Gender City

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several methods providing data with quality

FACT CONSISTENCY SCORE

97%

THOUGHT

CONSISTENCY SCORE

91%

STRAIGHT-LINER/ FLAT-

LINER SCORE

89%

SPEEDERS SCORE

97%

QUALITY CHECK SURVEY SPECIFICATION

N (Sample size) 300

IR (Incident rate) 100%

LOI (Lenght of Interview) 10 minutes

Success Criteria Overral score of 80% or higher

THE RESULTS

Overal score 93.5%

Average score

in the industry73%

(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection

Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.

Our quality score by SSI

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