Title | FIND TRUE LOVE |
Brand | FOODSPHERE |
Product / Service | CORNED TUNA |
Category | A01. Best Use of Television/Cinema |
Entrant | PHD MEDIA NETWORK Makati City, THE PHILIPPINES |
Entrant Company: | PHD MEDIA NETWORK Makati City, THE PHILIPPINES |
Media Agency: | PHD MEDIA NETWORK Makati City, THE PHILIPPINES |
Credits |
Name | Company | Position |
---|---|---|
Jon Bendicion | Foodsphere Inc. | Sr. Marketing Manager |
Irish Galangan | Foodsphere Inc. | Sr. Product Manager |
GMA Network Inc. | ||
GMA Alta Productions | ||
Hermie De Leon | Omnicom Media Group | President and CEO |
Fen Marquez | PHD Media Network | Marcoms & Bus. Dev. Director |
Sofia Arga | PHD Media Network | Business Manager |
Jojo Olegario | PHD Media Network | Investment Manager |
By December 2009, 4 months after the launch–San Marino Corned Tuna achieved 8% market share and a remarkable sales performance surpassing 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. Studies also indicated that one of the highest recalled elements of the commercial was the entertainment aspect; use of endorsers, and the overall media execution that resembled a movie. This study is supported as the campaign was adjudged best tri-media campaign by SM Supermarket-the biggest supermarket chain in the Philippines.
The creative strategic solution develop was to “Remain Incognito”. This approach was intended to avoid arousing suspicion and launch pre-emption by Century. The execution was concealed as the newest project of the endorsers and was made possible with partnership with GMA TV network where endorsers are contract stars. The TVC materials and message used resembles that of a film and a TV drama series’ promotional material with an end tag “Find True Love in San Marino. Coming Soon 9-09-09 at 9pm only on GMA”. To confuse the dominant player and intensify the excitement of the target market this campaign was supplemented with DJ discussions and PR talking about the teasers as new primetime program\new movie of the endorsers. The seamless implementation caught Century off-guard. The campaign was proven powerful to travel across different touch points through the reaction of the target market from TV, Radio and the web.
San Marino is a David in a category monopolized by Goliath -- Century Canning Corporation which owns 99% of the tuna market. A couple of companies in the past attempted to enter this market, but always end up being bought by Century. The growing consciousness of Filipinos towards health and fitness made San Marino realize the big potential of getting into this market. While majority of tuna brands are making a sell on the promise of health, freshness and price – none has delivered on the promise of good health and good taste -- the taste that everyone will come to love. Filipinos adoration for celebrities was the insight and together with the Filipinos penchant for TV dramas forged the idea. A communication campaign hidden as a telenovela was used to influence the target market to make San Marino Corned Tuna their preference.