Advertisers compare AlDub advertising power to Manny Pacquiao; consider AlDub as "people's love team"

“It’s a love story. But what makes it different from other love stories is because it’s real. At least at that magical moment of the 16th of July. That particular moment sparked the whole revolution... everybody got engaged and really touched the hearts of every Filipino. So, there is AlDub in all of us,” says marketing expert and brand healer Willy Arcilla about the AlDub love team of Alden Richards and Maine Mendoza.


Maihahambing daw sa Pambansang Kamao na si Manny Pacquiao ang pagdodomina ngayon ng AlDub love team nina Alden Richards at Maine Mendoza sa TV commercials at sa dami ng endorsements.

“To my mind, probably close but not to the same level, Manny Pacquiao,” pahayag ni Greg Banzon, ang general manager ng Century Pacific Food Inc.

Ang Century Pacific ang tagagawa ng 555 Sardines na iniendorso ngayon ni Maine.

Ganito rin ang pananaw ng executive vice president and deputy managing director ng McDonald’s Philippines na si Margot Torres.

Naging endorser ng McDonald’s si Manny at ang kanyang pamilya noong 2007. At ang nasabing multinational fastfood chain naman ang unang endorsement ng AlDub love team.

May nakikita rin daw pagkakahawig si Margot sa pagitan ng AlDub at sa tambalan noon nina Jodi Sta. Maria (Maya) at Richard Yap (Ser Chief) sa hit daytime series ng ABS-CBN na Be Careful With My Heart.

Pero hindi raw nila kinuha bilang endorsers ang Kapamilya stars.

Ang pagkakaiba lang daw, ayon kay Margot, “One, Be Careful With My Heart is written, shot, and produced.”

Ang AlDub kasi ay aksidenteng nabuo sa Kalyeserye ng Eat Bulaga, na napapanood sa GMA Network, sa pamamagitan ng split screen at Dubsmash.

Dagdag pa ni Margot, “And then the other difference is, they did not have an AlDub Nation.

“They didn’t have the social media component yet at that time... that’s a unique thing for the AlDub.”

Ang AlDub Nation ay ang hukbo ng mga tagahanga ng tambalan nina Alden at Maine.

Inihayag nina Greg at Margot ang kanilang pananaw sa pilot episode ng Insight, talk show na hinu-host ni Rod Nepomuceno sa Bloomberg TV Philippines, na umere nitong Biyernes, December 11.

ABS-CBN POLICY. Tinalakay rin sa programa ang policy na ipinatutupad ng ABS-CBN na huwag ipalabas nang buo ang commercials na nagtatampok sa AlDub.

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Read: Why AlDub commercials are not shown in full in ABS-CBN

Ayon kay Margot, “We already knew that ABS-CBN, as well as GMA-7, would not air a campaign that promotes the program of competing network.

“It is not a new policy.

“Because we are aware of that, we developed a special edit for ABS-CBN.

“We separated Maine from Alden. So, you don’t see it as AlDub.

“What you see is Alden the talent, and Maine the talent.”

Patuloy niya, “I think the other brands though, they had the split screen, and then you had Alden in one and Maine in the other side.

“The argument is it’s very AlDub, it’s very Kalyeserye even.

“But the argument of some advertisers is, since when did the Kalyeserye own the split screen concept when it’s always been there for years?”

ALDUB’S RATE. Inusisa rin ni Rod kung hindi ba sila nagdalawang-isip nang ibigay sa kanila ang rate na hinihingi ng management teams nina Alden at Maine para maging endorsers nila.

Pagsisiwalat ni Greg, “They priced them already at the premium compared to, I guess, other celebrities with the same level of exposure.

“We made a calculation and figured, we could see that they had potential...

“In reality, when we got Maine, we also benefitted from the rapid rise, we got them early..."

Diin pa niya, “So, reasonable and fair...”

Pero ang gustong malaman ng marami: nag-translate kaya ang popularidad ng AlDub sa brand sales?

