|Title||DOWNY WINDOW DISPLAY|
|Brand||PROCTER & GAMBLE PHILS.|
|Product / Service||DOWNY PARFUM COLLECTION|
|Category||A01. Fast Moving Consumer Goods|
|Entrant||CAMPAIGNS & GREY Makati City, THE PHILIPPINES|
|Idea Creation||CAMPAIGNS & GREY Makati City, THE PHILIPPINES|
|PR||CAMPAIGNS & GREY Makati City, THE PHILIPPINES|
|Production||CAMPAIGNS & GREY Makati City, THE PHILIPPINES|
|Rizzo Tangan||Campaigns & Grey||Executive Creative Director|
|Roby de Silva||Campaigns & Grey||Creative Director|
|Angelo Estrella||Campaigns & Grey||Senior Art Director|
|Ana Ongpin||Campaigns & Grey||PR Managing Director|
|Romina Nanagas||Campaigns & Grey||Associate PR Director|
|Nicole Garrido||Campaigns & Grey||Account Manager|
|Ace Cruz||Campaigns & Grey||Account Manager|
|Dette Rome||Campaigns & Grey||Client Services Director|
|Marion Manalo||Campaigns & Grey||Group Account Director|
|Eunice de Leon||Campaigns & Grey||Account Director|
|Hwangs Events Inc.||Campaigns & Grey||Events Company|
Idea: Perfume Endurance Challenge Leveraging the best-ever upgrade of Downy Parfum Collection line that claimed to last longer than expensive fine fragrances, we created a fragrance endurance challenge – inside the Puregold store. Two mannequins dressed in gowns were placed side-by-side in a display window. One side had been sprayed with expensive fine fragrance, and the other had been washed with Downy Parfum Collection.
Downy created a side-by-side mannequin display window inside Puregold. On the left side, the gown was sprayed with expensive fine fragrance, and on the right side, the gown had been washed with Downy Parfum Collection. Through Facebook awareness building and in-store engagement, shoppers were invited to smell and experience the difference for themselves as Downy’s fragrance clearly outlasted its rival for over 7 days. To spread this news further and build earned awareness, an in-store PR event was organized and was attended by major TV, radio and digital networks as well as well-known bloggers. This amazing in-store experiment was enhanced by setting up special ‘Scent Selector’ booths in 10 branches of Puregold, and also dressing up the Fabric Conditioner aisle with the new Downy look. Shoppers could experience live demonstrations at the booths, select the Downy Parfum variant that they like, and enter into a lucky draw.
The PR event was attended by 27 media outlets and generated 24.7 million earned impressions in a famous program on GMA TV, and coverage in key publications and blogs. Over a 1 month period (Mar 11 – Apr 11 2017), 9575 shoppers bought Downy Parfum Collection, resulting is total sales of PHP 1.5 million. P&G’s Average Monthly Shipments of Downy Parfum to Puregold has increased 9% in the period Mar – Jun 2017 vs. immediately preceding period i.e. Nov 2016 – Feb 2017.
With the side-by-side mannequin scent comparison, media and bloggers who attended the event were able to smell and experience that Downy's fragrance indeed lasts even longer than expensive fine fragrances. Their experience then provided meaningful content that serves as useful information for consumers. The PR articles and TV spots served well to make consumers aware that there's a new way to stay fragrant without breaking the bank. With the new Downy Parfum's long lasting freshness at an affordable five pesos, there's a fresh way to stay fragrant everyday.
Consumer Insight: Filipinas love to wear perfume and get noticed, but fine fragrances are expensive so she cannot afford to use it every day. Product Enabler: Downy Parfum Collection had just been upgraded to a new formula with the highest ever intensity of perfume oils in Downy’s history in Asia. This new Downy Parfum Collection gives freshness that lasts longer than expensive fine fragrance. Client Challenge: Get more Puregold shoppers to buy Downy in their next visit to Puregold by showing them how the new Downy Parfum Collection lasts even longer than expensive fine fragrances.