OLYMPIC SHIRT FLAG

Short List
TitleOLYMPIC SHIRT FLAG
BrandP&G
Product / ServiceARIEL COLOR
CategoryA04. Best Use of Ambient Media: Small Scale
EntrantACE SAATCHI & SAATCHI Manila, THE PHILIPPINES
Entrant Company ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES
Advertising Agency ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES

Credits

Name Company Position
Yahnee Mendoza Ace Saatchi/Saatchi Events Manager
Martin Romuldez Ace Saatchi/Saatchi Media Relations Manager
Louie Di Jnr Ace Saatchi/Saatchi Events Manager
Kris Cortez Ace Saatchi/Saatchi Events Co-Ordinator
Shiela Tiongco Ace Saatchi/Saatchi Digital Director
Gen Lizares Ace Saatchi/Saatchi Head Of Activation
Dovie Raquel Ace Saatchi/Saatchi Fa Artist
Robert Achas Ace Saatchi/Saatchi Fa Artist
Dennis Obien Ace Saatchi/Saatchi Print Producer
Mikey Reyes Ace Saatchi/Saatchi Producer
Carlo Perlas Ace Saatchi/Saatchi Producer
Gino Caoile Ace Saatchi/Saatchi Art Director
Paw Berroya Ace Saatchi/Saatchi Copywriter
Paw Berroya Ace Saatchi/Saatchi Associate Creative Director
Trixie Diyco Ace Saatchi/Saatchi Creative Director
Andrew Petch Ace Saatchi/Saatchi Executive Creative Director

Results and Effectiveness

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.

Creative Execution

We set up donation booths in malls, fashion boutiques and laundry stores. We invited people to donate via PR, press, outdoor, online banners, social media, radio, on-ground standees and flyers, celebrity endorsements. They worked together by driving people to the Facebook page where addresses where all the booths were listed. Once the donations were collected and the flags were sewn together and produced we presented them to the Olympic Team at a media launch held in conjunction with the Philippine Olympic committee which earned us free coverage on major mainstream TV Newspaper and Online news and entertainment channels. We then sent a camera crew with the Olympic team to cover them at the games for branded content material along with the world's media who captured the Philippines athletes carrying the flags at the ceremonies and throughout the games.

Insights, Strategy and the Idea

OBJECTIVE Show Ariel Color's benefit of keeping colors vibrant in a big and compelling way. STRATEGY Create a campaign that not only demonstrates the benefit of Ariel Color but to also raise support for the Philippine Olympic Team at the Olympics. TARGET AUDIENCE The Filipino people. IDEA We gave Filipinos a chance to be part of the their country's colors at the 2012 Olympics by donating 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 carried throughout the games. RELEVANCE Ariel Color keeps colors vibrant and this helped support the team and demonstrate its benefit.