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

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

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