Peerless Products Manufacturing Corporation Promo, Case study 3D- LITTLE GIRL by TBWA\santiago Mangada Puno

3D- LITTLE GIRL

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market Philippines
Agency TBWA\santiago Mangada Puno
Executive Creative Director Melvin Mangada
Art Director Nolan Fabular, Manuel Villafania\melvin Mangada\denise Tee
Copywriter Nino Reyes
Released April 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: PEERLESS PRODUCTS MANUFACTURING CORPORATION
Product/Service: CHAMPION INFINITY DETERGENT
Agency: TBWA\SANTIAGO MANGADA PUNO
Date of First Appearance: Apr 5 2011
Entrant Company: TBWA\SANTIAGO MANGADA PUNO, Makati City, THE PHILIPPINES
Executive Creative Director: Melvin Mangada (TBWA\ Santiago Mangada Puno)
Creative Director: Manuel Villafania (TBWA\ Santiago Mangada Puno)
Copywriter: Nino Reyes (TBWA\ Santiago Mangada Puno)
Art Director: Nolan Fabular (TBWA\ Santiago Mangada Puno)
Art Director: Denise Tee (TBWA\ Santiago Mangada Puno)
Account Manager: Cy Ynares (TBWA\ Santiago Mangada Puno)
Owner: Jeanne Young (Jeanne Young Photography Studio)
Print Producers: John Ed De Vera/Dennis Carlos (TBWA\ Santiago Mangada Puno)
Account Director: Kara Filamor (TBWA\ Santiago Mangada Puno)
Account Manager: Cy Ynares (TBWA\ Santiago Mangada Puno)
Media placement: 3D Poster - Supermarket - April 5, 2011

Insights, Strategy & the Idea
CHAMPION, a local brand has recently launched CHAMPION INFINITY—a powerful detergent geared towards loyal Ariel users, consumers that are known to put a premium on their detergent’s cleaning power.

CHAMPION INFINITY is backed by state of the art cleaning technology. The idea was to virtually demonstrate Champion Infinity’s complex technology in a simple way. The renewed interest in 3D technology has allowed us to do just this.

Creative Execution
Initially, we created a series of large 3D in-store ads that showed stains being lifted off from clothes. It was a simple way to explain CHAMPION INFINITY’s complex stain cleaning power to the buying public. The 3D concept will also appear as multi-page fashion editorials in leading lifestyle magazines. Other channels for the idea are currently in the works.

Results and Effectiveness
The effort was well received by major retailers, who have long encouraged advertisers to create engaging, less passive point-of-sale materials.
Lifestyle magazine editors have also welcomed a 3D fashion editorial concept. To date, CHAMPION INFINITY’s single-minded proposition of superior technology has generated a 3.7% increase in trial and improved its repeat purchase rate by 37%.