|Title||SANGOBION SYMPTOM PATROL|
|Product / Service||SANGOBION IRON+|
|Category||A01. OTC Medicines|
|Entrant||ACE SAATCHI & SAATCHI ADVERTISING Manila, THE PHILIPPINES|
|Idea Creation||ACE SAATCHI & SAATCHI ADVERTISING Manila, THE PHILIPPINES|
|Media Placement||STARCOM Makati City, THE PHILIPPINES|
|Greg Martin III||Ace Saatchi & Saatchi Advertising||Executive Creative Director|
|Reg Lota||Ace Saatchi & Saatchi Advertising||Creative Director|
|Caylene Paras||Ace Saatchi & Saatchi Advertising||Associate Creative Director|
|Daryl Delos Santos||Ace Saatchi & Saatchi Advertising||Art Director|
|Martha Teves||Ace Saatchi & Saatchi Advertising||Copywriter|
|Race Cuneta||Ace Saatchi & Saatchi Advertising||Art Director|
|Rico Torres||Ace Saatchi & Saatchi Advertising||FA Artist|
|Bowen Arsulo||Ace Saatchi & Saatchi Advertising||Editor|
|Vivian De Ocampo||Ace Saatchi & Saatchi Advertising||Creative Services Manager|
|Mylene Rayala||Ace Saatchi & Saatchi Advertising||Client Service Director|
|Rei Prieto||Ace Saatchi & Saatchi Advertising||Group Account Director|
|Mica Cheng||Ace Saatchi & Saatchi Advertising||Account Manager|
|Carmen Antunez||Ace Saatchi & Saatchi Advertising||Strategic Planning Director|
|Mel Garrovillo||Ace Saatchi & Saatchi Advertising||Associate Planning Director|
|Gen Lizares||Ace Saatchi & Saatchi Advertising||Head of Digital & Activation|
|Joem Segovia||Ace Saatchi & Saatchi Advertising||Associate Digital Director|
|Iya Duenas||Ace Saatchi & Saatchi Advertising||Digital Manager|
|Trisha Zayco||Ace Saatchi & Saatchi Advertising||Associate Digital Strategic Planning Director,|
|Yhanee Mendoza||Ace Saatchi & Saatchi Advertising||Activation Director|
|Jason Villaroman||Ace Saatchi & Saatchi Advertising||Associate Activation Director|
|Bancy Ricafrente||Ace Saatchi & Saatchi Advertising||Activation Manager|
|Martin Romualdez||Ace Saatchi & Saatchi Advertising||Associate PR Director|
|Ming Cunanan||P&G Health||Head of Marketing|
|Catrina Golamco||P&G Health||Group Brand Manager|
- Generic name should be stated (following FDA format with the biggest font size) whenever the brand is mentioned - Materials should include the line “If symptoms persist, consult your doctor.” - Materials should not mislead people to think that the brand alone can promote good health nor dramatize distress
Adults, predominantly females, aged 25-45 years old, middle-upper SEC. Though 1 out of 4 Filipinos have Iron Deficiency Anemia, most don’t recognize the symptoms and less take blood tests to find out. 10.4 million are active Tweeters turning to social media to release negative feelings like tiredness or stress.
Twitter has become a go-to platform for Filipinos’ rants and musings. Since 1 out of 4 Filipinos may be at risk of Iron Deficiency Anemia and not know it, we thought that they could be complaining about the symptoms on Twitter without knowing it either. So we used social listening to catch keywords that were actually symptoms. True enough, almost 20,000 Filipinos tweet about the symptoms every single day. We replied to the tweets and told them that what they’re experiencing might be symptoms of Iron Deficiency Anemia. We logged the locations of the tweeters to determine areas with high tweet density. We went to these areas and conducted a free blood check. As expected, 37% of those tested were iron deficient. The data was summarized through a blood drop made of words coming from the tweets. When turned upside down, the blood drop was used as a location pin.
Our target audience were adults, aged 25-45 years old, middle-upper SEC with a busy lifestyle. Though 1 out of 4 Filipinos have Iron Deficiency Anemia, most don’t recognize the symptoms. 10.4 million are active Tweeters. They turn to social media to release negative feelings like tiredness or stress. Our hypothesis was that they could be ranting about the symptoms of Iron Deficiency without knowing it on Twitter. So we used this as a platform to track people who might be suffering from Iron Deficiency Anemia. We did this through social listening to catch people mentioning words related to symptoms such as dizziness, paleness and tiredness. After we checked for context, we logged the locations of the tweeters to find out the most symptom prone areas in the country. We went to these areas and invited them to a free blood check and sample of Sangobion Iron supplements.
After two weeks of social listening on Twitter, we gathered: (1) the number of Filipinos tweeting about the symptoms without knowing it (2) the areas with high tweet density. To disseminate these information in a single visual, we used the words coming from the tweets to form a blood drop. The blood drop was used when we talk about the total number of Filipinos tweeting about the symptoms. When the same blood drop was turned upside down, it was used as a location pin to talk about the areas where we conducted our blood check. We used this visual on GIF posts and digital video where we can show both sides. We also used it on collaterals that people can turn upside down to see both sides. It was also used when Symptom Patrol was featured on TV and print.
In two weeks, there were 279,935 Filipinos tweet about the symptoms without knowing it as tracked by Mention, a social listening tool. After logging in the locations, we found out that 43,291 tweets came from concentrated areas within Mega Manila. Since these tweeters frequent the top pharmacy in the country, Mercury Drug, we conducted the free blood check in their branches within Mega Manila. Within 7 weeks and only 8 branches, we were able to administer 7,872 free blood checks. And true enough, 37% tested suffered from Iron Deficiency. This convinced them to take Sangobion Iron supplements causing a 44% sales increase in the participating Mercury Drug branches compared to the same period the previous year. Most importantly, thousands of Filipinos can now recognize the symptoms of Iron Deficiency Anemia when they have it.