Results and Effectiveness

o From ratings to the personality of DJs even the image of station to be use. The overall execution of non-conventional media idea, everything was given weight to ensure that goal will be achieve. o The result is overwhelming, it achieved BRAND EQUITY INDEX (BEI)>4.0 which is 33% higher than target. Awareness clearly translated into sales, it was able to dislodge the leading brand from being No.1. With 32.96% market share, Holcim became the No.1 cement brand for the year 2008 in the Philippines, (surpassing its goal of becoming a close No.2 brand).

Creative Execution

o Even with high consumption and affinity of TV, Radio, Print, with limited budget, the ad clutter will lessen the opportunity to communicate the message of Holcim to generate awareness and close the gap in share. Involvement strategy and expounded execution proved to be an excellent approach. TV brand bugs aired within program body makes an intrusive execution for televiewers to understand the message better. o 3x a week radio live intrusion. As sample in comic delivery… “if you’ll emote, make sure that the foundation of your house is strong enough to lean on. So you make sure that you only use a trusted name of cement in building your houses and that is Holcim Cement”. The brand benefits were explained thoroughly based on real-life stories sent by listeners through text. Using the wit and humor of the DJs. Indeed strong but engaging and identifiable to the end-users of Holcim.

Insights, Strategy and the Idea

o For 2008 the goal of Holcim is to achieve Brand Equity Index (BEI) = 3.0 and be close No.2 brand in terms of market share with the leading brand. Difficult task, since from 2006 -2007 Holcim marked no considerable marketing and media support. Until in 2008, it realized that a brand with excellent quality could match and surpass key players in cement industry. o Challenged, proprietary planning software was utilized; end-users of cement should be involved not only the architects and contractors as briefed. Understanding that people want to be involved at the onset of building their houses, but instead, they were often neglected in the communication process. o With end-users as major target, INVOLVEMENT STRATEGY formulated through Holcim’s Thoughtleader, “The choice for a stronger foundation, your reliable partner in building the future.” The thoughtleader describes the strategy as engaging the target audience rationally and emotionally through expounded execution.