Today, traditional advertising on TV (TVC – Television commercial) is no longer a powerful communication channel as it was 10-20 years ago. In its heyday, TVC is a unique opportunity for you to promote your products and services to millions of potential customers.
Now, the story has changed completely.
What is TVC?
TVC – Television Commercial is a word used to refer to forms of advertising on TV. TVC advertising method has been used in the marketing communication strategy for a long time, as a communication channel to distribute different messages to the target audience of the business.
Undeniably, TVC is a very expensive form of advertising. But in return, it brings a great trust from customers because of the notion that businesses that can advertise on TV – official channels will be very reputable and professional.
However, TVC is increasingly losing its throne in the “advertising village” by the rise of Marketing Online , the barriers are:
Existing Barriers in the Digital Age
Before we dive into the building blocks that can make your business’ TVCs more appealing, you need to arm yourself with ways to deal with the roadblocks that can make a new marketing campaign worse. of the business failed.
1. Ad skip technology: Before the strong development of TV program recording devices (such as smart TV, TV viewing app), more and more people use the fast forward function when the TV program is lost. interrupted by a few minutes of commercials.
Even if your business spends hundreds of millions to secure a solid advertising spot during prime time, there is no guarantee your ad will reach the millions of potential customers out there.
2. Too many things distract customers: Before the proliferation of smartphones, tablets, smart handheld devices, etc., there are too many factors that can make customers not focus on TVCs on television. Your ads can reach millions of people, but maybe only 1% of them are actually tracking your ads.
3. Psychology of “prevention” of advertising: People often have a psychology of “prevention” with all types of advertising. People are surrounded every day by dozens and hundreds of advertisements for all kinds of different products and services. Then commercials ruin their favorite programs even more.
Will customers be willing to linger for a few minutes just to watch 30-60 seconds of your brand introduction video? Or immediately change the channel without any regrets?
Is TVC really effective anymore?
TVC will still be effective to some extent (just less than 10-20 years ago). If you want to implement TVC campaigns in the present time, you need to equip yourself with the necessary skills to attract attention from potential customers.
How do customers pay attention to your ad? How do they not switch channels and not be distracted by other entertainment? How do you still get your message across without annoying your customers? These questions should be considered in the plan to build a marketing campaign – communication through TVC.
Once you understand how to communicate through TV advertising, as well as see the potential opportunities from this method, you can come up with creative and outstanding ideas that can turn off a single customer. Who wouldn’t be seduced from your business’s advertising spot.
10 steps to build an effective TVC advertising spot
Here are 10 basic steps to help you establish a good TVC strategy:
Step 1: Research the market, target customers for advertising film
Unlike previous market research that businesses have done, this research helps you to understand your customer insights. Besides, it will also help you to differentiate yourself from the products of your competitors.
This research will, at a minimum, achieve the following purposes:
- Your target customer portrait
- Media context
- Style, personality of your brand
- Running projects of your competitors/ of your target market
=> What is the message that you want to convey to TVC this time?
If the business does not have enough resources to do research for this project, you can completely cooperate with agencies. They will have a team available to help you research the market and evaluate that market to get the clear communication messages that hit the right customer insights.
>>> Build PR strategy for business
Step 2: Search for the Big Idea – Big idea
TV advertising can be very expensive. From buying a fixed time frame to introduce products, to buying an advertising spot in the prime time frame, it all consumes a large amount of budget in the budget of the business for Marketing. So, what is the big idea that customers expect from your product / service?
Let’s take a look at the advertising spots that have made waves in Vietnam in the past time. Like Tiki, for example, just passing an advertising spot during the Tet season, with the slogan repeated by Truong Giang: “Oh my god, can you believe it”, emphasized the fact that the items on the page are discounted up to 91% on this occasion.
Netizens were immediately buzzing with the comedian’s catchphrase in the ad. The views of Tiki’s YouTube ads have reached 1.5 million (as of May 2019). There are still no statistics on the main TV channels.
There is no reason why your business should not create a viral effect from creative advertising spots. Do something great, and customers will notice you immediately.
Step 3: Prepare a creative brief
In order for the Creative agency to understand the right goals, communication intentions and audience for your business, you need to identify the following factors clearly to find the right partner for your business:
- Objective – Launch a new product? Increase brand awareness? Sell?…
- Message (Big idea) – What is a clear message that you want to convey in advertising?
- Target audience – who are you trying to reach with your campaign?
Standard requirements include:
- Brand guidelines – are there any aspects of the product or brand that need to be incorporated?
