San Marino Corned Tuna (SMCT) Promo, Case study FIND TRUE LOVE by PHD Manila


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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Philippines
Agency PHD Manila
Released September 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: FOODSPHERE
Product/Service: CANNED TUNA
Date of First Appearance: Sep 7 2009 12:00AM
Senior Marketing Manager: Jon Bendicion (Foodsphere)
Senior Product Manager: Irish Galangan (Foodsphere)
: (GMA Network)
: (GMA Alta Productions)
Marcom Director: Fen Marquez (PhD Media Network)
Media Manager: Sofia Arga (PhD Media Network)
Business Unit Manager: Ken Yodokawa (PhD Media Network)
Investment Manager: Jojo Olegario (PhD Media Network)
General Manager: Me-An Bernardo (PhD Media Network)
President/Chief Executive Officer: Hermie de Leon (Omnicom Media Group)
Media placement: TV Teaser 24-45 Sec. - GMA 7 - 07/09/2009
Media placement: TV Countdown Teaser Plugs 25-5sec. - GMA 7 - 07/09/2009
Media placement: Radio DJ Discussion 46-45" - Magic, Wave And Home Radio - 31/08/2009
Media placement: TV Campaign 312-30" - GMA 7, ABS-CBN - 09/09/2009
Media placement: TV Programme Content Intrusion 9x (Minimum 1'30") - GMA 7 In Darna And Show Me The Manny - 25/09/2009
Media placement: Radio Campaign 442-30" - Magic, Wave, Love Radio And Home Radio - 10/09/2009
Media placement: Billboard (30 Sites Nationwide) - Nationwide - September 2009

Results and Effectiveness
By December 2009, 4 months after the launch–San Marino Corned Tuna gained 8% market share, sales performance surpassed target by 300% (2009 AC Nielsen Retail Audit report). Never in the past decade has any other tuna company taken this much market share from Century Canning Corporation. Study also indicates that one of the highest recalled elements of the commercial is the entertainment aspect - used of endorsers and the overall media execution that resembles a movie. Lastly, San Marino Corned Tuna was judged the best tri-media campaign by SM Supermarket–the biggest supermarket chain in the country.

Creative Execution
We remained incognito, to avoid arousing suspicion. Countdown 5-second teasers showed endorsers on-location with the message “Coming soon 9-9-2009 @ 9:00pm only on GMA 7” aired 3 days before the launch of the thematic 30-second TVC. Publicity and launch materials were carried out in semblance to an upcoming TV soap opera. Downplaying any suspicion for a product launch was made possible in partnership with GMA 7 (TV network where endorsers are exclusive contract stars). Immediately, televiewers emailed the network requesting a hint if San Marino was a movie or TV drama. OOH sprouted in the metropolis, radio discussions aired simultaneously with the thematic commercial to highlight the brand. We explored a series of programme content intrusion within #1 primetime programme Darna and Show Me The Manny, featuring Marian Rivera and boxing superstar Manny Pacquiao. The seamless integration of media execution caught the dominant player off-guard. Incognito strategy shouts louder than a regular media strategy.

Insights, Strategy & the Idea
Century Canning Corporation, failed to recognise that San Marino Corned Tuna would be able to avoid launch pre-emption and at the most, grab 8% market share during the first 4-months of its launch vs. an original objective of 3% share on its first year. As the Goliath in the canned tuna market, Century Canning owns 99% of the market, thus, it’s impossible for other companies to either penetrate or attempt to enter the tuna segment. For decades no company could beat the position and monopolisation of the giant. It was the growing consciousness of people towards health and fitness that made San Marino realise the big potential of getting into the tuna market since whereas available tuna brands make a sale on the promise of good health benefits and freshness, none have given a promise of good health combined with good taste. This serves as SMCT entry point.