South-East Asian Advertising: What Works?

Brian Juicer Blog

Here’s a question we get asked sometimes. If emotion is the main driver of advertising effectiveness, and if there’s a common set of universal human emotions – does the same advertising work all around the world?

The answer, of course, is no. We’ve researched almost 4000 ads in 43 countries, and we’ve consistently found that the most powerful and effective commercials are emotional – and use the positive emotions of happiness and surprise. But beyond that emotion is highly culturally sensitive – an ad that makes people happy in one market might leave others entirely cold.

We recently did some self-funded testing work in Thailand and Indonesia to further explore what makes emotional advertising work there. These are the two largest economies in ASEAN (Association of South-East Asian Nations) and Thailand in particular has a reputation as a regional bellwether: what works there ought to work across South-East Asia. Maria…

View original post 386 more words


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s