Ayon kay Margot, “By the time we broke to the commercial, it went to the roof.

“So, they are definitely part of the success.

“So, that’s AlDub the endorsers and our gratitude to the AlDub Nation.”

Sabi naman ni Greg, “If it’s volume, it’s definitely up. More encouraging, we’re starting to create strong momentum for the brand.”

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ALDUB MAGIC. Sa loob lamang ng limang buwan mula nang mabuo ang phenomenal AlDub love team, mayroon na sila ngayong humigit-kumulang 20 endorsements.

Sa kasalukuyan, ito ang mga produktong iniendorso nina Alden at Maine bilang love team: McDonald’s, Talk ‘N Text, Zonrox, Bear Brand Adult Plus, Downy, Tide, Datu Puti, Hapee, Belo Medical Group, at Coca-Cola.

Individually, si Maine ay endorser din ng 555 Sardines, O+, Rejoice, Bench, at Lady's Choice; habang si Alden naman ay may Boardwalk, Snow Caps, Yazz card, Bench Fix, at Techno Marine.

Tinanong ni Rod sa kanyang mga guest kung bakit sa palagay nila ay nag-click ang AlDub loveteam sa publiko.

Pahayag ni Margot, “I think it is representative of a multi-screen phenomenon that’s happening already among our consumers as they enjoy entertainment and social media.”

Ayon naman kay Willy, “It’s a love story.

“But what makes it different from other love stories is because it’s real. At least at that magical moment of the 16th of July.”

Ang tinutukoy niya rito ay ang unang pagkikita sa split screen nina Alden at Yaya Dub (Maine) sa Eat Bulaga, kung saan nagsimula ang kanilang Kalyeserye hanggang sa maging phenomenal na nga ang kanilang tambalan.

Dagdag niya, “That particular moment sparked the whole revolution... everybody got engaged and really touched the hearts of every Filipino.

“So, there is AlDub in all of us.”

Ayon naman kay Greg, “They’re very genuine.

“So, social media around, the networks, the managers, the spark happened, but despite that one single moment, they continue to be very genuine and relatable.

“So, I think the viewing public appreciate the realness of the two.”

OVEREXPOSURE VS SUSTAINABILITY. Dahil sa dami ng commercials na nagtatampok kina Alden at Maine, hindi kaya maging biktima ang dalawa ng overusage at overexposure?

Sabi ni Greg, “Overexposure to a certain extent will always happen, but there are certain elements about it that seemed to be timeless, hindi nakakasawa.

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“So, I’m not too worried. I think it will continue to have entertainment value.”

Ayon naman kay Margot, “Any marketer is afraid of too much clutter.

“That happened to Manny Pacquiao. Everybody got him.

“So, timing is really important.

“‘Cause the consumer can get confused because when you see the face of the endorser, you want them associated with your brand.

"And if they are associated with too many brands, they might forget that you are one of them.

“So, I think that’s a constant fear for any marketer.”

Dagdag pa niya, “And that’s why you always have to separate your brand from the endorser.

“In effect, they are just an executional element, the brand is still the brand.”

Naniniwala rin si Margot na malaking bahagi ng tagumpay ng tambalan nina Alden at Maine ang AlDub Nation.

Sa palagay nila, masu-sustain kaya ng AlDub ang phenomenon na ito?

Sagot ni Margot, “I will say confidently, it will be sustained.

"And I only say that because we know that Eat Bulaga! and the people behind it have really successfully reinvented itself.

"But, I think, everyone knows that have to evolve into something."

Pahayag ni Willy, “Imagine, when you empower, invite, engage ten million AlDub Nation, run a contest for the best sustaining story, I can imagine how this phenomenon will not only be able to sustain itself, not just take a life of its own, take a love of its own.

“That to me is gonna create history and rewrite all the books about creativity, advertising.

“Like what Greg said earlier, Manny Pacquiao, People’s Champ; this [AlDub] is the people’s love team.

“Imagine, TV commercials are the people’s scripts.”


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