Procter & Gamble Promo, Case study CELEBRATING MUMS WITH P&G by Mediacom Manila

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Industry Shows, Events & Festivals, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Philippines
Agency Mediacom Manila
Associate Creative Director Pinky Viola
Creative Director Butch Villanueva
Released October 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: PROCTER & GAMBLE
Product/Service: ANNIVERSARY
Date of First Appearance: Oct 10 2010
Country Media Manager: Patricia Choa-Roxas (Procter & Gamble)
Managing Director: Nap Carrao (MediaCom)
Buying Director: Onnie Tolentino (MediaCom)
Connections Director: Aileen Lagman (MediaCom)
Associate Connections Director: Angelique Malabanan (MediaCom)
Connections Manager: Kaye Tuason (MediaCom)
Media Manager: Arthur Pena (MediaCom)
Creative Director: Butch Villanueva (MediaCom)
Associate Creative Director: Pinky Viola (MediaCom)
Creative Specialist: Nina Abuzo (MediaCom)
Connections Executive: Raisa Ver (MediaCom)
Connections Executive: Essa Balao (MediaCom)
Associate Media Director: Arhleen Oquendo (MediaCom)
Administrative Manager: Reo Arevalo (MediaCom)
Brand Manager: Chad Sotelo (Procter & Gamble)
Assistant Brand Manager: Andrew Yu (Procter & Gamble)
Purchases Manager: Sharon Mae Sulit (Procter & Gamble)
Corporate Communications Manager: Anama Dimapilis (Procter & Gamble)
Media placement: TV noontime show launch - ABS-CBN - 10 October 2010
Media placement: Music Video tribute on TV – 140 spots - ABS-CBN - 10 October 2010
Media placement: Daily TV Integration: News-magazine show – 20 episodes - ABS-CBN (into programme Umagang Kay Ganda) - 11 October 2010
Media placement: Daily TV Integration: Game show – 23 segments - ABS-CBN (into game show Panahon Ko ‘To) - 11 October 2010
Media placement: Radio integration with song airing - ABS-CBN stations - 5 November 2010
Media placement: On-ground gala night - Hotel Sofitel in Roxas boulevard, Makati city - 16 November 2010
Media placement: Print Feature Articles - Philippine Star, Manila Bulletin, People's Journal Tonight, Pilipino Star Ngayon - 12 December 2010
Media placement: 75th anniversary TV Special – 1 time airing - ABS-CBN - 12 December 2010

Insights, Strategy & the Idea
In 2010, P&G celebrated a milestone – its 75th year in the Philippines. Nearly every Filipino uses a P&G product but few people know the brands they buy are made by P&G.

We identified mums, the champions of family welfare, and the person who looked to P&G’s brands to help her take care of her family.

A mum’s perception of value is not determined by price but by what she gets for what she pays. Discounts on brands she feels are inferior will not get her to switch.

By celebrating mothers who have lovingly and painstakingly cared for their families we could demonstrate just how P&G has helped make life better. At the same time we would be able to highlight the fact that P&G products always meet her high standards.

We mounted a celebration of epic proportions around the theme: Improving lives of Filipinos with 75 years of care.

Creative Execution
A 75th anniversary is worth celebrating and we organized incredible events. We launched big and continued with daily reminders across key mum media before a creating a grand finale.

All celebrity endorsers from P&G brands joined forces to launch our celebrations with a first of its kind video tribute to mothers, complete with an original song from the biggest music star in the Philippines.

Our message was integrated into a popular daily game show where P&G facts and trivia were incorporated in game questions, reminding mothers how much history she shares with P&G.

The anniversary culminated in a grand gala night, featuring the country’s biggest stars and aired as a TV special, garnering numerous write ups and acknowledgments of P&G’s rich history.

We backed up our anniversary celebrations with special P&G promotions, tied to individual retail partners, and broadcast as part of a key daily news-magazine programme.

Results and Effectiveness
Awareness of P&G’s 75th Anniversary: 74%

Awareness of P&G as the manufacturer of different brands rose four points on each brand.

Shipments of promoted brands rose 97% for the whole country, with key retail partners boosting shipments by 115%.

ROI 4:1

Media value US$1.74m

P&G Global team votes our efforts the “Best-ever P&G Anniversary celebration”.

The campaign is now being used as a template for multi-brand initiatives across the world.