- Format – where will this ad be viewed? Advertisement length?
- Budget – how much will you spend on the production of this ad TVC?
- Timing – when should the campaign run?
Step 4: Hire professional TVC advertising agencies
You want your TVC product to be professional? Hire an agency that specializes in TVC production and let them do the work for you. They have the ability to cover the entire pre-production stages of the ad, from script writing, shooting, and editing.
Your business should consult the price before choosing a partner manufacturing company. Of course it’s money, but consider all aspects to best fit the resources your business currently has.
Step 5: Together with the agency on big ideas, script ideas
After the creative brief has been discussed, the agency’s creative department will come up with a number of concepts/ideas that respond to the brief in different ways. It’s really important that the brief contains as much detail as possible because this is what the creative team will use to generate ideas and come up with concepts. They can vary by tone, message hierarchy, or by approach to production, e.g. animation versus actual actors. All of the proposed ideas are aimed at achieving the goal as outlined in the abstract.
While every concept is different and comes from the synopsis, here are some helpful activities to help generate TVC production script ideas.
Step 6: Finalize the literary script, storyboard
After agreeing on the concept and idea for TVC, the agency’s copywriter will write a literary script and draw a storyboard to show the visual intention for each frame. The Storyboard will provide context so you know when and where each frame is located. It will also include all speeches, voiceovers, acting notes and supers (text placed over images). Storyboards convey visual intent that helps tell the story. It will show things like camera angle, focus point, camera movement, any kind of image processing, and more. They can be accompanied by mood films and images so that the parties can understand the visual intent.
After the agency completes the script, the agency will present you with the script. The script will be gradually improved until you feel satisfied and achieve your communication goals
The output of this stage is: Literary scenario and storyboard
Step 7: Producing TVC advertising
After having the promotional film script, the agency will begin the process of filming TVC. At this stage, the agency can shoot on its own or it can work with another production house to do the shooting.
Before filming TVC advertising, it is necessary to ensure the following personnel:
- The director – who will bring the script to life?
- The Talent – who is the right actor or narrator (age/gender/appearance) for the ad? usually the actor will represent your target customer
- Music – what music elevates the script or is a memorable tinkling claim for the brand? Does the ad require any sound effects to enhance the story?
- Location – what will the setting look like or does the ad need to be placed outdoors or in multiple locations?
Production day is where the action happens, when all the hard work of preparation and planning comes together to fulfill the parties’ creative vision for your promotional TVC. While you may not necessarily be on set while filming, you can choose to see how it all comes together.
Step 8: Completing the TVC advertising product
Post-production, or “editing,” can take a few days, but if the production date goes as planned, it should be pretty smooth and fun. During post-production, you’ll have the opportunity to see the original footage edited into a story, with graphics and titles added, color mastering, sound mixing, and final finishing touches. The same is done before exporting to TV! Specifically, it will include the following stages:
- Edit – Cut, stitch frames together to create ads. Make sure it works for all intended formats, such as TV, YouTube, Instagram, etc
- Color grading – Various image properties such as contrast, hue, saturation, detail, black level, and white point can be enhanced or corrected in post-production. This can be used to give a stylized effect to the final film.
- Sound engineering – ensuring all sounds work seamlessly with each other and with the picture.
The product for this step is a complete advertising TVC just waiting to be released.
Step 9. Choose a reasonable TVC broadcast time frame
The time advertising is aired plays a very important role in reaching and capturing the attention of customers. An advertising spot at 3 a.m. will most likely only help you burn through your business’ marketing budget faster without reaping any significant benefits.
Don’t forget to choose the right TV channel to broadcast your business’s ad. Sensitive advertising on children’s channels is both offensive and does not help businesses reach exactly their target customers. (and certainly not reviewed)
Step 10. Maintain a stable TVC broadcast frequency
Your business needs to ensure that the frequency of broadcast of TVC advertising spots is stable, can maximize the reach to the target audience, and is suitable for the budget that the business has spent on it. partner television stations.
To support TVC, your business needs to build supporting tools, such as landing pages, websites, flyers, call centers, to be ready to receive customers after they follow your ads. career on TV.
What do TVC advertising producers need to pay attention to?
1. Find the right creative agency
From the created creative brief, you will find the right TVC advertising production units . Depending on the goal and size of the company, the requirements to find an agency are different
Based on 4 years of experience in the creative agency field, Malu has compiled a number of requirements for finding a partner that you can refer to as follows:
- Main field of business activities
- TVC partners/products advertising your business’s previous production related to your industry
- Was the interaction enthusiastic? What is the response rate?
