Ads Evaluation: Tokopedia TVC "Isyana Sarasvati Edition" - Survey Report

Online shopping has been an inseparable activity for urban society nowadays. For those who has only little time to shop in mall and department store, e-commerce become their perfect solution. Although e-commerce is not a new concept, it is relatively still a new habit in Indonesia. However, the future of e-commerce in Indonesia is quite shining bright. According to the Indonesia Telecom Outlook: Indonesia-Go Online 2012,the revenue of e-commerce transaction in Indonesia during 2010 reached USD 120 million and it is predicted to reach USD 650 million in 2015. Moreover, Indonesia e-Commerce Association (idEA) also being optimist that there are e-commerce market worth by USD 0,6-1,2 billion with average yearly expenditure USD 256.

The popularity of e-commerce then leads number of e-commerce industry players, such as Tokopedia. Tokopedia is one of the most well-known e-commerce brands in Indonesia. It promotes their brand routinely through any kind of marketing communication channels. One of its latest promotion channel is television commercial (TVC/TV advertisement) themed “Isyana Sarasvati”. Isyana Sarasvati is a famous new-comer singer in Indonesia and instantly gains attentions from audience. Lately, she is awarded as the latest endorser of Tokopedia and appeared in Tokopedia advertisement materials. Concerning this matter, we conducted a survey about the evaluation of Tokopedia TVC “Isyana Sarasvati Edition” by asking 222 respondents in nationwide. The confidence level of this survey is 95% with only 5% margin error level.

As the latest edition of TVC, Tokopedia TVC “Isyana Sarasvati Edition” is advertised very often in our television. We asked our respondent about their familiarity and frequency of their watching experiences. Most of our respondent said that they have seen the TVC. The TVC was very familiar and they watched it most of the times. More than half of our respondent said that they ever watched the TVC more than five times.

Since they have the experience of watching the TVC, we further asked about their response toward the TVC. Among all the possible answers, our respondent said that the TVC was appealing, fun to watch, and more importantly stimulates positive intention toward buying. In general, they tend to have positive response toward the advertisement. However, the TVC is still unable to create the viral effect. At some point it might positively affect their buying intention, but at some other point it could not be an interesting topic to talk about.

We then examined the perception of our respondent about Tokopedia TVC main message. Main message is the core idea communicated by the advertisement. Interestingly, there were different perceptions between different segments of audience. The first segment was those who were 16-29 years old and 30-39 years old. In general, they both agreed that the main message was “we can find everything on Tokopedia”, “Tokopedia make our life easier”, and “we are making smart choices when we shop online”. However, there were two different perceptions between the, The 16-29 years old respondent considered that the main message was also “we can sell everything at Tokopedia”. In other hand, the 30-39 years old considered “Tokopedia serve safe online transaction”.

Although Tokopedia TVC was differently perceived by different segment of respondent, but in general audience have positive impression about the TVC. The positive impression was mentioned in detail. Tokopedia TVC “Isyana Sarasvati Edition” was assessed as funny, creative, and enticing by most respondents. Besides that, it also considered as informative and unique.

As we previously explained, the TVC was positively perceived by general audience. However, we found an interesting finding regarding men and women negative impressions about the TVC. Although it was relatively a small number, but women tend to see the TVC as less sincere and irritating. Otherwise, men tend to see the TVC as less irritating but contain sincere information.

As audience in general have a positive perception toward the TVC, they also tend to enjoy the TVC. Most audience said that they enjoy watching the TVC. However, we also found that men were enjoying the TVC so much more than women.

Despite the interesting content of the TVC, Tokopedia as the brand advertised in the TVC would also be measured. We might found some advertisements that were beautifully created, but unable to communicate the brand effectively. Therefore, we tried to ask our respondent about the fitness of Tokopedia as brand with the TVC and the trustworthiness level of it. Fortunately, Tokopedia was considered as fitted advertised and seems as trustworthy in the TVC. Moreover, the information contained in the TVC was also considered as useful and very easy to remember.

As Tokopedia TVC was played by its latest endorser, we asked about the awareness and her suitability as the face of Tokopedia. Almost all respondent recognized Isyana Sarasvati as she played in the TVC and they were correctly mention her name. They also considered that she was suitable to represent Tokopedia.

At last, although most respondent said that Isyana was a perfect endorser of Tokopedia, there was small number of respondent who has different opinion. As we discovered, few women audience seems to be disagreeing with Isyana as the representation of Tokopedia.

For more detail you can download XLS report at the button below (bahasa). JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gender,age range, location by province, and monthly spending). Cross tabulation enables you to define different demographicsegment preference on each answer.