CategoryA03. Best Brand or Product Integration into a Feature Film, Existing TV Show and/or Series
Contributing Company:ABS -CBN Quezon City, THE PHILIPPINES
Entrant Company:PHD MEDIA Makati City, THE PHILIPPINES

The Campaign

For years, advertisers in country turned to customized content to deliver their message; traditionally, through segment or integration of product usage within a TV show. This was the default practice when working with brands that have celebrity brand endorsers. But branding and messages can be restricted by media owners. Currently advertisers are increasingly exploring branded entertainment that offers better engagement, like ten-minute capsule shows, weekly series, episode sponsorships and story driven films. Already exposed with long and frequent commercial breaks, the TV audience prefers subtle or incidental branding. How can Champion Detergent powerfully tell its brand story without the TV audience tuning out? Champion Detergent worked with Asia’s longest running and top-rating drama anthology, Maalaala Mo Kaya to launch an extensive national story gathering campaign. After months, we discovered the story of Josephine Laruscain, a Filipino mother that personifies the brand’s message and the virtue of self-independence that the brand espouses.


Champion Detergent is the first local performer in PhP11 billion media spending category, dominated by multinational brands with big advertising budgets. In 2009, it overtook many brands to become second to Surf. To grow further, it needed to talk to Surf and Tide users. But it won't be easy. The decision to use these brands were largely influenced or made by their own mothers, husbands, mother-in-laws and friends. While they acknowledge the high quality of Champion, deciding to switch will not be easy. Champion Detergent decided to promote the virtue of self-independence beyond the traditional 30-seconder TV spot. The strategy was to partner with Maalaala Mo Kaya (MMK), the longest-running drama anthology in Asia, a genre that Filipinos love. After a national story gathering Campaign, we found the story of that best exemplifies the virtue of self independence. The story belonged to Josephine Laruscain, a doting wife and mother and Toto, her controlling husband. In the matter concerning the welfare of her children and family, Josephine decided to follow her heart, going against her husband’s wishes. She stuck to it until she was proven right. A promotional campaign was created for the episode beginning with a special screening exclusive to VIPs and press. Print ads promoting the episode. Banners were also installed in high-traffic train stations, and a customized episode plug aired in top-rating programs of the TV network. E-flyers were also shared in Facebook and Twitter to further spur interest for the episode. 'Hawak Kamay', a popular song, provided the soundtrack for the episode. The lyrics was rewritten to delicately and subliminally talk about the brand message. The song was aired coupled with a CBB inviting people to watch the episode.

The story of Josephine Laruscain is the story of every Filipino Mother. A well-meaning but overbearing father who makes decision for everyone in his family. A mother who knew better. It was a story that Josephine gave a different ending with a decision to follow her heart. There was absolutely no mention of the brand in the episode. Only phrases and words that speak of brand values woven within the dialogue of characters.

Twittersphere was abuzz during the airing, with tweeters talking about Josephine. Real time comments were posted on the the brand’s facebook page. More importantly, the Champion MMK episode ranked #1 in national Philippines, with 14.6% AMR across all people, and 17.69% AMR for the target audience. It also beat, in nationwide ratings, the program in the competing network airing in the same time. Moreover, it ranked #2 in Mega Manila, with 11.3% which was also the highest rating of the program since the start of the year.


Name Company Position
Me-An Bernardo Phd Media Network General Manager
Ivy Fajardo Phd Media Network Client Service Director
Chi Salumbides Phd Media Network Business Unit Manager/Client Service
Bryan Siy Tbwa Santiago Mangada Puno Creative Director
Kara Filamor Tbwa Santiago Mangada Puno Account Director
Simeon Tiu Peerless Products Manufacturing Corporation President
Jasper Tiu Peerless Products Manufacturing Corporation Vp Sales And Marketing
Pen Roque Peerless Products Manufacturing Corporation Corporate Marketing Director
Carlos Bacani Peerless Products Manufacturing Corporation Marketing Manager
Anna Icabales Phd Media Network Business Unit Manager/Trading And Accountability
Charo Santos Concio Abs-Cbn President
Cory Vidanes Abs-Cbn Head Of Programming
Gia Apelo-Ramos Abs-Cbn Sales Head
Peaches Ongpauco Abs-Cbn Account Manager
Dado Lumibao Abs-Cbn Director
Rodora Dela Cerna Abs-Cbn Production Manager
Arah Badayos Abs-Cbn Head Writer
Thellie Palanisamy Abs-Cbn Star Records Sales Director
Gia Garchitorena Abs-Cbn Marketing Head