MEGA YDC

TitleMEGA YDC
BrandPEERLESS PRODUCTS
Product / ServiceCHAMPION INFINITY DETERGENT
CategoryA01. Creative Effectiveness
EntrantTBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Entrant Company TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Advertising Agency TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Media Agency PHD MEDIA Makati City, THE PHILIPPINES

Credits

Name Company Position
Melvin M. Mangada TBWA/SANTIAGO MANGADA PUNO Chief Creative Officer
Bryan Siy TBWA/SANTIAGO MANGADA PUNO Creative Director
Manuel Villafania TBWA/SANTIAGO MANGADA PUNO Creative Director
Arthur Ryan Aquino TBWA/SANTIAGO MANGADA PUNO Art Director
Dennis Carlos TBWA/SANTIAGO MANGADA PUNO Print Producer
Romar Quiroz TBWA/SANTIAGO MANGADA PUNO Final Artist Supervisor
Alex Castro TBWA/Santiago Mangada Puno Final Artist
Me An Bernardo PHD Media Network General Manager
Chi Salumbides PHD Media Network Business Unit Manager
Ivy Fajardo PHD Media Network Client Service Director
Kara Fillamor TBWA/SANTIAGO MANGADA PUNO Business Unit Director
Denise Jose TBWA/SANTIAGO MANGADA PUNO Agency Producer

Brief Explanation

Champion Infinity was considered a low grade brand. Simply, because it was a local brand. The fact was, it’s superior to most multinational brands dominating in the market. It can remove the toughest household stains in seconds. But it was doing poorly in the market. Big retailers didn’t even want to sell it. The task was made very clear : Move sales volume in six months and make big retailers notice Champion Infinity and sell it. Our strategy was to create a premium image to get the attention of the community of clothes-obsessed individuals who will do everything to keep the clothes they love stain-free. Without the premium budget of multinational brands, we ended up in the magazines they read and shows they watch. In Mega Young Designers Competition, we demonstrated how Champion Infinity works. We asked the contestants to create prints and patterns using the toughest household stains. New Champion Infinity Detergent was used to erase mistakes and clean up their designs in seconds. The winning creation was featured in the centerfold of Mega Magazine, the country’s leading fashion magazine. The episode was aired in ETC, a Cable Channel and later edited to 30 seconds. As a result, more premium supermarkets agreed to sell Champion Infinity. Rustan’s Supermarket and S&R Membership Shopping, the country’s biggest network of high-end supermarkets took notice of the local brand and are currently selling it. The campaign was also the start of our long-term relationship with One Mega Group, leading to more collaborations, helping the brand end up in some of the country’s most talked about fashion shows and events. Champion Infinity achieved 813.53 % growth seven months after the episode aired, increasing its sales volume from 362,000 kgs (May, 2013) to 3,307,000 kgs (November, 2013). The cost of the campaign was only US$ 123,000 (Php 5.426 Million), resulting to 2,945,000 kgs sales volume growth representing an ROI of 23.94 Kg in volume growth for every 1US$ spent. This campaign resuscitated a dying brand and renew its expectation for the future. We discovered an existing platform that allowed us to communicate the brand’s superiority in a manner that resonated with our new market. The campaign helped create a premium reputation for Champion Infinity, allowing the brand to establish a long term relationship with style influencers like One Mega fashion group and premium retailers that used to ignore it.