Market resarch report on impact of animated advertisements on consemers

INTRODUCTION:

Animation has become the new creative advertising trend in today’s entertainment industry. As a character-based business, animation can expand the design of advertisement by applying digital content to different media, such as Internet, mobile, phone technology and television. However, little research has been conducted on animated ads and animated ads as spokesperson that identifies whether or not they prove more effective at building consumer awareness about a product or service. Some research suggest that animated commercials can effectively provide visual demonstrations and verbal testimonies for a wide variety of products, while studies on motion, have focused on the relationship between size and speed and emotional response, as well as explored animated object on the internet.

The classical conditioning paradigm has been applied to the field of consumer behavior. Many researchers have studied its implications on consumer behavior, and it has been adopted as a process relevant to advertising. Classical conditioning suggests that positive attitude towards an advertised product might develop through a product association in a commercial with other positive stimuli.

Attractive colors, jingles, pleasant music, interesting characters and humor are the example of potential unconditioned stimuli used in commercials ads and had a deep influence on consumer

ANIMATION HAS BECOME AN EFFECTIVE TOOL IN

ADVERTISING: -

The answer to this question lies within the concept of brand and brand identity. If the aim of the advertiser is to communicate the identity of a given brand as quickly and as succinctly as possible, then animation is an ideal medium.

With a brand identity and to desire to become a part of that identity can be extenuated through the use of a brand character. Animated form and animated characters have been used to sell everything from children’s toys to cigarettes. These characters are intrinsically linked to the qualities of the product that they are selling.

1Market Research report On impact of Animated Advertisements On Consumers (KUBS)

ANIMATED COMMERCIAL AS A NEW CREATIVE PLATFORM : Animation process results in motion pictures that are created by recording a series of still images-drawings, object, or people in various positions of incremental movement, to produce the illusion of unbroken motion.

Some researchers emphasize that animation is a highly effective design tool for capturing viewer interest and attention Animation usually classified into different categories including CGI [Computer Graphic Image] animation, clay animation [ clay motion], Cartoon animation, film animation, drawn animation, pixilation, puppet animation and silhouette animation.

There are thirteen different types of animated commercials, which fall into several functional categories; explanation, demonstration, big model, slice of life, documentary, comparison, image building, symbol, spectacular, production, commercial, and humor.

The most common type of animation is drawn on cells and is 2-d. It is a traditional design technique. Advanced technology can create a new style animation. The three-dimensional animation of clay animation is created. In current entertainment industry, clay animation and computer generated animation have become the most popular type of animation in films and televisions commercials.

Currently, animated cartoons have become tools to influence people’s opinion in society. Clay animation, computer generated animation, puppet animation are the most popular animation types in today’s animation industry. Puppet animation uses 3-d figures that moved incrementally for each frame of film. Pixilation is animation made by using humans and other live subject filmed incrementally in various poses.


RELAITON OF CONSUMERS AND ANIMAED

ADVERTISEMENTS:

Brand familiarity is the primary focus in consumer behavior studies. First, a consumer’s familiarity with a product or brand influences concepts as consumer adaptation, self-image, and compliance, and identification.

Similar studies should focus on the relationships between brand familiarity, consumer confidence in brand evaluations, consumer attitudes toward brands, and intentions. In term of brand preference, brand choice, and, consumer create meaning to strengthen their identities through brand preference.

ADVANTAGES OF ANIMATION IN ADVERTISING:

One of the main advantages of using animation in advertising is the ability of animators to create environments and worlds that could not be accessed or reproduced by a live action camera crew. These artificial environments can be used to stimulate imagination and desire, to create a fantastical world of possibility, which can then be realized by the purchase of a given product. Coco-pops are advertised by a variety of jungle characters that inhabit a fantastical world of imagination and fun that is extremely appealing to young children.

