English title : Rody Duterte on rape: “It should be that the Mayor be first (in raping her)”
this is the transcript of the video:
English : “They raped all the women. During the first assault, they retreated, they left behind who they used as cover. One of them is this lay minister who is Australian. I thought this was already a big problem. The Australian Embassy kept on calling.
When they went out, she was covered. I looked at her face. Mother fucker she looked very fair (?). She looked like an actress from America who is beautiful. Mother fucker what a waste.
What went into my mind was that they raped her, all of them gang raped her there. I got angry because she was raped. Yes, that is also one reason, but she was very beautiful, it should be that the Mayor would have been first with her.”
this is the video :
sometime mid March, we posted a chart over twitter for the Mar Roxas campaign. at that point there were many data points that were showing the Roxas campaign was not going anywhere. Roxas’ ratings in the polls were not going up.
in many of Mar Roxas supporters’ minds was the question – can Mar Roxas till win the election? and other questions like – what can Roxas still do to win? is it too late for him?
those questions were being asked of me over at twitter since i had taken the view that the Mar Roxas campaign was failing. having a weak campaign was a view i took since November 2o15 when i started tweeting about it. that POV was based just on an analysis of the Mar Roxas ad campaign and the resulting brand positioning that Roxas has taken. it was anchored the ad campaign and brand poisoning of “Daang Matuwid” which is the main weakness.
at that time in November there were still a few quantitative data points to support my analysis and point of view. but that changed by February 2016 when there were already an avalanche of data points that showed the Roxas campaign was failing – poll results showed he was stuck at 4th place in a field of 5 candidates and his ratings were not moving at all, it was flat within the 18% to 20% range.
this will deal with number 3 on the above – “air attack ads vs Binay, Poe and Duterte”. they are Mar Roxas’ opponents who occupy the first 3 positions ahead of his 4th ranking.
at this point, Mar Roxas’ campaign objective need to be : add supporters by gaining from and converting supporters of his opponents to his side.
he is 4th and at best has 20% in the polls. those will not win the election for him. he will obviously need to go up to 1st with at least a 35% rating. that means he needs to take 15% points from his competitors. he needs to convert that many supporters of his opponents to his side,
one of the most effective ways to do that is to air attack ads against his opponents. attack ads are ads that question the credibility, put in doubt the abilities and correct the wrongs said or done by Roxas’ opponents. the target audience are the supporters of his opponents and the goal is to convince them that they are supporting the wrong candidate and instead shift their support for Roxas.
today, we saw over at twitter memes on Grace Poe based on her performance during the last second presidential debate. these are “fact check” memes – these memes are correcting the wrong things that Poe said during the debate. these to us is a form of attack ads.
there were many more “fact check” violations committed by Grace Poe during the debate. and even much more committed by the other candidates, Rody Duterte and Jejomar Binay.
over at Twitter, i suggested to the mar Roxas campaign and Mar Roxas supporters to do more fact check memes on Poe and specially the other opponents of Roxas.
memes are cheap to make but we think if done well and in good numbers, it can be effective specially if traditional media picks them up.
attack ads are what Mar Roxas needs. they are not a WAWAM!
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
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!