UNLEASHING THE CELEBRITY IN YOU!

TitleUNLEASHING THE CELEBRITY IN YOU!
BrandPROCTER & GAMBLE INDONESIA
Product / ServicePANTENE, OLAY, DOWNY
CategoryB01. Corporate Information
EntrantMEDIACOM INDONESIA Jakarta, INDONESIA
Media Agency 2 MEDIACOM INDONESIA Jakarta, INDONESIA
Entrant Company MEDIACOM INDONESIA Jakarta, INDONESIA
Media Agency MEDIACOM INDONESIA Jakarta, INDONESIA

Credits

Name Company Position
Aviani Primasari Proximity Indonesia Marketing Communication Director
Ashley Amanna Mediacom Indonesia Technical Advisor
Peti Ariyastuti Mediacom Indonesia Digital Planner
Paramita Hadradyan Mediacom Indonesia Implementer
Paulina Kaligis Mediacom Indonesia Senior Manager Implementer/Trader
Kartini Tampubolon Mediacom Indonesia Senior Planner
Kartika Ardianti Mediacom Indonesia Digital Planner
Selvie Destriana Mediacom Indonesia Jr. Brand Activation Officer
Devi Maulina Mediacom Indonesia Sr. Brand Activation Officer
Tania Marcua Mediacom Indonesia Activation Project Manager
Arindam Bhattacharyya Mediacom Indonesia Technical Advisor
Surya Soni Mediacom Indonesia Technical Advisor
Anita Mookerjee Mediacom Indonesia Technical Advisor

Results and Effectiveness

X Factor became the highest talent search show in INDONESIA reached 7.4 million viewers Overall there has been shipment increase by 13%. Pantene and Olay sales increased by whopping 33% and 42% respectively. Downy share grew +2.4% against average past 3 months in Hyper/Supermarket stores Pantene TOMA increased by 27% against the month where there was no X Factor. Haircare Brand Equity improved at Index 123 amongst those who watched X factor over people don’t watched X factor. Purchase intent swelled to INDEX 210 against year ago. Media ROI of USD 4 million earned through PR.

Creative Execution

The story of “transformation and making you feel like a celebrity” was told through integrated brand-episode story-lines and aired across every show. Three brands (Pantene, Downy and Olay) were embedded in the contestants’ journeys week after week extending beyond their physical transformation and into the personal as well.. For example Pantene gave them healthy hair and helped them shine whilst Olay gave them radiant skin and allowed them to glow. This was amplificated through a combination of SMS promotion blasts, brand-program segments, pre-roll activities, creative banners display, social all on web, print bombardments, e-commerce, in-store and PR including celebrity exclusive interview. Celebrities became key advocates, praising the X factor and P&G partnership. (Anggun and Rosa – judges on the X factor panel also gave their thumbs up to the partnerships through interviews and other PR.

Insights, Strategy and the Idea

Indonesia is a nation of followers and they love to aspire to people and celebrities who in their minds are placed higher in the social hierarchy. In order to renew the connection and strengthen relevance amongst its core consumers, P&G needed to find a unique way to be part of this aspirational celebrity culture. We realized there was an opportunity to not just focus on an individual P&G brands or ranges but instead advertise how the different P&G family of products can work together to transform an ordinary person into a celebrity. In order for this idea of transformation to be seen as real and authentic we couldn't just use traditional TV advertising. The X Factor Indonesia was identified as an opportune branded entertainment platform which mirrored our vision for P&G; the idea of turning an ordinary person into a superstar.