Animation can also be a relatively inexpensive process. Pioneers such as Peter Sachs of Larkin studios and Bob Godfrey of biographic, found quicker cheaper animation methods than the traditional fluid aesthetic style of Disney. They employed jagged and rough styling that borrowed from German expressionism. The theory being, to use limited animation to maximum effect. (Thread Gould, 2005) By emphasizing certain details advertisers can allude to certain qualities that can be associated with the product.


Clay animation: Animation of figures created of plasticize , clay, or other

malleable materials

Cartoon animation: Successful at engaging its audience; even the most bizarre

events are easily comprehended

Silhouette animation: Generally animation in which the animated figures are Cut-out Silhouettes of the “actual” figures.

Puppet animation: Animation of puppets (or other objects) constructed of wood and other materials

Pixilation : Used to describe the process of animating live objects ( usually People) by photographing them one frame at a time

Drawn animation: Animation consisting of images drawn on paper or some

Other medium; some specialized forms of drawn animation such as cut-o out animation or direct-on-film animation are separately

Direct-on-film animation: Animation made by painting, etching, or otherwise

Altering raw Film -stock.

Cut-out animation: Animation in which the animated figures are paper

puppet With hinged limbs.

CGI animation: Animation of computer generated images in which the

animation is created by the manipulation of computer software.


TYPES OF ANIMATION:-


NEED OF THE STUDY:

This study aims to examine the effects of animation and its relationship to human cognitive and affective process. Furthermore, it motives the readers to gain better understanding why animated ads influence and impact consumer’s cognition, affection and conation response.

Psychological studies on animated ads and emotional response typically identify the form and content of advertisement as critical factor in research.

Finding of the study helps advertising agencies to know whether they should repeat ads or bring some modification to increase the satisfaction level of their present and future consumers.

SCOPE OF THE STUDY:

This research is conducted in Karachi city for the period of three months only. Information is generated through questionnaire from advertising agency representatives, different experts and members of creative department and by structured interview from respondents.

We have also taken the expert opinion from Mr.Tashfeen, who has worked with several advertising agencies and currently working at” Time and Space “.

OBJECTIVES OF THE STUDY:

The subject matter for this research work is to study the influence of animated ads on children. Following are the main objectives of this report.

To know the impact of animated ads of different products on children. To know the children’s awareness of animated commercials. To know whether is there any connection between watching habits of children TV

commercials and their medium of study or not


LITERATURE REVIEW:-

Animation, which offers entertainment as a form of visual art, has evolved in to character-based business with the potential to expand its base by offering digital content to media such as internet or mobile phones .In addition, the animation market has potential benefit, including the production of animated TV shows and movies, video title sales, and merchandise sales featuring animated characters. The advent of advanced technology in the 21st century has led to more developed computer graphics that allow animation to extend into computer games, TV, commercials, and blockbuster films.

Originally, animation terminology referred to its medium as a means of creating a complete representation of reality because animation can create the true nature of what we are seeing in movies and TV because of its ability to fill the gaps when reality simply doesn’t look real enough. Many research studies are conducted previously by many researchers including both the local and foreign.

some researches previously conducted are discussed below;

Animation is the process of linking a series of slightly different drawing together to simulate movement [Wilson 2005]. Animation can be recognized as it mean to be produced the world beyond all imagination. Many advertising practitioners have recognized animation as a new advertising design tool and a form of visual art in the current entertainment industry.

The greater part of marketers use mass media for their mass marketing and the choice of media is dependent on the type of message to be conveyed ( ERICK GARWIN; 2009)

Reactions over TV advertisements seems to be stronger over print media specially for animated advertisements (SHAH &D’SOUZA 2010)

Advertisers can strongly influence the purchase decision of consumers especially of animated advertisements (Ms.URSHELLA RIAZ; student of Karachi school of arts and technology 2012)

Animated advertisements are the cost effective mean to advertise a product or to create awareness regarding any issue (Mr.OMAIR; LUMS Pakistan 2013)


STATEMENT OF THE PROBLEM:

Through this report we want to find out the influence of animated ads on consumers, so the statement of the problem would be ‘‘Why Consumers Are Influenced by the Animated Ads on Electronic Media’’.

