why Rody Duterte is wrong for the country – he inspires us be our worst #2016PHVote

this picture of a Duterte supporter displaying this poster during the last presidential debate in Luzon is prime example of why Rody Duterte is not right, is bad for the country and our people  – Duterte inspires us to be our worst. with Duterte, we think being stupid is the right thing to do and to be.

this Duterte supporter thinks telling those who will not vote for their candidate that they will be killed is okay, even smart and for sure something to be proud of. the supporter forgets or ignored that killing is a crime and not something decent people wish for others.

i am thinking this supporter thinks this is okay, as he will probably say it’s just a joke or these are just words. but that on itself is also wrong. it’s not a joke when you kill someone or when you are killed, the same way as it is not a joke to say you would have wanted to be the first to rape a dead victim who has been gang raped.

we take decency so lightly now, even our values and principles. Duterte has given us the example to do that. and by Duterte’s example we can be harming and hurting others now and just give it an excuse later or just apologize after the harm has been done.

this is now who we are as a people. we do not teach these things these values and thinking to our children, in fact we teach our children not to be like these. why then do we tolerate and follow the example of Rody Duterte?

 

 

Daang Matuwid failure – after 7 months, Roxas reaches only 4th and flat in the polls

Mar Roxas’ presidential campaign is unique – it is the only campaign that has single-mindedly stayed on one platform and advertising campaign since it launched in end July, 2015 with the formal endorsement of President Noynoy Aquino at Club Filipino. Roxas has stayed on “Daang Matuwid” since that formal endorsement. In the words of Aquino, Mar Roxas will “continue Daang Matuwid”.

With that announcement, Roxas got a huge bump in the polls, surging from a single digit rating to a double digit rating. That was in September 2015 where his rating at Pulse Asia stood at 18% making him a legitimate contender among the presidentiables. The surge placed Roxas at 3rd and very close to Jejomar Binay who was at 2nd, That was the first time that Roxas placed strongly in the polls.

But that surge in September 2015 was the last good news Roxas has gotten in the polls. For seven (7) months since September 2015 that Roxas has stayed on “Daang Matuwid” , Roxas has not gotten any good news in the polls.

After seven (7) months, Roxas is still 4th out of 5 candidates and his ratings has remained flat, just moving within the range of 17% to 20%, close to being within the margin of error. Being within the margin of error means the differences in his ratings are not significant, his numbers have not really changed.

 

 

This means “Daang Matuwid” is associated with failure, the most that it has given Roxas in the last seven (7) months of being single-minded on it is 4th place that is not moving at all. fourth place in an election will not win it.

In marketing and advertising an ad campaign or a brand positioning that is not delivering the results, like a rise in market share or an uptick in volume sales, is immediately dropped and changed into something else.

This action of dropping and changing ad campaigns and brand positioning is even more dire in a political campaign. A political campaign is short, lasting just months and has a definite deadline – election day. Not getting it right by election time means losing the election.

Mar Roxas’ “Daang Matuwid” for sure is a WAWAM!

Read also :

• why Mar Roxas’ “Daang Matuwid” ad campaign is failing http://wp.me/pnw03-1Z5

• Mar Roxas’ “Daang Matuwid” ad campaign is failing him – the numbers show it http://wp.me/pnw03-1YE

 

why Mar Roxas’ “Daang Matuwid” ad campaign is failing

Part 3.

 

 

this is a lethal combination for any campaign or brand – when your own ad campaign is doing badly while at the same time your competition’s ad campaigns are doing very well. you have nowhere to go for strength.

 

 

 

the Mar Roxas ad campaign fails in its advertising strategy. no amount of creative advertising or media spending can make an ad campaign work for you when the strategy is all wrong.

brand positioning is the most important and most powerful component of the advertising strategy. get the brand positioning wrong and everything else is wrong and weak.

the Mar Roxas campaign is so entrenched and totally defined by “Daang Matuwid” that any negative, any comment or any problem with it by extension is put on Mar Roxas. never mind that Roxas has no direct hand on them. voters are not seeing that. the take away of voters is that with Daang Matuwid as failing or having problems, Mar Roxas is failing and having problems.

elections are about the future, the things that will happen for us in the future. that is the reason why elections are about promises that the candidates are making now and will do in the future. Daang Matuwid is about the current and the past. a candidate promising the current and the past will not be going anywhere in an election that is about the future.

