The Campaign

Advertisers in the Philippines are constantly looking for impactful and innovative executions that go beyond the traditional TVCs, and give their brand extended on-air exposure. Branded entertainment has provided advertisers the opportunity to integrate their brand in content which gives viewers a more interactive experience with the featured product. In the Philippines, branded entertainment has taken on many forms in television --- portion buys, program integration, casual display in program. Sponsoring brands for branded entertainment have predominantly been food brands with cooking shows to demonstrate use of their product.

Results

The challenge was to show how Promil Pre School is more than just a growing up milk brand but is actually Mom’s partner in honing her child’s talents while providing the essential nutrients to fulfill his potential. Promil Pre School wanted to highlight the role of nurturing moms in developing their child’s talent with the brand’s values observe, play and encourage being an essential element of the campaign message. To enhance this idea, the value shine was added to serve as recognition for the child’s talent. The strategy was to create a program that will showcase how well talent can be developed with the help of Promil Pre School and mom’s nurturing. Strategic airing of the program, Sunday primetime, when families are home together, aired simultaneously across different channels ensured a wider audience reach. IShine Talent Camp TV was the product of a nationwide on-ground workshop and talent search. Kids 4 to 7 years old from all over the Philippines were encouraged to participate in the workshops and audition for the show for a chance to be the Top I Shine Kid and win an Artist Center Talent Management Contract plus cash. The program was essentially a talent search for kids but what made it different was no one was eliminated from the program, unlike other talent searches where eliminations are done until a winner is declared. Positive reinforcement through awarding of stars was used on the contestants, with outstanding performers given the opportunity to crossover to other programs to perform the newly learned skill.

Filipinos are musical people; evident in our love of singing, dancing, playing instruments. We foster a culture of artistic performance, constantly looking for opportunities to perform before an audience. The development of talent is encouraged at a young age, nurtured and honed with their mother’s guidance. This is why, Moms in particular, feel that showcasing their child’s talent, especially when recognized by other people, is an affirmation of how good her nurturing skills are. This makes talent searches and reality shows very relatable to parents and viewers, because one way or another, Filipinos have all been part of this tradition.

Promil Pre School I Shine Talent Camp TV had loyal following among viewers and had higher ratings versus its competitor in other TV stations.[1] Numerous viewers also participated in the SMS promo hinged on the program. The program received free publicity from viewers who wrote blogs and posted videos about it. Newspaper columnists also wrote about the show. The show was successful in finding talented kids who became proof that children can really fulfill their potential when nurtured by Mom and given the essential nutrients. The Top I Shine Kid, Sean Samonte, was recognized as a role model for kids and was tapped as an endorser for other products that targets moms and kids. Angel Satsumi, another contestant, became a regular cast of a GMA program and also became a commercial endorser. Source: 1 AGB Nielsen MegaTAM June 12 to July 31, 2011 Total Households