RESEARCH METHODOLOGY:-

Research Design: The research design selected for this report is Descriptive research studies. Descriptive statistics of independent variables i.e: colors, cartoon characters, jingles, pleasant music is tabled to show the dependent variable i.e.: impact of children on electronic -media.

Data Collection Method :-

The required data was collected by both primary and secondary sources. The data objectives are described from the research objectives and their determination rests mainly on the research

Primary data ----------- Questionnaires and structured interviewFrom representative of ‘‘Time & space Pvt Ltd ’’ Mr.Tashfeen Arshad (director media strategy) .The structured interview was also carried out from the children of 5 – 15 years age.

Secondary data --------- Research reports, published articles and internet. It is collected from the research report conducted by Karachi School of Arts, but their subject matter targeted consumer at large. Other sources include specific industrial data, internet, Newspaper articles and other published research papers.


RESEARCH INSTRUMENT :

Instrument : Questionnaire (personal administered) & Structured interview.

Instrument design: Both open and close ended questions in questionnaire.

Comments on research instrument:-

Both the research instruments of “Questionnaire and Structured interview” proved to be quite satisfactory as we got fruitful results

Because our respondents were children so it was the most appropriate option to ask targeted questions in the form of questionnaire

Structured interview from agency provided us a detailed information regarding our research study and that was exactly we desired.

Problems encountered:-

Most of the Children were not aware of the meaning of the word of animated advertisements

Some were aware but their attitude was irresponsible. Due to the final exams of children delayed responses w and some were returned

blank On the agency “spectrum Y & R “ did not acknowledged our visit due to company’s

policy Mr.Tashfeen (time &space) also did not approved our visit however we made online

conversation with him through conference and skype call.

MEASUREMENT SCALE USED:-


The measurement scale used was “nominal scale” because the research is qualitative and we found the perception of children of different age groups and their attitude towards likeness or dislikeness of product in relation to animated advertisements.

SAMPLING METHOD:

Two types of sampling are being used by the marketers:

Probability sampling Non probability sampling

Probability sampling is a method for drawing a sample from the population such that all the possible samples have a known and specified probability of being known.Non –probability sampling is a sampling procedure in which the selection of population elements is based on the part of judgment of the researcher or field interviewer.The sampling method for this report was probability sampling because here each sample has an equal chance of being selected and again it would simple random sampling.

Sampling criteria:-

Sampling technique : Simple random sampling Sample size : 171 respondents Sample unit : within Karachi city Target population : 200 Sampling type : Probabilistic (stratified) Time dimension : Cross sectional (from march 20th till may 08th

may ) Stratified Sampling : We used stratified sampling therefore we

assigned two Consecutive number for each strata;

“1” for children of age 5-10 years (55.6%)

“2 “for children of age 11 -15 years (44.4 %)

Response Rate : 85% Valid response : 171 Invalid responses : 29


PERIOD OF STUDY:

The research is cross-sectional which is carried out for 2 months.

EXPECTED CONTRIBUTION OF THE STUDY:

The research will help to understand why children are influenced by the animated ads on electronic media.

BENEFICIARIES:

Beneficiaries of this research would be:

Advertising agency Students Karachi University of Business School (KUBS) Prospective researchers

LIMITATIONS:The major barriers in conducting the survey were:

1. Time limitation :- For a researcher time has always worked as a barrier to the research process. As we took interview from the children aging 5 to 15 years’ time has always worked as a limitation in our research process. Lack of time availability of facilitators of ad agency and experts also add to this limitation.

2. Financial and budgetary limitation

Another limitation for this study was lack of finance. We facing the problem of exceeded

Research cost to our budgeted cost as we allocated in our RFP.


