Rinso

:
Integrating Elements of Social Mission within Brand Campaign
Ainul Yaqin Business Unit Manager – Fabrics Cleaning Unilever Indonesia

• What Rinso is communicating? • How Rinso is communicating it? • Rinso’s expectations?

What Rinso is communicating?

Total Capital Created
“Integrating our Economic, Intellectual, Social and Spiritual Agenda into One Vision”

Human Being

Business Being

Physical What economic value do I create? What economic value do we create? How do I keep myself personally fit? How do we keep our business assets fit? Capital Intellectual What Personal Capabilities do Capital I have to develop?
What Quality Relationships do I want to build around me? Social Capital “How am I” ? What is the Meaning of my life? “Who am I”?

What Business Capabilities do we have to develop?

What Quality Relationships do w want to build around us? “How are We”?

Spiritual Capital

What is the Meaning of our business? “Who are We”?

Rinso Philosophy: BERANI KOTOR ITU BAIK

‘Rahasia di balik noda’

Bring ‘Berani kotor itu baik’ to Indonesian context

It started with a concern….
No space for kids to play

It started with a concern….
Indonesian Moms see play as negative
High encourageme nt

Thai Mums: • Somewhat positive toward play • Value behind play is still tangible

Low regards to the value of play

High regards to the value of play

Indonesian Moms: • Negative toward play • In some cases even prevent kids from playing

Vietnamese Mums: • Neutral towards play • Neither against nor encourage kids to play
Low encouragemen t

Value of play is not explicit

Mums don’t encourage kids to go out to play

It started with a concern….
Indonesian kids – lowest score on PQ (Play & Physical Quotient)

215.47 214.78

215.91 215.30

215.11 205.02

214.21 213.12

Bar score of 4 countries @ 200

199.15 190.62

201.52

197.53 Indonesia Vietnam J apan Thailand 170.18

180.51 175.99 169.08

Boys, J unior Primary

Boys, Senior Primary

Girls, J unior Primary

Girls, Senior Primary

PQ measures: Physical appearance, Physical skill test, Daily Life questionnaires Conducted by Rinso & University of xxx Thailand Respondents: 4205 primary students (7-12 years)

Top 3 activities: week-end
Indonesian kids: relax or study, less physical

On weekend, Thai, Japanese and Vietnamese children have approximately equal time spend between studying (Do homework), exercising (Play outdoor / Doing housework) and relaxing (Watching TV). While Indonesian student spend most of their time relaxing (Watch TV & Play computer game) and study (Read).
Do Homework 69.2%

Watch TV/VCD 73.6%

Read 36.3%

Watch TV/VCD 35.9%

Watch TV/VCD 56.2% Doing Housework 50.7%

Do Homework 68.3%

Watch TV/VCD 35.4%

Play Sports 34.4%

Play Outdoors 55.3%

Play Computer Game 19.0%

Do Homework 28.7%

Thailand

Japan

Indonesia

Vietnam

Brand campaign with elements of social mission:

Kids Learning & Development
Play is important for Kids learning & development Play triggers kids’ multiple intelligences

“Play = learning, not just fun”

“Ayo Main, jangan takut kotor”

in stages and in integrated way…
Dec’05 – Mar’06 Apr - Jun’06
INSPIRE & PROVOKE : Play = Learning, Let’s play TVC : Kids learn while they play

Jun – Jul’06
Dunia Bermain Anak Rinso
(Bandung, Surabaya, Jakarta)

Awake:
important TV Program

play is

Engage:Let’s play togethe

Test the Nation Education Campaign Big Bang Event

PR – Play Quotient (PQ)

Rinso Play Book Expert YKAI

In-store Activation

National promo

Renovate Public Play Park

How Rinso is communicating it?

Media Consumption ( Traditional Medium )

Rinso as mass brand use TV as main medium of communication
100% 80% 60% 40% 20% 0%
TV NP P MG Z RA DI O TA B CI NE MA ER N IN T ET

All CD Users

All AB Users

Source: Sesame Media Index 2004

TV is the main source of brand awareness
J 100 TV 80 In the shops 60 40 20 0 Billboards Radio Somewhere Else Newspaper/Magazines Event/Activation F M A M J J A S O N D J F M

GRPs per week

0

J F 2005

M

A

M

J

J

A

S

O

N

D

J F 2006

M Brand X Sumber: ATP

Selecting a TV program: media efficiency to obtain the best ROI

Traditional Quantitative Criteria

1. Program ratings: popularity of the program amongst Target audience 2. CPRP (Cost per Rating Point): most efficient – the lowest CPRP 3. Composition index: skewed towards our target audience

Is this enough?

Selecting a TV program: qualitative criteria • Program content and type: suitability for viewership by our target audience (Moms, with kids) – We believe there is association of the program and the sponsor/advertiser Rinso is cautious about the type program that it is associated with – We avoid program in the genre of violence, horror, and sex, though they might be cost efficient Rinso is in constant effort to place ads in a program suitable for Moms and kids: sinetrons, infotaintment, talkshows, family oriented program We include decent measure of program which are viewed by kids: edutaintment, animation, etc – Priority for media (TV, print) with Kids learning value (Not many choices for this!!) Rinso is open for jointly-developed T V program

• •

Why Jointly-developed TV program?
• To communicate brand mission to the fullest!
– Brings alive ‘Ayo main’ campaign idealism – Deeper message, beyond 30” commercials – Integrated campaign

• To get higher engagement:
– Currently very high clutter ads: Out of 60 minutes program, commercial break occupied high level : • Prime Time = 26 minutes ( 43% of Total program ) ~ 75 spots • Non Prime Time = 21 minutes ( 35% of Total program ~ 52 spots – Every month around 40 new products are advertised through TV – Average new commercial releases (in terms of copy line) = 500 – Attitude during commercial breaks: low attention to ads, flip channels • Commercial spot ratings drop by 15% to 22% versus program segment ratings – Built-in brand message: engage, not intrude consumers

• Good example: TEST THE NATION PROGRAM

Orientation to TV Commercials
Less than half (43%) pay attention to television ads when they are on air. About half of them think that the commercial break provides an opportunity do other chores (47%).
Pay attention to TV Ads

1% 15%

41%

39%

4%

Chance to do other chores

3% 11%

39%

45%

2%

Disagree very much [1] Between agree/disagree [3] Agree very much [5]

Disagree [2] Agree [4]

Activities during Commercial Breaks
During breaks, only a third continue watching television (36%). Almost half (47%) flip channels, and come back to the program when the commercials are over. Some leave the room (17%) or attend to chores in the room.
Flip channels
40 7

Keep watching TV

31

5

Often Always

Leave the room/attend to chores

14

3

ource : MRI survey on “Consumer Attitudes to TV Commercials”

TEST THE NATION:

Rinso + Metro TV

Rinso with Metro TV run TTN program: Measure attitudes towards play + discussions on the importance of play

Test The Nation Result

Expectations?

Future expectations from TV stations

• •

Share the vision on integrating social mission in the program: media+advertiser partnership Providing superior quality content:

– Entertaining as well as educating – More Moms+kids programs
• • • Customized programming to cater to various consumer segments Varied and differentiated programs by stations, not me-too Controlling the commercial time

THANK YOU

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