The Campaign

There are no restrictions on branded content in the Philippines. The real issues were nothing to do with new content or new channels of engaging consumers, it was more 'real-life' than that. You see with corruption, poverty and natural calamities in The Philppines, the Olympics isn't exactly the nation's 'top priority' and for years, government groups and other organizations have found it very challenging to get the people's support for the country's Olympic team. So Ariel saw an opportunity to not only demonstrate the benefit of Ariel Color, but also to raise support for the Philippine Olympic Team at the 2012 London Olympics

Results

The challenge of the campaign was to demonstrate Ariel Color's benefit of keeping colors vibrant during the 2012 London Olympics. The objective was to demonstrate the brand's benefit in a big and compelling way. The strategy was to create a campaign that not only demonstrates the benefit of Ariel Color but to also raise support for the Philippine Olympic Team at the 2012 London Olympics. To execute this, we gave Filipinos a chance to be part of the their country's colors at the 2012 Olympics by making it possible for them to donate a piece of their colored shirt to create the country's flag for the Olympics. Squares were cut from people's shirts (and replaced with a patch),washed with Ariel Color, then sewn together to form 12 Olympic-size Flags which the Philippine Team proudly carried throughout the Olympics. We started with a call for donations from the public with online ads, posters and on Facebook, we informed people where to go to donate. Celebrities also joined in with endorsements in print, online and on radio. On-ground, we also had posters, standees and flyers.

We called for donations by creating online ads, posters, standees and on Facebook, we informed people where to go. Celebrities also joined in with endorsements on print, online and on radio. All of these resulted in having thousands of people going to our booths in malls, fashion boutiques and laundry shops to donate a piece of their shirt to create the country's flag.

The campaign generated a P50 million sales increase, reached over 4 million online users (Facebook/ Twitter/ blogs) and was widely spread with P1.8 million worth of free media reaching 11 million Filipinos nationwide. It also raised support for the Philippine Olympic Team at the 2012 London Olympics.