Title | OLYMPIC SHIRT FLAG |
Brand | P&G |
Product / Service | ARIEL COLOR |
Category | C01. Integrated Media Campaign |
Entrant | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
Entrant Company | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
Advertising Agency | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
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 |
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.
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.
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.