Cannes Lions

WHISPER SANITARY PRODUCTS

MEDIACOM PHILIPPINES, Taguig / PROCTER & GAMBLE / 2007

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Overview

Entries

Credits

Overview

Execution

1)Teens love music. We wrote a song, hired a popular teen star to sing it and created a dance move that incorporated everyday movements.2)We then developed a massive televised dance contest and made our own TVC around the song and the dance, released mobile ringtones and encouraged girls to make their own dance videos and to upload them to MySpace, YouTube and Sharkle.…And we’re a media agency, not a creative shop.

Outcome

•Tracking shows this campaign generated the highest awareness levels ever achieved for Whisper in the Philippines.

•Sales exceeded expectations by 11% in a category renowned for brand loyalty.

•In a Philippines region with many rural, poor areas, over 16,000 videos were uploaded on YouTube, MySpace and Sharkle

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2020, PROCTER & GAMBLE

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