DOWNY VANGUARD for ANTIBAC

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DOWNY VANGUARD

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Released August 2009

Credits & Description

Category: Best Use of Television
Advertiser: PROCTER & GAMBLE
Product/Service: ANTIBAC FABRIC CONDITIONER
Date of First Appearance: Aug 10 2009 12:00AM
Entrant Company: MEDIACOM PHILIPPINES, Makati City, THE PHILIPPINES
Media Manager: Kookie Buhain (MediaCom)
Connections Manager: Aileen Lagman (MediaCom)
Managing Director: Nap Carrao (MediaCom)
Media Manager: Melvin Manuel (Procter & Gamble)
Country Media Manager: Pat Choa (Procter & Gamble)
Country Brand Manager: Maimai Madrid (Procter & Gamble)
Brand Manager: Grace Chua (Procter & Gamble)
Brand Manager: Dindin Simon (Procter & Gamble)
PR Manager: Anama Dimapilis (Procter & Gamble)
Media placement: Mosquito Watch TV Segments - Umagang Kay Ganda, CH2 ABSCBN - 10 August 2009
Media placement: Mosquito Watch TV Segments - Unang Hirit, CH 7 GMA - 12 October 2009
Media placement: Mosquito Watch TV Segment 9 30s-Edit Down - Umagang Kay Ganda, CH2 ABSCBN - 14 September 2009
Media placement: Mosquito Watch TV Segment 9 30s-Edit Down - Unang Hirit, CH 7 GMA - 25 November 2009
Media placement: "Kris" 90 & 30s (Celebrity Mum Testimonial) - Various CH2 ABSCBN Programs, Freq: 3x/day (2 Daytime + 1 Primetime Spots) - 24 November 2009
Media placement: Real-Time Mosquito Demo - Http://www.youtube.com/watch?v=4KNfmY-3LEA - 2 August 2009
Media placement: Online Video - Various - 10 August 2009

Results and Effectiveness
Our strategy delivered 32% sales increase year-on-year, exceeding targets by 19%. Downy AntiBac is now the biggest variant of Downy Philippines. Highest value share (25.6%) and penetration (17.6%) of households were reached. Downy drove growth in the category, securing 70% of increased sales. P&G is rolling out the strategy to other markets. “The campaign is simply outstanding. It brings the idea to life in a way only a great team can! What better way to touch and improve lives than to bring to life these wonderful benefits our products deliver?” - Shailesh Jejurikar, General Manager, AAI Fabric and Homecare

Creative Execution
We inserted our message into the heart of the editorial environment to directly confront the believability issue: our recommendation would come from independent voices. We partnered with top TV morning news programmes and created a month-long mosquito watch segment, where news personalities and entomologists educated mothers on the dangers of mosquitoes and how to protect their children. Downy AntiBac was integrated into the content as a simple solution. We created a real-time recorded demo that showed how clothes washed with Downy AntiBac repelled mosquitoes versus fabric not washed with Downy AntiBac. Seeded on YouTube, it drove word-of-mouth and enhanced the credibility of the product. Celebrity mums and bloggers who saw the video recommended the product onto fellow mums. A celebrity mum testimonial was then aired on leading TV networks. Our message, structured as a public health alert, successfully drove home the fact that Downy AntiBac really does provide mosquito protection.

Insights, Strategy & the Idea
Sometimes a product benefit is so incredible that consumers won’t believe it. Would you buy a fabric conditioner that claimed to provide anti-mosquito protection? Downy AntiBac does exactly that. We knew that the product offered an easy way for mums to protect their children from mosquitoes but we had to make consumers believe. Our target audience simply could not associate fabric conditioner with mosquito repellent. Confronting the believability barrier would also overcome other challenges stacked against us: consumers regarded the category as an unnecessary luxury and Downy AntiBac is double the cost of its closest rival. With mosquito-borne dengue affecting thousands of children every year in the Philippines, mosquitoes are a real threat that worries mothers everyday. Our strategy was to create a public health campaign to drive home the credibility of our claims. The message was timed for the rainy season (Jul-Oct), when the risk of dengue is highest.