note : we are still looking for ways to post the video here. we will post it here once we are able to find a way to do it.
just tonight, the Mar Roxas campaign aired what i can call a mini attack ad, a small version of the attack ad that i was tweeting about in the afternoon today.
we would have done a more aggressive and a definitively hard hitting attack ad than the one Roxas aired. and because it would be hard hitting, it would be best done by the Liberal Party and the LP senatoriables which is called an omnibus attack ad.
but it is an ad in the right direction. it is an ad better than what Roxas has aired previously and the times and situation that Roxas is in calls for such an ad.
this afternoon, we posted these on twitter :
we didn’t think the Mar Roxas campaign is doing well. in fact we think it is doing badly. we have the numbers on our side – Mar Roxas’ ratings in the surveys are flat at best and more importantly a slight decline in ranking.
while Roxas’ results are flat and slightly declining, his key opponents Jejomar Binay and Rody Duterte are surging upwards.
the most impressive of the two is Binay who not only recovered but reversed his declining trend to a surge that has placed him at the top. that is a reversal in fortune in a most dramatic way.
Duterte who was a late entry into the race saw his numbers rise up to a competitive ranking in the surveys,
Binay zoomed up on the basis of his “nognog” ad campaign which he started to air a few weeks ago. Duterte has aired ads but his strength is on his positioning of tough on crime.
Roxas on the other hand aired forgettable TV ads based on “Daang Matuwid” which we thought was close to being boring and did not make any remarkable impression for Roxas.
we thought Roxas’ anemic TV ads is costing him the election. Roxas’ numbers remained flat behind these campaigns.
we thought attack ads would do Roxas well. actually, more than building Roxas, it will stop the rise of his opponents. Roxas’ opponents are clearly on an upward trend and that trend needed to be stopped. the attack ads will do that.
we also posted this chart:
the chart defines in broad, general terms the compass direction that the Roxas campaign should take.
we think Mar Roxas is the most qualified and most deserving among the presidentiables but that is not reflected in the results from the surveys. and we think that is being caused by the misplaced and weak marketing and advertising strategies and executions they have been airing.
the attack ads would be a great step in the right direction.
thank you to blogwatch.ph (@blogwatchdotph) for inviting us to sit in during the session with LP’s vice presidentiable Leni Robredo.
there is something to be said about Leni Robredo, a vice presidentiable who gives her time to a group of bloggers and netizens to talk about issues and allow them to know who she is as a candidate and as a person.
and Leni Robredo needs the exposure. last october 19, 2015, we wrote in this blog (tittle : 2 things Leni Robredo should do to win) that to win, she needs to address her low awareness on a national level. Robredo is known in Naga and to a certain degree in Metro Manila. but with her experience and work concentrated on a local level at Naga, she is hardly known nationally specially when compared to her competitors in the vice-presidential race who are all nationally elected senators. they all have a national political base and are known on a national level.
this meeting with the blogwatch.ph will help address the need we identified in October 2015.
survey results notwithstanding, Robredo has 2 huge but very basic marketing things that she needs to do to win:
- address low awareness on a national level – robredo may be known in here hometown and to some degree in Metro Manila but she is hardly known in the rest of the country. that is a key issue as the position she is running for is national in scope, she needs the rest of the country to know who she is.
- what is the Leni Robredo brand equity or brand positioning? together with the issue of low awareness, Robredo’s other big problem and this can be much bigger than the first is nobody knows what she stands for. what is her brand equity or brand positioning of Robredo?
since October, Robredo has gone to other parts of the country to get to know the people and to allow the people to know her. she has aired some advertising which based on the monitoring was about P91M in 2015 and places her 11th highest ad spender among the national candidates and 3rd highest among vice-presidentiables. the ad spending may be not much, but it is a move in the right direction.
what is interesting is that during the blogwatch.ph discussion, she admitted she was surprised by the amount of money spent on her TV ads. she said she did not have money to spend for the ads and the money for sure did not come from her. her party, the LP had spent for the ads. according to her, senator bam aquino is the one managing her campaign and would know the details of the ad spending.
honestly, we do not remember what ad she aired during that time. but i remember it was not a remarkable ad. it was forgettable and too run of the mill.
in a scenario where there is very low brand awareness, ads like the one she aired, boring it may be, is a good thing. the ad for sure will add awareness and build some brand equity for her.
however, for whatever brand equity she has gotten from the ads, it is on shaky grounds as a non-remarkable ad that builds an equity means the equity is vulnerable to erosion specially when the other vice presidential candidates start airing their own ads during the campaign period which started just a few days ago.
