A critique on Tempo’s branding campaign in the past decade Lee Pak Ki, Kristen Lee Sin Ming, Joanne
Our Rational
According to the survey conducted by Green Sense in 2005, Hong Kong was described as ‘ The City of Tissue’ since the overuse of tissue was serious in Hong Kong, especially the use of pocket hankies
From this survey, we can find that tissue has been one of necessities to local people and the tissue market in Hong Kong is very large and potential
At least 10 tissue brands are on sale ďƒ The competition is very keen ďƒ To be outstanding, good and attractive promotion campaign is needed
Tempo’s Background Company information
Mission and Values
Multinational company with branches over 12 countries
To improve life quality
HK: one of the largest market in Asia
To maintain good customer and community relations
129,868,000 single pack of Tempo handkerchiefs were sold in HK (Nielsen MarketTrack,2009)
To have value-added brandbuilding
Our objective
To critique the persuasive means that Tempo adopted for its brand building in TVCs (2001-2011)
We focus on‌ 1.
TVCs only
2.
Brand building TVCs only For specific product
Background of the campaign
Aim
2001-2005 (‘紙碎’ series)
2006-2011
Differentiation
Brand association
Target Mainly female audience (aged 18-35, working women)
Expanding market segment to male
Key Components in TVCs
Sender
Tempo
Message
Promote its well quality
Brand Associatio n-ĺ …é&#x;Œ
Receiver s
Active: The Public
Persuasi ve Settings
Aroused: Other competito rs
(Devereux, 2009:32)
(Stuff,2003)
「紙碎」Series (2001-05)
Means of Persuasion 2001午餐篇 Persuasive Setting
2002空姐篇
In a On a plane Chinese restaurant Common Place-
Main A working Characters woman
2003選美篇
2004求婚篇
At a On a ferry beauty competitio Increase Familiarity n
2005姻緣篇 At a temple
A A lady who A lady who champion wants wants with marriage better Ethos- Female beauty relationshi and p with intelligenc others and e love Embarrassments and Conflicts a sense of humor Pathos – interest arouse Emotional Story similar experience resonance Appeal LogosRational Appeal
「佢採用歐洲先 進科技，濕左都
A flight attendant
「以微調技術強 化纖維間嘅連繫,
Special Features 2001午餐篇
2002空姐篇
2003選美篇
2004求婚篇
2005姻緣篇
Music
Contrast
Music- fast melody associate with the message of ads Create a sense of humor and shows climax
Compare the quality of other brands and Tempo increase confidence Localization Slogan: 好在有 Tempo as a friend, supportive Colloquial / spoken languages- fillers reduce the power distance between seller and buyers be friendly Differentiati on -Different from other products -Others: how soft the tissue is -Tempo: how tough the tissue
2nd series: brand association 2006: 分手篇
2007: 婚外情篇
2008: 戀物男篇
2009: 搶花球、六合彩篇
2011: 韌力肥仔篇
辦公室暗 戀篇 Characters
Logos
Male
分手篇 Both
婚外情篇 搶花球、中 韌力肥仔篇 六合彩篇 Female
Both
Male
Encounter problems/ difficult situations Tempo gives them a clear mind/ happiness make proper decisions/ succeed at the end Use tempo = right choice
Ethos use of humor create emotions of feeling interesting
Face
Feel happy Avoid losing face as they +ve make the right decisions internal at the end after using judgment Tempo
Become the winner +ve external judgment
辦公室暗 分手篇 戀篇
Slogan 就算幾濕
何止濕左都 都咁堅韌， 咁堅韌，仲 好在有 令你當堂醒 晒，好在有 Tempo! 茱莉花香 Tempo!
Valueadded
A clear mind
婚外情篇
搶花球、中 韌力肥仔 六合彩篇 篇
唔止濕左都 咁堅韌，仲 令你醒返晒， 好世界，好 在有茱莉花 香Tempo!
全新茱蘋果 木Tempo， 唔止濕左都 咁堅韌，仲 令你開心到 估唔到!
A clear mind
Happiness Persever ance
Response reinforcing + shaping
夠靱, 就有 驚喜， Tempo!