 

with Roxas placing 4th out of 5 presidentiables, his marketing and campaign objective is clear and obvious – he needs to convert supporters of his competitors into his camp. his goal is to look for switchers from his competitors, he needs to convert them to his camp.

“Daang Matuwid” does not do that. in fact the reason supporters of his competitors are supporting others is because they are promising something other than “Daang Matuwid”. promising “Daang Matuwid” is not giving them reason to switch. all that it will do is sustain his current power base which based on the surveys is a small minority.

 

 

 

dropping “Daang Matuwid” is a very major and serious change that the Mar Roxas campaign needs to do. it is necessary. keeping it in the campaign as a brand positioning will not move up Roxas’ standing in the surveys and not move him to win in the election.

there should be some consumer research that the Mar Roxas campaign can do to confirm my views on Daang Matuwid. regardless of the consumer research , the numbers that we have now supports my view – Roxas’ ratings are flat and he ranks 4th out of 5 candidates.

Mar Roxas’ “Daang Matuwid” ad campaign is a WAWAM!

 

 

 

 

 

 

ads of Mar Roxas’ competitors that worked for them, hurt Roxas

Part 2.

 

 

 

 

 

Mar Roxas’ “Daang Matuwid” ad campaign is failing him – the numbers show it

Part 1.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Duterte-Cayetano TV Ad – powerful and meaningful messages

the omnibus Duterte-Cayetano TV ad positions them as the tandem for change. the set up is dirt is being thrown at the Duterte and Cayetano poster by those against change – “lumalabas na and mga galit at ayaw sa pagbabago” . scenes showing ordinary people putting up the Duterte-Cayetano posters and ad materials in their homes follow the intro with the copy talking about the changes that the tandem will give the country : “kapayapaan sa paligid”,” kaayusan sa ating gobyerno” at “kaginhawahan sa ating buhay”. the ad ends with their tagline – “Para Sa Tunay Na Pagbabago”.

it’s simple to understand and a powerful ad. “change” for the better is what most of us want and specially as it relates to peace and order, order in governance  and progress. the things that the Duterte and Cayetano tandem is promising are probably among the top things that people want to have or even to change in the current administration.

the tagline “Para Sa Tunay Na Pagbabago” may not be the best one for the ad but emphasizing “change” in it will make people notice. the ad does not really explain or make a point on where the “tunay” or real change is or what it means making  it disconnected with the rest of the ad.

the ad will appeal to 83%  of the voters. 83% is equivalent to all the respondents who did not select Roxas in the latest SWS survey.

this ad is a stark contrast to the whimsical and wild ads for Duterte which are in animation and full of over-promises pushing the ads into being incredible and unbelievable.

the ad will get the Duterte-Cayetano tandem noticed.

Mar Roxas 2 mini-attack ads – view them here

finally completed – these are the two (2) mini attack ads by Mar Roxas

this was the first one aired:

the emphatic ending of “higit sa lahat hindi ko kayo nanakawan” is an obvious reference to Jojo Binay.

 

this is the second one:

Roxas says:

• “walang drama” – refers to Grace Poe and her dramatics
• “hindi ako paawa” – refers to Jojo Binay
• “hindi ako siga-siga: – refers to Rody Duterte
• “hindi run ako abusado” – most probably refers to Jojo Binay
• “at hindi ako magnanakaw” – definitely refers to Jojo Binay

we think Binay had the most mention, 3 mentions out of 5 because he is #1 in he presidentiables survey. Poe and Duterte got one mention each because they are the other two contenders. Santiago did not get any mention because she is even lower than Roxas at the surveys.

what do you think of these ads? let us know by posting your comments here.

