Burnett poll shatters Vietnam beliefs

The survey, comprising 12 focus groups and more than 1,000 interviews across the country in both urban and rural areas, found that these two key demographic groups were much closer to more mature markets such as Thailand and Malaysia than previously thought.

But while the study found that the average consumer remains at a relatively naive stage of advertising literacy, Burnett Vietnam managing director, Phil McDonald, said that even rural consumers could associate with more sophisticated ads run by multinationals in developed economies.

"Both multinational and local companies should re-look their advertising strategies to make sure that they are not talking an old language."

However, McDonald stressed that the white collar and urban teens in Hanoi and Ho Chi Minh City were ready for a more creative approach to advertising.

"Brands that can steal the jump and recognise this will enjoy success."

Nevertheless, clear disparities exist between the more educated sections of the population compared with those with little or no education. "Understanding at which level to pitch your advertising message is critical to your brand's success in Vietnam. Get it right and you'll resonate with your potential customer base. Get it wrong with a campaign that is too sophisticated or too dull and you'll fail to bond with the target and find your campaign lost in the clutter," said McDonald. The poll also found that the three most popular TVCs were Burnett's Tiger Beer and Yo-Most drinking yogurt, and Bates' Heineken Sushi Bar spot.