FIND TRUE LOVE

TitleFIND TRUE LOVE
BrandFOODSPHERE
Product / ServiceCORNED TUNA
CategoryA01. Best Use of Television/Cinema
EntrantPHD 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

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

Results and Effectiveness

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.

Creative Execution

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.

Insights, Strategy and the Idea

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.