| Title | CEELIN'S MOTHER'S DAY |
| Brand | UNILAB CONSUMER HEALTH |
| Product / Service | CEELIN SYRUP |
| Category | A01. Best Use of Screens |
| Entrant | STARCOM MEDIAVEST GROUP PHILIPPINES Makati City, THE PHILIPPINES |
| Entrant Company: | STARCOM MEDIAVEST GROUP PHILIPPINES Makati City, THE PHILIPPINES |
| Media Agency: | STARCOM MEDIAVEST GROUP PHILIPPINES Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Jazmin Hernandez | Unilab Consumer Health | Ceelin Business Unit Head |
| Veron Agustin | Starcom Mediavest Group Philippines | Aor Director |
| Clarissa Seriña | Starcom Mediavest Group Philippines | Media Manager |
| Karl Faustino/Aleli Dinglasan/Claude Secarro | Starcom Mediavest Group Philippines | Media Planner/Buyer |
| Gma Marketing And Productions/Inc. | Gma Network Inc |
Ceelin’s sales shot up significantly, hitting 116% and 110% of the brand’s target sales in May and June, respectively. It also got heart-warming reviews online as netizens shared the viral videos as a Mother’s Day greeting on Facebook and Twitter. YouTube videos garnered more than 11,000 views over the past two months. Astoundingly, even the local advertising board and the deaf-mute community gave nothing but praise to the short films. It was so well-received that the short films achieved higher weekly ratings versus the average weekly commercial gap ratings by as much as 85%.
We created a 4-part branded short film series, a first in the category, whose story revolved a deaf-mute mom’s unconditional love for her son. Partnering with the leading local TV network, all elements were customized for Ceelin such that the brand plays an integral part of the plot. The pilot episode was launched during Mother’s Day in TV which ran for 4 weeks, with a new episode airing every week. The film’s culmination happened on the 5th Sunday with a 13-min director’s cut aired exclusively in the TV network. Online versions of all episodes where uploaded real-time in GMA’s YouTube channel so users can share the videos in their social networks.
Ceelin has experienced a decline in sales as milk and other vitamin brands have started capitalizing on sickness prevalence. Being the category leader, Ceelin needed to strengthen its relevance to the moms again. While most competitors communicate their products’ benefits in a functional manner, we need a differentiated approach to make Ceelin stand out and reignite our relationship with moms. These moms’ main motivation is to feel and be assured that they are good moms as they are willing to sacrifice everything just to provide the best care for their kids, which is what Ceelin offers. Combining this insight with their love for film and drama shows, we created a compelling branded feature film which highlighted moms’ unconditional devotion and Ceelin’s emotional benefit of providing the best loving protection to her kids.