FOCUS: AGENCY OF THE YEAR AWARDS 2000 - Advertiser of the year - BBDO/Guerrero Ortega brings the message to the people for Bayer

<p>WINNER </p><p>Category: Advertiser of the Year </p><p>Client: Bayer Philippines </p><p>Agency: BBDO/Guerrero Ortega </p><p><BR><BR> </p><p>Mr Georg Stocker, consumer care general manager of Bayer Philippines, </p><p>aimed for market leadership for his two flagship brands. </p><p><BR><BR> </p><p>While Bayer's Baygon was already a market leader, it was threatened by </p><p>Raid. Meanwhile, Bayer's Canesten was second to Trosyd. </p><p><BR><BR> </p><p>The client's success was based on applying Bayer international search </p><p>protocols, localisation and the courage to run with big ideas. </p><p><BR><BR> </p><p>For both brand developments, research was highly leveraged. All concepts </p><p>went through qualitative research and the storyboard was fine-tuned </p><p>based on the learnings. </p><p><BR><BR> </p><p>The produced materials were then subjected to quantitative pre-testing </p><p>prior to airing. </p><p><BR><BR> </p><p>The re-launch packages of Baygon and Canesten included educational </p><p>programmes to selected target audiences. </p><p><BR><BR> </p><p>That paved the way for the new campaigns. </p><p><BR><BR> </p><p>For Baygon, a grassroots educational programme on the threats of </p><p>mosquitoes and cockroaches was pursued. </p><p><BR><BR> </p><p>This included town-based seminars and actual spraying of infested </p><p>areas. </p><p><BR><BR> </p><p>Both programmes had a media component to highlight the news value. </p><p><BR><BR> </p><p>For Canesten, a special unit was tasked to re-educate the doctors on the </p><p>benefits of Canesten. </p><p><BR><BR> </p><p>Both Baygon and Canesten grew in the market, with Baygon expanding 1.5 </p><p>times faster than the market. </p><p><BR><BR> </p><p>The brand grew five per cent over its 1999 value, while Canesten grew </p><p>2.6 times faster than the market, 51 per cent over its 1999 value. The </p><p>market grew by 14 per cent. </p><p><BR><BR> </p><p>Baygon, according to ACNielsen Philippines figures, managed to dominate </p><p>the insecticides market. </p><p><BR><BR> </p><p>Canesten took the top position from Trosyd, giving it 40 per cent of the </p><p>market share. </p><p><BR><BR> </p><p>For Canesten, the client invested in "detailing" doctors, which involved </p><p>one-to-one visits by Bayer medical representatives. The client also </p><p>sponsored medical seminars for dermatologists and general </p><p>practitioners. </p><p><BR><BR> </p><p>A survey was conducted by IMS amongst doctors and found Canesten "the </p><p>most prescribed anti-fungal OTC brand". </p><p><BR><BR> </p><p>The client decided to take a single-minded approach in OTC advertising </p><p>that traditionally included at least three benefits in TV </p><p>commercials. </p><p><BR><BR> </p><p>The agency was pushed to deliver a simple message to the target </p><p>market. </p><p><BR><BR> </p><p>Two TV commercials - "Line-up" and "Surgeon" - were used to dramatise </p><p>Canesten. </p><p><BR><BR> </p><p>An educational campaign was conducted through "Love chain" to show how </p><p>fungal infections spread from person to person. </p><p><BR><BR> </p><p>A new product, Canesten Foot Powder, was introduced. Leveraging on the </p><p>buying capabilities of BBDO/Guerrero Ortega's media division, </p><p>five-second spots for Canesten Foot Powder were creatively negotiated as </p><p>part of the total Canesten brand media package. </p><p><BR><BR> </p><p>For Bayer's educational programme, the agency's media division led </p><p>creative media planning and buying strategies and tactics. </p><p><BR><BR> </p><p>The client and agency established a partnership with television station </p><p>ABS-CBN. </p><p><BR><BR> </p><p>With ASYM as the base campaign, the Baygon Anti-Dengue and Ipis-Alis </p><p>(Eliminate Roaches) campaigns reached 694,000 viewers nationwide and </p><p>physically visited areas across Metro Manila. </p><p><BR><BR> </p><p>Morning news reports alerted viewers on the urgency of getting rid of </p><p>mosquitoes and roaches, especially during the rainy season. It </p><p>highlighted the dengue epidemic in certain areas and how the Baygon "Men </p><p>in Black" were counter-attacking in these areas. </p><p><BR><BR> </p><p>This was followed on-air by anti-dengue tips for the viewing public. </p><p><BR><BR> </p><p>For the three months to the re-launch of Baygon Mosquito Killer and </p><p>Cockroach Killer variants, the ASYM crew followed the Baygon "Men in </p><p>Black" daily. </p><p><BR><BR> </p><p>They gave lectures to residents, including fun dramatisation that </p><p>included mosquito and roach mascots that were exterminated. </p><p><BR><BR> </p><p>The group, which proceeded to spray mosquitoes and roaches, penetrated </p><p>some 1,080 infested areas. </p><p><BR><BR> </p><p>The programme was completed with the "Ipis-Alis" public service TV </p><p>commercial. </p><p><BR><BR> </p><p>The creative team gave "peace of mind" to consumers through the "Imagine </p><p>life without Baygon" theme. </p><p><BR><BR> </p><p>The Cockroach Killer variant required extra work from both the client </p><p>and the agency. </p><p><BR><BR> </p><p>The client had a unique product that not only killed the roaches, but </p><p>also the germs and eggs left behind. </p><p><BR><BR> </p><p>Desk research followed and learnings became the inspiration for the </p><p>launch campaign that featured the "Mating" TV commercial and a four-page </p><p>print series. </p><p><BR><BR> </p>