CHAMPION GUSTIN: HONESTY AMIDST POVERTY

TitleCHAMPION GUSTIN: HONESTY AMIDST POVERTY
ClientPEERLESS
Product / ServiceCHAMPION DETERGENT
CategoryA01. Best Fictional Program, Series or Film where a client has successfully created a drama, comedy or miniseries around a product or brand
EntrantPHD MEDIA Makati City, THE PHILIPPINES
Contributing Company TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Contributing Company 2 GMA NETWORK Quezon City, THE PHILIPPINES
Entrant Company PHD MEDIA Makati City, THE PHILIPPINES

The Campaign

Branded content in the Philippines is highly restricted by the dominance of television in reaching the mass market. Production and broadcasting cost is very high. Digital, unlike in more advanced economies, have a relatively more limited reach.

Results

THE CHALLENGE: HOW CAN A LOCAL FILIPINO DETERGENT BRAND DEFEND ITS MARKET SHARE AGAINST UNILEVER AND P&G WITH ONLY 1/3 THE BUDGET? Hinged on the promise of Honesty, Champion became the Philippines' #1 detergent brand in 2011. Coming in to 2012, the brand faces a much even daunting challenge - defending its market share against Unilever and Procter & Gamble, both very eager to regain the market leadership. THE INSIGHT: STORIES OF CORRUPTION AND DISHONESTY IS RAMPANT IN FILIPINO SOCIETY AND PHILIPPINE MEDIA. GENUINE STORIES THAT SHOWS OTHERWISE - RESONATES THE MOST Every day, Filipinos see negative news broadcasted in mass media. Cheating and corruption in governance is very rampant. This fatigue on negative news is a tremendous opportunity to tell positive stories that will resonate the most to the consumers THE STRATEGY: BREAK THE NEGATIVE NEWS FATIGUE TO AMPLIFY THE MESSAGE. TELL A POWERFUL GENUINE GOOD STORY OF HONESTY. The idea was simple. Tell a genuine story of goodness to standout in the clutter of bad news and amplify the brand's message. THE EXECUTION THE GUSTIN MINI-SERIES – The branded content revolved around the true-to-life story of Gustin, a poor young boy who picks up recyclable garbage for a living who one day picked up a bag filled with cash. The young Gustin found himself in the dilemma of either returning the cash or using the money to relive his family of poverty. The series was aired both in daytime and primetime commercial gaps. The content was in the form of a mini-soap opera/telenovela with a cliffhanger leading to the next episode.

The series was promoted similar to a full length movie with out-of-home, digital and PR push to generate awareness of the content. The mini-series was then broadcasted for four consecutive weeks as commercial gaps both in Primetime and Daytime. The branded content, however, was created in telenovela/soap opera format with a cliff hanger that lead to the next episode. The content was also made available online via Youtube.

Filipinos were moved by his story and the mini-series gained a following registering the highest TV rating for a mini-series in the Philippines registering a rating 54% higher than the next. The material was also streamed online and generated great feedback both for the story and for the brand. Most importantly, the campaign successfully defended Champion’s #1 spot and 25% market share in Metro Manila despite the 40% combined increase in media spending by P&G and Unilever.

Credits

Name Company Position
Dragon Pineda Gma7 Director
Bryan Siy Tbwa\santiago Mangada Puno Creative Director/Copywriter
Melvin Mangada Tbwa\santiago Mangada Puno Executive Creative Director