the survey results recently released show that Robredo’s campaign is doing very well. it also supports the points we raised on what Robredo needs to win the election – increase awareness and a brand equity definition.
a few days ago, we tweeted that Robredo should aim to get more interviews to get media exposure, for more people to hear and see her. in the times that we have seen her during interviews, we were continually and exponentially impressed by her. we thought more voters getting this experience, the more she gains supporters.
the survey results are very good for Robredo. she was on a surge in the latest mid-December poll from SWS. from a very low 7% in September 2014, she gained a +16% points in December 2015, to 19% from 3%. more importantly her ranking jumped to a tie at 2nd with Marcos coming from 5th in September.
the surge in the surveys may have been driven by the announcement of her candidacy and the endorsement from president Noynoy Aquino and the LP presidentiable Mar Roxas and the media attention given to her after the announcement. in other words, Robredo generated awareness and started to define her brand equity.
her ratings in the survey has defined her as competitive even when faced with incumbent senators who already have a national standing.
the question is can she sustain this upward trajectory in the coming weeks?
~~~ more to follow ~~~
in no particular order:
Presidentiable Jejomar Binay’s “Nognog” TV ad campaign
there is a new version under the “nognog” campaign that was aired today but it is not yet available at YouTube.
these two ads were the start of the “Nognog” campaign and these ads are associated with reversing Binay’s declining numbers at the presidentiable polls and in fact had put him back at the #1 spot.
we were shocked when these ads aired. the ads directly addressed the issues of allegations of graft and corruption on Binay which have been on the headlines for many months and the reason for the dramatic declines Binay have been suffering at the polls. Binay was definitely on a steep declining trend when these ads aired.
after the ads aired and the surveys released covering the period of airing, the numbers of Binay spiked up. in fact they were a dramatic reversal of the umbers and placed Binay back on top.
the ad effectively redefined the allegations of corruption and graft against Binay. he has been saying these to the press and in appearances in the provinces but it really didn’t do much to change his ratings. that is, until the ads were aired.
we think what made this ad work was the term “nognog” that he called himself in the ads. “nognog” is a derogatory term used on dark skinned Filipinos that was often used against him by anti-Binay voters. Binay is dark skinned and short (pandak).
“nognog” is also something that most Filipinos can relate to. while it may be a negative or derogatory among the Filipino rich who are fair-skinned Filipinos, it is a fair and acceptable description used by the masses among themselves. its use suddenly allowed the masa to relate to Binay.
we think Binay’s “nognog” has the potential to be the “Mr. Palengke” of Mar Roxas when he resoundingly won his senate seat.
Senatorial Leila De Lima’s “Justice without fear or favor”
this just aired today. it was different and called your attention. you paid attention to this ad. it is highly creative and you do get the message. this ad is able to give De Lima an excellent brand positioning among the senatoriables. this ad was so good that De Lima was trending on twitter after the ad aired. the Philippine Daily Inquirer also had an article on it at their website. this extra mileage is what you get when you air a good ad. this ad can push De Lima to the number 1 spot among the senatoriables.
what got us going crazy in this ad is the use of umbrellas. the story of corruption, crime ad drugs is plain to see in the ad. nothing really special about that. but what set it apart aside from the retro feel to it is the use of the umbrellas.
think about it – why did they need to do a rainy scenario out of the bar? it is January, it is not the rainy season now. the only explanation is that they wanted to use umbrellas in the ad.
and to us, the umbrella is the symbol of corruption, arrogance and power tripping that we saw when Junjun Binay, the mayor of Makati and the son of presidentiable jejomar Binay was caught in a video being shielded by a bodyguard with a giant umbrella on a non rainy night at Urdaneta Village when he harassed the security guards to let him exit the gate of the village while they were not supposed to .
this ad firmly defines De Lima’s band positioning – as the anti crime and corruption super hero, a role she fulfilled admirably while she was DOJ chief. this cements that positioning for her.
in some way, we think this positioning of hers and this ad has the potential to take away the thunder from Duterte’s tough on crime positioning.
the ad also has excellent production values. the cinematography, direction, lighting, casting and acting were very topnotch. its fun to watch!
Presidentiable Rody Duterte’s “Merry Christmas”
Duterte is a presidentiable that you either hate or love. and there is no in-between – either you passionately love him or passionately hate him. but this ad you take notice and the ending of the ad makes you smile. do not know if the haters have changed their minds about Duterte, but this ad you like for its wit and unexpected ending.
these ads are not a wawam!