3. The volume and statistical analysis and interpretation of data was time consuming.

4. Issue of confidentiality by agencies created problems when presenting findings

5. collection of qualitative data was more time consuming

6. Because sample size was comparatively small it was not possible to generalize results on overall population.

7. Unpredictable behavior of respondents

SPSS CALCULATIONS AND

OUTPUTS:-


“REGRESSION ANALYSIS THROUGH

HYPOTHESIS TESTING“

Spss output:-

Variables Entered

Model Variables EnteredVariables Removed Method

1 hours_spenta . Enter

a. All requested variables entered.b. Dependent Variable: ani_mation

Model Summary

Model R R Square Adjusted R Square Std. Error of the Estimate

1 .297a .088 .083 .21683

a. Predictors: (Constant), hours_spent

ANOVA

Model Sum of Squares df Mean Square F Sig.

1 Regression .768 1 .768 16.327 .000a

Residual 7.946 169 .047

Total 8.713 170


Variables Entered

Model Variables EnteredVariables Removed Method

1 hours_spenta . Enter

Null hypothesis: Ho: level of consumers influence Depends on No of hours theyspent on watching animated advertisements

Alternate Hypothesis: HA: Consumers influence DOES NOT depend on No .of hours they spent on watching animated advertisements

Level of significance: α = 0.05

Test statistic: F Test (F-Cal) 16.327; p value (0.000)

Decision rule:- F-value (16.327); 0.000 is <α (0.05), therefore we reject Ho and

Conclude that our model is “significant”.

Hence level of consumer’s influence “Does Not” depend on the time they spent on watching animated advertisement

“CHI SQUARE TEST OF INDEPENDENCE”

SPSS output


Coefficients

Model

Unstandardized CoefficientsStandardized Coefficients

t Sig.B Std. Error Beta

1 (Constant) .724 .080 9.028 .000

hours_spent .149 .037 .297 4.041 .000

a. Dependent Variable: ani_mation

Hypothesis testing

Hypothesis testing

Null hypothesis: Ho: TV watching hours and likeness of animated advertisements are independent

Alternate Hypothesis: HA: TV watching hours and likeness of animated advertisements are dependent

Level of significance: α = 0.05

Test statistic: Pearson chi square; p value (0.449)

Rejection rule: Reject Ho if p calculated is less than o.005

Decision rule: - Since p value(O.449) is greater than 0.005 we accept Ho and conclude

that both the variables are independence

hours spent * animated feature Cross tabulation

animated feature

Totallike dislike

hours spent half_hour Count 3 0 3


Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 2.648a 3 .449

Likelihood Ratio 1.784 3 .618

Linear-by-Linear

Association

.668 1 .414

N of Valid Cases 171

a. The minimum expected count is .05.

Expected Count 2.9 .1 3.0

% within hours spent 100.0% .0% 100.0%

two-hour Count 147 2 149

Expected Count 146.4 2.6 149.0

% within hours spent 98.7% 1.3% 100.0%

three-hour Count 13 1 14



more than_ three

hours

Count 5 0 5


% within hours spent 100.0% .0% 100.0%

Total Count 168 3 171

Expected Count 168.0 3.0 171.0


INTERPRETATION:-

The major difference is shown by row “two hour” out of total 149 respondents only “2’ dislike

the animated advertisements whereas 147 like the animated advertisement watching TV for

two 92) hours

“ GRAPHS AND CHARTS”:-


ANIMATED ADVERTISEMENTS

FREQUENCY PERCENT VALID PERCENT CUMULATIVE PERCENTVALID LIKE 163 95.3 95.3 95.3

DISLIKE 8 4.7 4.7 100.0

TOTAL 171 100.0 100.0

95%

5%LIKEDISLIKE

ANIMATED ADVERTISEMENTS

Figure 1

ANALYSIS:

The above pie chart shows that 95% of children liked animated advertisements and 5% disliked animated advertisements. This shows that children are influenced by animated advertisements

AGE GROUPS

FREQUENCY PERCENTVALID

PERCENTCUMULATIVE

PERCENTVALID 5-10 YEARS 95 55.6 55.6 55.6

11-15 YEARS 76 44.4 44.4 100.0TOTAL 171 100.0 100.0


56%

44%

5-10 YEARS11-15 YEARS

AGE GROUPS

Figure 2

ANALYSIS:

The above pie chart shows our survey was based on 56% of 5-10 years age children and 44% of 11-15 years age.