 

Team Binay whines about vsBinay attack ads

we posted this yesterday:

we think the Binay team should be in serious meetings since last night strategizing and knocking their heads on how to respond to the attack ads. they have several choices :

• complain to media about the attack ads
• answer the ads though a press conference
• have the ads banned from the air
• launch their own attack ads against Roxas

we think for sure they will do #1. they will do that today. and probably do #2 too. the Binay team complains a lot and they do these things on a regular basis.

click and read here : a new era in Philippine political advertising – full blown attack ads vs Binay and Mar Roxas’ mini-attack ads

and #1 is exactly what happened yesterday with this news article  at the PDI:

Binay camp cries foul over ‘negative’ TV ads

The camp of Vice President Jejomar Binay Monday cried foul over the spread of “spurious” commercials that were apparently aimed at reviving the web of corruption issues being hurled against the standard-bearer of the United Nationalist Alliance (UNA).

Rico Quicho, one of Binay’s spokespersons, claimed that the videos were the handiwork of the ruling Liberal Party (LP) and that these were part of the latest smear campaign of the allies of the administration’s presidential candidate, Mar Roxas.

Quicho said the coordinated efforts to vilify the UNA presidential contender “started in the Senate and continued up to this day through a deceptive advertisement.”

In a text message to the Inquirer, he said, “The elitist campaign to discredit the Vice President is nothing but lies and innuendos.”

“This is a manifestation of the vain attempt to compensate the gross inefficiency and lack of empathy of the LP’s presidential candidate through inappropriate mudslinging against another candidate,” he added.

Asked why he thought the LP was behind the political ads, Quicho said, “LP’s actions speak louder than words.”

“The participation of (LP) in the conspiracy to destroy the Vice President’s reputation is clear and obvious,” he added.

The three 15-second political ads came out in a major television network on Friday and have since been shared in social media by a group called “Supporters of Truth.”

Source : http://newsinfo.inquirer.net/760660/binay-camp-cries-foul-over-negative-tv-ads#ixzz3yzM9SZME 

the attack ads must be something for the Team Binay to take notice of them. from the article, it said the vsBinay attack ads were first aired last friday and there is apparently another attack ad against Grace Poe on her American citizenship. we have not seen the one from Poe. we watched a lot of local TV last night and we did not see the attack ads on air. we also still cannot find copies of the ads at the internet.

the attack ads are very useful, we wonder why they are not giving them good media weights behind them.

note: to the group called Supporters Of Truth can you get in touch with us because we want to post the attack ads here,

interesting for the 2016 election and for political advertising in the philippines, attack ads are new in philippine elections and philippine advertising.

 

 

Duterte’s “bowling ball” TV ad is not a joke, it’s a wawam!

we first saw that ad on the internet. we found it amusing and we thought it was just a joke. a joke as in an ad that some teen-ager made on his computer and posted it on the internet. maybe the teen-ager submitted the “ad” to his high school teacher as a project for his Arts subject. we wondered what grade the highs school teacher gave the project.

we were wrong, it’s a real TV ad as we saw it aired at TV Patrol tonight. it was not a joke.

the ad is very simple, it communicates its message very simply. the analogy of Duterte as a bowling ball rolling over the pins of problems of the country. the visualization is something even young kids will understand. that is a good thing.

that is fine except that the ad has too many pins or problems of the country that as Duterte as the bowling ball rolls and each pin falls, we are unable to read the supers on each of the pins. in other words we could not read what problems Duterte promises to solve.

there are just too many pins or problems of the country that Duterte is promising to topple down. that leads to the biggest weakness on this ad – it is an over-promise. the ad is promising too many things that people might find it unbelievable.

it does not help that the ad does not say how Duterte will topple these problems or what is it in Duterte that will make him solve all the problems. in advertising terms, it does not have a “reason why”.

this is what this ad is all about :

• lists too many problems of the country that Duterte will solve
• too many for us to read what they are
• without telling us how Duterte will solve them
• or what in Duterte will allow him to solve them
• and that high number makes the ad unbelievable

conclusion : it’s a wawam!

 

Mar Roxas campaign airs a mini attack ad

was talking about the need for an attack ad by the Roxas campaign. this one takes the form of an attack ad. https://t.co/0IrvWCpsnj

— WAWAM (@wawam) January 26, 2016

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.

 

the winning ads of the 2016 Philippine election : as of January 2016

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!

2016 Presidentiables Online Poll Now Open

Mar Roxas

Jejomar Binay

Miriam Defensor Santiago

Grace Poe

Rody Duterte

 

poll opened October 19, 2015
Rody Duterte added December 4, 2015