Since the 2018 AFC U-23 Championship, Vietnam’s soccer talents are succeeding on the world stage. They not only make their name on the world stage but they also win over the heart and mind of every Vietnamese citizen. With great achievements from the national team, many brands start to utilize Vietnamese football players in their communication. This survey was conducted in order to explore the use of Vietnamese Football players in TV commercial films. Result from 475 respondents age 18-40 years old on November 2019 in HCMC and Hanoi.

1. Q&Me is online market research provided by Asia Plus Inc.
Impression and popularity of TVCF with Vietnam national
football players
Asia Plus Inc.

2. Overview
Since the 2018 AFC U-23 Championship, Vietnam’s
soccer talents are succeeding on the world stage. They
not only make their name on the world stage but they also
win over the heart and mind of every Vietnamese citizen.
With great achievements from the national team, many
brands start to utilize Vietnamese football players in their
communication.
This survey was conducted in order to explore the use of
Vietnamese Football players in TV commercial films.
Result from 475 respondents age 18-40 years old on
November 2019 in HCMC and Hanoi.

3. Which brand comes up for ”TVCF w/ Vietnam football player?”
25% 4% 4% 4% 4%
3% 2% 2% 1% 1%
Q. When you hear "TVCF with Vietnam football players on", what TVCF comes up on your mind? (N=475)
Shopee name comes up dominantly. Samsung, LG and Tiger follows afterwards

4. Favorite football players for TVCF
37%
Nguyen Quang Hai Bui Tien Dung Dang Van Lam Luong Xuan Truong Nguyen Cong Phuong
8% 5% 4% 3%
1% 1% 1% 1% 1%
Nguyen Anh DucDoan Van Hau Nguyen Tuan Anh Ha Duc Trinh Do Duy Manh
Q: Which Vietnamese football player that you are interested the most to watch on TVCF? (open answer) (N=475)

5. Impression of TVCF with Vietnam
football players
33%
38%
45%
51%
70%
Make TVCF more trendy
Feel like supporting football players
Make TVCF more exciting
Add Vietnam taste to TVCF
Feel like supporting Vietnam football team
Q: What do you think about the use of Football star in TCVF? (N=475)
Vietnamese consumers find the use of Football players in TVCF as a
good way to support the national team and make advertisements
more relatable.

6. TVCF recognition
47%
48%
59%
61%
62%
63%
65%
65%
67%
68%
95%
53%
52%
41%
39%
38%
37%
35%
35%
33%
32%
5%
Tiki
Pocari Sweat
Merino
Acecook
Salonsip
LG
Coca Cola
Su Tu Trang
Viettel
Revive
Shopee
Q. Have you seen this TVCF? (N=475)
Shopee is very successful with their TVCF with 95% consumer
remember that they have seen it before. Follow by Revive, Viettel, and
Su Tu Trang with nearly 2/3 of the consumers have seen it.

7. TVCF recognition by profile
Q: Which TVCF do you like best? What are the reason for that? (N=475)
Football TVCF get recognized more by male. Football TVCF is
recognized by 69% by male while the number goes down to 60%
among female
64%
69%
60%
65%
61%
63%
64%
36%
31%
40%
35%
39%
37%
36%
Total
Male
Female
HCMC
HN
20-29
30-40
Average football TVCF recognition b profile

8. TVCF likeness
37%
32%
31%
28%
24%
26%
28%
25%
24%
23%
21%
38%
40%
38%
44%
46%
43%
37%
42%
39%
40%
42%
25%
28%
31%
28%
30%
31%
35%
33%
37%
37%
37%
Tiki
Salonsip
Pocari Sweat
Coca Cola
Revive
Merino
Su Tu Trang
Acecook
LG
Viettel
Shopee
Detractor Passive Promoter
Q. How much do you this TVCF? (1-10, 1: Dislike very much, 10: Like very much) (N=475)
Overall, the consumers have good impression with TVCF with Football
players. Shopee has the highest NPS, followed by Viettel and LG.
NPS
16
14
14
8
7
5
5
0
0
-4
-12
NPS = % Promoter - % Detractor, Promoter = 9 or 10, Passive = 7 0r 8, Detractors = 6 and below

9. Most favorited TVC with football players
22.7%
TIKI
Acecook
Shopee Su Tu Trang LG Viettel
Pocari Sweat Revive Coca Cola
Merino Salonsip
13.3% 12.6% 10.9%
7.8% 7.4% 6.7% 6.5%
5.5% 3.6% 2.9%
Q: Which TVCF do you like the most? N=475
The consumers like Shopee’s TVCF the most, follow by Su Tu Trang, LG, and Viettel.

10. Most favorited TVC with football players (Profile)
Shopee is more popular among female and youth. LG and Viettel is supported
by 30’s.
Shopee Su Tu Trang LG Viettel Acecook
Total 23% 13% 13% 11% 8%
Male 16% 13% 12% 13% 10%
Female 27% 14% 13% 9% 7%
HCMC 25% 14% 12% 9% 8%
HN 20% 13% 14% 14% 8%
20-29 25% 14% 10% 9% 10%
30-40 19% 13% 17% 15% 4%
Q: Which TVCF do you like the most? N=475

11. Reasons to pick up the favorite TVCF
24%
26%
33%
37%
38%
38%
41%
42%
Suit with current Football trend
Unique TVCF
Because I like this product/brand
TVCF is easy to understand
I like the football star
TVCF is easy to remember
TVCF is creative
TVCF is funny
Q: Which TVCF do you like best? What are the reason for that? (N=475)
Vietnamese consumers like TVCF which is funny, creative and easy to
understand. Vietnamese also like the appearance of football player
with 38% of consumers like the ads because the football players.

12. Respondent profile (N=475)
Male, 40%
Female, 60%
Gender
18-24, 28%
25-29, 33%
30-34, 25%
35-40,
14%
Age
HCM, 58%
Hanoi, 42%
City
1%
4%
6%
23%
34%
33%
1
2
3
4
5
5+
Household Size

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0%
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Age
19%
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47%
HCM Hanoi Can Tho Da Nang
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44%
Male Female
Gender City

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