NUMBER OF RECALLING ADVERTISEMENTS:

TABLE 25-10 years 11-15 years

Count

Column N %

Count

Column N %

How many advertisements can you recall?

One 23 24.2% 8 10.5%

Two 30 31.6% 18 23.7%

Three 35 36.8% 39 51.3%

More than three 7 7.4% 11 14.5%


Figure 3

ANALYSIS: The bar chart presents that 36.8% children of 5-10 years and 51.3% of 11-15 years can recall 3 advertisements which shows that the majority of children can easily remember animated advertisements.

MOST FAVOURITE ADVERTISEMENT:-

TABLE 3 Count Column N %

Which kind of advertisements you like the most?

Magazine 16 9.4%Radio 9 5.3%Newspaper 24 14.0%Television 118 69.0%Others 4 2.3%


5-10 YEARS 11-15 YEARS0

5

10

15

20

25

30

35

40

45

One TwoThreeMore than three

How many advertise-ments can you recall?

9%

5%

14%

69%

2%

Magazine Radio Newspaper Television Others

Which kind of adver-tisement you like the most?

Figure 4

ANALYSIS: The above pie chart shows that children like to watch TV advertisements rather than other medium of advertising. Responses show 69.0% children watch TV advertisements as they effectively show both audio and video effect

MOST FAVOURITE ADVERTISEMENT IN TERMS OF PRODUCT:- -

TABLE 4 5 – 10 YEARS 11 – 15 YEARSCount Column N

%Count Column N

%Which animated advertisement you like the most?

Safeguard 14 14.7% 29 38.1%Cocomo 16 16.8% 5 6.6%Paddle pop 6 6.3% 17 22.4%Ding dong 59 62.1% 25 32.9%



10

20

30

40

50

60

70

Safeguard Cocomo Paddle popDing dong

Which animated adver-tisements you like the most?

Figure 5

ANALYSIS:

The above bar chart shows 62.1% of 5-10 years children like animated advertisement of Ding Dong mostly and among 11-15 years majority 38.1% like animated advertisement of safeguard

FREQUENCY OF WATCHING ADVERTISEMENTS:-



How frequently you want to watch your most favorite animated advertisement?

One time/day 6 3.5%Two times/day 18 1.5%Three times/day 42 24.6%More than three times/day

105 61.4%

One time/day Two times/day Three times/day More than three times/day

0

20

40

60

80

100

120How frequently you want to watch your most favorite ani-mated advertise-ment?

Figure 6

ANALYSIS:

The above bar chart shows that 61.4% children watch their most favorite animated advertisement more than three times a day, this shows their high level of influence towards animated advertisements.

ATTRACTIVE FACTOR IN ADVERTISEMENT:-


What attracts you to look at an advertisement?

Animated character 150 87.7%Color 9 5.3%Design 4 2.3%Image 3 1.8%Graphics 5 2.9%


88%

5%

2%1.8%

3%

Animated characterColorDesign ImageGraphics

What attracts you to look at an advertise-ment?

Figure 7

ANALYSIS:

The above pie chart shows that children find animated character as the main attraction in animated advertisement. 88% children are influenced by animated character rather than color design and images. This shows that animated characters have high influence over other attributes of advertisements

ANIMATED CHARACTERISTIC:-


Do you like advertisements that have animated characters?

