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5 Things Brands Can Learn From Willing Willie April 2011

‘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.

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

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

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.

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?

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

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?

2. Generosity is a virtue

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?

SOME LOCAL EXAMPLES OF BRAND GENEROSITY

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

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?

SOME EXAMPLES OF BRANDS PROVIDING HELPFUL UTILITY OR SERVICE

http://www.youtube.com/watch?v=1K-yjsRFW9Y http://www.youtube.com/watch?v=srY7Wkl2IbI

http://www.youtube.com/watch?v=I_mbNCuWJbU

4. Don’t forget to be entertaining

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?

5. Don’t be afraid to be imperfect

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.