- Is the production time and schedule guaranteed?
2. Should the human side be emphasized in advertising?
There are many impressive advertising content without the need for human presence (for example, TVC advertising Vinamilk’s cow’s milk, or “What’s hot” spot by Beeline). But also so that your business should not underestimate the power of human images in advertising spots.
To ensure that TVC becomes really professional and attracts a lot of attention, your business should consider using professional actors or celebrities with good acting to participate in commercials.
3. Use CTA (call to action) in ad spot
With limited funds and resources, you probably cannot build a TVC advertising clip purely for the purpose of increasing brand awareness , but it must also help businesses increase revenue. Therefore, you must have your own strategy. That strategy is to use CTAs – calls to action effectively.
The CTA here can be a call for customers to immediately call the ABC phone number to use the service or listen to a consultation from a care operator to find out more information. Or CTA can also be calling customers to ABC supermarket to immediately take the product home because there is a promotion.
Note , the CTA must be short, convey the full message as quickly and easily as possible so that customers can have the data and take the next actions such as: using your business’s services/products (no. phone, address, website,…).
4. Limited time compliance
If your business has purchased a 30-second TVC spot on a broadcaster, the spot you’re filming and editing should be 30 seconds, no exception.
Therefore, all the most important and outstanding things of TVC must be conveyed fully and clearly in this limited time fund.
Some famous TVCs in Vietnam
In Vietnam, big brands soon realized the importance of advertising in spreading business messages, expanding brand recognition and stimulating consumer behavior. Here are the 5 most famous TVCs in Vietnam:
1. Dien May Xanh – Want to buy a TV?
In the late 2016s, the television screens of millions of Vietnamese people suddenly appeared the image of a green person dancing on a funny tune with the message repeated in 30 seconds of advertising: “You want to buy TV – Go to Dien May Xanh ”.
Immediately, this TVC caused controversy among the public and industry insiders. Some people think that this is a unique and strange idea and applaud. Some people think this is a ridiculous idea, a setback in creativity.
Although there are people who praise and criticize, it is undeniable that the influence of this TVC on the Vietnamese public. It contributes to the success of Dien May Xanh brand as it is today.
2. Vinamilk – 100% pure fresh milk
Nowadays, it is not difficult for you to come across Vinamilk advertising spots with the participation of cows. So where is the origin of this ad sequence?
Back in 2006, Vinamilk launched TVC with the image of funny cows dancing, not forgetting to convey the message: ” 100% pure Vinamilk fresh milk” .
This TVC’s contribution is huge to Vinamilk. It turns a Vietnamese dairy brand into a giant, competing equally in brand recognition with famous dairy businesses in the world.
3. Saigon Special Beer – Maybe you are not tall…
Today, wherever you go in Vietnam, you can also see people using Saigon beer for fun. Contributing to this popularity was its TVC Saigon Special in the early 2000s.
The company’s message is very clear: You may not be tall, but others still have to look up . It not only shows the characteristic yeast of the product that is not inferior to any beer brand, but also conveys the message of self-respect of Vietnamese people to friends from all over the world. Small but mighty!
4. Bitis – Nurturing Vietnamese feet
Before Son Tung and Bitis’ Hunter, none of us did not remember the iconic Biti’s with shoes that endure over time. This brand made that impression in the eyes of the public, all of whom were advertising spots “Craising Vietnamese feet” nearly 20 years ago:
The message Biti’s wants to convey here is: The Vietnamese shoe brand has always accompanied, closely followed, and protected the feet of Vietnamese people in every period and every step of the way.
5. Coca Cola – Bringing Miracles Home
Last in the list of famous advertisements in Vietnam is the Coca Cola brand. Taking advantage of the distinctive red and vibrant colors of Tet, Coca has launched TVC to express the warm reunion spirit of Vietnamese people from all over the world.
Today, every New Year comes, Coca Cola launches a new TVC spot, continuing to emphasize the core value that the company still pursues: Loving connection in every Tet to spring.
In the face of the stormy development of new media channels, TVC advertising still proves its value. What makes the success of TVC advertising spots is: simple, concise, concise, conveying meaningful and pure Vietnamese messages.
However, TVC is not without its own challenges. The shift from traditional advertising channels (on TV, radio) to digital platforms (YouTube, TikTok, Facebook) is being promoted by businesses in recent years. Being creative, but not forgetting to catch up with new trends is what brands need to do, to take advantage of TVC’s strengths in brand building and development.