Yes 68 39.8%No 11 6.4%A lot 74 43.3%

Not much 18 10.5%


Yes No A lot Not much0

10

20

30

40

50

60

70

80

Series1

Do you like adver-tisements that have animated characters?

ANALYSIS:

The above bar chart shows 39.8% children like advertisements that have animated characters in them but 43.3% like them a lot, this presents animated characters as an inspiration to children.


MOST FAVOURITE ELEMENT:-


What elements in an animated advertisement you like the most?

Image 31 18.1%Color 59 34.5%Font 9 5.3%Graphics 25 14.6%Music (jingles) 47 27.5%


18%

35%

5%

15%

27% Image ColorFont Graphics Music (jingles)

What elements in an animated advertising you like most?

Figure 9

ANALYSIS:

The above pie chart shows that color is the main element that children mostly like in animated advertisement, 34.5% children like color in animated advertisements.

FAMILARITY WITH PRODUCT: -

TABLE 9 5 – 10 YEARS 11 – 15 YEARSCount Column N

%Count Column N

%You are familiar with advertisement of which product?

Confectionaries 69 72.6% 22 28.9%Noodles 14 14.7% 34 44.7%Energy drinks 8 8.4% 11 14.5%Ice cream 4 4.2% 9 11.8%



10

20

30

40

50

60

70

80

Confectionaries Noodles Energy drinksIce cream

You are familiar with advertisement of which product?

Figure 10

ANALYSIS:

The above bar chart shows confectionaries and noodles advertisements are more familiar to children as compared to other products. 72.6% of 5-10 years are familiar with confectionaries advertisement and 44.7% of 11-15 years are familiar with noodles advertisements

PURCHASE OF PRODUCT:

Figure 11

ANALYSIS:



After watching your favorite advertisements have you purchased that product?

Yes 163 95.3%No 8 4.7%

The above pie chart shows that 95.3% of children have purchased the product after watching its advertisement. This shows how children are influenced by advertisements impacting their purchase decision.

PURCHASE DECISION:--

Always Sometimes Usually Rarely Not at all0

10

20

30

40

50

60

70

80

90

Series1

How often you insist your par-ents to purchase the product?

ANALYSIS:

The above bar chart shows that there are majority of children 45.6% who usually insist their parents to purchase products after watching its advertisements. Children who do not insist their parents are very less. This shows powerful impact of animated advertisements on children



How often you insist your parents to purchase product after watching advertisement of the same?

Always 26 15.2%Sometimes 43 25.1%Usually 78 45.6%Rarely 16 9.4%Not at all 8 4.7%

KEY FINDINGS:-

The animated ads being liked children shows 95% effect on animated ads on children The age group of 5-10 years likes 56% whereas the age group of 11-15 years likes

45%. Then the number of recalls to an ad favored by 35 children is 3 times & among 5-10

years age & among 11-15 years favored by 39 children. The kind of ads children like the most is on TV, ABOUT 69%. The children of age 5-10 years like the ad of Ding Dong are more than children of 11-15

years age. The children love to watch their favorite ads again & again. Children are mostly attracted by the animated characters. Children also like the colorful TVC. The children of age 5-10 years familiar with confectioneries product, whereas the

children of 11-15 age.

RECOMMENDATIONS:-

A similar research focusing on relation between consumer and celebrity / character “match –up hypothesis “ should be conducted .future studies on animated advertisements should include all of this

There is also a concern about respondents, exclusively children of age 5-15 years who might respond to animated advertisements differently than people in other consumer’s segments. Therefore it would be valuable to replicate this study with a larger and more representative sample

Novelty effect should be considered in the similar study when using novel advertisements and stimuli . Advertisers should present a realistic picture instead of fantasy world.

