Cannes Lions

CORPORATE PRODUCTS

MEDIACOM PHILIPPINES, Taguig / PROCTER & GAMBLE / 2008

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Overview

Entries

Credits

Overview

Execution

Ms Shoppingera (Shopping Gal) is a regular segment airing in the country’s top morning news feature program with the end-intent of educating consumers to a new way of buying. Our host, a popular morning news anchor, teaches consumers to base purchase decisions not just solely on price but always explains why P&G products are value buys by highlighting the added benefits - quality and savings.Running for seven months already, our host goes around various retail stores in the metro looking for the best deals. Each episode showcases P&G’s in-store initiatives – buy one take one, upsizing, new product offerings, discounts, etc. The retailers also feature their best deal offerings – discounts for the week, special promos, events, etc.Airing twice a week, it serves as a regular reminder for consumers to spend their money wisely by buying P&G brands at the partner retailers’ stores.

Outcome

P&G got excellent in-store executions and improved shelf shares delivering volume sales of index 110.Now true trade partners, P&G sits in board meetings as strategic consultants.Consumers love it! Garners higher rating versus average program rating at index 108.Total retail concessions and media values gave ROI of 16!

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