A short piece on what lessons can be taken away from the April 2011 controversy surrounding the TV5 show Willing Willie

1. 5 Things Brands Can Learn From Willing Willie
April 2011
1

2. ‘Willing Willie’ is a variety game show on
TV5 that is one of the Philippines’ most
popular and most viewed programs.
Hosted by controversial personality Willie
Revillame, Willing Willie’s massive
following amongst the Filipino masses
has made the show a hot property for
advertisers and Revillame the country’s
highest paid television personality.

3. On March 12, 2011, the show was once again thrust
into controversy because of a boy named Jan-Jan

4. http://www.youtube.com/watch?v=k-dgEkIxogE

5. The Jan-Jan video quickly spread online and triggered a flurry of criticism, debate and
protest. The online reaction to the video influenced many advertisers to pull out the
show, and ultimately led to a TV5 decision to suspend the show for two weeks
starting April 11.

6. Much has already been said
about the controversy. Many
critiques on its ethical and
moral implications have been
put forth. And in some cases,
judgments have been made.
On the other hand, the
marketing implications of the
controversy have been
underexplored. Less time has
been spent thinking about the
lessons that marketers and
brands could take away from
the Willing Willie experience.
So what could brands learn
from Willing Willie?

7. 1. What happens on TV,
doesn’t necessarily stay on TV

8. The controversy was fueled in large part by repeat viewing and sharing of the video online. In the pre-
digital era, the Jan Jan footage would likely have been forgotten. But in the digital world, what brands
do is not as easily erased or forgotten. The Willing Willie experience highlights the always-present
possibility that what we put on TV can easily escape the boundaries of the medium – a reality that
brands should consider in the development of marketing communications.
THOUGHT STARTERS
• If something in our TV advertising catches on, do we have ideas on how to make this even more
infectious and shareable, beyond simply posting the TV ad on YouTube or Facebook?
• In the event of a controversy surrounding our marketing communications, do we have contingency
measures in place? Are we prepared to deal with criticism or strong negative feedback about our
advertising should it arise?

9. 2. Generosity is a virtue

10. If we think of Willie Revillame as a brand, he has a clear mission – Giving joy to the Filipino masses.
Generosity is a core value of this mission and one that Willie has successfully used in building his
brand. His perceived generosity has endeared Willie to people and helped him maintain a strong
following even amidst controversy. More importantly, Willie’s generosity is manifested through actions
in the show, not just through messages. As Willie personally gives away P10,000 to a contestant or
happily sings along with the studio audience, he is making his brand more vivid than any words or
catchphrases could.
THOUGHT STARTERS
• When was the last time our brand did something generous for people?
• Instead of telling people about our brand positioning, what actions could our brand do to bring to
life its positioning?

11. SOME LOCAL EXAMPLES OF BRAND GENEROSITY

12. 3. Helpfulness is a compelling
brand role for a mass market brand

13. In promo plugs and in spiels during the show, the Willie Revillame brand has often been
communicated as helping the masses overcome their poverty and their misery. While the actual
substance of that claim can be debated, there is no debate that help is a meaningful promise in a
predominantly poor economy like the Philippines, and that the vast majority of Filipinos will be
naturally attracted to brands that can help them with their daily challenges.
THOUGHT STARTERS
• Think marketing solutions not just campaigns or ads; What consumer problems can we create
solutions for?
• Is there an opportunity for our brand to provide added utility or service to consumers?

14. SOME EXAMPLES OF BRANDS PROVIDING HELPFUL UTILITY OR SERVICE
http://www.youtube.com/watch?v=srY7Wkl2IbI
http://www.youtube.com/watch?v=1K-yjsRFW9Y
http://www.youtube.com/watch?v=I_mbNCuWJbU

15. 4. Don’t forget to be entertaining

16. Even as he sells numerous brands within his show, Willie does not forget to do it with high
entertainment value. In doing so, he does not come across as a cutthroat salesman. Instead, he
comes across as very likeable to his audience. It’s a valuable reminder for all of to us to never forget
that the work we create should not only sells the virtues of a brand, but also makes it likeable to
people.
THOUGHT STARTERS
• Does our marketing communications have elements that can entertain or delight people? Or does
it bore them into buying the product?
• Are the brand’s efforts making it more likeable? Or is it making the brand more annoying?

17. 5. Don’t be afraid to be imperfect

18. Willie does not fit the classical mold of the perfect, flawless superstar. However, his imperfections (and
the fact that he is unapologetic about them) are precisely what make him connect deeply with his
audience. The rise of ‘imperfect stars’ is something we are starting to see more and more of in
Philippine TV, thanks to reality shows and game shows. Many brands however are reluctant to show
even the slightest bit of imperfection in their marketing communications, believing that showing a
flawless, glossy world full of perfect people is the only way to connect with consumers. As Willie is
demonstrating, perhaps imperfection can also be a way to endear a brand to people.