Public service messages should be given along with just advertisements animated advertisements should increase the level of understanding instead of just entertaining


CONCLUSION:-

Children play an important role in as consumers of products which have animated advertisements especially of confectionery products At the time of shopping, the first thing that comes into children minds is to buy the animated advertised product and therefore producers of animated advertisements has a strong effect on children likeness and perception After research it was found that as far as confectionery and noodles are concerned children “USUALLY” insist their parents to purchase hose products Children’s age is also an important to understand the animated advertisement. Their level of understanding and comprehensioning increases as age increases.Last and the most important likeness towards animated advertisements does not depend on the hours children spend on watching TV.Children who watch TV for either “half an hour “ or more than three hour they have same level of influence towards likeness of animated advertisements.

TOTAL COST ASSOCIATED WITH THE RESEARCH:-

Printing and stationery: PRs 1800

Transportation cost: PRs2850

Photocopy cost: PRs 1990

Time cost: Minimum two hours daily

Other cost: PRs 2550

OVERALL EXPERIENCE WITH THE REPORT:-

The formation of this report proved to be a great source of learning for the practical aspects of market research. Me “Humera M Hanif” as a group leader tried my level best to practice all the leadership skills to lead and guide my team. Throughout this report my endeavor was to motivate and encourage both the team members.

On the other hand, preparing and compiling this comprehensive report was impossible with the coordination of my team members “Miss Madiha Razzaque” & “Miss Ameera JahangirIn the periods of difficulties especially with time constraints they both worked beyond their capacities and put maximum efforts for the success of this report which is truly incredible and no doubt highly praiseworthy.


BIBLIOGRAPHY:-

http:/www.slideshare.net/mobile/BabasabPatel/affectofadvertisement

http:/www.slideshare.net/mobile/nkthi-6032/affectofadvertisement

www.animation-WP-o60105.pdf

www.animationjinn-c-pdf.com


http://www.animationjinn-c-pdf.com/

http://www.animation-WP-o60105.pdf/

http://www.slideshare.net/mobile/nkthi-6032/affectofadvertisement

http://www.slideshare.net/mobile/BabasabPatel/affectofadvertisement

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rESPONSE OF MR KAMAL JAFFERY (SPECTRUM Y&R)


Animation for the film and television industry sector is the backbone of Pakistan film industry 3D is mostly associated with movies and animation; however its scope isn’t limited to entertainment industry only. It is extensively used in advertising industries around the world to promote brands on billboards, commercials, magazine ads. 3D animation also plays a strong role in automobiles and architectural industry to visualize the future projects.

The role of 3D in Pakistan’s advertising began with Ding Dong bubble’s animated TVC that received mass appreciation and soon thereafter, every other brand started using 2D animation to acquire high perception among their consumers.

However, P&G’s health care brand Safeguard stepped outside of the norms, and did something remarkably creative and introduced Pakistan’s very own animated superhero named Commander Safeguard.

As always, a trend started and every other brand caught on the bandwagon to create superhero for their product. Lifebuoy Germ Busters, Milkateers, Dettol Warriors, Baankay Miyaan and Burka Avengers are few of the notable examples.

Unfortunately, the circumstances of our country are getting worse day by day. If you want to learn 3D you can’t just read theoretical books or listen to podcasts on your mobile. You need to have a computer in your access, and that requires proper electricity and high speed internet connection.” “You can’t just rely on the training given by Pakistani institutes, you have to extend your knowledge according to the latest versions of the software and for that a fast internet connection is a pre-requisite. Unfortunately Pakistan’s government has failed to fulfil these two essential requirements."

The process of creating a 3D artwork involves a work flow from concept to completion. It includes various aspects, theories and concept of traditional art. Such as form, color theory, sculpture, architecture, texture, lighting and composition. 3D is an evolving art and the techniques we use will soon become outdated as new robust methods and software’s emerge.

For 3D industry to flourish in Pakistan, we need high quality internationally affiliated institutions, well-established 3D production studios, efficient production pipeline and dedicated tech savvy 3D artists.


Market resarch report on impact of animated advertisements on consemers

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