Ariel: OLYMPIC SHIRT FLAG

Credits & Description:

Type of entry: Best Integrated Campaign
Category: Best Use of Integrated Media
Advertiser: PROCTER & GAMBLE PHILIPPINES
Product/Service: LAUNDRY DETERGENT
Agency: ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES
Executive Creative Director: Andrew Petch (Ace Saatchi & Saatchi)
VP/Creative Director: Trixie Diyco (Ace Saatchi & Saatchi)
Copywriter: Paw Berroya (Ace Saatchi & Saatchi)
Art Director: Gino Caoile (Ace Saatchi & Saatchi)
Activation Director: Gen Lizares (Ace Saatchi & Saatchi)
Digital Director: Sheila Tiongco (Ace Saatchi & Saatchi)
Events Manager: Louie Di Jr (Ace Saatchi & Saatchi)
Events Supervisor: Yahnee Mendoza (Ace Saatchi & Saatchi)
Public Relations: Martin Romualdez (Ace Saatchi & Saatchi)
Print Producer: Dennis Obien (Ace Saatchi & Saatchi)
Head of Art: Denise Tee (Ace Saatchi & Saatchi)

Results and Effectiveness

The campaign generated a 50 million peso 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.

Creative Execution

Invites online, posters and on Facebook with celebrity endorsements in print, online and on radio. On-ground posters, standees and flyers.

Insights, Strategy and the Idea

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.