United Laboratories Promo, Case study MY PAIN, MY GLORY by Geisermaclang Marketing Communications

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MY PAIN, MY GLORY

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Industry Health & Pharmaceutical Products
Media Promo & PR, Case study
Market Philippines
Agency Geisermaclang Marketing Communications
Released September 2012

Credits & Description

Category: Healthcare and Services
Advertiser: UNITED LABORATORIES
Product/Service: ALAXAN FR DRUG
Director for PR and Communications: Amor Maclang (GeiserMaclang Marketing Communications)
Chief Strategist: Brad Geiser (GeiserMaclang Marketing Communications)
Head of Accounts: Alma Buenviaje (GeiserMaclang Marketing Communications)
PR Accounts Officer: Catherine Muncal (GeiserMaclang Marketing Communications)
Concept Development Head: Dennis Christian Dominguez (GeiserMaclang Marketing Communications)
Senior Creative Writer: Gretchen Laurel (GeiserMaclang Marketing Communications)
Junior Creative Writer: Zarina Castro (GeiserMaclang Marketing Communications)
Media placement: Media Launch - Department of Labor and Employment Conference Hall, Philippines - 21 May 2010
Media placement: Digital / Microsite - www.toughjobsphilippines.com - 21 May 2010
Media placement: Press Releases - Manila Bulletin, Philippine Star, Inquirer, TV 5, ABSCBN, GMA 7, RPN 9, NBN 4, I - 21 May 2010
Media placement: On-ground Activations - Different places in the Philippines: Batangas, Quezon, Baguio, Iloilo, Cebu, Cag - 12-13 June 2010
Media placement: Event: Unveiling of the Aray Ko.Galing Ko. (My Pain. My Glory.) art installation - Seaside Blvd., SM Mall of Asia, Pasay City, Philippines - 26 Nov 2010

Summary of the Campaign
Celebrity. Status. Power. Things that Filipinos look up to; but through the landmark campaign "Aray ko, Galing ko" (My Pain, My Glory), Alaxan FR sought to add two more: pain and hard work. Working on the insight that while ordinary Filipinos may never achieve the status of Manny Pacquiao, their pain and hard work make them true heroes.

But with the Filipino tendency to be ashamed of their pain; the non-differentiation between brands endorsed by Pacquiao; and competition from topicals and targeted pain relievers, it wasn’t easy. The solution? Come up with a relevant emotional platform that maximized Pacquiao as an ambassador and to equate pain with pride.

So the campaign laid out an integrated marketing plan that feted the toughest jobs in the country, on-boarded labour agencies, spotlighted Pacquiao as a hard worker and unveiled the first statue of the boxing legend.

Persuasion was high for the campaign, with 51% likely to use Alaxan after the campaign.
Local and international media exposure was also substantial with Php 28,753,321.71 ($ 663,914.20). Alaxan recorded an 11% increase 2 months into the campaign; after a year, Alaxan’s position as market leader was reinforced with a 24% market share (nearest competitor had 7%).

The Situation
A market leader looking to strengthen its foothold Alaxan FR is the leader in its category - however, medication is declining due to competition from specialized pain brands and topicals.

Filipino Perception of Pain:
Studies show that Filipinos have the tendency to downplay pain. For them, it’s not a badge of honour; it’s a sign of weakness.

Pitfalls of an Iconic Endorser:
Endorsing everything from motorcycles to milk, Pacquiao is easily recognized as a brand unto himself — this poses the danger of the numerous brands he endorses becoming undifferentiated and irrelevant.

The Goal
The "Aray ko, Galing ko" campaign had the following objectives in mind:

1. To come up with a relevant and differentiated emotional platform that would maximize Manny Pacquiao as brand ambassador;
2. To change the Filipino perception of body pain by equating it with pride — as a reflection of their hard work, passion and determination
3. To reinforce Alaxan FR’s position as the leader in its category.

The Strategy
"Aray ko, Galing ko" was very straightforward — my pain is my glory.
It was a celebration of the Filipinos’ unwavering determination in all fields:

How do you Celebrate Pain?
It was important to make Filipinos equate their pain with pride; to do this, the brand recognized the hardest jobs in the Philippines through the "Search for the Toughest Jobs" competition.

Jumping Off the Pacquiao "Brand-wagon".
Rising above the so-called 'brand-wagon' of his endorsements, the Pacquiao TVC focused on uncharted territory: Pacquiao in the middle of training. It showed a hidden side that made every viewer say to himself: "Umaaray din pala si Pacquiao." (Even the mighty Pacquiao experiences pain).

Unveiling a Monument to Hard Work
Culminating the campaign was the unveiling of a 10-foot bronze art installation, featuring Pacquiao and other representations of hardworking Filipinos. Aptly called "Aray ko, Galing ko" it was created by world-class sculptor Fred Baldemor.

Execution
Credibility Building:
As the lead in developing competencies of Filipino workers, DOLE, OHSC (Occupational Safety and Health Center) and BWC (Bureau of Working Conditions) lent its support and credibility to the campaign.

Online Engagement:
www.toughjobsphilippines.com served as a repository for the contest. To drive traffic to the site, contests were run in Facebook and individual blogger sites.

Key Media Communications:
1. Aray Ko, Galing Ko is our way of paying tribute to the ordinary, hard-working Filipinos and to the dignity of their labour.
2. Pacquiao epitomizes their strength, resiliency and toughness.
3. Alaxan FR is a champion of the hardworking Filipino when it comes to pain relief.


"Aray ko, Galing ko" Art Installation:
National Artist Fred Baldemor was commissioned to create the sculpture. The installation was set to rise at SM Mall of Asia’s San Miguel By the Bay, which receives an average foot traffic of 400,000 everyday.

Documented Results
• "Aray ko, Galing ko" was recognized by 72% of respondents from the Greater Manila Area, Luzon, Visayas and Mindanao
• After the campaign, 51% of the respondents said they were likely to use the product.
• The unveiling of the art installation landed on the front page of the Philippine Star
• Blogs from CNN, Reuters and Yahoo Philippines gave international exposure.
• News and Public Affairs programs from all Philippine networks such as ABSCBN 2, ANC, GMA 7, RPN 9, TV 5, IBC 13 and NBN 4 also reported the story.
• A total of Php 28,753,321.71 ($ 663,914.20) was received in media exposure.
• Reinforced the brand’s position in the market
• Earned an average sales increase of 11%, 2 months following the launch—gaining a 24% market share for Alaxan versus the competitors 7%.