Why is this work relevant for Direct?

The Victory is Voice-Activated Campaign showcased the power of a cheer and encouraged people to use their voices to show their support for Filipino athletes. The campaign included a national call for cheers and provided people with channels through which they can join the campaign.

Background

The Philippines hosted the 2019 SEA Games. However, the events were held in venues all across the nation, making it hard for Filipinos to support their national athletes. These competitors were under a lot of pressure. They don’t just have to win the gold for their country, but they’re playing in their home turf too. Bactidol tells Filipinos “Sagot Kita” (“I got you”) when it comes to sore throat and keeping voices strong. For the games, the brand wanted to bring that same caring promise and supportive energy for local athletes too

Describe the creative idea (30% of vote)

VICTORY IS VOICE-ACTIVATED Bactidol visualized the power of a cheer to push national athletes to win. Sound waves of real cheers were made to look like the signifiers of an athlete’s movement—like the dust cloud from a runner, the water ripples from a swimmer, and the slopes that a skateboarder ollies over.

Describe the strategy (20% of vote)

A cheer has the power to help push athletes further in their pursuit of victory. With Bactidol being a sore throat solution that stands for keeping voices strong and healthy, the brand is in a position to encourage Filipinos to use their voices in support of national athletes.

Describe the execution (20% of vote)

To encourage Filipinos to voice their support, Bactidol started by creating three unique cheers. These were used for videos that showed people’s voices pushing an athlete forward. These were posted on social media leading up to the SEA Games Opening Ceremony. As the games progressed, Bactidol asked Filipinos to take part in a 1,115-strong cheer for each of the 1,115 Filipino athletes. The call for cheers was made through social media and partnerships with local influencers based on their high engagement rates and loyal following. The influencer partners cheered “Magkaisa, Pilipinas!” (Philippines, unite!), and asked their followers to follow suit. Recordings gathered were unified into one powerful national cheer, with the resulting sound wave laid over the blazing trail of a torchbearer. The final post was shared as the Philippines won 149 gold medals and emerged SEA Games 2019 Overall Champion.

List the results (30% of vote)

Through the campaign, the Filipino people were able to show their support. This was felt by athletes even beyond their games. Bactidol also resonated as a brand for strong voices. The campaign contributed to significant sales growth and helped attain the brand’s highest ever share at 15.0 in the mouthwash category.