Cultural/Context information for the jury

Sports is the Filipinos source of pride; we had Manny Pacquiao, Michael Martinez, Brandon Vera among others. With the upcoming 2018 Asian Games, it was yet again a moment for the Filipinos, especially with the numerous female athletes joining the competition. We aired the spot in time for Asian Games as sports was the best example to show emotional and physical hard work. Coincidentally, or not, 70% of the medals won by the Philippines all came from female athletes.

Why is this work relevant for Entertainment?

At one point in a person’s life, they look at professional athletes to just admire them for their skills and stamina. A normal person would never once think of being like these athletes or even besting them at their game. Belo Essentials wanted to make the world of sports a bit more grounded and relatable to people who aren’t really athletes. How? By making them feel the nitty gritty part of sports, one of which is the quality of sweat produced by these athletes—one that may not be as desirable as they think it would be.

Background

Belo Essentials is a local Philippine personal care brand that has been the leading medical expert in underarm care for 30 years. The radio spot that was aired at a relevant time for Filipinos only strengthened Belo’s brand image as the authority in beauty and underarm care in the Philippines.

Describe the creative idea

Belo Essentials is a local Philippine personal care brand that has been the leading medical expert in underarm care for 30 years. The radio spot that was aired at a relevant time for Filipinos only strengthened Belo’s brand image as the authority in beauty and underarm care in the Philippines.

Describe the strategy

The Philippines is a tropical country, its hot and humid climate makes it challenging for people’s hygiene. The team was tasked to create a need for Filipino women to use Belo Essentials Clinical Strength Deodorant every day by building brand relevance to the active Filipino lifestyle of today.

Describe the execution

The Philippines is a tropical country, its hot and humid climate makes it challenging for people’s hygiene. The team was tasked to create a need for Filipino women to use Belo Essentials Clinical Strength Deodorant every day by building brand relevance to the active Filipino lifestyle of today.

Describe the outcome

The radio spot that was aired at a relevant time for Filipinos only strengthened Belo’s brand image as the authority in beauty and underarm care in the Philippines. Coincidentally or not, 70% of the medals won by the Philippines were attained by Filipina athlete representatives. Not only that, sales of Belo Essentials Deo increased by 33% vs. previous month performance.