Media > Use of Media
OLYMPIC SHIRT FLAG
ACE SAATCHI & SAATCHI, Manila / PROCTER & GAMBLE / 2013
Awards:
Overview
Credits
Overview
Effectiveness
The campaign generated a P50 million sales increase, reached over 4 million online users (Facebook, Twitter, blogs) and was widely spread with P1.8 million worth of free media reaching 11 million Filipinos nationwide. It also raised support for the Philippine Olympic Team at the 2012 London Olympics.
Execution
Invites online, posters and on Facebook with celebrity endorsements in print, online and on radio. On-ground posters, standees and flyers.
Strategy
OBJECTIVE
Show Ariel Color’s benefit of keeping colors vibrant in a big and compelling way.
STRATEGY:
Create a campaign that not only demonstrates the benefit of Ariel Color but to also raise support for the Philippine Olympic Team at the Olympics.
TARGET AUDIENCE:
The Filipino people.
IDEA:
We gave Filipinos a chance to be part of the their country’s colors at
the 2012 Olympics by donating a piece of their colored shirt to create
the country’s flag for the Olympics.
Squares were cut from people’s shirts (and replaced with a patch),
washed with Ariel Color, then sewn together to form 12 Olympic-size
Flags which the Philippine Team carried throughout the games.
RELEVANCE:
Ariel Color keeps colors vibrant and this helped support the team and demonstrate its benefit.
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