Safeguard Promo, Case study BEAT COACH RIO by Mediacom Manila

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Industry Hygiene & Personal Care Products, Soaps
Media Promo & PR, Case study
Market Philippines
Agency Mediacom Manila
Released December 2012

Credits & Description

Advertiser: SAFEGUARD
Category: Best Use of Screens
Advertising campaign: BEAT COACH RIO
Digital Manager: Geia Macatangay (MediaCom Philippines)
Buying Aor Director: Onnie Tolentino (MediaCom Philippines)
Associate Connections Director: Kaye Tuason (MediaCom Philippines)
Connections Planner: Patricia Flores (MediaCom Philippines)
Connections Director: Aileen Lagman (MediaCom Philippines)
Digital Media Manager: Marrah Africa (MediaCom Philippines)
Digital Director: Oliver Salazar (MediaCom Philippines)
Digital Planner: Jermae Delos Santos (MediaCom Philippines)
Senior Branded Entertainment Specialist: Nina Abuzo (MediaCom Philippines)
Digital Buyer: Oliver Basilio (MediaCom Philippines)

YOUNG MEN DON’T WANT TO USE THE SAME BRAND AS THEIR MUMSSafeguard is THE family soap in the Philippines. It’s bought by mums.Which is great… except… in 2012 the brand was launching a new line aimed at active young men. SafeguardActive would protect them from odor for 12 hours.But if you were an active young man…would you want to use your mum’s soap?Our brand insight was that our high brand awareness was actually a problem. Something your mum buys is potentially very uncool.So we had to convince them of the product attributes - in such an ultra-cool way that any negative “mum’s-brand” connotations would be swept away.We knew young males loved physical achievement - and competition. Especially running - the most popular lifestyle sport. We decided to give our target audience the opportunity to test themselves (and Safeguard) against one of their all-time heroes.

IT TOOK A HEROIC CAMPAIGN TO MAKE SAFEGUARD ACTIVE COOLWe identified Rio de la Cruz as our sporting icon. He is famous for his record-breaking runs at university and three national running titles. To set up our challenge, we filmed CoachRio – running faster than an aeroplane – and released it on YouTube. At the end of the film we challenged runners to beat Rio’s time for a 20m dash.The Safeguard Active Challenge was born. Because Coach Rio couldn’t race against everyone, we created a virtual race. He would appear on an LED billboard, sprinting against our contestants from the moment the starter’s pistol was fired. By going 100% digital with our media, we gave young men further bragging opportunities for their social networks. We took Virtual Coach Rio right across the Philippines. The five fastest contestants were given the chance of a lifetime: to run against the real Coach Rio.

LETTING MEN COMPETE WITH THEIR HERO GAVE US MASSIVE AWARENESS, AND IMPRESSIVE SALESOur videos were shared, tweeted by celebrities, blogged about, discussed on radio. #BeatCoachRio trended on Twitter.•We reached an incredible 97% of our target •We delivered 40 million media impressions, of which 6,000,000 were earned •Pre-launch, our campaign performed 4.5x better than the P&G/Industry benchmark.Within two months of launch Safeguard Active had 2.7% market share, level with Dove, a long-time player. By month three, we were bigger than Vaseline Personal Care.And by month five, we hit the volume target for the year.