Use of pun ‘靱’ 1. tough texture of Tempo 2. Resilient characteristic of people
Effectiveness 1. Good use of AIDA formula as audience agree with the good quality and the associated values of Tempo
Desire with attracting music, exaggerating behaviours …
Attention
Interest by creating funny feelings with a good use of humor in the dramatic and surprising story plots (sometimes make use of hot topics e.g.宅男)
Action
2. Cultural adaption
•P.167: femininity stress emotionentertaining approach to create happy feelings of the TVCs
Emotional appeal
•give face to Tempo users
Face work
Increase the familiarity and align with the audience
•- make use of familiar social topics •e.g. couch/mouse potato, extramarital affairs, •- culture things
Strong local colors
Cultural aspect: 面紙 (Tissue)
面子( FACE)
Face is important to maintain the good relations with others in Chinese society (Chang& Holt,1994)
Face-related behavior
(Redding
and Ng,1982)
Embarrassments lose face Their face could be gained back and have a good relations with others
3. Establish close relationship with audience Select a suitable person to be the persuades - use ordinary people instead of famous people to be the spokespersons Audience share the similar or the same background and experience with the persuades - settings and topics are daily life experience Match with the company’s mission
From Tempo’s facebook Create consensus with audience
4. Differentiated from competitors Tempo
Other brands
Spokesperson
×
√
Appeal
Emotional (use of humor)
Rational
Story plot
√ Dramatic & surprising
×
Value-adding
√ Clear mind, happiness, resilience
×
Weaknesses 1. Gender Bias -
Face Issue
-
Violate their internal and external face
Female
Male
External Face ( Earley,1997)
Ads
Implications
- Independent - The status of women in economic, social, and political fields increased (Lee,2007)
Use poorer quality of tissue( other brands)
Poorer working ability
- Strong, independent, aggressive (Cheng,1997)
Disgusting behavior
Using better quality of tissue can gat better relationships with others
Women: a subordinate role, dependent on men Lower the male status in the society
(http://the-sun.on.cc/channels/news/20080531/20080531023521_0000.html)
ďƒ Received lots of complaints ď‚› For the ads in 2008, the Television and Entertainment Licensing Authority of the Hong Kong Special Administrative Region received 81 complaints
2. Lack of rational appeal -
HK: a materialistic society
-
HK people: like high quality products
Suggestions 1.
Promote its corporate value more
-
Corporate responsibility
-
Tempo Kids Dayďƒ foster independence and capability of kids
http://www.youtube.com/watch?list=PL3C913522068FA654&feature=player_embedded&v=k6zIk BTp2EM
2.
Consider the gender issue
- Gender balance 3.
Include more rational appeal, like figures
Delotte
References: http://www.sca.com/en/Products/Consumer_tissue/tempo-handkerchiefs/ http://www.facebook.com/Tempo.hk?sk=app_272887749420811&app_data=dlt#!/Te mpo.hk?sk=wall Images http://forum.eladies.sina.com.hk/viewthread.php?tid=57196 http://www.youtube.com/watch?v=VIGtxqPUEU0&feature=related TVCs http://www.youtube.com/watch?v=ozN7bnGMv3w (2001) http://www.youtube.com/watch?v=R88KyB3Zvf0&feature=related (2002) http://www.youtube.com/watch?v=oWei9WRe92A&feature=related (2003) http://www.youtube.com/watch?v=NebmfiR8hHc&feature=related (2004) http://www.youtube.com/watch?v=f2HTq4XXyaQ&feature=related (2005) http://www.youtube.com/watch?v=xJ9VYd7-JPQ&feature=related(2006) http://www.youtube.com/watch?v=xMLOyRsqfiU&feature=related (2007) http://www.youtube.com/watch?v=Y8rVjEXWGD8 (2008) http://www.youtube.com/watch?v=uLz7COKm5f4&feature=related (2009) http://www.youtube.com/watch?v=YnmX0QXZCHo&feature=related (2009) http://www.youtube.com/watch?v=T7WxbXKk1d8 (2011)