Procter & Gamble Promo, Case study THE BIGGEST TV SHOW EVER SOLD by Mediacom Shanghai

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Industry Shows, Events & Festivals, Cosmetics & beauty products, Makeup, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market China
Agency Mediacom Shanghai
Released July 2010

Credits & Description

Category: Best Use of Screens
Advertiser: PROCTER & GAMBLE
Product/Service: BEAUTY PRODUCTS
Date of First Appearance: Jul 17 2010
Entrant Company: MEDIACOM CHINA, Guangzhou, CHINA
Global Head of Content: Paul Chard (MediaCom)
Regional Head of Content: Preeti Kumar (MediaCom)
Chief Executive Officer Worldwide: Stephen Allan (MediaCom)
Chief Operations Officer Worldwide: Harvey Goldherz (MediaCom)
Assistant Planning Director: Nicola Wu (GroupM ESP)
Planning Director: Benjamin Tao (GroupM ESP)
Media Director: Sameer Singh (P&G)
Marketing Director: Jacky Ouyang (P&G)
Regional Account Director: Rohit Padukone (Saatchi & Saatchi)
Vice President: Melinda Cheung (Starcom)
Media placement: TV Campaign – 435 Promo Spots - Dragon TV - 5th May 2010
Media placement: CGT TV Auditions (Integrated Brand Feature For Olay And Gillette, H&S Logo + End Credit) - Dragon TV – National, OTV Entertainment Channel - Shanghai - 8th May 2010
Media placement: CGT Feature TV Programme - Dragon TV - 17th July 2010
Media placement: “H&S Shili Stage” Spin-Off Competition TV Promo Campaign - Dragon TV - 25th July 2010
Media placement: Tailor-Made Song - Dragon TV - 25th July 2010
Media placement: “H&S Shili Stage” Spin-Off Competition – Semi-Final Programme - Dragon TV - 12th September 2010

Insights, Strategy & the Idea
P&G in China wanted its brands to be stars. Head&Shoulders was struggling to sustain growth while Gillette and Olay were not well enough known.

With China set to become the world’s 3rd largest advertising market in 2012 (WARC), its people are bombarded by hundreds of brands every day. P&G needed to do something BIG to grab the undivided attention of China’s 1.3bn people.

P&G brands are about empowering people, helping them feel the best they can, look their best and perform with confidence.

We identified Simon Cowell’s “Got Talent” format as the perfect vehicle for P&G to encourage self-empowerment in an explosive way.

To make it happen, however, we had to overcome serious hurdles:

• Broadcasters didn’t like paying for expensive foreign reality shows
• Broadcasting rules banned reality shows from primetime
• The government didn’t like live voting systems
• We wanted greater integration for P&G than previously permitted

Creative Execution
Our first task was to bring the format into China.

We worked with stakeholders to adapt the format to the cultural and legislative needs of the Chinese market.

We persuaded regulators to allow voting and primetime broadcasts by incorporating CGT into the international Shanghai Expo, helping to also secure a premium broadcaster.

This agreement allowed us to deliver on our second challenge: unprecedented brand integration from recruitment to finale, and make P&G the heart of the show.

We ran 500 recruitment events in-store to drive registration and sales, aired as TV promos.

Rejected contestants got a second chance in a P&G spin-off competition broadcast on the same TV channel – winners were fast-tracked to the CGT semi-final; a global innovation for the Talent format.

P&G celebrity endorsers were used as TV mentors to contestants.

P&G products were featured in rehearsal footage broadcast on TV and online.

Brands were integrated onscreen.

Results and Effectiveness
We put the biggest advertiser at the heart of the biggest TV show ever sold in the biggest market and reached new heights for brand integration for the format.

CGT was China’s No.1 show in 2010 with 145 million viewers – officially the biggest TV programme EVER!

The TV show spawned China’s biggest conversation: 1.7m BBS posts and 800,000 blog conversations
PR created US$15m of free coverage.

National, awareness of all three brands grew dramatically, and that of H&S increased by 80%, with sales up 38%.

China’s Got Talent returns summer 2011 together again with P&G.